Dim Sum Strategy: Bite-Sized Tools to Build Stronger Brands

Wilken, Peter

ISBN 10: 1772562459 / ISBN 13: 9781772562453

Editore: Post Hypnotic Press Inc., 2019

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Titolo: Dim Sum Strategy: Bite-Sized Tools to Build ...

Casa editrice: Post Hypnotic Press Inc.

Data di pubblicazione: 2019

Legatura: Rilegato

Condizione: As New

Edizione: seconda edizione

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Riassunto:

In the past, brands were the sole domain of owners, advertisers and marketers. Strategies were crafted in smoke-filled boardrooms and rolled out with little to no input from consumers.

Times have changed. Today, consumers are the new owners. They have more information, more channels, more power and more choice but less time, less loyalty and less trust than ever before. Brands intersect every aspect of our lives, but the business of building brands is still misunderstood.

Dim Sum Strategy presents a carefully curated selection of proven strategic tools, with insights and anecdotes from three decades working with some of the world's leading brands at the world's top agencies. The book is structured to follow the author's proven Brand Centered Management(TM) process, with a smattering of different "tools" split into four parts: Discovery, Definition, Direction, and Delivery. Each tool is presented in bite-sized, standalone chunks; you can read the book in stepwise fashion or cherry-pick in whatever order you wish--just like a dim sum meal.