This book presents a manifesto for the changing face of advertising. But rather than a revolution, this change is more of an evolution. Creative thought has to evolve, creative professionals have to evolve and therefore advertising agencies, too, have to evolve. Leading advertising practitioner Emanuele Nenna provides ideas and direction for this evolution in this timely and important book for everyone involved in the advertising sector.
Advertising has always had a clear objective: to promote the sales of a product. The success of an advertising campaign is determined by the success of the client’s business/brand. But with the advent of social and digital media and the extraordinary changes in the media landscape in general, advertising companies must reassess their roles and ways of operating in order to continue achieving success for their clients.
Publisher: LID Publishing
FORMAT: 216 x 138mm
Number of pages: 160
Emanuele Neena is the co-founder of Now Available, based in Italy, and one of Europe’s most innovative advertising agencies. Its clients include MTV, Nestle and Volkswagen.
Successful brands are alive. They are able to activate the very forces of life because they embed our fundamental human motives, the evolutionarily preserved mechanisms that have helped us survive and thrive. Our fundamental human motives shape the language that is shared by everyone. Living Brands decodes this language and helps marketers, consumer insight managers, advertisers, designers, PR professionals, and brand owners bring brands to life.
By using, for the first time, a multidisciplinary approach that includes client workshops, brand communication decoding, motivational research, cultural anthropology, sociology, philosophy, psychology, cognitive science, and affective neuroscience, Living Brands deconstructs and hierarchises the motives underpinning our consumer behaviour, allowing practitioners to build narratives that engage consumers at a profound human level.
Author: Constantinos Pantidos
What makes a great salesperson? What beliefs, attitudes and behaviours are linked to being a top performer? What impact does culture, industry and sales context have? And does a formal sales methodology or process make a difference?
This book is for any sales professional, or indeed anyone involved in the sales process of their company, who wants to learn the secrets of successful selling. Based on interviews and analysis (qualitative and quantitative) of 300 of the world’s leading salespeople, across a mix of industries, cultures and context, the authors present the most rigorous evaluation of how salespeople behave and how they are driven. In doing so, they reveal the secret code behind consistent and high-level success in sales.
Authors: Ian Mills, Mark Ridley, Ben Laker & Tim Chapman
The term 'omnichannel' may be a marketing buzzword, but it also refers to a significant shift: marketers now need to provide a seamless experience, regardless of channel or device. Make it All About Me suggests how to work with omnichannel marketing and artificial intelligence without getting stuck in a certain channel or silo. Drawing on insights from global marketing experts, the book centers around the Omnichanel Hexagon, a framework to help gauge your omnichannel progress and prioritize your marketing efforts to ensure that every step you take is a step closer to the perfect, tailored customer experience -- without sacrificing profitability.
The authors provide the background for understanding the six main omnichannel disciplines and demonstrate how you can manage them in a more customer centric manner. Readers will get a visual overview of how far along their organization is in working with omnichannel and what barriers might impede further progress.
Author: Rasmus Houlind & Colin Shearer
In 1862, in the city of Santiago de Cuba, a family-owned business purchased a distillery, producing the first bottle of what would become known as BACARDÍ rum. In the years that followed, Bacardi expanded to become a globally recognized household name, renowned for its premium quality white rum.
The Rise of Bacardi tells the story of the Bacardi company, from its origins in the mid-19th century to its expansion in the early 20th to its international acclaim as the world's leading manufacturer of spirits today. This is the story of a company, but it is also the story of a family who has faced political and societal upheaval, from the Spanish American War to American Prohibition and the Cuban Revolution, and has continued to go from strength to strength over the last 150 years. As a member of the Bacardí family and former employee of the company, Jorge Del Rosal provides a unique insider's point of view in parallel to his own story as the company expanded in the latter half of the 20th century to today.
What if you could get people to listen to you in every situation? And in addition, get them to want to listen? Would that make life easier? Rhetoric is not the art of speaking - it is the art of getting others to listen. This book does not deal with the history of rhetoric - nor is it a book that teaches you how to 'talk nicely' - as many people might think when they hear the word 'rhetoric'. This book will teach you to speak effectively and increase the motivation of your listeners. Teaching you how to be professional and personal, without being private. Elaine shares her own experiences, and suggests with humour and warmth how to tackle difficult situations. Selling 60,000 copies in Sweden, this revised edition boasts completely new examples and rhetorical tricks.
This book is about icons – exceptional organizations (orchestras, restaurants, sports teams or companies) with an aspiration to make or do something special, and to go on doing so, year in, year out for decades. This is what gives these organizations their undeniably iconic status.
By selecting 14 iconic organizations (including ElBulli, McKinsey, Royal Concertgebouw Orchestra, Procter & Gamble, the All Blacks) and researching what characteristics make them different from others, the authors discovered a “competency spiral” which these organizations exhibit in their success. Attracting and retaining the right people; forging individuals into a team; and achieving outstanding results, time after time, through continuous improvement and adjustment – these are the key competencies required to achieve iconic status.
Author: Xavier Bekaert, Gillis Jonk, Jan Raes & Phebo Wibbens
How to Buy a Gorilla presents a new agency relationship paradigm for marketers to get better-value advertising ideas from their agencies. In this book, David Meikle examines the existing paradigms of the working and commercial relationships between marketing, procurement and agencies, and offers a new approach to how they can collaborate in more trusting, more productive and more effective ways. This is a well-informed exploration of the eternal triangle of marketing, agency and procurement, and will provide valuable guidance and insights to anyone involved in the purchase, management or creation of advertising.
Understanding the goals of the world of business and dealing with the development of new solutions calls for a basic ingredient: creativity. And yet, just being, or wanting to be creative is not enough – it is essential to train and develop this ability in order to achieve results. In other words, we need a guide to show us the way and provide us with the tools needed to progress. Designpedia is an essential manual for Design Thinking which brings together all the tools you need to achieve innovation and entrepreneurship goals and is organised around four basic processes: mapping, exploring, building and testing. It also reveals how, as long as you use the right tools, you can create original and effective solutions. Includes case studies to show how this is working for big companies (Orange or BBVA) as well as startups (Dovase or Bydsea).
Authors: Rafael Zaragozá and Juan Gasca
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