The power of a good story has long been recognised.
It seems that, as a race, we humans love a good story. But stories aren’t just for pure enjoyment – they have long been a powerful tool for teaching. This book is an alternative to traditional marketing handbook. Rather than a textbook, it is an enjoyable “story-book” that brings to life some of the key principles of marketing in an easy-to-read, accessible form. Some of these stories are quite remarkable and almost unbelievable; but all are true and remind marketers and businesspeople that the best marketing is something which people tell others about and retell over many years.
76 inspiring stories about marketing – and the lessons we can learn from them.
Real-life marketing stories to inspire and teach anyone involved in marketing.
Engaging to read – based on the author’s hugely popular marketing blog.
Provides an alternative and more enjoyable means to learn about marketing.
“The Prisoner and the Penguin” story relates to Terry Waite who, when kidnapped and held captive, asked his guards for a book with a picture of a penguin on the spine – ie, any book published by Penguin, which he was sure would be interesting to read.
Publisher: LID Publishing
FORMAT: 216 x 138mm
Bookbinding: Paperback w/flaps
Number of pages: 192
Giles Lury is the Executive Chairman of The Value Engineers, a leading marketing and advertising agency.
Virtually everyone sells in some capacity today, and we can become better at selling by becoming smarter at it. In today s highly competitive marketplace, creating an advantage through sales is imperative. Distilled into this single, handy-sized volume are twenty tips, advice and techniques to help anyone to improve their sales capability. It provides insights and tools to develop a more considered, smarter approach to overcoming any sales-related problem and situation. Each piece of advice is accompanied by graphic aids to aid understanding.
There is a form of creativity so powerful that it only takes one look and one listen for millions of consumers to remember it, like it, buy it, and tell others about it. These are so-called Super Signs - the brands that are embedded in human culture and hidden deep in our subconscious.
This book takes a fresh approach to branding, and explores how to turn brands into Super Signs in today's competitive and ever-changing world. Super Signs are the most effective and powerful means of influencing a consumer's actions. From a branding point of view, Super Signs are the ultimate level that your brand can reach -- a level where the brand triggers an instinctive reaction in thought and action from the consumer.
Author: Sam Hua & Nan Hua
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
A cross between a business book and a storybook, How Coca-Cola Took Over the World is a collection of 101 accessible, enjoyable and informative tales of some of the world's greatest brands, including Tiffany's, Mercedes, Apple, Pinterest, Chanel No. 5, Corona, Brewdog, Spanx, LG, KFC, WWF, Guinness World Records and Coca-Cola. The stories are arranged into sections covering brand origins, brand naming and identity, marketing strategy, communication, innovation and repositioning and renovation. For each story, the author has drawn a moral - a marketing principle that can be applied to many brand and marketing challenges facing businesses today. When pulled together as they are by the author in the final chapter, they provide the reader with a compelling and inspirational toolbox.
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
The internet is shrinking the world; local brick and mortar businesses are finding more competition than ever before, primarily from ‘out of towners’ who conduct their business online. Consumers are thrilled with this change and empowered with information; no longer requiring a salesperson to start the buying process. So how does a local business compete in a world that has gone digital?
The Business of Getting Business will educate and lead business owners to a different way of generating and converting business opportunities using digital marketing concepts and processes. It provides need-to-know information about digital marketing in easy-to-understand terms, so any business owner will walk away with a true understanding of what they need to do online to make their business succeed. Furthermore, it provides an implementation guide that runs through the specific technologies and the steps required to be productive with a digital marketing solution to build a better future.
From Brexit to Trump, communication has never clearly been so influential, continually centre stage in influencing our hearts, minds and essentially the narrative of our civilisation. We are surrounded by the impact of good and bad communication, both in our own lives and in the world stage. And we are swayed, even against better judgement by persuasive communicators. This book will give people simple usable tools to improve and enrich their communication in 5 key areas, so they feel more confident and effective in meetings, presentations, interviews, social situations and can even have arguments more effectively! For the very first time, readers will be able to read about and apply a unique methodology that has been taught successfully to hundreds of happy clients since 2008 - and the opportunity to experience gems from that method at a fraction of the price of a session.
The best ideas can come from the most unusual and unexpected sources. In this book, leading brand consultant and author Giles Lury presents 75 stories of extraordinary innovation, as well as the many and varied sources of inspiration, that led to companies developing highly successful products and brands.
With tales covering brands including Angry Birds, Diners Club, Fanta, Netflix, Viagra, Victoria's Secret and AirBnB, you will find out how one size does not fit all, and that ideas can be sparked by anything and everything - from anger to embarrassment, from people watching to biomimicry (borrowing ideas from the natural world). Ultimately, this book is a call for disruption and deviance and provides original tips and techniques to help you in your search for the next big thing.
Author: Giles Lury
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.
The impact of the weather is often taken for granted and sometimes completely ignored. Weather in all forms is a maker and breaker of both business and personal fortunes, especially when it reaches extremes. The weather we experience crucially dictates almost every aspect of our lives. It directs what we do and when we do it, from what we eat and drink, to the clothes we wear, and it even governs our health and behaviour.
In this entertaining and informative book, global expert meteorologist and weather authority, Jim N R Dale, shares his experiences and advises how you and your business could truly become weather savvy. Weather impact is an all-consuming phenomenon, and, with the rise of climate change, there is no better time to tune into one of the most important aspects of our lives. Certainly, a book for a rainy day!
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