The realm of the “personal” is now increasingly touched by technology – especially the Internet. For example, sleep is now something we do in between checking our smartphones. Our relationship to food and eating has changed too. Home delivery, restaurant search, table bookings – these have all been elevated to a high level skill-set which is part-entertainment, part-electronic processing. And travel is now a finger-clicking exercise with precision timing.
This readjustment of our daily routine has had one significant effect: it has taught individuals a range of skills that would normally be in the domain of businesses. Ordinary people now behave as businesses do by using buying strategies to get costs down. We now have expectations of quality and delivery. In fact, we have become so business-like as individuals that marketers need to get rid of the processes of “Business-to-Consumer” communication, and begin to adopt the rules of “Business-to-Business” when talking to consumers. Such change of our lives is an explosion of the new – new thinking, new business, new relationships, new selling, new buying, new leisure, new humans.
This book deals with networking and asks the question: Do you have the nerve not to use - or not to learn to use - networking in business and in your private life? It is a well-documented fact that what we want and desire is more easily achieved when we understand how to build the right relationships. Networking is basically the exchange of a wide range of services - and the most precious insurance in your private life and your career. This highly practical and accessible book will help anyone understand the power of networking quickly through face-to-face meeting and social media, as well as how they can use it as a way to enhance their prospects.
Author: Simone Andersen
In a quest to maintain market position and improve profits in today’s fast-paced, competitive market place, organizations need to become more and more customer driven. A customer-driven organization maintains a base of loyal customers by recognizing that customer service and product quality are fundamental to maintaining a competitive advantage. These organizations have incredibly strong, inspirational and charismatic leaders with strong culture and behavioural norms or even rules that guide everyone how to function within the organization. They think that their way is the only way!
This book explains how the environment and culture created in some of the world’s greatest customer-focused companies resembles the mindset created by a cult. It is by understanding the “anatomy” of such companies that we, too, can embark upon a journey of customer excellence within our companies.
We live in times of great change. Or so we are told. Headlines blast messages about clashes between tribes, civilisations, political factions, East and West. We are told that unless we abstain from eating meat, flying or enjoying other modern amenities, the planet is doomed. We live in times of trouble. Of crossroads. Of signs of decline. We live in special times. In turn, future thinking is often reduced to people having opinions about other people’s opinions.
As opposed to manifesto, in manifesto many small ideas are created to inspire one person, your- self. By sharing the vision of the future, we can avoid telling stories and instead strive to surround ourselves with as many strange, conflicting ideas that we can in order to immerse ourselves in future possibilities and possible futures. Incorporating recognisable examples, Minifesto will illustrate how the world changes when a single individual does something new.
The advertising industry has reached a critical and dangerous point in its development – agencies destroy themselves by doing increased work for declining fees. So what are the logical consequences of the failure to act? Growing workloads and declining fees have created a "recipe for disaster." For the first time, Michael Farmer offers a solution to avoid this seemingly inevitable disaster. This book offers the world’s first effective definition of "the real agency problem." Once the problem is understood, the author offers corrective solutions.
Now in its third edition, Madison Avenue Manslaughter has been updated to include industry developments from 2017-2018, plus new material and chapters. This book is a call to action for the 21st century breed of "mad men," which outlines the industry problems and encourages agencies and their clients to take management actions to keep this disaster at bay. These actions form the basis of a strategic response by agency CEOs as well as corporate chief marketing officers.
Author: Michael Farmer
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
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
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.
Consumer loyalty in the twenty-first century values trust, transparency, communication and authenticity. Holistic Branding explores the art of making a strong emotional connection from your organization and culture in order to drive your business forward. Direct in its approach, the book argues that everything from hiring employees to your consumer message must be in line with the company's brand.
Broken down into four easily accessible and digestible parts, Holistic Branding is an essential book for leaders and business people interested in creating a dynamic and authentic brand that stands apart from its competitors in our highly competitive consumer age.
Author: Jodi Oridioni
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