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eBook United We Brand download

by Mike Moser

eBook United We Brand download ISBN: 1578517982
Author: Mike Moser
Publisher: Harvard Business Review Press (April 4, 2003)
Language: English
Pages: 192
ePub: 1158 kb
Fb2: 1821 kb
Rating: 4.3
Other formats: rtf mbr docx mobi
Category: Work and Money
Subcategory: Marketing and Sales

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United We Brand book.

United We Brand offers a hands-on action plan for building a cohesive brand strategy from the ground u. Filled with vivid case examples and practical worksheets, United We Brand is essential for anyone involved in charting a company's distinctive path to success.

United We Brand offers a hands-on action plan for building a cohesive brand strategy from the ground up. Drawing from two decades of experience creating brand identities for companies including Dell, Cisco, and Kia Motors, Mike Moser provides a proven template for transforming disparate, "fuzzy" brand information into a concrete guidepost for making day-to-day branding decisions. Winner of five Clio Awards and two Cannes Lions.

Home Business & Economics Business & management Business innovation United We Brand: How to Create a. .

Home Business & Economics Business & management Business innovation United We Brand: How to Create a Cohesive Brand That's Seen, Heard, and Remembered. United We Brand: How to Create a Cohesive Brand That's Seen, Heard, and Remembered. By: Mike Moser (Author) Publisher: Harvard Business School Press Released: 01 Apr 2003 Publisher Imprint: Harvard Business School Press. BestsellersView More.

Michael Alexander Moser (pronounced MOH-zer; born November 8, 1990) is an American professional basketball player for JL Bourg of LNB Pro A. He played college basketball for the University of Oregon as a senior

Michael Alexander Moser (pronounced MOH-zer; born November 8, 1990) is an American professional basketball player for JL Bourg of LNB Pro A. He played college basketball for the University of Oregon as a senior. Moser was an All-American player at the University of Nevada, Las Vegas (UNLV) before transferring to Oregon in 2013. Moser attended Grant High School in Portland, Oregon, where he led the school to a state title in 2008.

In United We Brand, Moser unveils a hands-on tool he has developed over the course of two decades of branding experience with organizations ranging from brand giants like Reebok and Dell Computers to fledgling startups to nonprofit firms. См. также: Маркетинг. Учебники и учебные пособия.

But don t. The question isnt whether this book contains any substance; it does.

How to Create a Cohesive Brand thats Seen, Heard, and Remembered. The D stood for Dunson, and two s-shaped lines represented the river. But don t. Instead, the question is whether the reader will put its substance to work. Mosers book culminates in a practical guide he calls, a Brand Roadmap.

Michael Moser Development, Sacramento, California.

The Federal Express campaign that stated, ‘When it absolutely, positively has to be there overnight!’ was done in a very slapstick, humorous style, but the message couldn’t have been more serious. CEO, Mark Armstrong Illustration. My images are different, like your brand needs to be. Humor gets people to lower their shields.

Most executives know their company's values and brand message, but often they fail to make sure that everyone else knows them too. The result? A weak brand that conveys different messages inside the company--and out in the marketplace. United We Brand offers a hands-on action plan for building a cohesive brand strategy from the ground up.Drawing from two decades of experience creating brand identities for companies including Dell, Cisco, and Kia Motors, Mike Moser provides a proven template for transforming disparate, "fuzzy" brand information into a concrete guidepost for making day-to-day branding decisions. Called the "Brand Roadmap," this valuable tool enables organizations of all sizes and kinds to leverage insights and strategies once only available through big-gun consulting and ad agencies.Step by step, it guides readers through the four key components of brand strategy: identifying core values, creating a focused brand message, developing a distinctive brand personality, and choosing a consistent set of brand icons. Filled with vivid case examples and practical worksheets, United We Brand is essential for anyone involved in charting a company's distinctive path to success. Winner of five Clio Awards and two Cannes Lions.
Comments: (7)
Dukinos
This book helped me think of myself as a brand. Good activities. Points about memorability, focusing messages, emotional reasons why we make purchases, multi sensory experiences, components of a brand, brand values, personality, and traits.
Vosho
I’ve been in advertising and design my whole career. This book is my core go to book on the subject of branding.
Nto
This book was used for a class I took and it was just "eh" to me. It had some interesting pages but it wasn't too interesting to read.
Nalmezar
I had to buy this for a marketing class. Its a waste of money and the instructor should have her license taken away. It was nothing but a pentathlete.
fire dancer
Several hundred books on marketing and branding have been published since Ted Levitt's seminal article ""Marketing Myopia" appeared in the Harvard Business Review (September 1, 1975). He later wrote The Marketing Imagination (1986) which remains "must reading" for anyone directly or indirectly involved with marketing. There are several excellent recently published books on brand management and this is certainly one of the best. As its subtitle correctly indicates, Moser explains "how to create a cohesive brand that's seen, heard, and remembered." In the proverbial nutshell, that has become one of brand managers' primary objectives: To create a multi-sensory experience for the consumer which increases, enhances, and sustains the appeal of the given brand. Moser draws upon more than 25 years of experience in the agency world, having worked closely with a number of major corporations (e.g. Kia Motors, Cisco Systems, and Dell) to formulate a "brand road map" based on a template which, until now, has been inaccessible to most organizations. What he offers in this book is a step-by-step process by which to create cohesive brand strategies.
As Moser explains with meticulous care, citing examples along the way, there are four components of a brand: Core values (the foundation of any organization), brand message (the overall key message which must be communicated effectively), brand personality (the overall tone and attitude with which to deliver the brand message), and finally, brand icons (executional tools which help to deliver the brand message...all of the various elements that make all of an organization's marketing materials uniquely its own). These four components provide the foundation of a "brand road map" which, like all other roadways, requires conscientious maintenance to ensure expeditious delivery of the brand message to its destination.
Moser leaves no doubt whatsoever that this process is very difficult, requires an abundance of time and energy, and is subject to all manner of perils such as internal resistance which Jim O'Toole characterizes as "the ideology of comfort and the tyranny of custom." Why bother? "Capturing the essence of your brand [whatever or whoever it may be] and putting it into a form that's clear and concise will help ensure that your brand has the tools necessary to be seen heard, and remembered in the marketplace for years to come." Presumably Moser agrees with this follow-up thought which I now share: Even if Levitt and Moser personally worked closely with you and your associates on the formulation of a "road map" for your organization, it will be essentially worthless unless and until your brand (be it a product or service or both) is of the highest possible quality.
Readers of this brilliant book will be pleased and relieved that Moser's approach is eminently practical. His text is mercifully free of jargon. He seems determined to help any and all who would otherwise not have access to a step-by-step process which has been used for years by large corporations, branding experts, and brand consultancies as well as by multinational corporate identity firms and advertising agencies. Understanding this process will help those who read his book to achieve some of the same brand insights, brand focus, and brand consistency now delivered by various proprietary formulas.
Faebei
This book is definitely a useful tool for a business owner. It's got all of the information you'll need to set the direction and focus of your company. I, however, do not own a company. This book has been highly recommended by people, and rightfully so, but it's not really a book that everyone interested in marketing/branding/advertising can really sink their teeth into. I will fully agree that this is a fantastic tool for those who need it, but it's not the casual business book I was expecting just to further my knowledge of the subject. Not "beach reading" by any means. In short, it's a great book, but it's written for a very specific audience.
Helo
The message delivered in Mike Moser's wonderfully insightful book has a wide application. Perhaps even wider than the author intended.
Moser deftly distills some very powerful marketing insights into an easily comprehensible form, while providing practical tools to create more impactful brand communications. Not only are those tools relevant to companies striving to better define/articulate their distinctive positioning in the marketplace, Mike Moser's message will resonate with folks, such as myself, trying to "brand themselves" as we seek employment in today's highly competitive and overly "commoditized" workplace.
Smart, relevant and witty.
And written for just about everyone at every level
of the communications business. Whether you're a Jr.
Copywriter, or a C.E.O. Moser gets to the heart
(and soul) of turning any business into a household word.
Finally, someone has written about the most difficult
task in advertising and made it incredibly clear, and
even more startling, incredibly easy.
The first textbook on branding that doesn't read
like a textbook.
And to think it was written by an Art Director.
Amen.