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Power Branding de Steve Mckee

Power Branding

Autor Steve Mckee
en Limba Engleză Hardback – 7 ian 2014

Subliniem de la bun început o eroare strategică frecventă în mediul de afaceri: convingerea că succesul brandurilor globale se datorează exclusiv bugetelor colosale și că strategiile acestora sunt inaccesibile firmelor mici. Power Branding demontează acest mit, demonstrând că liderii de piață nu sunt sclavi ai marketingului convențional, ci adoptă tactici adesea contra-intuitive pe care orice antreprenor le poate implementa. Steve Mckee ne provoacă să regândim creșterea nu ca pe o cursă de rezistență fără finalitate, ci ca pe un rezultat al clarității strategice.

Ne-a atras atenția structura extrem de riguroasă a volumului, divizată în trei secțiuni esențiale: „Cine”, „Ce” și „Cum”. Această progresie logică obligă cititorul să definească mai întâi identitatea și relația cu clientul (unde aflăm de ce „clienții nu au mereu dreptate”), să rafineze mesajul și relevanța, și abia la final să treacă la execuția creativă. Autorul analizează mecanismele din spatele unor nume precum McDonald’s sau Facebook, oferind lecții despre puterea simplității și importanța vulnerabilității în branding.

Complementar volumului Power Branding Secrets de Edwin Dearborn, care se concentrează masiv pe publicitatea online și social media, lucrarea lui Mckee acoperă zona psihologiei de brand și a fundamentelor strategice care preced orice campanie tactică. Dacă în lucrarea sa anterioară, Turns, autorul explora incertitudinea decizională la nivel filosofic, aici el aplică aceeași rigoare analitică pentru a oferi soluții pragmatice executivilor presați de timp. Recomandăm această lectură pentru tonul său autoritar și pentru modul în care reușește să transforme concepte abstracte în pârghii de creștere economică.

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Specificații

ISBN-13: 9781137278845
ISBN-10: 1137278846
Pagini: 256
Ilustrații: Includes 10 b&w illustrations
Dimensiuni: 157 x 235 x 20 mm
Greutate: 0.52 kg
Editura: St. Martins Press-3pl
Locul publicării:Basingstoke, United Kingdom

De ce să citești această carte

Recomandăm Power Branding managerilor și antreprenorilor care vor să iasă din blocajul marketingului tradițional. Veți învăța cum să utilizați strategii contra-intuitive pentru a construi un brand memorabil, indiferent de mărimea companiei. Este un ghid esențial pentru a înțelege că un brand puternic nu se cumpără cu bugete enorme, ci se construiește prin decizii curajoase și o poziționare diferită față de competiție.

Despre autor

Steve Mckee este un specialist recunoscut în strategii de business și branding, co-fondator al unei agenții de publicitate de succes. Expertiza sa se concentrează pe ajutarea companiilor aflate în dificultate sau în etape de stagnare să identifice noi direcții de creștere. În opera sa, inclusiv în titlul Turns, Mckee explorează momentele de răscruce ale organizațiilor, oferind o perspectivă analitică asupra modului în care deciziile strategice corecte pot schimba traiectoria unei afaceri. Stilul său se remarcă prin pragmatism și prin capacitatea de a extrage lecții universale din succesele și eșecurile corporațiilor de top.

Descriere

Every one of the largest, most successful corporations were, at some point, mere startups. McKee explains what enables some companies to growbigger and better, while others stumble along year after year, running but never winning the race. The difference is that the biggest and best brands aren’t slaves to conventional marketing wisdom. McKee shows by example how the same, sometimes counter-intuitive, strategies used by the biggest brands can also best serve small and mid-sized companies. Among the topics explored: How can a company grow big by thinking small? Why do the best companies sometimes avoid being better? Why do brands that create the most memorable advertising stay away from focus groups? What is the secret to an effective slogan? When can admitting a negative become a positive? A diverse selection of companies provides powerful lessons, ranging from traditional icons like Coca-Cola, McDonald’s, and General Motors, to new media models like Google and Facebook. This book appeals not only to time- starved executives, but also to middle managers and owners of small businesses who have a wide variety of marketing problems to address and who need to change the way they think about how to generate healthy, consistent growth.

Cuprins

WHO
1. Who Comes First
2. Small Means Big
3. Happy are the Hunted
4. Uncommon is Common
5. It's Not About You
6. Heart Beats Wallet
7. Relationships are Reciprocal
8. Irrational is Rational
9. Customers are Wrong
10. Research can be Deceiving
11. It's Not the Shoes
12. Self-Expression Doesn't Sell
13. B2B is P2P
14. Brands R' Us
15. Your Brand is Theirs

WHAT
16. Brands Belong
17. Consensus is Good
18. Ideas are It
19. Margins Take Money
20. Relevance Rules
21. Simplicity Sells
22. Bad can be Good
23. Different is Refreshing
24. Feelings Come First
25. Conventions can be Challenged
26. Counterbranding Works
27. Scarcity Drives Value
28. Copycats Never Cease
29. Innovation Prevents Liquidation
30. Form Can Top Function

HOW
31. First Impressions Matter
32. Words Count
33. Testing may Fail
34. Giving Gets
35. Less is Often More
36. Gaps are Good
37. Not All Bells are Equal
38. Promises are Problematic
39. Creativity Sells
40. Partnerships Pay
41. Boring is Criminal
42. Humor Helps
43. Manners Matter
44. Behavior isn't Belief
45. Discounting is Dangerous

WHERE AND WHEN
46. Convergence Spells Opportunity
47. Branding is Everything
48. Credibility is Critical
49. Sales and Marketing Mix
50. Integration is Power
51. Social can be Slippery
52. Data is Big
53. CRM can Backfire
54. Analog is Awesome
55. Investing Returns
56. ROI may be Deceiving
57. Accretion is Amazing
58. Patience is a Virtue
59. Visibility Brings Credibility
60. Harmony is Hard

WHOOPS
61. It's OK to be Uncomfortable
62. Entropy Happens
63. Size Won't Save You
64. You Can't Fake Authenticity
65. Free is Costly
66. Doing Good Might Hurt
67. Tactics are Deceiving
68. Price is a Product Feature
69. Focus can be Fleeting
70. Aspirations may Backfire
71. Celebrities Bite
72. Nobody Likes a Bully
73. Christmas isn't Uncool
74. Speed can Kill
75. The Mirror can't be Trusted

CONCLUSION: TO BE CONTINUED

Notă biografică

Steve McKee is the co-founder of McKee Wallwork, a marketing advisory firm that specializes in revitalizing stalled, stuck and stale companies. He is the author of When Growth Stalls: How it Happens, Why You're Stuck and What to Do About It, an award-winning business book now published in four languages, and Power Branding: Leveraging the Success of the World's Best Brands, which New York Times bestselling author Jay Baer called "the definitive book on modern branding" that "should be mandatory reading in every business school in America." Steve's firm made the Inc. 500 list of the fastest-growing private companies in America its first year of eligibility and has twice won the prestigious Effie Award for marketing effectiveness from the American Marketing Association. The firm has twice been recognized by Advertising Age as Southwest Small Agency of the Year and one of the nation's Best Places to Work, and also won the publication's National B2B Campaign of the Year award. A longtime SmartBrief on Leadership contributor, Steve has also been published or quoted in The New York Times, USA Today, Advertising Age, Adweek, Investor's Business Daily, and The Los Angeles Times, among others. He has appeared on CNBC, CNNfn, Bloomberg TV and network television affiliates in dozens of cities across America. Steve is a popular speaker and has shared his insights with a wide variety of organizations and associations including the Better Business Bureau, Bloomberg, British Airways, Cabela's, Christie's International Real Estate, Einstein Bros. Bagels, The Federal Reserve, the IBM Alumni Association, International Paper, the International Executive MBA Council, the International Sleep Products Association, and the International Pizza Hut Franchise Holders Association, among others.

Caracteristici

1). AUTHOR MARKETING PLAN: Steve's firm is takingthis book on as a client andputting their own marketing muscle behind it. The authorplans to, with backing of his firm, participate in the promotion and marketing of the book, starting with a four-point launch. This includes buying up to 1,500 copies of the book for promotion, underwriting a month-long $10,000 promotion effort, an e-mail campaign targeting up to 100,000 small/medium sized businesses, and a sophisticated online retargeting drive.

2). WIDE APPEAL: This book will appeal to small business owners, middle managers, and executives. It will be suited to a variety of businesses and will address many different marketing problems. By using big brands as examples to illustrate his points, the author will offer advice suitable for business people of every stripe who are concerned about growing their companies by building broader, deeper and richer customer relationships.

3). INTERACTIVE CONTENT: The author plans to create the latest interactive content features related to the bookfor his website, including a personal video introduction, the ability to tag and/or highlight relevant book sections,discuss notes and comments, create Keynote or PowerPoint slides based on book content, send a tweet, post, email or to printer, share informationwith staff or colleagues, and pass along a free sample chapter - all of which will encourage interaction and additional purchases of the book.