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Brand Storytelling at Shinola
by Giana M. Eckhardt Jill Avery Michael BeverlandDetroit, Michigan, aka "The Motor City," is most known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music. It is also a place that more recently has become synonymous worldwide with rustbelt urban decay, characterized by abandoned factories, commercial buildings, and homes, soaring unemployment and homelessness, and a sense of despair since the city's declaration of bankruptcy in 2013, which led to its other nickname, "America's Warzone". It was a surprising place to find the headquarters of a new luxury brand. Shinola, a luxury watchmaker and purveyor of stylized, retro-chic, and hipster-cool products, had aggressive goals to grow to 75-100 stores and consumers and store employees, many of whom had never been to Detroit, would need to become familiar with the Shinola brand narrative. Recent expansions of the brand into lower price point timepieces and the hospitality sector would have to be monitored, and future brand extensions and brand partnership opportunities evaluated to support an evolving new luxury lifestyle brand positioning. As they continued to expand the Shinola brand into international markets, the brand's story, rooted in Detroit's imagery, history, and lore, might have to be reconsidered to appeal to non-American audiences. Finally, the company found itself the subject of legal and cultural critique. A "RETHINK SHINOLA" artist movement was questioning its commitment to Detroit. The U.S. Federal Trade Commission had recently fined Shinola for unfairly claiming that its products were "made in Detroit," putting its brand storytelling under the microscope.
Brand Storytelling in the Digital Age: Theories, Practice and Application
by S M MoinInextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating.Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds.Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.
Brand Storytelling: Put Customers at the Heart of Your Brand Story
by Miri RodriguezDespite understanding essential storytelling techniques, brands continue to explain how their product or service can help the customer, rather than showcasing how the customer's life has changed as a result of them. Brand Storytelling gets back to the heart of brand loyalty, consumer behaviour and engagement as a business strategy: using storytelling to trigger the emotions that humans are driven by. It provides a step by step guide to assess, dismantle and rebuild a brand story, shifting the brand from a 'hero' to 'sidekick' mentality, and positioning the customer as a key influencer to motivate the audience. Written by the award-winning storyteller Miri Rodriguez at Microsoft, Brand Storytelling is a clear, actionable guide that goes beyond content strategy, simplifying where to begin, how to benchmark success and ensuring a consistent brand voice throughout every department. Inspiring with interviews, advice and case studies from leading brands like Expedia, Coca Cola, McDonalds, Adobe and Google, it clarifies why machine-learning, AI and automation only tell one side of the story. Aligning an emotive connection with the customer's personal values, experiences and aspirations will enable brand leaders, employees and influencers to celebrate and strengthen brand engagement for long-term growth, rather than trying to win it.
Brand Storytelling: Put Customers at the Heart of Your Brand Story
by Miri RodriguezWritten by the award-winning storyteller Miri Rodriguez at Microsoft, this bestselling book gets back to the heart of brand loyalty, consumer behavior and engagement as a business strategy by using storytelling to trigger the emotions that humans are driven by.Despite understanding essential storytelling techniques, brands continue to explain how their product or service can help the customer, rather than showcasing how the customer's life has changed as a result of them. This second edition of Brand Storytelling contains new trends in storytelling, as well as expanding on story experience and employee experience. This book will explore the future of brand storytelling in a post pandemic era. New to this edition will also be a 'How to Guide' taking readers through each step of the design thinking process in order to prototype their stories.Brand Storytelling provides a step-by-step guide to assess, dismantle and rebuild a brand story, shifting the brand from a 'hero' to 'sidekick' mentality and positioning the customer as a key influencer to motivate the audience. Clarifying why machine-learning, AI and automation only tell one side of the story, this book will inspire you with cutting edge interviews and case studies from leading brands like Expedia, Coca Cola, McDonalds, Adobe and Google to tap into authentic brand loyalty and human connection.
Brand Strategy in Three Steps: A Purpose-Driven Approach to Branding
by Jay MandelLearn how to create an authentic and consistent brand strategy by focusing on the values of your company. This book breaks this process into three steps focused on brand identity, setting intentions and implementing the resulting strategy. To consistently appeal to consumers, a brand needs to implement a strong strategy that delivers a memorable experience. There are two other essential stages of this process, and the companies who skip over these risk seeming out of touch and inauthentic. In Brand Strategy in Three Steps, branding coach Jay Mandel takes readers through an innovative and efficient three-step approach to brand strategy centered on identity, intention and implementation. Brand Strategy in Three Steps highlights the importance of communicating value to consumers through meaningful interactions. Jay Mandel walks readers through the best branding strategies for new companies and established ones looking to revamp their approach, providing thoughtful exercises to help readers map a living brand document. The book helps readers through the three essential steps of brand strategy: identifying their core values as a company, determining how this relates to the product or service and tying these together when rolling out the strategy. Readers will gain the practical insight necessary to launch a successful, purposeful brand strategy and go-to-market plan.
Brand Success: How the World's Top 100 Brands Thrive and Survive
by Matt HaigBrand success = business success. A simple equation, but identifying those winning qualities is not easy. To achieve this goal, Brand Success applies a range of criteria including financial success, longevity, technological advancement, new product development, work place revolution and mass communication, to form an effective brand strategy. The result is a comprehensive, entertaining and illuminating book, featuring case studies from global brands such as adidas and Zippo, providing a gallery of some of the world's best-known brands with rare insight into the secret behind their success.With comment from brand managers, psychologists, academics and other experts, Brand Success is a invaluable resource for brand managers, marketers and students alike, to truly understand what makes a brand successful.
Brand Thinking And Other Noble Pursuits
by Debbie Millman Rob WalkerWe are now living in a world with over one hundred brands of bottled water. The United States alone is home to over 45,000 shopping malls. And there are more than 19 million customized beverage choices a barista can whip up at your local Starbucks. Whether it's good or bad, the real question is why we behave this way in the first place. Why do we telegraph our affiliations or our beliefs with symbols, signs, and codes? Brand Thinking and Other Noble Pursuits contains twenty interviews with the world's leading designers and thinkers in branding. The interviews contain spirited views on how and why humans have branded the world around us, and the ideas, inventions, and insight inherent in the search.
Brand Thinking and Other Noble Pursuits: Insights And Provocations From World-renowned Brand Consultants, Thought Leaders Designers, And Strategists
by Debbie Millman Rob WalkerWe are now living in a world with over one hundred brands of bottled water. The United States alone is home to over 45,000 shopping malls. And there are more than 19 million customized beverage choices a barista can whip up at your local Starbucks. Whether it’s good or bad, the real question is why we behave this way in the first place. Why do we telegraph our affiliations or our beliefs with symbols, signs, and codes?Brand Thinking and Other Noble Pursuits contains twenty interviews with the world’s leading designers and thinkers in branding. The interviews contain spirited views on how and why humans have branded the world around us, and the ideas, inventions, and insight inherent in the search.
Brand Together
by Charles Trevail Clare Fuller Nicholas IndAny business that wants to continue growing has to consider new ways of developing and engaging with customers and clients. Innovation and co-creation have emerged as the key topics in the post-recession business environment. Brand Together will show you how to involve all stakeholders in the process of creativity - providing inspiration on how to revitalize brands and enable them to succeed in the new world of customer engagement and participation. It will show you how to truly intertwine innovation with brand strategy, whilst providing guidance on how to co-create with customers from a brand perspective. Drawing on case studies including Barclays, Mozilla, [yellow tail], Kraft Foods, Virgin Media and Danone. Brand Together will provide valuable insights for marketing and branding professionals and for anyone who wants to grow their business and their brand.
Brand Transformation: Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy
by Keith GlanfieldTo be of value to firms, branding must operate in the "real" world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to pragmatically change as you go, making simple branding changes that deliver a commercial difference. This radical new textbook combines best practice, research and theory to teach how to accelerate a firm’s branding performance, without disrupting and derailing day-to-day business. It demonstrates how to make practical "best-fit" changes to a firm's branding by implementing commercially feasible branding activity to achieve commercial results. Structured around a brand transformation template, Brand Transformation demonstrates how to make pragmatic changes to branding by implementing improvements to six critical components of branding performance. The text not only presents new and different insights; importantly it contains a set of diagnostic questions, frameworks, tools and templates to design implementable changes to a firm’s branding. The text includes a set of six widely occurring firm "typologies" and suggests practical immediate activity on which to base a firm’s implementation plan. This text is essential reading for final year marketing undergraduates, postgraduate students of marketing, practising marketers and general managers
Brand Valuation (Routledge Studies in Accounting)
by Luc Paugam Paul André Henri Philippe Roula HarfoucheIn the new economy where value drivers are shifting from tangible to intangibles resources, brands are the most familiar asset. They are well known by consumers, perceived as a critical component of enterprise value and often motivate large mergers and acquisitions. Yet, brands are a complex intangible asset, and their valuation is a difficult task requiring a variety of expertise: legal, economic, financial, sector-specific and marketing. Using rigorous methodologies, an analysis of the world of the new economy and an inquiry into the limits of modern valuation technics, this book offers empirical and theoretical background to the key issue of brand valuation. It provides answers to the many questions that arise when attempting to value a brand: How to understand the origin of brand value? How to assess its value objectively? Why valuations of some brands by consulting firms differ so widely? How to understand that some brands are valued millions of euros when the companies that own them are losing money? Brand Valuation explains the economics and finance factors explaining the value and volatility of brands and presents the most commonly used methodologies to value brands such as the cost methods, the excess earnings approach, the relief-from-royalty method or the excess revenue approach. The methodologies covered are illustrated with numerous examples allowing the reader to grasp the advantages and limits of each valuation techniques. The book presents the relevant context of brand valuation including the applicable existing accounting and valuation standards and also discusses the models developed by consulting firms.
Brand Valuation Methodology: A Simple Example
by Alvin J. SilkProvides a simple illustration of a methodology for making a financial evaluation of a brand.
Brand Valued
by Fernando Rodes Vila Guy ChampnissNew techniques to refresh and recharge your brandsHow do you establish and maintain a strong long-term relationship between your brand and your consumers? Successful brand managers know that it is all about trust and keeping the consumers engaged.The success of recent "green" campaigns as a means of connecting with, satisfying, and attracting new consumers is just the tip of the iceberg. As the international playing field continues to be leveled, in order to sustain and expand their success, brand owners must interact with their customers more than ever before, forging new and stronger links, and increasing their stock of social capital.At last, there is a book that addresses the growing significance of social capital in the business world. Brand Valued explores how as the strength, depth, and quality of interactions between a brand and its customers improve, increased opportunities to demonstrate trustworthiness arise. This in turn creates a self-fulfilling cycle, wherein trust begets social capital, which begets more trust--and even shared thinking--not to mention better sales.Brand Valued will receive the full support of Havas, the fifth largest global communication and marketing services group in the world.In easy to understand terms, and using concrete examples, Brand Valued provides:The tools necessary to stimulate dialogue--and new ways of thinking--between a brand and its intended audienceMethods for extending brand messaging to wider audiencesIdeas on how to make brands the engines of social capital, getting rid of unsustainable practices to foster more sustainable patterns of consumer behaviourSuggestions for the development of a new brand strategy that reduces costs through innovative and lasting solutions to problemsUnpublished data on the role of consumer trust in new products based on research carried out by the Havas Group across over 150 brands in nine different marketsA wiki component to the book in an accompanying website.Designed to forge stronger channels of dialogue and communication with customers and consumers, the book is a must-read for anyone committed to keeping their brand relevant in the twenty-first century.
Brand Wars: Combat Strategies for Indian Brands
by Rajiv Gupte Anand LimayeMarket disruption, pandemic-ridden economy and China’s digital and mobile dominance—Indian brands are swimming through these rough tides to survive and win. They are financially and strategically battling to takeover and conquer not just the Indian market but the global terrain as well. Derived from the warfare strategies used by countries to win wars, Brand Wars illustrates proven and tested brand strategies by analyzing the success and failures of more than 500 iconic brands over the last 50 years. It also presents original models such as Brand Combat, Battlefield and Capability Leveraging to help brands develop capacity, capture value and use the right resources against competition. Filled with suggestions for sustained competitive advantage, this book will encourage small and big businesses alike to compete in the marketplace and fulfil their aspirations.
Brand You: Crafting Your Personal Brand
by Rachel Greenwald Jill AverySelling oneself is something that we have to do every day in both professional and personal settings. We face it when we apply for a job, advocate for a promotion or a raise, vie for a leadership position, attempt to land a new client, write a dating profile, or meet a new friend. In today's world driven by a sharing economy reliant on one's personal reputation as currency, populated by so-called influencers, and with all of our day-to-day lives captured, packaged, and shared on social media, we are all brands, and thus we need to understand how to market ourselves. This note is designed to help you better understand how to identify, clarify, communicate, embody, and strategically manage your personal brand so that it strongly and clearly signifies and signals the unique value you have to offer. Personal branding allows you to own and tell your story - empowering you to make the difference you wish to achieve in your life and in the greater world.
Brand and Talent
by Kevin KeohaneMany books talk about brand, still more about talent, yet leading organizations are realising their identity as a service/product provider is virtually inseparable from their identity as a place that attracts, motivates and benefits from thriving talent. In Brand and Talent, author Kevin Keohane looks at how organisations can better communicate with people before, during and after their association with the enterprise. He presents a "joined up" approach that encompasses the needs of brand, marketing, human resources, corporate communications, internal communications and IT. He integrates academic and commercial evidence, as well as practical advice and includes case studies and interviews.
Brand by Hand: Blisters, Calluses, and Clients: A Life in Design
by Jon ContinoThe legendary graphic designer shares a retrospective of his most influential and unforgettable work in this career-spanning memoir.Brand by Hand documents the work, career, and artistic inspiration of graphic designer extraordinaire Jon Contino. A born-and-bred New Yorker, Jon’s upbringing comes through in the way he talks—and, most importantly, in the way he designs. He is the founder and creative director of Jon Contino Studio, and for more than two decades, he has built a massive collection of award-winning graphic-design work for high-profile clients such as Nike, 20th Century Fox, and Sports Illustrated. Over the course of his career, Jon has gone to design hell and back, facing obstacles like fear, self-doubt, and bad luck. Brand by Hand documents the evolution of his work, exploring his lifelong devotion to the guts and grime of New York and cementing his biggest artistic inspirations, from hardcore music to America’s favorite pastime. Brand by Hand showcases Jon’s minimalist illustrations and unmistakable hand-lettering. It also shares how he took a passion for pen and ink and turned it into an expanding empire of clients, merchandise, and artwork.
Brand esSense
by Neil GainsBranding has reached a new frontier. In the future brands will have to appeal to the neglected senses: touch, taste, and smell. Branding expert Neil Gains shows both the science and the practical applications of how it can be done, and links storytelling to sensory recognition in brand promotion. Drawing on both the latest research he shows how a two-sense product can become a five-sense phenomenon, and how consumers link storytelling archetypes to brand building. This groundbreaking book provides innovative branding tools for evaluating where a brand is on the sensory and storytelling scale, analyzing its potential and giving it a clear pathway to optimizing its unique sensory appeal.
Brand for Talent
by Mark Sartain Libby SchumannPraise for Brand for Talent "As a marketer, nothing is more important than building a strong, relevant brand. As a leader, nothing is more important than creating an energized, talented group of employees. Brand for Talent provides a compelling framework and great practical tips. It will change the way you think about your people strategy. " -Cammie Dunaway, Nintendo of America "Brand for Talent is your wake up call to the realities of today's hiring marketplace. Branding baristas Mark Schumann and Libby Sartain welcome you with a steaming mug of half philosophy and half pragmatism topped with real-world examples. Get Brand for Talent, get amped and get going!" -Brad Whitworth, ABC, Cisco, IABC Fellow, IABC Past Chairman "In this compelling and incisive book, Mark Schumann and Libby Sartain bring branding into the realm of human resource management. " -Hayagreeva Rao, Graduate School of Business, Stanford University "This is a fascinating book. Using the power of a consumer brand as a lever to retain talent is a given. What hasn't been done until this book is to put the brand to work in order to attract the best. Who would have thought that social networking would become the new battleground in the hunt? This is one human resources book I actually enjoyed reading. " -Lou Williams ABC, APR, L. C. Williams & Associates, IABC Fellow, IABC Past Chairman, Institute for Public Relations Fellow "Mark Schumann and Libby Sartain bring unique experiences and examples that show how to go beyond simple recruiting to create a sustainable talent system for good times and tough times. " -Dr. John Boudreau, Marshall School of Business, University of Southern California
Brand it Like Serhant: Stand Out From the Crowd, Build Your Following and Earn More Money
by Ryan SerhantBestselling author of Sell it Like Serhant and Big Money Energy and real estate, television, and media icon Ryan Serhant shares his proven, three-step strategy to build your brand from scratchBrand is everything. Whether you're a real estate broker, a hair stylist, or a freelance contractor, your end goal is the same: get leads and generate new business. You want people to think of you the split second they consider looking for a new apartment, getting highlights, or finally redoing that guest bathroom. And while building a brand from scratch sounds daunting, the authentic you is already a brand - you just might not know it yet.Brand It Like Serhant guides you through the exact same strategy that transformed SERHANT from that-broker-above-Burger Heaven into the most recognized real estate brand in the world. In Phase One, you'll discover your core identity, from your written brand statement to fonts, colours, posing for photos, and more. In Phase Two, you'll learn how to deliver consistent content - realistically, by understanding social platforms and making the right choices for your work. And in Phase Three, you'll shout it from the mountaintops: share your accolades, leverage growth, and achieve your full potential. Weaving interviews with household names like Gary Vee, Rebecca Minkoff, and Mark Manson, custom worksheets to get organized, and a case study of one person's progress through each chapter, Brand It Like Serhant is textbook, classroom, and teacher rolled into one. Start to finish, Ryan's actionable guide empowers you to build an authentic, enduring brand by becoming known for what you want to be known for - and skyrocket your career.
Brand it Like Serhant: Stand Out From the Crowd, Build Your Following and Earn More Money
by Ryan SerhantBestselling author of Sell it Like Serhant and Big Money Energy and real estate, television, and media icon Ryan Serhant shares his proven, three-step strategy to build your brand from scratchBrand is everything. Whether you're a real estate broker, a hair stylist, or a freelance contractor, your end goal is the same: get leads and generate new business. You want people to think of you the split second they consider looking for a new apartment, getting highlights, or finally redoing that guest bathroom. And while building a brand from scratch sounds daunting, the authentic you is already a brand - you just might not know it yet.Brand It Like Serhant guides you through the exact same strategy that transformed SERHANT from that-broker-above-Burger Heaven into the most recognized real estate brand in the world. In Phase One, you'll discover your core identity, from your written brand statement to fonts, colours, posing for photos, and more. In Phase Two, you'll learn how to deliver consistent content - realistically, by understanding social platforms and making the right choices for your work. And in Phase Three, you'll shout it from the mountaintops: share your accolades, leverage growth, and achieve your full potential. Weaving interviews with household names like Gary Vee, Rebecca Minkoff, and Mark Manson, custom worksheets to get organized, and a case study of one person's progress through each chapter, Brand It Like Serhant is textbook, classroom, and teacher rolled into one. Start to finish, Ryan's actionable guide empowers you to build an authentic, enduring brand by becoming known for what you want to be known for - and skyrocket your career.
Brand the Future: Systematische Markenentwicklung im B2B
by Thomas GeyDieses Buch zeigt anhand eines Best-Practice-Beispiels auf, wie eine Marke mit Dienstleistungspartnern systematisch entwickelt und mit entsprechenden Marketingaktivit#65533;ten konsequent weitergef#65533;hrt wird. Von der strategischen Entwicklung bis hin zur Verdeutlichung der Markennutzen im Verkaufsgespr#65533;ch werden wesentliche Handlungsschritte aufgezeigt, die eine entscheidende Wirkung auf die Markenwahrnehmung haben. Das Buch richtet sich vorwiegend an F#65533;hrungskr#65533;fte im B2B-Bereich, die einen Brandingprozess zu verantworten haben.
Brand vs. Wild: Building Resilient Brands for Harsh Business Environments
by Jonathan David LewisToday’s business leaders operate in an increasingly harsh environment. Uncertainty in the economy causes paralysis. Quarterly goals drive short-term and shortsighted decisions. Workforce mobility kills loyalty. Iconic products decline as fast as start-ups create new categories. And the pressure to do more with less, combined with the multiplicity of available marketing tools and technology, can be overwhelming. Now more than ever, brands and the people who lead them need clarity and guidance. The good news is that people have found ways to thrive in harsh environments for millennia. Author Jonathan David Lewis, combining the lessons of group survival dynamics with more than a decade of proprietary research into the factors that cause companies to lose their way, shows leaders how to thrive in unforgiving business environments by learning to: Focus on navigating risk instead of trying to measure or reduce it. Cultivate your brand’s will to live by staying positive and asking the most important question: Are you worth it? Read the brand signs by observing the market, keeping an eye on performance measures, engaging your team, and listening to your gut. Develop a concept of "mission" to ensure internal alignment and reduce friction. Act with urgency rather than waiting for the right circumstance. Brand vs. Wild helps readers understand the wilderness in which they find their companies and identify the specific steps they must take to thrive in the Brand Wilderness. There is hope in a harsh business world. And Brand vs. Wild is it.
Brand, Label, and Product Intelligence: Second International Conference, COBLI 2021 (Springer Proceedings in Business and Economics)
by Joseph Kaswengi Aurore IngaraoThis book contains the latest and most up-to-date research results from the fields of brands, labels and product, presented at the international colloquium COBLI 2021, held in Orleans, France. It covers a wide range of topics from the fields of economics, psychology, information technology and social sciences. In particular, the book deals with various areas of application such as consumer behavior in the omnichannel, the influence of the coronavirus pandemic on attitudes and customer behavior, franchising, origin labelling, transparency in the agri-food industry, tourism and the triptych of brand/label/product. The contributions are gathered under the following main topics: Consumer behavior and decisions, labeling strategy, brand market trends, branding of local brands, territorial impact on brand/label/product, theoretical and managerial research methods.
Brand, Meet Story: How to Create Engaging Content to Win Business and Influence Your Audience
by Heather Pemberton LevyThink of the last great article you read or the last great speech you heard. Chances are, if you remember one key message, you also remember one compelling story. That's because the best content starts with a story. When it comes to marketing, the best business content starts with a story the audience cares about, not the brand's message about what it wants to sell them. In Brand, Meet Story, Heather Pemberton Levy describes the Story Comes First method, a practical approach that combines techniques from journalism and fiction writing to help brands tell stories that put the readers' interests first. Whereas most brand marketers create content to sell their product, service or technology, the Story Comes First method turns this approach on its head to create content with the "human moments" that truly engage an audience. Filled with examples from Levy's experience creating content marketing programs, trade books, and hundreds of articles for a variety of B2B and B2C brands, the book shows readers a step-by-step approach to create content designed to deliver business results. Brand, Meet Story explains the key ways to uncover what your audience cares about and how to turn brand messaging into stories that matter. Levy inspires readers to develop a compelling voice that will carry the brand tone and values across all channels, and helps them turn their ideas into engaging, story-driven content their audiences will read, love, and share.