Aims to provide practical synthesis of the cognitive sciences. Drawing on psychology, neuroscience, sociology, and linguistics, this title combines academic rigor with real-world results to provide research tools - metaphor elicitation, response latency, and implicit association techniques. It demonstrates how innovators can use these tools.

Suggests a step for marketing specialists who have realized that significant brand equity is built not just through advertising and public relations efforts. This book states that an integrated brand needs to be lived and expressed through every aspect of the brand's organisational culture, especially the human exchange of customer service.

Helps you learn how extraordinary companies do what they do so well, and obtain the tools and ideas you need to emulate them. Full of case studies and personal reflections by leaders of exceptional companies, this book aims to help anyone transform their run of the mill business into an extraordinary company.

This title addresses branding issues in Asia. It explores how Asian companies will have to work at creating, developing, and managing powerful international brands. Updated information includes new case studies and additional material that examines branding online products and services.

In the traditions of Bobos in Paradise and Why We Buy , the author delivers a witty social analysis of how branding has permeated, reshaped and perhaps reinvigorated high culture - from religion to higher education to the art world.

Offers case studies of famous brands, such as Harley Davidson, Starbucks, Nike and explores how their brand images were built using a combination of marketing, advertising and design. Designed by Duffy and Partners, this book features colour images and contains interviews with the clients and designers and creatives behind the famous campaigns.

Seth Godin examines how companies have successfully launched idea viruses. He offers a recipe to creating your own idea virus and shows how businesses can use idea virus marketing to succeed in a world that doesn't want to hear from traditional marketeers anymore.

Contains strategies for marketing on the Internet, putting new technologies to work, targeting prospects, cultivating repeat and referral business, and managing in the age of telecommuting and freelance employees, among others.

Presents the author's quest to find out: how some of the giants of commerce turn thousands of average job applicants into loyal-even fanatical-workers; how do they identify and recruit workers who will best fit their companies; and, how do they indoctrinate employees into their corporate cultures and make them perfect messengers of their brands.

How authentic is the experience? Is it what they expected? Why or why not? This book introduces the concept of perceived authenticity, or how a consumer experiences a product, service, environment, communication, or person. It provides some practical business advice and talking points for managers and marketers.

Exposes the shock doctors and offers information and connections that show how the shock doctors' beliefs dominate our world - and how this domination has been achieved. This book tells the tale of how a few are making a killing while more are getting killed.

Explores the creative and technical process behind a range of international branding projects. Covering brand identity, development, extension and onscreen treatment, these highly original and innovative solutions to challenging briefs set by clients.

In an age of me-too products and instant communications, keeping up with the competition is not a winning strategy. You have to out-position, out-maneuver, and out-design the competition. Written by the bestseller The Brand Gap , this title illustrates the first discipline for building a high-performance brand-radical differentiation.

Includes: the thinking on key branding concepts; strategies for launching new brands, leveraging existing brands, and managing a brand portfolio; techniques for building a brand-centered organization; and, insights from senior managers who have fought branding battles and won.

Branding is a key consideration in any marketing or communications strategy, however, it has been subject to colossal overuse, misuse and abuse. This text identifies key misconceptions in the field.

This text aims to challenge previous thinking in the field of brand development and to provide readers with information on how to add value to brands. It develops tools and techniques to implement concepts, and shows how to cost-effectively build strong brands.

Helps companies recognize, appreciate and ultimately operationalize the mantra of every time an employee gets to touch a customer or a customer gets to touch the brand , that company gets the opportunity to either reinforce their brand promise or totally denigrate it.

This guide shows readers how to achieve as much career success as they personally desire, while at the same time holding on to their souls . It uses the proven business axiom of brand equity as a basis to show the importance of relationships to drive personal success.

Includes information on online marketing, a section on getting and keeping customers, and also cost-effective ideas for instant impact, and more. This book covers: marketing basics that prepare you to rev up your business and jumpstart your marketing program; information to help you define your business position and brand; and more.