As a concept, storytelling has won a decisive foothold in the debate on how brands of the future are shaped. This work is intended for practitioners. Through real life examples, guidelines and practical tools, it aims to inspire companies to use storytelling as a means of building their brand - internally as well as externally.

This text provides step-by-step strategies for making the leap from traditional marketing techniques to marketing via the Internet's own special rules of engagement. It addresses issues such as how to make your e-mail communications welcome, when e-mail becomes spam, and maintaining privacy.

David Aaker and Erich Joachimsthaler take brand management to the next level - strategic brand leadership. The authors offer their conceptualization of brand architecture - how multiple brands relate to each other - as well as insights on the new area of internet branding.

Brands and branding are the most significant contributions that commerce has ever made to popular culture. But branding has now moved so far beyond its commercial origins that consumer response has entered uncharted territory. Wally Olins sets out the ground rules for branding success in the 21st century, explaining why understanding the links between business, brand and consumer has never been ..

A rejection of the myth of the counter culture. Blending pop culture, history and philosophical analysis, it offers a picture of what a concern for social justice might look like without the confusion of the counter culture obsession with being different. It shatters the central myth of radical political, economic and cultural thinking.

This volume provides a new way to organize companies and thrive during times of change. It promotes the idea that we can evolve our companies the same way nature evolves a species.

Offers a hands-on action plan for building a cohesive brand strategy from the ground up. This book 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.

Can a good company become a great one and, if so, how? After a five-year research project, the author concludes that good to great can and does happen. Here, he uncovers the underlying variables that enable any type of organization to make the leap from good to great while other organizations remain only good.

The biography of an idea: that many of the problems we face - from teenage delinquency to traffic jams - behave like epidemics and are capable of sudden and dramatic change due to their inherent volatility. The author explores the ramifications of this, offering a way to view the world.

Selling to the New Chinese Consumer. This book cracks the supposedly indecipherable code of marketing to the new Chinese consumer, highlighting the importance of culture in shaping buying decisions.

Profiling 21 hugely successful global brands, this book explores how they came to have such international prominence. From Adidas to Sony, spanning four continents, these inspiring profiles uncover the remarkable stories behind well-known brands.

"In The Tipping Point, Malcolm Gladwell presents an important idea without any 'how to.' Now Bertrand Cesvet provides the 'how to' you need to create 'Tipping Points' for your business and success. This book is a compelling presentation of a powerful idea. This is how the new world will do business. Highly recommended if you care about your future." Stewart Emery, coauthor of international best-s

There have been few brands that have made such a massive impact on the world stage in a short time-frame as MTV. It is a household name and most young people, regardless of whether they have access to television or not, have heard of it. This book is an analysis of how the MTV brand has been built.

Gives you tools and techniques that can increase profits, in boom times and bust, using top-line strategies that optimize price, costs, customer behavior, and volumes. This book enables you to: use price as a language that speaks to your customers; develop an effective, integrated price and brand strategy; and optimize prices to increase revenues.

Many of the best brands today are of geek pedigree, powered by the technologies, traits and trends of the ascendant digital channel. Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence. These include the creating, sharing and influencing behaviors of an online population no longer content merely to consume, and the potent pairing of digital .

Brands are dead. Advertising no longer works. Weaned on cable TV, and the Internet, the short-attention-span generation has become immune to marketing. Or so we're told. This work argues that we're experiencing a more important and lasting shift in the dynamic between consumer and consumed than these reductive conclusions would suggest.

Charts the shift from traditional advertising to the rampant rise of 'the brand'. This book examines how and why that change happened, and investigates what branding means for us: the often naive consumer.

A guide for brands on putting back the missing ingredient in marketing to build loyal customers. It also helps foster consumer (and employee) evangelists, and create a connection that goes beyond profit.