Building and managing brands, though obviously vital and necessary steps in the process, do not make up the whole picture of the successful development of a brand. What is needed is strategic brand leadership. Implementing this kind of leadership, Aaker and Joachimsthaler insist, requires a radical shift in an organization's culture, its structure, and its systems. In their densely packed but accessible book, they outline what this shift is all about, and discuss the important components of brand leadership: defining and elaborating a brand identity; designing the brand's architecture to achieve clarity, synergy, and leverage; building a brand beyond the obvious route of advertising by incorporating such aspects as sponsorship and the role of the Internet; and organizing the entire company around global brand leadership as opposed to merely the creation of a global brand. To support and demonstrate their ideas, the authors conducted hundreds of corporate case studies throughout Europe and the U.S. Inspiring and useful tales of such brand-focused and brand-recognized companies as Virgin, L.L. Bean, Nike, Adidas, and MasterCard are told in detail, and they touch on a host of other companies and brands to add texture to the lessons. As is obvious from these examples, achieving an effective brand leadership strategy requires awareness, understanding, passion, and a heck of a lot of work. But in today's enormously competitive brand environment, the rewards can be--and are--well worth the effort. Brand Leadership provides invaluable advice for anyone looking to focus and direct that effort toward a profitable and lasting result. --S. Ketchum
In the bestselling tradition of The Lazlow Letters and Letters from a Nut, screenwriter Paul Davidson has been firing off humble but humorous letters to Fortune 500 companies to find answers to such hot-button questions like why hasn’t Minute Maid begun to sell an all pulp, juice-free product yet, and whether it’s safe to microwave a bowl of Marshmallow Fluff on high for ten minutes. And the funny thing is . . . consumer-care departments everywhere have been writing back to him, addressing his queries with deadpan seriousness.Collecting dozens of selections from Davidson’s funniest correspondence, Consumer Joe uncovers why a box of fifty envelopes only contained forty-seven and how colorblind people are supposed to tell whether their Ziploc baggies (“yellow and blue makes green”) are properly sealed, while making numerous product-improvement suggestions along the way (such as adding Tuna Melt flavor to the Jamba Juice product line). Taking aim at the increasingly advertising-sponsored society, Consumer Joe features utterly absurd but irresistible missives to companies ranging from Barnes & Noble and Fed-Ex to Southwest Airlines and Taco Bell. Full of kvetches we all can relate to, Consumer Joe is poised to become the patron saint of every beleaguered shopper.
Programmed to think that saving is good, debt and risk-taking bad, we disqualify ourselves from ever having a chance at big money. The first step in creating wealth is to stop "thinking poor." Then you're ready to create your own version of the Allen plan, keyed to integrating real estate with other wealth-generating investments.
These principles and others can start you on the path of financial self-reliance:
* The Automatic Pilot Principle
* Enormous Profits in Discounted Mortgages
* Numismatics: the Secret of the Midas Touch
* Liquid Money and Where to Pour It
* Insulating Your Assets from Liability and Lawyers
Financing-where to go for extra cash Country Surveys-important questions to ask yourself Sales and Marketing-essential strategies for a successful venture Transportation-the challenges of actually moving your product Customs And Culture-every country plays by different rules Taxes-methods for avoiding double taxation
World business authority, Lawrence Tuller, guides you through the complexities of developing an effective international trade program. Catered to the needs of a small business looking for international opportunities, Exporting, Importing, and Beyond answers many common questions like:
How do I sell to customers who speak a different language? How do I locate qualified foreign personnel to sell my products? What U.S. government agencies can I go to for assistance? What if the ship sinks before it arrives at its destination? How do I move money between countries?
Loaded with effective techniques to get you started, Exporting, Importing, and Beyond will answer all your questions about foreign trade and make your international venture a successful one!
A rTi SiAnS Arti sanSBoOkS BoOkS ArTiSaNs Collectible Hardcoverswith Dust Jackets protected in new Brodart mylar
Reliable Service Delivery ConfirmationQuick Shipping
Dedicated to providing each customer with the highest service standardAll books well stored, clean, sticker free, graded to industry standards for new and used books. Careful Packaging, Shipping Email with Delivery confirmation tracking
PayPal Guest Payment option also available for shopping convenience.
Shipping Discounts -- Standard Shipping $3.49 additional items $1.75
-- Expedited Shipping $4.99 additional items $2.42
-- International $12.91 additional items $7.96
Our E-mail: Artisans@Artisians.org
BoOkS ArTiSaNS Arti sanSb oOks ArTi SiAnS
ArTiSiAnS ArTi SaNsBoOkS BoOkS ArTiSaNs