Any 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. Brand Together demonstrates how to truly intertwine innovation with brand strategy, with expert 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, it provides valuable insights for marketing and branding professionals, and for anyone who wants to grow their business and brand.
Beauty is a multi-billion dollar global industry embracing make-up, skincare, hair care, fragrances, cosmetic surgery - even tattooing and piercing. Over the years it has used flattery, seduction, science and shame to persuade consumers to invest if they want to look their best. Branded Beauty
delves into the history and evolution of the beauty business. From luxury boutiques in Paris to tattoo parlours in Brooklyn, it contains interviews with the people who've made skin their trade. Analyzing the marketing strategies used by those who create and sell beauty products, it visits the labs
where researchers seek the key to eternal youth. It compares attitudes to beauty from around the world and examines the rise of organic beauty products. Full of fascinating detail from great names such as Rubinstein and Arden, Revlon, Estée Lauder, L'Oréal and Max Factor, Branded
Beauty is the ultimate guide to the current state of the industry and what the future holds for the beauty business.
Break the Wall: Why and How to Democratize Digital in your Business examines problems facing business units and top management adapting to digital transformation and offers solutions. Each department within a business has important, but distinct responsibilities, and very different speeds of digital
transformation. Parts of an organisation that touch the outside world will often be first to sense a need. Their adaptive changes can then cascade up, and as this is implemented more widely the organization builds value and resilience.
The structure of this book is built upon real-world issues the authors encountered in their research and consultancy, with each chapter offering a specific solution. The new framework presented here was inspired by dozens of interviews with digital transformation experts and by an ecological model
that aims to understand resilience in the biological world by looking at continuous and nesting adaptation cycles of ecosystems. This book forms part of the American Marketing Association (AMA) series
Only one in a million businesses will make it from start-up through the different scale-up phases to become a global challenger brand. So how exactly did brands like Reebok, Grenade and Gousto grow from their humble beginnings to generate billions in revenue and challenge established
brands like Nike, Tesco and Mars?Craig McVoy interviewed the founders of successful challenger brands to find out their stories: what did they do differently from the also-ran brands? Breakthrough Brands draws out the golden thread that connects all their successes, revealing the key areas you
need to nail for YOUR scale-up business to reach the same heights, helping you put together a detailed brand growth strategy. Can your business be the next challenger brand in your industry?
Building the Value Machine represents the type of business that many aspire towards - a business that is able to align its internal functions, including sales and marketing, in order to collaborate with its key customers and create real and unique value for mutual benefit.This book provides a
solution to the challenge of finding the right organizational structures, the right planning and operational processes, and to place all of that under the right kind of leadership to create the 'right kind of value'. This is the kind of value that will be good for both the customer's business and
the organizations. Building the Value Machine explores how to target your customers effectively, match the capabilities of the business with the needs of the customer, and align all business functions through successful leadership. The result is a business that is truly aligned with its customers,
and fully attuned to the vital match between knowing which opportunities to chase and being able to deliver the value required. It will help any business learn and develop both its processes and its value propositions.
This ground-breaking book redefines campaigning and explains how to create and deliver a compelling campaign that can be applied in any aspect of your professional and personal life.Based on a claim that is both bold and true, this book introduces and demonstrates a new, unique and complete approach
to communication for change - the Campaign It! model. It is a model developed and used by leading professionals in communications and campaigning to create influence and change at the highest levels business, politics and society. It is transferable to any sphere of life. It is tried and tested. And
it works.Simply put: to achieve change and be successful you always have to inform, persuade and gain agreement from significant people and organizations. The Campaign It! model enables you to do this powerfully and positively.
Published as part of the 2015 tenth anniversary celebrations of the Chartered Institute of Public Relations (CIPR)'s Royal Charter, Chartered Public Relations is an anthology of modern-day public relations best practice from Chartered Public Relations practitioners. It makes a valuable contribution
to the advancement of public relations thinking worldwide by addressing the most current discussions on topics such as qualification of results in public relations, internal communications, freedom of information, global communication and more.Chartered Public Relations discusses in detail, among
other things, the shift to the open organisation, the application of best practice in different markets and the impact of the globalisation of markets in public relations. Featuring contributions from public relations experts from a plethora of industries and companies including Specsavers, Thomson
Reuters, Pielle Consulting and the University of Cambridge, it will inspire a new wave of professionals to take up the challenge of achieving Chartered PR Practitioner status.
Communicate in a Crisis is the definitive guide for any PR or marketing professional to recognize, plan and respond to a sudden wildfire of consumer-led reaction, 'manipulated outrage' sparked from interaction on news feed algorithms, fuelled by social media and the constant demand for an
instantaneous response.This book turns the traditional crisis management approach on its head, starting by understanding changing consumer behaviours and the new 'threat' for brands, then outlining practical steps to prepare, synchronize and execute a coordinated brand response across all channels -
under pressure. It reveals why we love to hate our favourite brands, how to recognize a day to day problem from a crisis, and offers valuable advice, such as using influencers and brand advocates to address social media trolls, rumours and the impact of fake news. With unique case studies,
interviews and anecdotes from global leaders, Communicate in a Crisis will embed a bottom-up culture of long-term reputation management, always ready to face the unexpected.
Competitive SME is a comprehensive guide to grasping the competitive and marketing opportunities facing small to medium size enterprises today. Inspired and driven by the EU initiative futureSMETM, it gives essential advice on how, by implementing a clear and focused strategy and using simple tools,
you can survive, thrive, and compete. It outlines a simple yet effective model that will allow you to: create and manage effective marketing and branding processes; better engage with your market , creating and projecting real value; increase your worth to the market with corresponding
increase in revenue; maximise your resources, however limited; ensure that your competitive edge and U.S.P. is amplified and sustained.Packed with simple but effective tools, Competitive SME is an essential, practical handbook for any manager or owner of an SME / SMB who wants to outperform
their competitors.
The twentieth volume of Research in Consumer Behavior presents twelve chapters, selected from the best papers submitted at the 13th annual Consumer Culture Theory Conference held in Denmark in June 2018. Aligned with the conference's thematic emphasis on storytelling, the contributors' research
stories open the eyes and minds of readers to thought-provoking ideas, theories, and contexts.
This book will allow researchers and graduate students working in the area of consumer research and marketing to explore three narrative lines that were prevalent during the conference: 'Objects and their doings', 'Glocalization', and 'Constituting Markets'. The volume concludes with an awarded
paper by Brown, who takes a critical look at the quality of storytelling in the CCT tradition and helps us learn from the great storytellers of the past.