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Gridley, Neil

Brand Romance

Gridley, Neil - Brand Romance, ebook

55,30€

Ebook, PDF with Adobe DRM
ISBN: 9781137369017
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Table of contents

1. Introduction
Yasushi Kusume, Neil Gridley

Part 1. Know Who You Are

2. Commitment 1: Think of Your Brand as a Person
Yasushi Kusume, Neil Gridley

Part 2. Know Your Audience

3. Commitment 2: Understand Short- and Long-Term Needs
Yasushi Kusume, Neil Gridley

4. Commitment 3: Co-Create with People
Yasushi Kusume, Neil Gridley

5. Commitment 4: Understand How People Experience
Yasushi Kusume, Neil Gridley

6. Commitment 5: Measure and Optimize
Yasushi Kusume, Neil Gridley

7. Commitment 6: Introduce a “Love Tester”
Yasushi Kusume, Neil Gridley

Part 3. Know What You Will Bring Your Audience

8. Commitment 7: Build a Clear Brand Design Architecture
Yasushi Kusume, Neil Gridley

9. Commitment 8: Continuously Innovate
Yasushi Kusume, Neil Gridley

10. Commitment 9: Give Your Value Proposition the Four Design Drivers
Yasushi Kusume, Neil Gridley

Part 4. Know How You Will Bring It to Your Audience

11. Commitment 10: Create a Clearly Recognizable Identity
Yasushi Kusume, Neil Gridley

12. Commitment 11: Embrace the Three Design Principles
Yasushi Kusume, Neil Gridley

13. Commitment 12: Create One Vocabulary for the Whole Organization
Yasushi Kusume, Neil Gridley

14. Commitment 13: Recognize the Maestro and the Virtuoso
Yasushi Kusume, Neil Gridley

15. Commitment 14: Nurture Your Talent
Yasushi Kusume, Neil Gridley

16. Commitment 15: Create a Shared Culture
Yasushi Kusume, Neil Gridley

Keywords: Business and Management, Marketing, Business Strategy/Leadership, Knowledge Management, Market Research/Competitive Intelligence

Author(s)
 
Publisher
Springer
Publication year
2013
Language
en
Edition
1
Page amount
246 pages
Category
Economy
Format
Ebook
eISBN (PDF)
9781137369017
Printed ISBN
978-1-349-47481-3

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