The Branded Mind

Author: Erik Du Plessis
Publisher: Kogan Page Publishers
ISBN: 9780749462987
Release Date: 2011-02-03
Genre: Business & Economics

The Branded Mind is about how people think, and particularly how people think about brands. It explores what we know about the structure of the brain, explains how the different parts of the brain interact, and then demonstrates how this relates to current marketing theories on consumer behaviour. It investigates developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies. Including research by Millward Brown, one of the World's top market research companies, it touches on key topics such as the nature of feelings, emotions and moods, personality, measuring the brain, consumer behaviour and decision making and market segmentation.

The Branded Mind

Author: Erik Du Plessis
Publisher: Kogan Page Limited
ISBN: 074946125X
Release Date: 2011
Genre: Business & Economics

The Branded Mind is about how people think, and particularly how people think about brands. It explores what we know about the structure of the brain, explains how the different parts of the brain interact, and then demonstrates how this relates to current marketing theories on consumer behaviour. It investigates developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies. Including research by Millward Brown, one of the World's top market research companies, it touches on key topics such as the nature of feelings, emotions and moods, personality, measuring the brain, consumer behaviour and decision making and market segmentation.

The Advertised Mind

Author: Erik Du Plessis
Publisher: Kogan Page Publishers
ISBN: 0749443669
Release Date: 2005
Genre: Business & Economics

* Draws on the very latest research into the workings of the human brain

The Brand Bubble

Author: John Gerzema
Publisher: John Wiley & Sons
ISBN: 9780470449394
Release Date: 2008-11-03
Genre: Business & Economics

How to use brands to gain and sustain competitive advantage Companies today face a dilemma in marketing. The tried-and-true formulas to create sales and market share behind brands are becoming irrelevant and losing traction with consumers. In this book, Gerzema and LeBar offer credible evidence--drawn from a detailed analysis of a decade's worth of brand and financial data using Y&R's Brand Asset Valuator (BAV), the largest database of brands in the world--that business is riding on yet another bubble that is ready to burst--a brand bubble. While most managers still see metrics like trust and awareness as the backbone of how brands are built, Gerzema asserts they're dead wrong--these metrics do not add to increased asset value. In fact, by following them, they actually hasten the declining value of their brands. Using a five-stage model, The Brand Bubble reveals how today's successful brands--and tomorrow's--have an insatiable appetite for creativity and change. These brands offer consumers a palpable sense of movement and direction thanks to a powerful "energized differentiation." Gerzema reveals how brands with energized differentiation achieve better financial performance than traditional brands have. Plus, Gerzema helps readers develop energized differentiation in their own brands, creating consumer-centric and sustainable organizations.

The Consumer Mind

Author: Pepe Martínez
Publisher: Kogan Page Publishers
ISBN: 9780749465711
Release Date: 2012-06-03
Genre: Business & Economics

The Consumer Mind explores the relationship between consumers and brands, analysing the types of communication and their perception of brands. Based on research from Millward Brown, one of the world's leading research agencies, it provides expert advice for marketing practitioners on how brands, products, services and communications reach the mind of the consumer. With insights based on the latest advances in neuroscience and psychology, it analyses the daily mental functions of consumers, in relation to others and their environment, and the implications for brands. The Consumer Mind encourages marketers to think about people and their everyday lives, enabling them to influence the way that their brands are perceived and to encourage trial and repeat purchases.

Married to the Brand

Author: William J. McEwen
Publisher: Simon and Schuster
ISBN: 9781595620057
Release Date: 2005-11-01
Genre: Business & Economics

Using sixty years of global research from Gallup as well as many consumer stories, the author shows why most advertising fails and identifies the qualities ahat make an ad connect with consumers. 50,000 first printing.

A Branded World

Author: Michael Levine
Publisher: John Wiley & Sons
ISBN: 0471263664
Release Date: 2003-04-07
Genre: Business & Economics

Public relations executive Michael Levine shows how PR fits into the branding processing using anecdotes, real-world examples, and the creation of a fictional product.

The Brand Gap Revised Edition

Author: Marty Neumeier
Publisher: Peachpit Press
ISBN: 032164882X
Release Date: 2005-08-04
Genre: Computers

THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn: • the new definition of brand • the five essential disciplines of brand-building • how branding is changing the dynamics of competition • the three most powerful questions to ask about any brand • why collaboration is the key to brand-building • how design determines a customer’s experience • how to test brand concepts quickly and cheaply • the importance of managing brands from the inside • 220-word brand glossary From the back cover: Not since McLuhan’s THE MEDIUM IS THE MESSAGE has a book compressed so many ideas into so few pages. Using the visual language of the boardroom, Neumeier presents the first unified theory of branding—a set of five disciplines to help companies bridge the gap between brand strategy and customer experience. Those with a grasp of branding will be inspired by the new perspectives they find here, and those who would like to understand it better will suddenly “get it.” This deceptively simple book offers everyone in the company access to “the most powerful business tool since the spreadsheet.”

Adland

Author: James P. Othmer
Publisher: Anchor
ISBN: 9780385532136
Release Date: 2009-09-15
Genre: Business & Economics

James P. Othmer, advertising executive turned novelist, gives us a hilarious, personal, and sneakily profound chronicle of the past, present, and future of the advertising business. On one level it’s the wickedly funny, compelling personal chronicle of the rise and fall of a modern-day ad man; a riveting insider’s look at the astonishing transformation taking place in advertising's hottest idea factories. But take a step back from the tales of lavish shoots, agencies on the brink, and pampered mega-brands and Adland becomes much more: a snapshot of how we are living our lives thirty seconds at a time. Funny, deeply thoughtful, and utterly unique, this book is both a wildly amusing ride in Adland, brilliantly recounted, and an exploration of the value of life in the information age. From the Trade Paperback edition.

Branded Entertainment

Author: Damaris Valero
Publisher: J. Ross Publishing
ISBN: 9781604270945
Release Date: 2014-10-14
Genre: Business & Economics

“Native advertising, advertorials, paid content, brand placement…we all know that marketers are becoming content publishers. But how do all of the deals get done and what are the opportunities to be leveraged? Valero does a masterful job of explaining how to expertly maneuver within this burgeoning marketplace.” —Alvaro Saralegui, Media Consultant to the NFL, formerly Advertising and Marketing Director at Sports Illustrated “Branded Entertainment: Dealmaking Strategies & Techniques for Industry Professionals is an immersive look at the elements of and players involved in a successful branded entertainment initiative. In this practical guide, Valero provides an in-depth understanding of the branded entertainment business written in a conversational tone that is easily understood by both novice and expert alike. She clearly demonstrates a high level of expertise held by few in this newly emerging blended advertising field, and provides the reader with beneficial insight by walking through the detailed steps necessary for such branded entertainment deals to come to fruition.” (The full review can be seen in the July 2015 edition of TheJournal of Brand Strategy) —Stacy Jones, CEO Hollywood Branded Inc. “Evolving techniques for bringing content to fruition have made many media business models obsolete. If you are in entertainment or advertising, Valero’s strategies for monetizing content while enhancing entertainment value and preserving brand integrity are invaluable.” —Margaret Gilmore, VP, Disney Interactive Our media options have increased and evolved more in the last decade then over the last century. This evolution affects all aspects of our lives and, more specifically, has forever altered how consumers interact with the brands vying for their attention on all types of media outlets. In today’s world, a brand cannot just preserve the status quo but must be positioned correctly within a tumultuous world of options for both advertisers and consumers. One of the big questions for a brand manager is whether to place the brand inside content that’s created exclusively with the brand in mind? This is the idea behind Branded Entertainment (BE). It is not product placement but a concept where brands and solid, entertaining content become truly intertwined. This book provides a thorough and practical understanding of the BE business including when it makes sense and when it doesn’t. It explains the roles and thought process of all parties involved in a potential deal: the brands, the networks, the content producers, and the ad/marketing agencies. Branded Entertainment outlines the many different scenarios that could surface in these arrangements depending on who leads a deal and who accepts production costs. It summarizes the do’s and don’ts of this business and gives the reader a checklist of things to keep in mind when at the deal table.

Among the Branded

Author: Linda Smolkin
Publisher:
ISBN: 0998617113
Release Date: 2017-05-02
Genre: Families

Stephanie Britain must decide which is more important, her livelihood or her beliefs.

How the Right Lost Its Mind

Author: Charles J. Sykes
Publisher:
ISBN: 9781250147172
Release Date: 2017-10-03
Genre: Political Science

Once at the center of the American conservative movement, bestselling author and radio host Charles Sykes is a fierce opponent of Donald Trump and the right-wing media that enabled his rise. In How the Right Lost Its Mind, Sykes presents an impassioned, regretful, and deeply thoughtful account of how the American conservative movement came to lose its values. How did a movement that was defined by its belief in limited government, individual liberty, free markets, traditional values, and civility find itself embracing bigotry, political intransigence, demagoguery, and outright falsehood? How the Right Lost its Mind addresses: *Why are so many voters so credulous and immune to factual information reported by responsible media? *Why did conservatives decide to overlook, even embrace, so many of Trump’s outrages, gaffes, conspiracy theories, falsehoods, and smears? *Can conservatives govern? Or are they content merely to rage? *How can the right recover its traditional values and persuade a new generation of their worth?

The Righteous Mind

Author: Jonathan Haidt
Publisher: Vintage
ISBN: 9780307455772
Release Date: 2013
Genre: Philosophy

Presents a groundbreaking investigation into the origins of morality at the core of religion and politics, offering scholarly insight into the motivations behind cultural clashes that are polarizing America.

No Logo

Author: Naomi Klein
Publisher: Picador
ISBN: 1429956496
Release Date: 2009-11-24
Genre: Business & Economics

NO LOGO was an international bestseller and "a movement bible" (The New York Times). Naomi Klein's second book, The Shock Doctrine, was hailed as a "master narrative of our time," and has over a million copies in print worldwide. In the last decade, No Logo has become an international phenomenon and a cultural manifesto for the critics of unfettered capitalism worldwide. As America faces a second economic depression, Klein's analysis of our corporate and branded world is as timely and powerful as ever. Equal parts cultural analysis, political manifesto, mall-rat memoir, and journalistic exposé, No Logo is the first book to put the new resistance into pop-historical and clear economic perspective. Naomi Klein tells a story of rebellion and self-determination in the face of our new branded world.

Brand Thinking and Other Noble Pursuits

Author: Debbie Millman
Publisher: Skyhorse Publishing, Inc.
ISBN: 9781621533672
Release Date: 2013-05-01
Genre: Business & Economics

We are now living in a world with over one hundred brands of bottled water. The United States alone is home to over 45,000 shopping malls. And there are more than 19 million customized beverage choices a barista can whip up at your local Starbucks. Whether it’s good or bad, the real question is why we behave this way in the first place. Why do we telegraph our affiliations or our beliefs with symbols, signs, and codes? Brand Thinking and Other Noble Pursuits contains twenty interviews with the world’s leading designers and thinkers in branding. The interviews contain spirited views on how and why humans have branded the world around us, and the ideas, inventions, and insight inherent in the search.