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In his groundbreaking investigation, Atlantic senior editor Derek Thompson uncovers the hidden psychology of why we like what we like and reveals the economics of cultural markets that invisibly shape our lives. Hit Makers takes readers on a tour through the last century of pop culture blockbusters and investigates the most valuable currency of the twenty-first - people's attention. From the dawn of impressionist art to the future of Facebook, from...
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In the digital age, the old rules of marketing and branding are in desperate need of overhaul. Word of mouth has evolved to word of type as customers promote or deride products and services to a massive Internet audience at a moment’s notice. Any misstep away from the brand message becomes a catastrophe as companies are no longer afforded the luxury of tweaking their message as a commercial, ad, or story develops, resulting in damage control that...
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Branding paves the way for marketing success, and this hands-on guide will lead you through the entire branding process. From deciding what, how, and when to brand, to leveraging your brand or conducting a makeover, Chiaravalle and Schenck will help you take control of your brand today!
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"Great teams are comprised of ordinary people that are empowered and inspired. They are empowered to solve hard problems in ways their customers love yet work for their business. They are inspired with ideas and techniques for quickly evaluating those ideas to discover solutions that work: they are valuable, usable, feasible and viable. This book is about the idea and reality of "achieving extraordinary results from ordinary people". Empowered is...
7) Delight your customers: 7 simple ways to raise your customer service from ordinary to extraordinary
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If you want to know how strong your company's customer service is, ask your employees to describe what their work entails. Then pay attention to whether they simply list their duties and tasks or if they speak to the true essence of their job--to create delighted customers who will be less price sensitive, have higher repurchase rates, and enthusiastically recommend the company or brand to others. The latter should be every employee's highest priority,...
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"This book explains how to create a passion brand. A brand that breaks its addiction to traditional advertising. A brand that cuts through the hype of the latest media technology. A brand that focuses on behaviors over messaging. A brand that empowers its customers and dominates the competition"--Back cover.
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Today's business leaders operate in an increasingly harsh environment. Uncertainty in the economy causes paralysis. Quarterly goals drive short-term and shortsighted decisions. Workforce mobility kills loyalty. Iconic products decline as fast as start-ups create new categories. And the pressure to do more with less, combined with the multiplicity of available marketing tools and technology, can be overwhelming. Now more than ever, brands and the people...
18) The product manager's survival guide: everything you need to know to succeed as a product manager
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"Regardless of company type or industry, product managers across the globe must embrace the discipline of business, strategy, performance, and results. They must also harness the softer skills to motivate their teams, finesse the complexity of company politics, and deliver bottom-line results. Steven Hines invested a year and a half meeting with executives and product mangers from Silicon Valley to New York City... In this brand-new edition of his...
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If you're looking for straight talk on branding-- what it is, what it isn't, and how it's done-- this book is for you. Branding your company takes more than adding a logo. This book walks you through how to: Build a memorable brand identity ; Create strong messaging that connects with customers ; Identify and communicate your differentiators ; Attract customers who share your vision. To create a brand, you need to project a vision and reputation worthy...
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