UnBranding

100 Branding Lessons for the Age of Disruption
 
 
Wiley (Verlag)
  • erschienen am 4. Oktober 2017
  • |
  • 320 Seiten
 
E-Book | ePUB mit Adobe DRM | Systemvoraussetzungen
978-1-119-41705-7 (ISBN)
 
UnBranding breaks through the noise of disruption.
We live in a transformative time. The digital age has given us unlimited access to information and affected all our traditional business relationships - from how we hire and manage, to how we communicate with our current and would-be customers. Innovation continues to create opportunities for emerging products and services we never thought possible.
With all the excitement of our time, comes confusion and fear for many businesses. Change can be daunting, and never have we lived in a time where change came so quickly.
This is the age of disruption - it's fast-paced, far-reaching and is forever changing how we operate, create, connect, and market.
It's easy to see why brand heads are spinning. Businesses are suffering from 'the next big thing' and we're here to help you find the cure.
UnBranding is about focus - it's about seeing that within these new strategies, technologies and frameworks fighting for our attention, lay the tried and true tenants of good business - because innovation is nothing but a bright and shiny new toy, unless it actually works. UnBranding is here to remind you that you can't fix rude staff, mediocre products and a poor brand reputation with a fancy new app.
We are going to learn from 100 branding stories that will challenge your assumptions about business today and teach valuable, actionable lessons. It's not about going backwards, it's about moving forward with purpose, getting back to the core of good branding while continuing to innovate and improve without leaving your values behind.
Some topics will include:
* Growing and maintaining your brand voice through the noise
* How to focus on the right tools for your business, for the right reasons
* Maintaining trust, consistency and connection through customer service and community
* The most important question to ask yourself before innovation
* The importance of personal branding in the digital age
* How to successful navigate feedback and reviews
It's time for a reality check. It's time to solve problems, create connections, and provide value rather than rush strategy just to make headlines. UnBranding gives you the guidance you need to navigate the age of disruption and succeed in business today.
1. Auflage
  • Englisch
  • Newark
  • |
  • USA
John Wiley & Sons
  • 10,29 MB
978-1-119-41705-7 (9781119417057)
1119417058 (1119417058)
weitere Ausgaben werden ermittelt
SCOTT and ALISON STRATTEN are cohosts of not only The UnPodcast, but five children, two dogs and two cats. This is their fifth bestselling book together, which represent their thoughts on the changing world of business through their experiences of entrepreneurship, two degrees (Alison), not lasting long as an employee (both) and screaming at audiences around the world (Scott; Alison is more polite). They were put on this earth to remind the world that not all Canadians are passively polite. Businesses like Walmart, 3M, Microsoft, PepsiCo and others have been brave enough to want their advice. They now spend their time keynoting around the world and realize they rank 10th and 11th in order of importance in their home.
  • "Title Page"
  • "Copyright"
  • "The Usual UnIntroduction"
  • "The Moral of the Brand Story"
  • "Lesson 1: Logos Don't Matter"
  • "Lesson 2: Peanut Butter Branding"
  • "Lesson 3: We Know You Think You're Good, but Are You GoodWell Good?"
  • "Lesson 4: Selling Cookies Is a Dirty Job"
  • "Lesson 5: Complacency and ADT's Lame Season's Greetings"
  • "Lesson 6: Pizza Saves Lives"
  • "Lesson 7: The Diet That Crossed the Line"
  • "Lesson 8: Leadership in Action"
  • "Lesson 9: Hubris and Using Brands You Hate"
  • "Lesson 10: Creepy Disruption"
  • "Lesson 11: That Time We Newsjacked"
  • "Lesson 12: Guacamole Is Extra, but Using Your Image Is Free of Charge"
  • "Lesson 13: The Kidz Are Alright"
  • "Lesson 14: Online Theft and Why It Should Matter to Youâ??Yes, Even You"
  • "Lesson 15: Confessions of an Old Grumpy Guy"
  • "Lesson 16: Gender Gap"
  • "Lesson 17: The Roof Is on Fyre"
  • "Lesson 18: A Cup of Goodwill"
  • "Lesson 19: Whatever Fake Doesn't Kill You Doesn't Always Make Your Brand Stronger"
  • "Lesson 20: pH Branded for Her"
  • "Lesson 21: Man Cold Marketing"
  • "Lesson 22: Stop and Thinx"
  • "Lesson 23: Happy Hot Sauce Accidents"
  • "Lesson 24: A Lesson in Getting That Dream Job"
  • "Lesson 25: The Value of Content-First Media"
  • "Lesson 26: How to Go from One Star to Four"
  • "Lesson 27: Quenching the Brand Thirst"
  • "Lesson 28: Samsung Swansong"
  • "Lesson 29: Doctor Wanted: Must Not Have Facebook"
  • "Lesson 30: InSuencer Marketing"
  • "Lesson 31: UnLove Shack"
  • "Lesson 32: What's in a Name"
  • "Lesson 33: Loyalty Makeup"
  • "Lesson 34: Skee-Ball Is Forever"
  • "Lesson 35: You Can't Please Everyone"
  • "Lesson 36: This Oatmeal Is Just Right"
  • "Lesson 37: The Pooptastrophe"
  • "Lesson 38: Scott Spratten, Kitten Killer"
  • "Lesson 39: The Emperor Has No Juice"
  • "Lesson 40: The Kind of Branding Soulmate You Don't Want to Be"
  • "Lesson 41: Keeping the News en Vogue"
  • "Lesson 42: Send Loyalty Sky High"
  • "Lesson 43: The Cheesy ROI of Tattoos"
  • "Lesson 44: Loyalty That Will Never Lego"
  • "Lesson 45: Ludicrous Speed Innovation"
  • "Lesson 46: Kickstarter Scrappiness"
  • "Lesson 47: When Crowdfunding Fails"
  • "Pebble"
  • "Zano Nano Drone"
  • "The Coolest Cooler"
  • "The Lessons"
  • "Lesson 48: Don't Make It Weird"
  • "Lesson 49: Integral Wealth Lacks Integrity"
  • "Lesson 50: T.G.I.S' Monday"
  • "Lesson 51: When Everything Goes Up in Flames"
  • "Lesson 52: Sears and Our Right-Handed Chair"
  • "Lesson 53: Branding through Service"
  • "Lesson 54: #GoForTheLawsuit"
  • "Lesson 55: Wells Fargo and Why Elizabeth Warren Is Our Hero"
  • "Lesson 56: The Secret to Going Viral"
  • "Lesson 57: Cookies and Apple"
  • "Lesson 58: Ad UnBlock"
  • "Lesson 59: The Definition of Awesome"
  • "Lesson 60: A Degree in Community"
  • "Lesson 61: Pepsi Cause Jacking"
  • "Lesson 62: UnSelling Is the Bombdiggity"
  • "Lesson 63: Because the World Needs More Parent Shamingâ??Get Off Your Phone!"
  • "Lesson 64: Freestyle Your Brand"
  • "Lesson 65: When Charity Flows"
  • "Lesson 66: Romantic Atlantic"
  • "Lesson 67: More than a Gimmick"
  • "Lesson 68: Medium-Rare Data"
  • "They Also Serve, Who Only Stand and Grill (or the Stories We Don't Tell)"
  • "Lesson 69: Hack Your Hiring"
  • "Lesson 70: Kind, True, Helpful, and Refreshing"
  • "Lesson 71: Ghost Restaurant"
  • "Lesson 72: Sort-of-Okay Western"
  • "Lesson 73: There Is No Urgency in Mediocrity"
  • "Lesson 74: Are You a Seeder or a Leecher?"
  • "Lesson 75: Peyton's Pizza Palace"
  • "Lesson 76: The Cadillac of Coffee Shops"
  • "Lesson 77: Peloton, Fitness, and Creating Motivation"
  • "Lesson 78: Opening Up the Brand Crate"
  • "Lesson 79: Time Will Tell"
  • "Lesson 80: Razer's Edge"
  • "Lesson 81: No, We Can't Get You Tickets to Hamilton"
  • "Lesson 82: For the Love of Animals and the Hatred of Animal Hair"
  • "Lesson 83: That Week We Sold Socks"
  • "Lesson 84: Burger Shop Gives Back"
  • "Lesson 85: Fighting Racism Next Door"
  • "Lesson 86: Great Culture Has No Expiration Date"
  • "Lesson 87: Ethics Exchange"
  • "Lesson 88: Too Much of a Good Thing?"
  • "Lesson 89: Work Life Balance, en Français"
  • "Lesson 90: Pet-Not-So-Smart"
  • "Lesson 91: One Flew Over the Loyalty Nest"
  • "Lesson 92: Gimme a Break-In"
  • "Lesson 93: Stone-Cold Success"
  • "Lesson 94: Charming Pretend Lines"
  • "Lesson 95: The Stench of Going Above and Beyond"
  • "Lesson 96: United We Fall"
  • "Lesson 97: Hook-and-Ladder Stratten"
  • "Lesson 98: The â??All-Naturalâ?? Lawsuit"
  • "Lesson 99: Brand Values Are Cool"
  • "Lesson 100: Isn't Yelp the Sound a Dog Makes When It's in Distress?"
  • "Conclusion"
  • "Index"

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