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The Meaningful Brand N. Hollis

The Meaningful Brand von N. Hollis

The Meaningful Brand N. Hollis

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Zusammenfassung

Instilling brand loyalty among consumers is the key to long-term success, and requires focusing on meaningful differentiation: functional, emotional, or societal. Supported by data analyses, case studies and interviews, The Meaningful Brand explores the four components of a distinguished brand: purpose, delivery, resonance, and difference.

The Meaningful Brand Zusammenfassung

The Meaningful Brand: How Strong Brands Make More Money N. Hollis

Instilling brand loyalty among consumers is the key to long-term success, and requires focusing on meaningful differentiation: functional, emotional, or societal. Supported by data analyses, case studies and interviews, The Meaningful Brand explores the four components of a distinguished brand: purpose, delivery, resonance, and difference.

The Meaningful Brand Bewertungen

"Nigel Hollis offers one of the most concise and useful texts on not just what a meaningful brand is, but a practical guide and workbook on how to build and cultivate a powerful brand" - B2B Marketing

Über N. Hollis

Nigel Hollis is executive vice president and chief global analyst at Millward Brown. Nigel brings 30 years of research experience to bear on his understanding of how marketing communications can build and maintain brands. Nigel has worked with clients in many different industries and countries, and has been instrumental in developing some of Millward Brown's most successful research solutions. He has a popular brand blog called Straight Talk with Nigel Hollis. A four-time winner of WPP's Atticus Award. He lives in Vermont.

Inhaltsverzeichnis

Foreword Acknowledgements Preface PART I: WHAT'S IT ALL ABOUT? Chapter 1: HOW MARKETING ADDS FINANCIAL VALUE TO A BUSINESS Chapter 2: HOW BRANDS INFLUENCE PURCHASE DECISIONS Chapter 3: WHAT MAKES YOUR BRAND MEANINGFULLY DIFFERENT? Chapter 4: LINKING MEANINGFUL DIFFERENCE TO FINANCIAL OUTCOMES PART II: CREATING A MEANINGFULLY DIFFERENT BRAND Chapter 5: CLARITY OF PURPOSE Chapter 6: EFFECTIVE DELIVERY Chapter 7: RESONANCE Chapter 8: DIFFERENTIATION Chapter 9: DEFINING A MEANINGFULLY DIFFERENT EXPERIENCE PART III: AMPLIFYING A MEANINGFULLY DIFFERENT BRAND Chapter 10: FINDABILITY Chapter 11: CREDIBILITY Chapter 12: VITALITY Chapter 13: AFFORDABILITY AT A PRICE POINT Chapter 14: EXTENDABILITY Chapter 15: MAKE THE MOST OF YOUR BRAND

Zusätzliche Informationen

GOR006277530
9780230342262
0230342264
The Meaningful Brand: How Strong Brands Make More Money N. Hollis
N. Hollis
Gebraucht - Sehr Gut
Gebundene Ausgabe
Palgrave Macmillan
2013-10-18
225
N/A
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