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60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals |  |
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60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals | |
Praise for 60-Minute Brand Strategist
"A fresh take on the wisdom of putting brand strategy at the heart of corporate strategy. Brilliant insights for a fast-moving world."
—Angela Ahrendts, CEO, Burberry
"Idris Mootee paints a sharp, comprehensive, and finely articulated analysis of the potential of meaningful brands in the 21st century's cultural scenario and business landscape. The result is a smart manual that reminds you and your company how to build relevant, authentic, sustainable, and successful brands in an evolving society."
—Mauro Porcini, Chief Design Officer, PepsiCo Inc.
"Idris's book teaches us how to engage today's increasingly cynical consumers on a deeper emotional level to build real equity and leadership. He demonstrates how to break out of the box and connect business strategy to brand strategy, and how the right brand story never really ends!"
—Blair Christie, SVP and CMO, Cisco Systems, Inc.
"It's rare to find a book that's both inspiring and practical but Idris nailed it! He has crafted the ultimate guide to brand building in the connected world with visual clarity and thought-provoking strategy."
—Eric Ryan, cofounder, Method Products, Inc.
This book is about one thing only: branding. Period. In this economy ruled by ideas, the only sustainable form of leadership is brand leadership.
60-Minute Brand Strategist offers a fast-paced, field-tested view of how branding decisions happen in the context of business strategy, not just in marketing communications. With a combi-nation of perspectives from business strategy, customer experience, and even anthropology, this new and updated edition outlines the challenges traditional branding faces in a hyper-connected world. This essential handbook of brand marketing offers an encyclopedia of do's and don'ts, including new case studies of how these concepts are being used by the world's most successful and valuable brands. 60-Minute Brand Strategist is your battle plan, filled with powerful branding tools and techniques to win your customers' hearts and defeat the competition.
作者简介IDRIS MOOTEE is the CEO of Idea Couture, a global innovation firm with offices in San Francisco, Shanghai, Toronto, London, Dubai, and Mexico City. He has worked with clients such as Amex, Burberry, BMW, Boeing, Cisco, De Beers, Kraft, Nike, Samsung, and Pepsi. A leading expert on applied design thinking, Idris speaks on strategic innovation, developing strategic foresights, and business model design through the application of Design Thinking.
目录Introduction ix
01 All About Brands 1
02 Branding in a Postmodern Culture 39
03 Strategic Perspective of Branding 55
04 Managing Brand Value 85
05 Brand Leadership 127
06 Luxury Brand Marketing 143
07 Strategic Brand Processes 175
08 Strategic Brand Assessment 213
09 Strategic Brand Audit 221
Glossary 231
About the Author 235
Index 237
网友对60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals的评论
It is the book I read among those hundred of branding book, but at unique point of view. Most of the books are academic style. However, this book discuss branding in real world approach. You can apply the methods or theories raise by this book to your work instantly.
This breaks it branding down into simple and workable terms. Great resource for any designer. Enjoyed the case studies provided.
A good book inspirational.
Good to read.
Good to make you reflect about your brand.
Good to think about how your brand is.
The challenge inherent in books like "The 60 Minute Brand Strategist" by Idris Mootee is one of degree. From the outset, the writer runs the risk of, on the one hand, demonstrating that the topic is, in fact, just too complicated to be conveyed in the book you hold in your hands. And on the other hand, if the writer actually does explain something hitherto mystifying in sixty brief minutes, you're apt to finish with a reduced impression of the topic, thinking "Really? That's it? What's so damn hard about that? In many ways, it is a no-win situation.
Thus it is to Mr. Mootee's credit that he walks the exceptionally fine line that at once makes strategy understandable to the initiated and to the novice while at the same time arming the reader with the kinds of questions and processes that will allow him to put the subtleties and nuances of strategy to work for his organization.
Frankly, it is an exceptional accomplishment.
Mr. Mootee, who is the CEO of Idea Couture, a (as the book's bio explains) "global strategic innovation firm with offices in North America, South America, Europe and Asia" explains in the introduction that [to read the rest of this review, please visit theagencyreview.wordpress.com/60-minute]
this book breaks branding down to the basic level with glorious images (recommend hard copy not e-book for this one!). i really enjoyed the read and recommend highly! well done mr mootee! :)
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