Read Beyond the Brand: Why Engaging the Right Customers is Essential to Winning in Business

Beyond the Brand: Why Engaging the Right Customers is Essential to Winning in Business

John Winsor

4.9/5 (16382 ratings)

Description:Branding reached its zenith in the dot-com era, when as much as 90 percent of the venture capital raised by start-ups was budgeted simply to establish corporate identity and earn a spot in the public's awareness. Since then, however, it has become increasingly clear that companies were approaching things backwards. And so the time has come to adopt a new set of objectives - to move Beyond the Brand. developed a brand immune system that only magnifies the problems involved with branding today. Instead of focusing on branding efforts, he explains, companies must learn to use bottom-up tools to co-create new products and marketing strategies with their customers. It's about getting out in the streets and spending time with right customers in their worlds, creating essential foundations for breakthrough innovation. Idea Virus - have highlighted the importance of certain customers in the marketplace, Beyond the Brand takes readers one step further, providing case studies, as well as practical step-by-step methods to engage these key voices in a dialogue that can fuel real product and marketing innovation. Readers will learn: The Eight Steps to develop a bottom-up strategy; How to identify and find new ways to listen to the key voices in the marketplace; How to hone intuition and find inspiration to drive innovation; How to find the company's center of gravity; The tools John Winsor outlines in Beyond the Brand are the very ones his company, Radar Communications, uses to help some of the most forward-thinking companies today - from Hewlett-Packard to Nike - to develop more aggressively innovative growth.We have made it easy for you to find a PDF Ebooks without any digging. And by having access to our ebooks online or by storing it on your computer, you have convenient answers with Beyond the Brand: Why Engaging the Right Customers is Essential to Winning in Business. To get started finding Beyond the Brand: Why Engaging the Right Customers is Essential to Winning in Business, you are right to find our website which has a comprehensive collection of manuals listed.
Our library is the biggest of these that have literally hundreds of thousands of different products represented.

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Format: PDF, EPUB & Kindle Edition

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ISBN: 0793188369

Description: Branding reached its zenith in the dot-com era, when as much as 90 percent of the venture capital raised by start-ups was budgeted simply to establish corporate identity and earn a spot in the public's awareness. Since then, however, it has become increasingly clear that companies were approaching things backwards. And so the time has come to adopt a new set of objectives - to move Beyond the Brand. developed a brand immune system that only magnifies the problems involved with branding today. Instead of focusing on branding efforts, he explains, companies must learn to use bottom-up tools to co-create new products and marketing strategies with their customers. It's about getting out in the streets and spending time with right customers in their worlds, creating essential foundations for breakthrough innovation. Idea Virus - have highlighted the importance of certain customers in the marketplace, Beyond the Brand takes readers one step further, providing case studies, as well as practical step-by-step methods to engage these key voices in a dialogue that can fuel real product and marketing innovation. Readers will learn: The Eight Steps to develop a bottom-up strategy; How to identify and find new ways to listen to the key voices in the marketplace; How to hone intuition and find inspiration to drive innovation; How to find the company's center of gravity; The tools John Winsor outlines in Beyond the Brand are the very ones his company, Radar Communications, uses to help some of the most forward-thinking companies today - from Hewlett-Packard to Nike - to develop more aggressively innovative growth.We have made it easy for you to find a PDF Ebooks without any digging. And by having access to our ebooks online or by storing it on your computer, you have convenient answers with Beyond the Brand: Why Engaging the Right Customers is Essential to Winning in Business. To get started finding Beyond the Brand: Why Engaging the Right Customers is Essential to Winning in Business, you are right to find our website which has a comprehensive collection of manuals listed.
Our library is the biggest of these that have literally hundreds of thousands of different products represented.

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Beyond the Brand: Why Engaging the Right Customers is Essential to Winning in Business

Beyond the Brand: Why Engaging the Right Customers is Essential to Winning in Business

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