Living Brands: Collaboration + Innovation = Customer Fascination
Seiten
2006
McGraw-Hill Professional (Verlag)
978-0-07-146614-1 (ISBN)
McGraw-Hill Professional (Verlag)
978-0-07-146614-1 (ISBN)
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Reveals how to create brands that tap into customers' lifestyles. This guide shows you how to tap into the hottest trends by taking cues from the customers. It shows how to search for alternative ways of connecting to consumers on deeper levels, breaking free of the focus group.
A Brand-New Approach to Brand-Building.
For Consumers. For Companies. For Life.
If you want to build and strengthen your brand in the twenty-first century, you need more than clever grassroots promotions and hip guerrilla marketing. You need Living Brands, Raymond Nadeau's dynamic, groundbreaking approach to branding that shows you, in six simple steps, how to become an integral part of your consumers' lives.
Living Brands is based on a passion for understanding consumers' lives and their existing needs. It uses the latest strategies of consumer collaboration to create a more culturally evolved, emotionally engaged, holistic connection to consumers. As one of the marketing industry's global pioneers, Raymond Nadeau has seen how the marketing world has changed. He provides examples of what works and what doesn't in today's consumer-savvy market. Packed with interviews from today's finest creative and cultural minds, he reveals six secrets to creating brands that truly fascinate and fulfill consumers' needs. You'll learn about
Five Top Global Trend Agencies, which come together for the first time to provide insight into customer collaborationCulture Casting, a new model of consumer segmentationConsumer as Creator, a new concept of brand-building based on actual lifestyles, as well as creating what Nadeau calls brand biospheresMegatrends, the four must-have ingredients for living brandsThe Focus Group Hoax, the difference between what consumers say and what they really mean
Living Brands gives you all the tools you need to adapt your brand to an ever-changing world of consumers, options, and interests. It's the intelligent way to respond to consumers' realities-and the only true way to build stellar brands that will stand the test of time.
A Brand-New Approach to Brand-Building.
For Consumers. For Companies. For Life.
If you want to build and strengthen your brand in the twenty-first century, you need more than clever grassroots promotions and hip guerrilla marketing. You need Living Brands, Raymond Nadeau's dynamic, groundbreaking approach to branding that shows you, in six simple steps, how to become an integral part of your consumers' lives.
Living Brands is based on a passion for understanding consumers' lives and their existing needs. It uses the latest strategies of consumer collaboration to create a more culturally evolved, emotionally engaged, holistic connection to consumers. As one of the marketing industry's global pioneers, Raymond Nadeau has seen how the marketing world has changed. He provides examples of what works and what doesn't in today's consumer-savvy market. Packed with interviews from today's finest creative and cultural minds, he reveals six secrets to creating brands that truly fascinate and fulfill consumers' needs. You'll learn about
Five Top Global Trend Agencies, which come together for the first time to provide insight into customer collaborationCulture Casting, a new model of consumer segmentationConsumer as Creator, a new concept of brand-building based on actual lifestyles, as well as creating what Nadeau calls brand biospheresMegatrends, the four must-have ingredients for living brandsThe Focus Group Hoax, the difference between what consumers say and what they really mean
Living Brands gives you all the tools you need to adapt your brand to an ever-changing world of consumers, options, and interests. It's the intelligent way to respond to consumers' realities-and the only true way to build stellar brands that will stand the test of time.
Raymond A. Nadeau is the founder of the agency LBLM (Living Brands, Living Media) and the former vice president of new ideas, global creative director for Coty Inc, Coty Beauty, and the Lancaster Group. He is currently helping to define “branded entertainment” as the executive creative consultant for the Turner Media Group, and he also is launching the North American office for centdegrés, the world-renowned Paris brand identity agency. Nadeau has developed brand identities, product concepts, and advertising strategies for adidas, Celine Dion, Jennifer Lopez, Marc Jacobs, Kenneth Cole, and many other clients. His groundbreaking Living Brands, Living Media strategy has been profiled in Brandweek and on CNN.
| Erscheint lt. Verlag | 16.10.2006 |
|---|---|
| Sprache | englisch |
| Maße | 170 x 231 mm |
| Gewicht | 621 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-07-146614-2 / 0071466142 |
| ISBN-13 | 978-0-07-146614-1 / 9780071466141 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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