Discover the Secrets Behind 50 of the World's Most Successful Brands What would happen if your brand were out of stock in a retail store? Would a customer wait until it becomes available, travel to another store to buy it...or purchase another brand instead? This is a brandas moment of truth. In todayas overcrowded marketplace, only a select few brands truly rise above the competition. Thatas what The Breakaway Brand is about. Itas about the brand that stands out, not just in its own product category, but from all other brands. Itas about the brand that achieves huge results. Itas about the brand that breaks away. Drawing from their experiences at Arnold Worldwide, one of the leading and most innovative advertising agencies in the business, branding experts Francis Kelly and Barry Silverstein reveal what it takes to create a breakaway brand and how todayas great brands execute breakaway campaigns, packaging, and promotion. Youall get an inside look at such phenomenally successful brands as Apple, Nike, Volkswagen, JetBlue, Starbucks, and many others, and youall find out how you can apply their breakaway strategies in your own organization. Discover how a breakaway brand: ac Is positioned for success ac Continuously innovates ac Connects with its audience ac Establishes brand leadership ac Delivers brand truth and consistency ac Stands out with exceptional campaigns and unique packaging ac Uses the Internet for breakaway marketing Kelly and Silverstein also take you inside the mind of the breakaway chief, revealing the level of dedication, vision, and leadership required of CEOs, COOs, and CMOs to foster breakaway brands. It isnat easy for brands to break away. But it can be done, and The Breakaway Brand shows you how to aThink Different, a aJust do it, a and create a truly revolutionary and sustainable brand. Praise for THE BREAKAWAY BRAND aA breakaway book. The authors know their subject matter and bring new insights and ato doasa to every serious marketer.aaPeter Klein, SVP, Strategy and Business Development, The Gillette Company aThe book will make you scratch your head and think, aWhy arenat we doing that?a A must-read.aaLiz Vanzura, Global Marketing Director, HUMMER, General Motors Corporation aNot a me-too marketing book...worth its weight in gold to brand marketers who want to dominate over the long term.aaWenda Harris Millard, Chief Sales Officer, YAHOO! Inc. aA powerful primer on building great brands...Must-reading for those who aspire to lead championship brands.a aSteven Wilhite, SVP, Global Marketing, Nissan Motor Company aFilled with practical advice and real-world examples from senior executives who are true pros at creating advertising for breakaway brands.aaGail McGovern, Professor of Management Practice, Harvard Business School aDocuments how the best of the best are not only attacking todayas challenges, but thriving.aaJeff Hicks, CEO/President, Crispin Porter + Bogusky aCaptures what successful brand-building is all about.aaJohn Costello, EVP, Merchandising a Marketing, The Home Depot a[Takes] an extraordinarily complex marketing issue and breaks it down into something simple you can apply to your business.a aDavid Lubars, Chairman and Chief Creative Officer, BBDO North America aClearly, the authors understand the mechanics of getting brands to operate at optimum potential.aaLee Ann Daly, EVP, Marketing, ESPN, Inc. aA truly unusual look ainsidea at what it takes to be great by many of the best in business today.aaJeffrey J. Jones II, EVP, Global Marketing, Gap, Inc.See also CEOs/ aquot;Chiefeaquot; importance of support, 202, 255-256 Williams, Jack, 208 core campaigns, 109-115 core idea, 115-1 16 ... Howard, 194 Dean Foods Co., 100 DEC (Digital Equipment Corporation), 48a50 Dell, 18, 33, 46-48 Dell, Michael, 47, 203, 228 Delta ... 221, 234 aquot;Drivers wantedaquot; tag line, 66, 235, 264 DTC (Direct to Consumer) pharmaceutical ... Epstein, Edward Jay, 112-113 Eskew, Mike, 204 ESPN Mobile service, 197 ESPN Shorts, 157 E.T. (movie), 155 aquot;Expect More.
|Title||:||The Breakaway Brand|
|Author||:||Francis J. Kelly, Barry Silverstein|
|Publisher||:||McGraw-Hill Companies - 2005|