In today's cluttered marketplace, consumers are faced with too many choices. They are bombarded with too much information. And retailers provide them with too little advice. Because of this, consumers find it increasingly hard to make informed decisions. And as a result, building loyalty and finding new customers is an impossible challenge. Today, to be relevant, you can't go on treating all customers the same way. You need to focus on them, on their needs, on who they are and why they nee...

THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:• the new definition of brand• the five essential disciplines of brand-building• how branding is changing the dyn...

The era of social technologies provides seemingly endless opportunity, both for individuals and organizations. But it’s also the subject of seemingly endless hype. Yes, social tools allow us to do things entirely differently-but how do you really capitalize on that?In 11 Rules for Creating Value in the Social Era, the newest in Harvard Business Review’s line of digital books (HBR Singles), social strategist and insightful blogger Nilofer Merchant argues that soci...

What makes a great leader?It's a question that has been tackled by thousands. In fact, there are literally tens of thousands of leadership studies, theories, frameworks, models, and recommended best practices. But where are the clear, simple answers we need for our daily work lives? Are there any?Dave Ulrich, Norm Smallwood, and Kate Sweetman set out to answer these questions-to crack the code of leadership. Drawing on decades of research experience, the au...

The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes:The latest thinking on key branding concepts, including brand positioning and designStrategies for launching new brands,...

Discover proven strategies for building powerful, world-class brandsIt's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn know...

The branding bible for today's globalized worldToday, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel physically o...

" A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership." —Joseph V. Tripodi, former Chief Marketing Officer, Subway and Coca-ColaAaker on Branding presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands,...

Branding guru Aaker shows how to eliminate the competition and become the lead brand in your marketThis ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a...

A practical guide to improving your strategic management skills which will give you the information and skills to succeed. Find out how to improve make your management style work to your long-term benefit by learning to set boundaries and to test and communicate your strategy.You will learn to analyze your position, understand your skills and define your strategy. Learn key skills such as how to plan for change, assess the risks, and monitor performance with tips, dos and don'ts, "...

Strategy is about creating a plan to differentiate your business from the competition and to gain a competitive advantage. This book is about the fundamentals of strategic planning for the small business owner and his or her leadership team. Strategic planning is an essential process for every size business. While large businesses may have more resources and time to devote to strategic planning, small businesses have the advantage of being close to their stakeholders and the ability to mov...

The best and the brightest salespeople don't waste a moment. Even salespeople who lack good presentation skills or some other talent can make up for it by efficiently using their time. And, on the opposite end of the scale, the salesperson who is floundering and failing invariably has problems with time management."Time Management And Sales Priorities" helps the salesperson identify which accounts deserve the greatest amount of time while maintaining good customer relations with al...