Brand enigma decoding the secrets of your brand
Brand Enigma provides a refreshing antidote to tired, conventional approaches to business development, marketing and innovation. The premise for this book is that the brand embodies the spirit of the business and, properly understood, can enable the enterprise to raise innovation, business developme...
| Autor principal: | |
|---|---|
| Otros Autores: | |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Chichester, England ; Hoboken, N.J. :
Wiley
c2008.
|
| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628071406719 |
Tabla de Contenidos:
- Getting the best from this book
- Nightmares and dreams: the new world of brands
- Enduring myths, new challenges, and realities
- How the brand dream process took shape
- Fitting the pieces together: the brand dream model
- Taking the brand dream medicine
- Deconstructing brands: a new way of sussing out the competition
- Engaging staff in the employer brand
- A web of threats and opportunities
- An inspirational approach to innovation
- Renewing the dream.
