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 .
Marketing expert John Winsor makes a powerful case that consumers have 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.
While many recent titles-The Tipping Point, Crossing the Chasm, and The 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 to develop more aggressively, innovative growth.

Winsor, John, 1959-

Dearborn Financial Publishing, Incorporated

Dearborn Real Estate Education

Chicago: Dearborn Trade Pub.

Ebooks Corporation Limited

Kaplan Publishing

Kaplan Business

United States, United States of America

Chicago, Illinois, 2004

October 1, 2004

The original books is too bright.

Includes bibliographical references (p. 245-259) and index.

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.

1 online resource (xviii, 269 pages) :
Learn what some of the most forward-thinkng companies today - from Hewlett-Packard to Nike - do to develop aggressive, innovative growth
Includes bibliographical references and index
Cover; Front flap; Copyright; Dedication; Contents; Preface; Acknowledgments; Chapter 1 THE ILLUSION OF CONTROL; Chapter 2 THE ADVENTURES OF BRANDING; Chapter 3 POWER TO THE PEOPLE; Chapter 4 GETTING BEYOND THE BRAND; Chapter 5 STEP ONE Focus on Key Voices; Chapter 6 STEP TWO Get the Story; Chapter 7 STEP THREE Listen; Chapter 8 STEP FOUR Find Inspiration; Chapter 9 STEP FIVE Hone Your Intuition; Chapter 10 STEP SIX Find the Center of Gravity; Chapter 11 STEP SEVEN Tell the Story; Chapter 12 CASE STUDY Millennials Explored©; Final Thoughts; Notes; Index; Back flap; Back cover; Spine

"Marketing expert John Winsor makes a case here that consumers have 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 the right customers in their worlds, creating essential foundations for breakthrough innovation." "The tools John Winsor outlines in Beyond the Brand are the very ones his own company, Radar Communications, uses to help some of the most forward-thinking companies today to develop more aggressively innovative growth."--BOOK JACKET

Businesses have long lived under the pretense that the world in which we live is controllable.

2023-06-28