Shaun Smith Boeken

Although the balance sheet may not even put a value on it, a company's brand, or its portfolio of brands, is its most valuable asset. For some companies the brand can account for as much as 70 percent of its market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organizations should make the brand their central organizing principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the antiglobalization movement that big brands are bullies which do harm, "Brands and Branding" provides a review of best practices in branding, covering everything from brand positioning to brand protection, visual and verbal identity to brand communications. Finally, the third part of the book looks at trends in branding and the future for brands. Written by seventeen experts in the field, "Brands and Branding" sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand..

You need loyal customers, not just satisfied ones. Here's how to manage your customer experience and reap the rewards.

Experience marketing is a simple technique that is behind some of the most innovative ideas in business today, including the i-pod and low cost flights. The authors bring this theory to life through the use of case studies and anecdotes.

In every industry, certain brands distinguish themselves by challenging conventional wisdom and norms to succeed in their markets. These companies view customers and employees as part of a like-minded community, delivering unique experiences that foster a cult-like following. The focus is on 14 such businesses that prioritize purpose over profit, exceed customer expectations, and differentiate themselves boldly. They embody a fearless approach in both thought and execution, measuring success through innovative metrics. The authors, Shaun Smith and Andy Milligan, share revealing interviews with key executives, allowing each brand's story to reflect its distinct culture. The vibrant page design emphasizes and summarizes key points, enhancing the lively narratives. Featured brands include Brazilian sunglasses retailer Chilli Beans, with over 200 stores across Brazil, Portugal, and the U.S.; Zappos, the renowned online shoe retailer; Virgin Galactic, Richard Branson's spaceflight venture; Malaysian airline AirAsia, known for its sports sponsorships; JCB, a heavy equipment manufacturer; Umpqua Bank from Portland; and Best Buy's The Geek Squad, which offers computer support and repair services.