Emotional Branding : How Successful Brands Gain the Irrational Edge

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9780761529118: Emotional Branding : How Successful Brands Gain the Irrational Edge

How do you launch a product in today's ultra-competitive and often saturated markets, break through the clutter, and develop strong and lasting customer loyalty? Get in touch with your customers' deepest emotions, of course.
Emotional Branding teaches you the how's and why's of, "How does our product or service make our customers feel?" Author Daryl Travis (with a little help from Harry) leads you on a journey filled with colorful ideas and bottom-line lessons that will teach you how to instill brand loyalty in your customers. Whether you are a CEO, an advertising guru, or an innovative businessperson, you will discover how to use a brand's mystique to create powerful and lasting emotional connections with your customers. Travis also addresses:
·Branding as a product of intuitive thinking
·How people develop emotional responses to brands
·Bringing together a company's elements to form a brand
·Developing successful offshoot brands from existing ones
·And much more!
Emotional Branding teaches you how to identify and empower your product's appeal and connect it to your customers' experiences with your product. The results unlock the secrets to emotional branding, enhance the brand-consumer relationship, and show you and your business new prosperity—all from discovering and applying these powerful new ways to use the "F" word, F-E-E-L-I-N-G-S.
"Today's marketplace confusion can only be sorted out one way: by brand power. Daryl Travis's Emotional Branding sings, a book to savor and ponder. And, if approached in the right spirit, a book to change your worldview and renovate your bottom line. Hint: It's for finance and human resource folks as much as for marketers, as much for three-person architectural studios as for Virgin or GE execs." —Tom Peters, coauthor of In Search of Excellence
"Every CEO's job is to create value and build assets, and every company's most formidable asset is its brand. Daryl's book is an important reminder that brands must be protected and nurtured. Read it, take it to heart, and expect some amazing things to happen in your business." —James Berrien, president of Forbes magazine
"I've been in the business of building global brands for more than 25 years, and I've yet to read a better account of what it takes to make a brand. Apply all the analytics you want to a great company or brand and in the end you'll find it comes down to how people feel about it. This book reveals why." —Thomas Oliver, CEO of Bass Hotels & Resorts, former executive VP of marketing, FedEx

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From the Back Cover:

"Today's marketplace confusion can only be sorted out one way: by brand power. Daryl Travis' Emotional Branding sings, a book to savor and ponder. And, if approached in the right spirit, a book to change your worldview-and renovate your bottom line. Hint: It's for finance and human resource folks as much as for marketers; as much for three-person architectural studios as for Virgin or GE execs." - Tom Peters

"Every CEO's job is to create value and build assets, and every company's most formidable asset is its brand. Daryl's book is an important reminder that brands must be protected and nurtured. Emotional Branding is a revealing look at how managing the brand and managing the business are synonymous. Read it, take it to heart, and expect some amazing things to happen in your business." - James Berrien, president, Forbes magazine

"I've been in the business of building global brands for more than 25 years, and I've yet to read a better account of what it takes to make a brand. Apply all the analytics you want to a great company or brand and in the end you'll find it comes down to how people FEEL about it. This book reveals why." - Thomas Oliver, CEO, Bass Hotels & Resorts, former executive VP of marketing, FedEx

"In Emotional Branding, Daryl Travis has aptly demonstrated that branding is not a program or activity you can buy off the shelf, but rather the hundreds of little things an entire organization does well all the time with every important audience. It embraces the same thinking that the Postal Service used to turn its culture into one focused on exceptional customer service. The book is a must for every CEO who is frustrated about how to capture the hearts and minds of his or her customers and associates." - Marvin Runyon, U.S. Postmaster General (1992-1998)

"This is a 'must-read' for any executive who cares about building and leveraging their brand. The brand is not part of the business; in many ways it IS the business. And it's just too important to be left to anyone other than the CEO. Every CEO will want to become a passionate steward of their brand after they read this book." - Marguerite Sallee, chairman and CEO, Frontline Group

About the Author:

Daryl Travis has extensive experience in advertising, integrated marketing, and brand building. He is chancellor of Arian, Lowe & Travis, a nationally recognized advertising agency in Chicago, and CEO of Brandtrust, an elite corps of brand consultants that includes several of the leading brand thinkers in the world.

"Sobre este título" puede pertenecer a otra edición de este libro.

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Travis, Daryl
Editorial: Crown Business (2000)
ISBN 10: 076152911X ISBN 13: 9780761529118
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Descripción Crown Business, 2000. Hardcover. Estado de conservación: New. Nº de ref. de la librería mon0000176590

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Daryl Travis
Editorial: Crown Business (2000)
ISBN 10: 076152911X ISBN 13: 9780761529118
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Travis, Daryl
Editorial: Crown Business (2000)
ISBN 10: 076152911X ISBN 13: 9780761529118
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Descripción Crown Business, 2000. Hardcover. Estado de conservación: New. Never used!. Nº de ref. de la librería P11076152911X

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Travis, Daryl
Editorial: Crown Business
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Descripción Crown Business. Hardcover. Estado de conservación: New. 076152911X New Condition. Nº de ref. de la librería NEW7.0886241

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