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Brand Harmony: Achieving Dynamic Results by Orchestrating Your Customers" Total Experience

Yastrow, Steve

16 valoraciones por Goodreads
ISBN 10: 1590790537 / ISBN 13: 9781590790533
Editorial: SelectBooks, Inc., New York, New York, U.S.A., 2003
Condición: Fine Encuadernación de tapa dura
Librería: Glued To The Tube Books (Minneapolis, MN, Estados Unidos de America)

Librería en AbeBooks desde: 13 de noviembre de 2002

Cantidad: 1
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Descripción

"SWteve Yastrow changed the way our company looks at marketing. BRAND HARMONY and BE THE BRAND became part of our company';s vocabulary from the day we first met Steve. Not only did we understand the message loud and clear, but Steve's way of presenting the brand to our employees made all the difference. We operate in 85 countries, and we;re convinced that Steve's ideas on branding apply in all of them." {Carsten Pedersen}. This book has 160 pages and is illustrated. N° de ref. de la librería 030400

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Detalles bibliográficos

Título: Brand Harmony: Achieving Dynamic Results by ...

Editorial: SelectBooks, Inc., New York, New York, U.S.A.

Año de publicación: 2003

Encuadernación: Cloth

Condición del libro:Fine

Condición de la sobrecubierta: Fine

Ejemplar firmado: Signed by Author

Edición: First Edition {Second Printing}

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Sinopsis:

Brand Harmony presents a fresh and revealing approach to branding and explains how companies of all types and sizes can achieve dynamic results by orchestrating their customers' total experience. Brand Harmony is a breakthrough concept that aligns everyone in a company to deliver a powerful, harmonious message to customers.Full of common-sense wisdom, Brand Harmony dispels the myths about branding and shows how companies can successfully create Brand Harmony in the minds of their customers by aligning the entire organization to tell one cumulative story. Brand Harmony takes marketing beyond the marketing department by showing how people throughout an organization need to be the brand in order to create comprehensive, company-wide messages that customers will understand and believe. Brand Harmony includes 10 how-to exercises based on Yastrow's proven methods and real-life examples which walk the reader through each stage of the branding process.

From the Publisher:

The average American consumer is constantly bombarded with advertising messages: on TV and radio, in newspapers and magazines, on billboards while we drive. The situation has come to be viewed as such an annoyance by the targeted public that the federal government has had to institute no-call lists to cut down on these intrusions into our own homes.

This media cacophony is a result of the outmoded strategy of Brute Force Branding, the tactic of heavy-handedly forcing an inflexible message on the body of consumers. Author Steve Yastrow offers an alternative with Brand Harmony, and demonstrates that your brand – the desired perception of your product or service by the consumer – is not what you say you are, but what your customer thinks you are. Drawing on his years of experience consulting for such corporate entities as the McDonald’s Corporation and Wyndham Hotels & Resorts, Yastrow hones the idea of branding to bring it more in line with modern media and the resultant increase in customer power. After finishing Brand Harmony, the reader will not only have a new way in which to look at his or her customer, but will also reexamine the role that each and every company employee can play in an effort to "Be the Brand" and increase company performance.

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