The Impact of Technology on Marketing
Leveringstid: Ikke i salg
Now technology companies such as Microsoft, Intel, and AOL embody innovation and change and are rewriting the rules of brand creation. With Warp-Speed Branding, you'll see how to apply some of their lessons. The book exposes six myths of branding and replaces them with new truths in a "warp-speed world." Fascinating case studies detail the branding success stories behind Sony, Intel, Amazon.com, Dell, and others, out of which emerge principles, guidelines, and action steps. You'll learn: The new branding skills, attitudes, and processes companies need to make it in a warp-speed world; How advertising agencies can adjust their processes and mindsets to help clients achieve faster time to market; How to identify and manage your company's Brand Ecosystem; How to take advantage of the extraordinary branding opportunities presented by the Internet With passion and incisive thinking, Agnieszka Winkler gives you the new marketing lessons to be learned from today's technology leaders--and how to apply them to your own brand of success. Praise for Warp-Speed Branding "We have all experienced the acceleration of our lives and our work towards Internet speed. Ms.
Winkler has given us anecdotes, tem-plates and commonsense advice, all focused on teaching us how to use the acceleration of technology to build better brands, products, and organizations." -- Paul Otellini, Executive Vice President, Intel Corporation "This book is an engaging must-read for all brand shepherds, young and old. The rapid speed of global technological change has dramatically redefined all traditional concepts of consumers, stakeholders, marketing, and branding. Attitude, capability, and mass customization are now king." -- Carl James Yankowski, President & CEO, Reebok Brands "For marketers who are charged with retaining or creating brand advantage in the future, this is a must read. You'll find a refreshing challenge to the status quo and new ideas to consider." -- Jan Soderstrom, EVP International Marketing, Visa International "In the tradition of marketing classics, Winkler redefines what it takes to win at marketing in today's frenzied, everything-changing-at-once product development cycles." -- Steve Weiss, Founding Partner, Product Management Group "Traveling with Agnieszka Winkler through Warp-Speed Branding is a thrill ride...Her rich examples and colorful illustrations make Warp-Speed Branding essential reading for all who aspire to lead their organizations to unique and distinctive places in the millennium marketplace.
" -- Jim Kouzes, coauthor, The Leadership Challenge and Encouraging the HeartChairman, Tom Peters Group/Learning Systems "A thought-provoking view of the huge impact of the Web lifestyle on brands and branding." -- Robert Herbold, EVP & COO, Microsoft Corporation.