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FusionBranding: How To Forge Your Brand For The Future
Fusion Brand, Pages: 390
FusionBranding: How To Forge Your Brand For The Future by brand futurist Nick Wreden, MA, MS represents a fresh look at branding imperatives, especially for companies involved in selling to other businesses.
These imperatives include customer equity, operational excellence and accountability. Core principles of FusionBranding, based on the fact that customers - not companies - define brands, are illustrated with numerous case studies.
Each chapter also includes a 'FutureView,' which looks at branding in 2005 and beyond, 'Takeaways,' in-depth questions that can help readers apply FusionBranding principles, and 'Resources' that feature books and Web sites about FusionBranding principles.
Finally, key vendors are listed.
FusionBranding has powerful tools to transform your branding strategies!
- Takeaways - End-of-chapter questions to generate insights optimized for your brand.
- Resources - Roadmaps to the latest branding books and online resources.
- Visuals - At-a-glance overviews of trends and comparative tactics.
Build a perpetual brand that customers will embrace!
Department store magnate John Wanamaker once famously said,'Half my advertising budget is wasted. I just don't know which half.' Once companies could establish brands while ignoring such accountability. Not any more.
The customer economy has eroded the power of the mass media, and intense competition and limited resources make accountability crucial. Customers control relationships today, and they demand business on their terms. This means companies must move away from dated branding tactics and incorporate accountability, customer equity and operational excellence into branding strategies.
FusionBranding takes a fresh look at branding, focusing not on how it was done in the past but on how it will be done in the future. To build a perpetual FusionBrand, companies - especially those selling to the businesses - must start applying the 10 core principles that represent the new face of branding.
10 Core FusionBranding Principles:
1. FusionBrands are created by organizations and supply chains, not marketing departments.
2. Everyday operational excellence is key. Before you can establish a relationship with a customer, you have to be a company the customer wants to have a relationship with.
3. Branding demands and delivers accountability.
4. Brands must establish relationships with five core constituencies: customers, investors, employees, suppliers and media/analysts.
5. FusionBrands are defined by customers and other core constituencies, not 'positioned' by companies.
6. Without customer economic or psychic value, there is no brand.
7. Brands are created through unified emotion, experiences and functionality across all media and channels.
8. Brands require an international perspective.
9. Products offer promises. Brands honor commitments.
10. Customer equity is more important than brand equity.
The heart of FusionBranding is accountability
FusionBrands start with a focus on accountability. Accountability starts with customer equity, representing profitable sales over time. It continues with capabilities to measure the costs of processes as well as goods. It's supported by everyday operational excellence that uses best-of-class benchmarks. And it's supported by effective marketing management and compensation schemes that drive brand-building performance.
Get a sneak peek at the future of branding!
Do you care about what marketing tactics worked when Jimmy Carter was president? It's more important to know where market forces, technologies and customer demands will be tomorrow so you can be there to meet them - long ahead of the competition. FusionBranding lets you start preparing now to meet the immediacy, reach and personalization requirements of the Demand Economy, which will become a force in 2005 and beyond. FusionBranding addresses:
-What technologies will disrupt - and transform branding
-How to brand in an opt-in world
-What customers will expect from brands in 2005
-How organizations must evolve to brand effectively
-What the most important metrics will be
And much more.
Why you need FusionBranding today
Pick up a marketing book from the 1970s. Now pick up one from today's bookshelves. How different are they? Other than a nod toward PCs and the Internet, not much. Newer books cover the same ground, but urge 'do more' or 'do better.' That's no longer enough. It's time to 'do different' based on the requirements of today's customers. FusionBranding shows you how to brand based on the business and customer imperatives of today - and tomorrow. You'll learn how to:
-Advance beyond 1:1 marketing to do business on customer terms
-Establish branding accountability with customer equity and other measurements
-Market in an increasingly opt-in world
-Unify experiences and emotions across all channels
-Transform 'tryers' into FusionBrand loyalists
-Manage key constituencies to build your brand
-Maximize profitability with better pricing
-Use technology effectively for more powerful branding
Many marketing books focus on consumer marketing. However, the advice in such books is often irrelevant. Most businesses sell to other businesses. They don't have the resources for big-budget 'positioning,' 'awareness' and other mass-market tactics. FusionBranding not only addresses consumer markets, but also shows businesses how to cost-effectively build competitor-proof brands - even in commodity markets.
Buy FusionBranding today!
The relationships between companies, customers and brands is changing dramatically. As a result, the branding window is closing. Say good-bye to mass-economy marketing. Adapt to today's customer-driven markets and prepare for the Demand Economy of tomorrow. Order FusionBranding today, and start using the principles - loyalty, customer equity and accountability - that can build a perpetual FusionBrand.
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