By Idris Mootee
Praise for 60-Minute model Strategist
"A clean tackle the knowledge of placing model approach on the middle of company method. fantastic insights for a fast-moving world."
--Angela Ahrendts, CEO, Burberry
"Idris Mootee paints a pointy, complete, and finely articulated research of the possibility of significant manufacturers within the twenty first century's cultural situation and enterprise panorama. the result's a wise handbook that reminds you and your organization how one can construct appropriate, real, sustainable, and profitable manufacturers in an evolving society."
--Mauro Porcini, leader layout Officer, PepsiCo Inc.
"Idris's ebook teaches us the right way to have interaction state-of-the-art more and more cynical shoppers on a deeper emotional point to construct actual fairness and management. He demonstrates how one can escape of the field and fasten company technique to model procedure, and the way the appropriate brand...
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Additional info for 60-Minute Brand Strategist. The Essential Brand Book for Marketing Professionals
Cohesive brand strategies are at the heart of every great company. ” —Ian Yolles, CMO, Recyclebank “. . it presents a lot of punchy, inter-connected ides that will put you thinking on marketing and brands. Although it covers the familiar topics, it often does so in original ways . ” —Howard Schultz, Starbucks Copyright © 2013 by Idris Mootee. All rights reserved. Design: Sali Tabacchi Inc. , Hoboken, New Jersey. Published simultaneously in Canada. com. com/go/permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose.
Benefit-related word association is less powerful when quality, service, and design are at par and companies aggressively expand their product range targeting different segments. Mercedes owns the word engineering, BMW performance, and Volvo safety. Yet when Mercedes launched the C-series to appeal to younger segments, BMW launched the 7 series for those who appreciate state-of-the-art engineering, and Volvo revamped its product range with a sportier look to suggest speed, those associations quickly became meaningless.
By bringing empathy into the process, understanding the brand’s core and its role in the context of business strategy, and discovering how to change the way customers/channel partners think about the category, not by fighting for incremental share gain within the category. This little book can help any company succeed by using the brand to inspire and inform a game-changing strategy. Your investment into this book is well worth 60 minutes. ” —PETER BRABECK, NESTLÉ What Is a Brand? In a world where brands rule, products are no longer bundles of functional characteristics but rather a means to provide and enhance customer experiences.
60-Minute Brand Strategist. The Essential Brand Book for Marketing Professionals by Idris Mootee