Legacy In The Making Building A Long Term Brand To Stand Out In A Short Term World

Download Legacy In The Making Building A Long Term Brand To Stand Out In A Short Term World full books in PDF, epub, and Kindle. Read online Legacy In The Making Building A Long Term Brand To Stand Out In A Short Term World ebook anywhere anytime directly on your device. Fast Download speed and no annoying ads. We cannot guarantee that every ebooks is available!

Legacy in the Making: Building a Long-Term Brand to Stand Out in a Short-Term World

Author : Mark Miller
Publisher : McGraw Hill Professional
ISBN 13 : 126011757X
Total Pages : 276 pages
Book Rating : 4.2/5 (61 download)

DOWNLOAD NOW!

Book Synopsis Legacy in the Making: Building a Long-Term Brand to Stand Out in a Short-Term World by : Mark Miller

Download or read book Legacy in the Making: Building a Long-Term Brand to Stand Out in a Short-Term World written by Mark Miller and published by McGraw Hill Professional. This book was released on 2018-02-23 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: Winner of a 2019 International Book Award, Silver Medalist in the 2019 American Business Awards, Finalist for International Book of the Year at the 2019 Business Book Awards, and one of Forbes' Top Ten Business Books for 2018. A book for a different breed of business leader, one who looks beyond the moment to create a life of significance. Most of us are familiar with the traditional way of looking at legacy—something preserved in the past. Traditional legacy is all around us, evidenced by the steady churn of autobiographies, bequests, commemorations, and dedications we are forever leaving in our collective cultural wake. This is not the legacy you will find in this book. Legacy in the Making celebrates an active, dynamic form of “modern legacy,” seen through the eyes of a select group of extraordinary men and women who are pursuing their enduring ambitions in the age of now. More than caretakers of the past, these modern legacy builders are also the authors of a vital today and tomorrow. Rather than leaving their legacies behind them, they are looking ahead to harness their long-term ambitions and inspire others to help carry them forward. These are not static, traditional legacies. These are legacies in the making.

The Sense of an Ending

Author : Julian Barnes
Publisher : Vintage
ISBN 13 : 0307957330
Total Pages : 158 pages
Book Rating : 4.3/5 (79 download)

DOWNLOAD NOW!

Book Synopsis The Sense of an Ending by : Julian Barnes

Download or read book The Sense of an Ending written by Julian Barnes and published by Vintage. This book was released on 2011-10-05 with total page 158 pages. Available in PDF, EPUB and Kindle. Book excerpt: BOOKER PRIZE WINNER • NATIONAL BESTSELLER • A novel that follows a middle-aged man as he contends with a past he never much thought about—until his closest childhood friends return with a vengeance: one of them from the grave, another maddeningly present. A novel so compelling that it begs to be read in a single setting, The Sense of an Ending has the psychological and emotional depth and sophistication of Henry James at his best, and is a stunning achievement in Julian Barnes's oeuvre. Tony Webster thought he left his past behind as he built a life for himself, and his career has provided him with a secure retirement and an amicable relationship with his ex-wife and daughter, who now has a family of her own. But when he is presented with a mysterious legacy, he is forced to revise his estimation of his own nature and place in the world.

Between the World and Me

Author : Ta-Nehisi Coates
Publisher : One World
ISBN 13 : 0679645985
Total Pages : 163 pages
Book Rating : 4.6/5 (796 download)

DOWNLOAD NOW!

Book Synopsis Between the World and Me by : Ta-Nehisi Coates

Download or read book Between the World and Me written by Ta-Nehisi Coates and published by One World. This book was released on 2015-07-14 with total page 163 pages. Available in PDF, EPUB and Kindle. Book excerpt: #1 NEW YORK TIMES BESTSELLER • NATIONAL BOOK AWARD WINNER • NAMED ONE OF TIME’S TEN BEST NONFICTION BOOKS OF THE DECADE • PULITZER PRIZE FINALIST • NATIONAL BOOK CRITICS CIRCLE AWARD FINALIST • ONE OF OPRAH’S “BOOKS THAT HELP ME THROUGH” • NOW AN HBO ORIGINAL SPECIAL EVENT Hailed by Toni Morrison as “required reading,” a bold and personal literary exploration of America’s racial history by “the most important essayist in a generation and a writer who changed the national political conversation about race” (Rolling Stone) NAMED ONE OF THE MOST INFLUENTIAL BOOKS OF THE DECADE BY CNN • NAMED ONE OF PASTE’S BEST MEMOIRS OF THE DECADE • NAMED ONE OF THE TEN BEST BOOKS OF THE YEAR BY The New York Times Book Review • O: The Oprah Magazine • The Washington Post • People • Entertainment Weekly • Vogue • Los Angeles Times • San Francisco Chronicle • Chicago Tribune • New York • Newsday • Library Journal • Publishers Weekly In a profound work that pivots from the biggest questions about American history and ideals to the most intimate concerns of a father for his son, Ta-Nehisi Coates offers a powerful new framework for understanding our nation’s history and current crisis. Americans have built an empire on the idea of “race,” a falsehood that damages us all but falls most heavily on the bodies of black women and men—bodies exploited through slavery and segregation, and, today, threatened, locked up, and murdered out of all proportion. What is it like to inhabit a black body and find a way to live within it? And how can we all honestly reckon with this fraught history and free ourselves from its burden? Between the World and Me is Ta-Nehisi Coates’s attempt to answer these questions in a letter to his adolescent son. Coates shares with his son—and readers—the story of his awakening to the truth about his place in the world through a series of revelatory experiences, from Howard University to Civil War battlefields, from the South Side of Chicago to Paris, from his childhood home to the living rooms of mothers whose children’s lives were taken as American plunder. Beautifully woven from personal narrative, reimagined history, and fresh, emotionally charged reportage, Between the World and Me clearly illuminates the past, bracingly confronts our present, and offers a transcendent vision for a way forward.

The Fourth Industrial Revolution

Author : Klaus Schwab
Publisher : Currency
ISBN 13 : 1524758868
Total Pages : 194 pages
Book Rating : 4.5/5 (247 download)

DOWNLOAD NOW!

Book Synopsis The Fourth Industrial Revolution by : Klaus Schwab

Download or read book The Fourth Industrial Revolution written by Klaus Schwab and published by Currency. This book was released on 2017-01-03 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: World-renowned economist Klaus Schwab, Founder and Executive Chairman of the World Economic Forum, explains that we have an opportunity to shape the fourth industrial revolution, which will fundamentally alter how we live and work. Schwab argues that this revolution is different in scale, scope and complexity from any that have come before. Characterized by a range of new technologies that are fusing the physical, digital and biological worlds, the developments are affecting all disciplines, economies, industries and governments, and even challenging ideas about what it means to be human. Artificial intelligence is already all around us, from supercomputers, drones and virtual assistants to 3D printing, DNA sequencing, smart thermostats, wearable sensors and microchips smaller than a grain of sand. But this is just the beginning: nanomaterials 200 times stronger than steel and a million times thinner than a strand of hair and the first transplant of a 3D printed liver are already in development. Imagine “smart factories” in which global systems of manufacturing are coordinated virtually, or implantable mobile phones made of biosynthetic materials. The fourth industrial revolution, says Schwab, is more significant, and its ramifications more profound, than in any prior period of human history. He outlines the key technologies driving this revolution and discusses the major impacts expected on government, business, civil society and individuals. Schwab also offers bold ideas on how to harness these changes and shape a better future—one in which technology empowers people rather than replaces them; progress serves society rather than disrupts it; and in which innovators respect moral and ethical boundaries rather than cross them. We all have the opportunity to contribute to developing new frameworks that advance progress.

Sophie's World

Author : Jostein Gaarder
Publisher : Farrar, Straus and Giroux
ISBN 13 : 1466804270
Total Pages : 544 pages
Book Rating : 4.4/5 (668 download)

DOWNLOAD NOW!

Book Synopsis Sophie's World by : Jostein Gaarder

Download or read book Sophie's World written by Jostein Gaarder and published by Farrar, Straus and Giroux. This book was released on 2007-03-20 with total page 544 pages. Available in PDF, EPUB and Kindle. Book excerpt: One day Sophie comes home from school to find two questions in her mail: "Who are you?" and "Where does the world come from?" Before she knows it she is enrolled in a correspondence course with a mysterious philosopher. Thus begins Jostein Gaarder's unique novel, which is not only a mystery, but also a complete and entertaining history of philosophy.

Your One Word

Author : Evan Carmichael
Publisher : Penguin
ISBN 13 : 014310909X
Total Pages : 274 pages
Book Rating : 4.1/5 (431 download)

DOWNLOAD NOW!

Book Synopsis Your One Word by : Evan Carmichael

Download or read book Your One Word written by Evan Carmichael and published by Penguin. This book was released on 2016-12-06 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: “Evan consumes so much content and then knows how to DJ it to inspire people.” —Gary Vaynerchuk, New York Times bestselling author of #AskGaryVee and Jab, Jab, Jab, Right Hook In this bold and empowering guide, entrepreneur and social media sensation Evan Carmichael shares the secret to turbo-charging your path to success on your own terms. With thought-provoking questions and inspiring, instructive examples, Your One Word will help you nail down your personal mottos - the word that captures your purpose and passion. With this operating philosophy in hand, you will then learn how to leverage this powerful tool to create the business and future of your dreams. Aimed at entrepreneurs as well as intrapreneurs, managers, and anyone else who wants to achieve success in a powerfully meaningful way, Your One Word more than just a useful tool. It's also an inspiring and enlightening read.

Reimagining our futures together

Author : International Commission on the Futures of Education
Publisher : UNESCO Publishing
ISBN 13 : 9231004786
Total Pages : 185 pages
Book Rating : 4.2/5 (31 download)

DOWNLOAD NOW!

Book Synopsis Reimagining our futures together by : International Commission on the Futures of Education

Download or read book Reimagining our futures together written by International Commission on the Futures of Education and published by UNESCO Publishing. This book was released on 2021-11-06 with total page 185 pages. Available in PDF, EPUB and Kindle. Book excerpt: The interwoven futures of humanity and our planet are under threat. Urgent action, taken together, is needed to change course and reimagine our futures.

Peak

Author : Chip Conley
Publisher : John Wiley & Sons
ISBN 13 : 0787988618
Total Pages : 290 pages
Book Rating : 4.7/5 (879 download)

DOWNLOAD NOW!

Book Synopsis Peak by : Chip Conley

Download or read book Peak written by Chip Conley and published by John Wiley & Sons. This book was released on 2007-09-21 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: After fifteen years of rising to the pinnacle of the hospitality industry, Chip Conley's company was suddenly undercapitalized and overexposed in the post-dot.com, post-9/11 economy. For relief and inspiration, Conley, the CEO and founder of Joie de Vivre Hospitality, turned to psychologist Abraham Maslow's iconic Hierarchy of Needs. This book explores how Conley's company "the second largest boutique hotelier in the world" overcame the storm that hit the travel industry by applying Maslow's theory to what Conley identifies as the key Relationship Truths in business with Employees, Customers and Investors. Part memoir, part theory, and part application, the book tells of Joie de Vivre's remarkable transformation while providing real world examples from other companies and showing how readers can bring about similar changes in their work and personal lives. Conley explains how to understand the motivations of employees, customers, bosses, and investors, and use that understanding to foster better relationships and build an enduring and profitable corporate culture.

Creativity, Inc. (The Expanded Edition)

Author : Ed Catmull
Publisher : Random House
ISBN 13 : 0593594657
Total Pages : 366 pages
Book Rating : 4.5/5 (935 download)

DOWNLOAD NOW!

Book Synopsis Creativity, Inc. (The Expanded Edition) by : Ed Catmull

Download or read book Creativity, Inc. (The Expanded Edition) written by Ed Catmull and published by Random House. This book was released on 2023-09-28 with total page 366 pages. Available in PDF, EPUB and Kindle. Book excerpt: The co-founder and longtime president of Pixar updates and expands his 2014 New York Times bestseller on creative leadership, reflecting on the management principles that built Pixar’s singularly successful culture, and on all he learned during the past nine years that allowed Pixar to retain its creative culture while continuing to evolve. “Might be the most thoughtful management book ever.”—Fast Company For nearly thirty years, Pixar has dominated the world of animation, producing such beloved films as the Toy Story trilogy, Finding Nemo, The Incredibles, Up, and WALL-E, which have gone on to set box-office records and garner eighteen Academy Awards. The joyous storytelling, the inventive plots, the emotional authenticity: In some ways, Pixar movies are an object lesson in what creativity really is. Here, Catmull reveals the ideals and techniques that have made Pixar so widely admired—and so profitable. As a young man, Ed Catmull had a dream: to make the first computer-animated movie. He nurtured that dream as a Ph.D. student, and then forged a partnership with George Lucas that led, indirectly, to his founding Pixar with Steve Jobs and John Lasseter in 1986. Nine years later, Toy Story was released, changing animation forever. The essential ingredient in that movie’s success—and in the twenty-five movies that followed—was the unique environment that Catmull and his colleagues built at Pixar, based on philosophies that protect the creative process and defy convention, such as: • Give a good idea to a mediocre team and they will screw it up. But give a mediocre idea to a great team and they will either fix it or come up with something better. • It’s not the manager’s job to prevent risks. It’s the manager’s job to make it safe for others to take them. • The cost of preventing errors is often far greater than the cost of fixing them. • A company’s communication structure should not mirror its organizational structure. Everybody should be able to talk to anybody. Creativity, Inc. has been significantly expanded to illuminate the continuing development of the unique culture at Pixar. It features a new introduction, two entirely new chapters, four new chapter postscripts, and changes and updates throughout. Pursuing excellence isn’t a one-off assignment but an ongoing, day-in, day-out, full-time job. And Creativity, Inc. explores how it is done.

Brand Activism

Author : Christian Sarkar
Publisher : Penguin Random House India Private Limited
ISBN 13 : 9354920233
Total Pages : 210 pages
Book Rating : 4.3/5 (549 download)

DOWNLOAD NOW!

Book Synopsis Brand Activism by : Christian Sarkar

Download or read book Brand Activism written by Christian Sarkar and published by Penguin Random House India Private Limited. This book was released on 2021-07-12 with total page 210 pages. Available in PDF, EPUB and Kindle. Book excerpt: What happens when businesses and their customers don't share the same values? Or, for that matter, when employees of a company don't share the same values as their executives? Welcome to the world of Brand Activism. Companies no longer have a choice. Brand Activism consists of business efforts to promote, impede, or direct social, political, economic, and/or environmental reform or stasis with the desire to promote or impede improvements in society. It is driven by a fundamental concern for the biggest and most urgent problems facing society. Brand Activism: From Purpose to Action is about how progressive businesses are taking stands to create a better world.

Legacy Vs. Likes

Author : Mike Smith (Motivational speaker)
Publisher :
ISBN 13 : 9780999330609
Total Pages : 175 pages
Book Rating : 4.3/5 (36 download)

DOWNLOAD NOW!

Book Synopsis Legacy Vs. Likes by : Mike Smith (Motivational speaker)

Download or read book Legacy Vs. Likes written by Mike Smith (Motivational speaker) and published by . This book was released on 2017-09-05 with total page 175 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The 48 Laws of Power

Author : Robert Greene
Publisher : Penguin
ISBN 13 : 0670881465
Total Pages : 481 pages
Book Rating : 4.6/5 (78 download)

DOWNLOAD NOW!

Book Synopsis The 48 Laws of Power by : Robert Greene

Download or read book The 48 Laws of Power written by Robert Greene and published by Penguin. This book was released on 2023-10-31 with total page 481 pages. Available in PDF, EPUB and Kindle. Book excerpt: Amoral, cunning, ruthless, and instructive, this multi-million-copy New York Times bestseller is the definitive manual for anyone interested in gaining, observing, or defending against ultimate control – from the author of The Laws of Human Nature. In the book that People magazine proclaimed “beguiling” and “fascinating,” Robert Greene and Joost Elffers have distilled three thousand years of the history of power into 48 essential laws by drawing from the philosophies of Machiavelli, Sun Tzu, and Carl Von Clausewitz and also from the lives of figures ranging from Henry Kissinger to P.T. Barnum. Some laws teach the need for prudence (“Law 1: Never Outshine the Master”), others teach the value of confidence (“Law 28: Enter Action with Boldness”), and many recommend absolute self-preservation (“Law 15: Crush Your Enemy Totally”). Every law, though, has one thing in common: an interest in total domination. In a bold and arresting two-color package, The 48 Laws of Power is ideal whether your aim is conquest, self-defense, or simply to understand the rules of the game.

Edupreneur: How To Monetise Your Expertise and Profitably Educate Your Market

Author : Sarah Cordiner
Publisher : Maintraining Pty Limited
ISBN 13 : 9780648079002
Total Pages : 0 pages
Book Rating : 4.0/5 (79 download)

DOWNLOAD NOW!

Book Synopsis Edupreneur: How To Monetise Your Expertise and Profitably Educate Your Market by : Sarah Cordiner

Download or read book Edupreneur: How To Monetise Your Expertise and Profitably Educate Your Market written by Sarah Cordiner and published by Maintraining Pty Limited. This book was released on 2017-09 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Education is the new currency.Regardless of what business or industry you are in; if you wish to sell what you have to others, your commercial survival depends on you becoming the EDUPRENEUR.Consumers are tired of sales pitches and promises, and instead are seeking information and knowledge. By giving it to them you get to demonstrate your capability and expertise as much as they get to experience it - making you choice number 1 for their needs.Edupreneurs strategically share their expertise in a way that provides unprecedented global reach, immeasurable impact on the lives of others, and unlimited income potential.Every single person on Earth has an abundant and unique set of skills, experiences, and knowledge that could be turned into commercially profitable products and services.In this book, Sarah Cordiner will take you through the fundamentals of monetising your expertise and profitably sharing what you know with the world.Whether you are an absolute beginner in creating and selling information and education-based products and services, or are up-levelling to a serious education-based business operation; this book will help you get there.Inside this book:How to commercialise your skills, knowledge, and expertise and start profiting from what is already in your head.How to create your own unique `funnel of service',so that you no longer need to `sell', and instead have your customers coming eagerly to you for your advice and expertise.A deep dive into the 10 stages of designing and building a highly successful information or education-based business so that you maximise your impact and income.How to price your informational and educational products and services; including courses, consulting, workshops and more.Where and how to sell your educational products for maximum exposure and sales - particularly online courses.The critical elements of an online education based business. What online tools, apps and products you need and how they all fit together for maximum profitability, scalability, and automation. How to use your expertise to become a well-known leader in your industry.

How to Do Nothing

Author : Jenny Odell
Publisher : Melville House
ISBN 13 : 1612198554
Total Pages : 259 pages
Book Rating : 4.6/5 (121 download)

DOWNLOAD NOW!

Book Synopsis How to Do Nothing by : Jenny Odell

Download or read book How to Do Nothing written by Jenny Odell and published by Melville House. This book was released on 2020-12-29 with total page 259 pages. Available in PDF, EPUB and Kindle. Book excerpt: ** A New York Times Bestseller ** NAMED ONE OF THE BEST BOOKS OF THE YEAR BY: Time • The New Yorker • NPR • GQ • Elle • Vulture • Fortune • Boing Boing • The Irish Times • The New York Public Library • The Brooklyn Public Library "A complex, smart and ambitious book that at first reads like a self-help manual, then blossoms into a wide-ranging political manifesto."—Jonah Engel Bromwich, The New York Times Book Review One of President Barack Obama's "Favorite Books of 2019" Porchlight's Personal Development & Human Behavior Book of the Year In a world where addictive technology is designed to buy and sell our attention, and our value is determined by our 24/7 data productivity, it can seem impossible to escape. But in this inspiring field guide to dropping out of the attention economy, artist and critic Jenny Odell shows us how we can still win back our lives. Odell sees our attention as the most precious—and overdrawn—resource we have. And we must actively and continuously choose how we use it. We might not spend it on things that capitalism has deemed important … but once we can start paying a new kind of attention, she writes, we can undertake bolder forms of political action, reimagine humankind’s role in the environment, and arrive at more meaningful understandings of happiness and progress. Far from the simple anti-technology screed, or the back-to-nature meditation we read so often, How to do Nothing is an action plan for thinking outside of capitalist narratives of efficiency and techno-determinism. Provocative, timely, and utterly persuasive, this book will change how you see your place in our world.

Managing Sustainability

Author : John Friedman
Publisher : Business Expert Press
ISBN 13 : 1951527755
Total Pages : 139 pages
Book Rating : 4.9/5 (515 download)

DOWNLOAD NOW!

Book Synopsis Managing Sustainability by : John Friedman

Download or read book Managing Sustainability written by John Friedman and published by Business Expert Press. This book was released on 2020-04-07 with total page 139 pages. Available in PDF, EPUB and Kindle. Book excerpt: Managing Sustainability: First Steps to First Class provides a compelling case, real-world examples, and the tools to follow a proven strategy for aligning sustainability efforts with existing organizational priorities. This strategy has taken companies from initial conception to the top of the sustainability rankings. Using examples from leading companies, readers will understand how to build—programs that drive results and enhance reputation. Benefits include enabling companies to attract, hire, retain, and fully engage the best talent, seize the innovation high ground with new and premium products and services, provide access to socially responsible investment capital, implement “best practices,” earn license to operate, reduce compliance and regulatory costs, and more. Includes the latest trend to go beyond the organization’s own “footprint” to integrate their values into their supply chains and build employee and customer loyalty by empowering these essential stakeholders to live their shared values. Sustainability professionals or business strategists who are seeking to integrate effective programs that match corporate strategy with the purpose and values-driven initiatives that engage employees, build customer loyalty, and improve license to operate will benefit from the author’s more than 30 years’ experience in corporate communications, business, and corporate sustainability.

Kellogg on Branding in a Hyper-Connected World

Author :
Publisher : John Wiley & Sons
ISBN 13 : 111953318X
Total Pages : 368 pages
Book Rating : 4.1/5 (195 download)

DOWNLOAD NOW!

Book Synopsis Kellogg on Branding in a Hyper-Connected World by :

Download or read book Kellogg on Branding in a Hyper-Connected World written by and published by John Wiley & Sons. This book was released on 2019-03-19 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: World-class branding for the interconnected modern marketplace Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today’s consumer, today’s competition, and the wealth of media at your disposal. In-depth discussion highlights the field’s ever-increasing connectivity, with practical guidance on brand design and storytelling, social media marketing, branding in the service sector, monitoring brand health, and more. Authored by faculty at the world’s most respected school of management and marketing, this invaluable resourceincludes expert contributions on the financial value of brands, internal branding, building global brands, and other critical topics that play a central role in real-world branding and marketing scenarios. Creating a brand—and steering it in the right direction—is a multi-layered process involving extensive research and inter-departmental cooperation. From finding the right brand name and developing a cohesive storyline to designing effective advertising, expanding reach, maintaining momentum, and beyond, Kellogg on Branding in a Hyper-Connected World arms you with the knowledge and skills to: Apply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more Adopt successful strategies from development to launch to leveraging Build brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace Increase brand value and use brand positioning to build a mega-brand In today’s challenging and complex marketplace, effective branding has become a central component of success. Kellogg on Branding in a Hyper-Connected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.

Brand Relevance

Author : David A. Aaker
Publisher : John Wiley & Sons
ISBN 13 : 0470613580
Total Pages : 400 pages
Book Rating : 4.4/5 (76 download)

DOWNLOAD NOW!

Book Synopsis Brand Relevance by : David A. Aaker

Download or read book Brand Relevance written by David A. Aaker and published by John Wiley & Sons. This book was released on 2011-01-25 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.