The Human Brand

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The Human Brand

Author : Chris Malone
Publisher : John Wiley & Sons
ISBN 13 : 1118611314
Total Pages : 211 pages
Book Rating : 4.1/5 (186 download)

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Book Synopsis The Human Brand by : Chris Malone

Download or read book The Human Brand written by Chris Malone and published by John Wiley & Sons. This book was released on 2013-10-07 with total page 211 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another People everywhere describe their relationships with brands in a deeply personal way—we hate our banks, love our smartphones, and think the cable company is out to get us. What's actually going on in our brains when we make these judgments? Through original research, customer loyalty expert Chris Malone and top social psychologist Susan Fiske discovered that our perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also determine our impressions of people. We see companies and brands the same way we automatically perceive, judge, and behave toward one another. As a result, to achieve sustained success, companies must forge genuine relationships with customers. And as customers, we have a right to expect relational accountability from the companies and brands we support. Applies the social psychology concepts of "warmth" (what intentions others have toward us) and "competence" (how capable they are of carrying out those intentions) to the way we perceive and relate to companies and brands Features in-depth analyses of companies such as Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, Sprint, and more Draws from original research, evaluating over 45 companies over the course of 10 separate studies The Human Brand is essential reading for understanding how and why we make the choices we do, as well as what it takes for companies and brands to earn and keep our loyalty in the digital age.

The Human Centered Brand

Author : Nela Dunato
Publisher :
ISBN 13 : 9789534817117
Total Pages : 322 pages
Book Rating : 4.8/5 (171 download)

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Book Synopsis The Human Centered Brand by : Nela Dunato

Download or read book The Human Centered Brand written by Nela Dunato and published by . This book was released on 2018-10-04 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: Promote your business with clarity, ease, and authenticity. The Human Centered Brand is a practical branding guide for service based businesses and creatives, that helps you grow meaningful relationships with your clients and your audience. If you're a writer, marketing consultant, creative agency owner, lawyer, illustrator, designer, developer, psychotherapist, personal trainer, dentist, painter, musician, bookkeeper, or other type of service business owner, the methods described in this book will assist you in expressing yourself naturally and creating a resonant, remarkable, and sustainable brand. Read this book to learn: Why conventional branding approaches don't work for service based businesses. How to identify your core values and use them in your business and marketing decisions. Different ways you can make your business unique among all the competition. How to express yourself verbally through your website, emails, articles, videos, talks, podcasts... What makes your "ideal clients" truly ideal, and how to connect with real people who appreciate you as you are. How to craft an effective tagline. What are the most important elements of a visual brand identity, and how to use them to design your own brand. How to craft an exceptional client experience and impress your clients with your professionalism. How your brand relates to your business model, pricing, company culture, fashion style, and social impact. Whether you're a complete beginner or have lots of experience with marketing and design, you'll get new insights about your own brand, and fresh ideas you'll want to implement right away. The companion workbook, checklists, templates, and other bonuses ensure that you not only learn new information, but create a custom brand strategy on your own. Learn more at humancenteredbrand.com

Brand Hacks

Author : Emmanuel Probst
Publisher : Simon and Schuster
ISBN 13 : 1576878023
Total Pages : 242 pages
Book Rating : 4.5/5 (768 download)

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Book Synopsis Brand Hacks by : Emmanuel Probst

Download or read book Brand Hacks written by Emmanuel Probst and published by Simon and Schuster. This book was released on 2021-09-07 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: economics;consumer behavior;advertising;branding;brand advertising;advertising campaigns;consumer psychology;marketing;market research;digital marketing;fortune 500;business;business development;business analysis;ipsos;dr emmanuel probst; Every year, brands spend over $560 billion (and counting) to convince us to buy their products. Yet, as consumers we have become insensitive to most advertising. We easily forget brands and may switch to another product on a whim. There are ways for brands to break this cycle. Brands that succeed are the ones that help us find meaning. In this process, the brands become meaningful in and of themselves. Brand Hacks takes you on an exploratory journey, revealing why most advertising campaigns fail and examining the personal, social, and cultural meanings that successful brands bring to consumers’ everyday lives. Most importantly, this book will show you how to use simple brand hacks to create and grow brands that deliver meaning even with a limited budget. Brand Hacks is supported by in-depth research in consumer psychology, interviews with industry-leading marketers, and case studies of meaningful brands, both big and small.

Brand Thinking and Other Noble Pursuits

Author : Debbie Millman
Publisher : Skyhorse Publishing Inc.
ISBN 13 : 1581158645
Total Pages : 337 pages
Book Rating : 4.5/5 (811 download)

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Book Synopsis Brand Thinking and Other Noble Pursuits by : Debbie Millman

Download or read book Brand Thinking and Other Noble Pursuits written by Debbie Millman and published by Skyhorse Publishing Inc.. This book was released on 2011-10-10 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This engaging and highly informative book presents twenty interviews with the world's leading designers, anthropologists and innovators in the field of branding. In a series of illuminating, spirited conversations with preeminent global brand designer Debbie Millman, these influential figures share their take on how and why humans have branded the world around us, and the ideas, inventions, and insight inherent in this process"--Provided by publisher.

Personal Brand Management

Author : Talaya Waller
Publisher : Springer Nature
ISBN 13 : 3030437442
Total Pages : 170 pages
Book Rating : 4.0/5 (34 download)

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Book Synopsis Personal Brand Management by : Talaya Waller

Download or read book Personal Brand Management written by Talaya Waller and published by Springer Nature. This book was released on 2020-04-15 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is the definitive resource for understanding the phenomena and process of personal brand management as it becomes increasingly valued in a global economy. By providing a research-based, theoretical framework, the author distills the concept of personal branding as it is applicable to individuals throughout all stages of career development as well as across industries and disciplines. Extensively researched with numerous case studies, this book clearly outlines the strategic process of evaluating the economic value of a personal brand to manage and scale it accordingly. The author, an expert in the field of personal brand strategy and management, argues that a business is what a person or organization does, but the brand is what people expect from that person or organization. The two must align, and the book’s conceptual framework explains the theory and practice behind personal branding to accomplish this synergism. The consequence of the digital age is unprecedented visibility for individuals and businesses. As they engage with one another in more and more virtual spaces, the need for understanding and managing the evolving complexity of this ‘personal’ engagement is an economic reality. For this reason, the framework in this title provides insight and perspective on all phases of a brand in its recursive life cycle both on and offline. By providing clarity and structure to the topic as well as practical theory for its application, this title is the ultimate primer on personal branding in theory and practice.

Building a StoryBrand

Author : Donald Miller
Publisher : HarperCollins Leadership
ISBN 13 : 0718033337
Total Pages : 241 pages
Book Rating : 4.7/5 (18 download)

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Book Synopsis Building a StoryBrand by : Donald Miller

Download or read book Building a StoryBrand written by Donald Miller and published by HarperCollins Leadership. This book was released on 2017-10-10 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: More than half-a-million business leaders have discovered the power of the StoryBrand Framework, created by New York Times best-selling author and marketing expert Donald Miller. And they are making millions. If you use the wrong words to talk about your product, nobody will buy it. Marketers and business owners struggle to effectively connect with their customers, costing them and their companies millions in lost revenue. In a world filled with constant, on-demand distractions, it has become near-impossible for business owners to effectively cut through the noise to reach their customers, something Donald Miller knows first-hand. In this book, he shares the proven system he has created to help you engage and truly influence customers. The StoryBrand process is a proven solution to the struggle business leaders face when talking about their companies. Without a clear, distinct message, customers will not understand what you can do for them and are unwilling to engage, causing you to lose potential sales, opportunities for customer engagement, and much more. In Building a StoryBrand, Donald Miller teaches marketers and business owners to use the seven universal elements of powerful stories to dramatically improve how they connect with customers and grow their businesses. His proven process has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Building a StoryBrand does this by teaching you: The seven universal story points all humans respond to; The real reason customers make purchases; How to simplify a brand message so people understand it; and How to create the most effective messaging for websites, brochures, and social media. Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.

Marketing Rebellion

Author : Mark W. Schaefer
Publisher :
ISBN 13 : 9780578419862
Total Pages : 320 pages
Book Rating : 4.4/5 (198 download)

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Book Synopsis Marketing Rebellion by : Mark W. Schaefer

Download or read book Marketing Rebellion written by Mark W. Schaefer and published by . This book was released on 2019-02 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Provides a framework to help you stay ahead of the curve by re-imagining marketing in a world where hyper-empowered consumers drive the business results

Primalbranding

Author : Patrick Hanlon
Publisher : Simon and Schuster
ISBN 13 : 074327797X
Total Pages : 273 pages
Book Rating : 4.7/5 (432 download)

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Book Synopsis Primalbranding by : Patrick Hanlon

Download or read book Primalbranding written by Patrick Hanlon and published by Simon and Schuster. This book was released on 2006-01-24 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: The author explains why the most successful brands--whether products, services, or organizations--create a culture of belief, in which the consumer develops a powerful emotional attachment to the brand as the best of its kind.

People Powered

Author : Jono Bacon
Publisher : HarperCollins Leadership
ISBN 13 : 1400214890
Total Pages : 321 pages
Book Rating : 4.4/5 (2 download)

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Book Synopsis People Powered by : Jono Bacon

Download or read book People Powered written by Jono Bacon and published by HarperCollins Leadership. This book was released on 2019-11-12 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: What if you discovered a blueprint that could grow your brand’s reputation and loyalty, dramatically reduce customer service issues, produce content and technology, and cement a powerful, lasting relationship between you and your customers? Communities have been a popular topic since the rise of the Internet and social media, but few companies have consistently harnessed their power, driven tangible value, and effectively measured their return on investment (ROI) like Salesforce.com, Star Citizen via Kickstarter, and Red Hat. Companies such as PayPal, Facebook, Bosch, Microsoft, CapitalOne, and Google, have also built communities inside their organizations, which have fostered innovation, broken down silos, and helped their organizations to operate more efficiently and collaboratively. People Powered helps C-suite leaders, founders, marketers, customer advocates, and community leaders gain a competitive advantage by answering the following questions: What is the key value proposition of building a community? What kind of community do we need and how do we build and integrate it into our organization? How do we incentivize and encourage people to get involved, build reliable growth, and keep community members engaged? How do we develop authentic, productive relationships with community members both online and in person? How do we get departmental buy-in, hire effectively, and create consistent, reliable community engagement skills in our organization? What are the strategic and tactical pitfalls and roadblocks we need to avoid? How do we make sure that our community continues to grow with us—and more importantly, how do we make sure that we continue to grow with them? People Powered pulls together over 20 years of pragmatic experience into a clear, simple methodology and blueprint to not just answer these questions, but deliver results. Don’t get left behind—become an industry trailblazer and ensure your company’s longevity by tapping into the most dynamic force both outside and inside your organization: the people.

Radically Human

Author : Paul Daugherty
Publisher : Harvard Business Press
ISBN 13 : 1647821096
Total Pages : 152 pages
Book Rating : 4.6/5 (478 download)

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Book Synopsis Radically Human by : Paul Daugherty

Download or read book Radically Human written by Paul Daugherty and published by Harvard Business Press. This book was released on 2022-04-26 with total page 152 pages. Available in PDF, EPUB and Kindle. Book excerpt: Technology advances are making tech more . . . human. This changes everything you thought you knew about innovation and strategy. In their groundbreaking book, Human + Machine, Accenture technology leaders Paul R. Daugherty and H. James Wilson showed how leading organizations use the power of human-machine collaboration to transform their processes and their bottom lines. Now, as new AI powered technologies like the metaverse, natural language processing, and digital twins begin to rapidly impact both life and work, those companies and other pioneers across industries are tipping the balance even more strikingly toward the human side with technology-led strategy that is reshaping the very nature of innovation. In Radically Human, Daugherty and Wilson show this profound shift, fast-forwarded by the pandemic, toward more human—and more humane—technology. Artificial intelligence is becoming less artificial and more intelligent. Instead of data-hungry approaches to AI, innovators are pursuing data-efficient approaches that enable machines to learn as humans do. Instead of replacing workers with machines, they're unleashing human expertise to create human-centered AI. In place of lumbering legacy IT systems, they're building cloud-first IT architectures able to continuously adapt to a world of billions of connected devices. And they're pursuing strategies that will take their place alongside classic, winning business formulas like disruptive innovation. These against-the-grain approaches to the basic building blocks of business—Intelligence, Data, Expertise, Architecture, and Strategy (IDEAS)—are transforming competition. Industrial giants and startups alike are drawing on this radically human IDEAS framework to create new business models, optimize post-pandemic approaches to work and talent, rebuild trust with their stakeholders, and show the way toward a sustainable future. With compelling insights and fresh examples from a variety of industries, Radically Human will forever change the way you think about, practice, and win with innovation.

H2H Marketing

Author : Philip Kotler
Publisher : Springer Nature
ISBN 13 : 3031223934
Total Pages : 222 pages
Book Rating : 4.0/5 (312 download)

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Book Synopsis H2H Marketing by : Philip Kotler

Download or read book H2H Marketing written by Philip Kotler and published by Springer Nature. This book was released on 2023-07-18 with total page 222 pages. Available in PDF, EPUB and Kindle. Book excerpt: H2H Marketing focuses on redefining the role of marketing by reorienting the mindset of decision-makers and integrating the concepts of Design Thinking, Service-Dominant Logic and Digitalization. Following the authors' successful book on H2H Marketing, this book brings foward selected case studies showcasing various aspects of the concept, its fundamental elements, and its implementation.

Sprint

Author : Jake Knapp
Publisher : Simon and Schuster
ISBN 13 : 1501121774
Total Pages : 288 pages
Book Rating : 4.5/5 (11 download)

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Book Synopsis Sprint by : Jake Knapp

Download or read book Sprint written by Jake Knapp and published by Simon and Schuster. This book was released on 2016-03-08 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: From inside Google Ventures, a unique five-day process for solving tough problems, proven at thousands of companies in mobile, e-commerce, healthcare, finance, and more. Entrepreneurs and leaders face big questions every day: What’s the most important place to focus your effort, and how do you start? What will your idea look like in real life? How many meetings and discussions does it take before you can be sure you have the right solution? Now there’s a surefire way to answer these important questions: the Design Sprint, created at Google by Jake Knapp. This method is like fast-forwarding into the future, so you can see how customers react before you invest all the time and expense of creating your new product, service, or campaign. In a Design Sprint, you take a small team, clear your schedules for a week, and rapidly progress from problem, to prototype, to tested solution using the step-by-step five-day process in this book. A practical guide to answering critical business questions, Sprint is a book for teams of any size, from small startups to Fortune 100s, from teachers to nonprofits. It can replace the old office defaults with a smarter, more respectful, and more effective way of solving problems that brings out the best contributions of everyone on the team—and helps you spend your time on work that really matters.

Who We Are and How We Got Here

Author : David Reich
Publisher : Oxford University Press
ISBN 13 : 0192554387
Total Pages : 400 pages
Book Rating : 4.1/5 (925 download)

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Book Synopsis Who We Are and How We Got Here by : David Reich

Download or read book Who We Are and How We Got Here written by David Reich and published by Oxford University Press. This book was released on 2018-03-29 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: The past few years have seen a revolution in our ability to map whole genome DNA from ancient humans. With the ancient DNA revolution, combined with rapid genome mapping of present human populations, has come remarkable insights into our past. This important new data has clarified and added to our knowledge from archaeology and anthropology, helped resolve long-existing controversies, challenged long-held views, and thrown up some remarkable surprises. The emerging picture is one of many waves of ancient human migrations, so that all populations existing today are mixes of ancient ones, as well as in many cases carrying a genetic component from Neanderthals, and, in some populations, Denisovans. David Reich, whose team has been at the forefront of these discoveries, explains what the genetics is telling us about ourselves and our complex and often surprising ancestry. Gone are old ideas of any kind of racial 'purity', or even deep and ancient divides between peoples. Instead, we are finding a rich variety of mixtures. Reich describes the cutting-edge findings from the past few years, and also considers the sensitivities involved in tracing ancestry, with science sometimes jostling with politics and tradition. He brings an important wider message: that we should celebrate our rich diversity, and recognize that every one of us is the result of a long history of migration and intermixing of ancient peoples, which we carry as ghosts in our DNA. What will we discover next?

Curbing Traffic

Author : Chris Bruntlett
Publisher : Island Press
ISBN 13 : 1642831654
Total Pages : 240 pages
Book Rating : 4.6/5 (428 download)

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Book Synopsis Curbing Traffic by : Chris Bruntlett

Download or read book Curbing Traffic written by Chris Bruntlett and published by Island Press. This book was released on 2021-06-29 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Curbing Traffic: The Human Case for Fewer Cars in Our Lives, mobility experts Melissa and Chris Bruntlett chronicle their experience living in the Netherlands and the benefits that result from treating cars as visitors rather than owners of the road. They weave their personal story with research and interviews with experts and Delft locals to help readers share the experience of living in a city designed for people. Their insights will help decision makers and advocates to better understand and communicate the human impacts of low-car cities: lower anxiety and stress, increased independence, social autonomy, inclusion, and improved mental and physical wellbeing. Curbing Traffic provides relatable, emotional, and personal reasons why it matters and inspiration for exporting the low-car city.

How Brands Grow

Author : Byron Sharp
Publisher : OUP Australia & New Zealand
ISBN 13 : 9780195573565
Total Pages : 246 pages
Book Rating : 4.5/5 (735 download)

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Book Synopsis How Brands Grow by : Byron Sharp

Download or read book How Brands Grow written by Byron Sharp and published by OUP Australia & New Zealand. This book was released on 2010-03-11 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands.

Elevating the Human Experience

Author : Amelia Dunlop
Publisher : John Wiley & Sons
ISBN 13 : 1119791340
Total Pages : 244 pages
Book Rating : 4.1/5 (197 download)

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Book Synopsis Elevating the Human Experience by : Amelia Dunlop

Download or read book Elevating the Human Experience written by Amelia Dunlop and published by John Wiley & Sons. This book was released on 2021-10-26 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: Wall Street Journal bestseller Have you ever struggled to feel worthy at work? Do you know or lead people who do? When Amelia Dunlop first heard the phrase "elevating the human experience" in a leadership team meeting with her boss, she thought, "He is crazy if he thinks we will ever say those words out loud to each other much less to a potential client." We've been conditioned to separate our personal and professional selves, but work is fundamental to our human experience. Love and worth have a place in work because our humanity and authentic identities make our work better. The acknowledgement of our intrinsic worth as human beings and the nurturing of our own or another's growth through love ultimately contribute to higher performance and organizational growth. Now as the Chief Experience Officer at Deloitte Digital, a leading Experience Consultancy, Amelia Dunlop knows we must embrace elevating the human experience for the advancement and success of ourselves and our organizations. This book integrates the findings of a quantitative study to better understand feelings of love and worth in the workplace and introduces three paths that allow individuals to create the professional experience they desire for themselves, their teams, and their clients. The first path explores the path of the self, an inward path where we learn to love ourselves when we show up for work, and examines the obstacles that hinder us. The second path centers around learning to love and recognize the worth of another in our lives, adding to the worth we feel and providing a source of meaning to our lives. The third path considers the community of work and learning to love and recognize the worth of those we meet every day at work, especially for those who may be systematically marginalized, unseen, or unrepresented. Drawing on her own personal journey to find love and worth at work in her twenty-year career as a management consultant, Amelia also weaves together insights from philosophers, theologians, and sociologists with the stories of people from diverse backgrounds gathered during her research. Elevating the Human Experience: Three Paths to Love and Worth at Work is for anyone who has felt the struggle to feel worthy at work, as well as for those who have no idea what it may feel like to struggle every day just to feel loved and worthy, but love people and lead people who do. It’s a practical approach to elevating the human experience that will lead to important conversations about values and purpose, and ultimately, meaningful change.

The Brand Flip

Author : Marty Neumeier
Publisher : New Riders
ISBN 13 : 0134172973
Total Pages : 196 pages
Book Rating : 4.1/5 (341 download)

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Book Synopsis The Brand Flip by : Marty Neumeier

Download or read book The Brand Flip written by Marty Neumeier and published by New Riders. This book was released on 2015-07-24 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. You’ll learn how to flip your brand from offering products to offering meaning, from value protection to value creation, from cost-based pricing to relationship pricing, from market segments to brand tribes, and from customer satisfaction to customer empowerment. In the 13 years since Neumeier wrote The Brand Gap, the influence of social media has proven his core theory: “A brand isn’t what you say it is – it’s what they say it is.” People are no longer consumers or market segments or tiny blips in big data. They don’t buy brands. They join brands. They want a vote in what gets produced and how it gets delivered. They’re willing to roll up their sleeves and help out – not only by promoting the brand to their friends, but by contributing content, volunteering ideas, and even selling products or services. At the center of the book is the Brand Commitment Matrix, a simple tool for organizing the six primary components of a brand. Your brand community is your tribe. How will you lead it?