Creating passionbrands getting to the heart of branding /
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| Autore principale: | |
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| Natura: | Elettronico eBook |
| Lingua: | inglese |
| Pubblicazione: |
Sterling, Va. :
Kogan Page Limited,
c2005.
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| Edizione: | 1st ed. |
| Soggetti: | |
| Accesso online: | An electronic book accessible through the World Wide Web; click to view |
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Sommario:
- From understanding to obsession
- The five symptoms of malaise of consumer-led brands
- Why brands need belief
- Why passive belief won't do
- Just another brand, or a passionbrand?
- Creating passionbrands : the journey starts here
- Corner no 1 : ideology
- Corner no 2 : capability
- Corner no 3 : consumer
- Corner no 4 : environment
- Marketing imagination and the passionpoint
- From identity to reality : six guiding principles
- Leading from the heart.