San Antonio College Library

"In one of the most original books of its kind ever written, Patrick Hanlon explains how the most powerful brands create a community of believers around the brand, revealing the seven components that will help every company and marketer capture the public imagination - and seize a bigger slice of the pie." "In Primal branding, Hanlon explores those seven components, known as the primal code, and shows how to use and combine them to create a community...

"The brand has pervaded the entire field of human existence, filled every corner of the planet - even the most remote ones - and it has moved its front line well beyond the areas of competence it traditionally inhabited." "In today's society, the brand must satisfy a multitude of expectations. We have witnessed a revolution in the way consumers relate to a product; consumers are increasingly tending to reject brands which offer over-extensive lines...

"Once a luxury that only the elite could afford, fashion is now accessible to all. High street brands such as Zara, Topshop and H & M have put fashion within the reach of anyone, whilst massive media attention has turned designers such as Tom Ford, Alexander McQueen and Stella McCartney into brands in their own right. This updated new edition of the international best-seller Fashion Brands explores the popularization of fashion and explains how marketers...

"Branded entertainment explains how product placement, a long-time phenomenon in films, has gone beyond this to now embrace all media. Citing examples from film, music videos, and computer games, the author explains the history and development of product placement, advantages of this form of brand advertising, and methods employed by different brands. Most importantly, Branded entertainment discusses the future possibilities for using this form of...

When a group of people gather together to generate ideas for solving a problem or achieving a goal, sometimes the best ideas are passed over. Worse, a problematic suggestion with far less likelihood of success may be selected instead. Why would a group dismiss an option that would be more effective? The author, a leadership and communications expert, has an answer: it wasn't sold to them well. If the best idea is yours, how can you increase the chances...

"Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first...

"Every day, print and online trade magazines and news sources tout developments in online advertising, branding, and marketing. Seismic shifts in the industry have forced marketers and advertisers, ready or not, to employ new advertising models. But the potholes for advertisers using Web 2.0 are many, and missteps by companies that don't understand the new rules of the game guarantee lost time and money ill spent. Advertising 2.0 ensures that readers...

A guide to brand-building profiles the success of Nike and Starbucks to reveal their strategies and how to apply them for significant growth for any size business, analyzing why certain brands have succeeded or failed.