Breakaway Brand
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Identifies the five characteristics shared by exceptional brands like Apple, Volkswagen, and JetBlue—and explains how anyone can create a killer brand
Companies invest more than $100 billion annually for marketing in the U.S. alone, yet only a select few brands break away and dramatically rise above the competition. Revealing the strategies behind extraordinary branding successes such as the iPod, The Breakaway Brand explains how you can develop and market your own outstanding brand. Filled with real-world case studies and exclusive interviews, the book discusses why only a handful of brands truly break away and stand out in an overcrowded marketplace.
What would happen if your brand were out of stock in a retail store? Would a customer wait until your brand becomes available, travel to another store to buy it…or purchase another brand instead? This is a brand’s moment of truth.
In today’s overcrowded marketplace, only a select few brands truly rise above the competition. That’s what The Breakaway Brand is about. It’s about the brand that stands out, not just in its own product category, but from all other brands. It’s about the brand that achieves huge results. It’s about the brand that breaks away.
Drawing from their experiences at Arnold Worldwide, one of the leading and most innovative advertising agencies in the business, branding experts Francis Kelly and Barry Silverstein reveal what it takes to create a breakaway brand and how today’s great brands execute breakaway campaigns, packaging, and promotion. You’ll get an inside look at such phenomenally successful brands as Apple, Nike, Volkswagen, JetBlue, Starbucks, and many others, and you’ll find out how you can apply their breakaway strategies in your own organization. Discover how a breakaway brand:
* Is positioned for success
* Continuously innovates
* Connects with its audience
* Establishes brand leadership
* Delivers brand truth and consistency
* Stands out with exceptional campaigns and unique packaging
* Uses the Internet for breakaway marketing
Kelly and Silverstein also take you inside the mind of the breakaway chief, revealing the level of dedication, vision, and leadership required of CEOs, COOs, and CMOs to foster breakaway brands.
It isn’t easy for brands to break away. But it can be done, and The Breakaway Brand shows you how to “Think Different,” “Just do it,” and create a truly revolutionary and sustainable brand.
Companies invest more than $100 billion annually for marketing in the U.S. alone, yet only a select few brands break away and dramatically rise above the competition. Revealing the strategies behind extraordinary branding successes such as the iPod, The Breakaway Brand explains how you can develop and market your own outstanding brand. Filled with real-world case studies and exclusive interviews, the book discusses why only a handful of brands truly break away and stand out in an overcrowded marketplace.
What would happen if your brand were out of stock in a retail store? Would a customer wait until your brand becomes available, travel to another store to buy it…or purchase another brand instead? This is a brand’s moment of truth.
In today’s overcrowded marketplace, only a select few brands truly rise above the competition. That’s what The Breakaway Brand is about. It’s about the brand that stands out, not just in its own product category, but from all other brands. It’s about the brand that achieves huge results. It’s about the brand that breaks away.
Drawing from their experiences at Arnold Worldwide, one of the leading and most innovative advertising agencies in the business, branding experts Francis Kelly and Barry Silverstein reveal what it takes to create a breakaway brand and how today’s great brands execute breakaway campaigns, packaging, and promotion. You’ll get an inside look at such phenomenally successful brands as Apple, Nike, Volkswagen, JetBlue, Starbucks, and many others, and you’ll find out how you can apply their breakaway strategies in your own organization. Discover how a breakaway brand:
* Is positioned for success
* Continuously innovates
* Connects with its audience
* Establishes brand leadership
* Delivers brand truth and consistency
* Stands out with exceptional campaigns and unique packaging
* Uses the Internet for breakaway marketing
Kelly and Silverstein also take you inside the mind of the breakaway chief, revealing the level of dedication, vision, and leadership required of CEOs, COOs, and CMOs to foster breakaway brands.
It isn’t easy for brands to break away. But it can be done, and The Breakaway Brand shows you how to “Think Different,” “Just do it,” and create a truly revolutionary and sustainable brand.
ISBN : 0072262370, Author : Kelly, Publisher : McGraw Hill - 2005, Dimensions : 23.1 x 15.7 x 2 cm, Paperback : 272 pages
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