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Brandstorm
 
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Brandstorm
Surviving and Thriving in the New Consumer-Led Marketplace
 
 
Palgrave Macmillan
 
 
 
 
 
 
08 Nov 2012
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£16.99
|Hardback In Stock
  
9780230341685
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DescriptionReviewsContentsAuthors

From Marie Antoinette to Lady Gaga, Brandstorm takes a piercing look at the dangers of runaway brand proliferation, and what managers and marketers can do to ensure that brands continue to enhance the consumer experience rather than dilute it. Includes the success secrets of Ralph Lauren, Justin Bieber, and Revlon.


Description

From Marie Antoinette to Lady Gaga, Brandstorm takes a piercing look at the dangers of runaway brand proliferation, and what managers and marketers can do to ensure that brands continue to enhance the consumer experience rather than dilute it. Includes the success secrets of Ralph Lauren, Justin Bieber, and Revlon.


Reviews

"In this smart and engaging book, Liz Nickles shows how to make the occasionally-overwhelming new media environment work for you - by creating resilient and pervasive brands." - John Gerzema, bestselling author of The Brand Bubble and Spend Shift

"In a world where social media, marketing and business are constantly shifting, Liz Nickles shares her secrets on changing with the times. By telling a story of brands both new and old, Nickles addresses the modern concept of 'branding' and how marketing strategies are being questioned. Brandstorm is an eye-opener for both new marketers and those looking to create a better personal image. Two thumbs up for this likeable book!" - Dave Kerpen, New York Times bestselling author of Likeable Social Media and Likeable Business

"In the fractured but exciting brand game of today, only BRANDSTORM gives you a most modern roadmap complete with never- heard stories and really unexpected solutions." - Charlotte Beers, former CEO and Chairman, Ogilvy & Mather Worldwide, U.S. Undersecretary of State for Public Diplomacy and Public Affairs, and author of I'd Rather Be in Charge.

"An interesting, well-written overview of the state of the chaotic branding business today, filled with fascinating stories and anecdotes." - Al Ries, author of War in the Boardroom

"The brand mantra for the 21st century is 'be powerful, be kind'. If you read only one book to guide you to achieve that worthy goal, this is the one." - Milton Pedraza, CEO, Luxury Institute, LLC

"If you're interested in the future of communication - this is the book for you. From one of the great communicators in the industry." - Richard Kirshenbaum, CEO NSG/SWAT and author of MADBOY

"Liz Nickles dissects the appeal and almost formulaic etiology of killer brands both old and new. BrandStorm then takes the fascinating approach of measuring these successes through the ever-evolving lens of social media. How does real time interactivity with the end user make or break a brand? From Hermes to Justin Bieber, this book is for marketers and brand managers who seek insight on the connections between remarkably successful brands and the online relationship with their consumers." - Tynicka Battle, Founder and CEO, ThinkTank Digital

"Branding has undergone a major change in the last few years, and now brands can be created or destroyed in a matter of weeks. In this tour de force, Liz Nickles provides a history lesson and road map for marketers to understand the new world of brand management. A must read." - Robert Blattberg, McGuire Professor of Marketing, Carnegie Mellon University


Contents


Authors

LIZ NICKLES is Senior Vice President and Chief Marketing Officer at FTI Consulting. She has worked at major ad agencies including J. Walter Thompson and D'Arcy Masius Benton & Bowles, where she was winner of CLIO, ADDY and EFFIE awards. She has been Creative Director of Esquire's corporate division and Senior Vice President of Creative Development at Mattel and has won numerous national awards, including Glamour Magazine's illustrious Top Women of the Year award. Currently, Liz is Senior Vice President Chief Marketing Officer for a $1.5 billion global management consulting firm and founding partner of a trend research company that specializes in targeting women consumers.

SAVITA IYER has written for a range of business and financial publications including Investment Advisor magazine, BusinessWeek and Thomson Reuters' International Financing Review.