The Breakaway Brand

How Great Brands Stand Out

Francis Kelly, Barry Silverstein

272 pages, parution le 20/10/2005

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Résumé

Discover the Secrets Behind 50 of the World's Most Successful Brands

What would happen if your brand were out of stock in a retail store? Would a customer wait until it 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.

Sommaire

Breaking Away from the Sea of Gray
The Breakaway Brand
The Process of Breaking Away
Breakaway Products
Breakaway Campaigns
Breakaway Packaging
Breakaway Promotion
Breakaway Agent: The Internet
Breakaway Hero: The "Chief"
Breakaway Results
Breakaway Branding in Business-and Beyond

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Francis Kelly, Barry Silverstein
Parution	20/10/2005
Nb. de pages	272
Format	15,5 x 24
Couverture	Relié
Poids	625g
Intérieur	Noir et Blanc
EAN13	9780072262377
ISBN13	978-0-07-226237-7