Building Brand Authenticity
The projection of authenticity is¿one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding p...
Building Brand Authenticity
The projection of authenticity is¿one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding p...
Building Brand Experiences
Retaining brand relevance is fundamental to organizational success, and an increasing challenge that high-level marketing professionals now face. In the past, many have responded with product or price-based competition, yet this can only propel a ...
Building Brand Identity
Using a practical analytical approach, this timely work presents information and insights on the daily challenges brand managers face. Divided into two sections, the first emphasizes the need to understand customers and the current brand's assets ...
Building Brand Communities
An authentic brand community is more than just people buying your product or working alongside one another. This book articulates the critical roles of mutual concern, common values, and shared experiences in creating fiercely loyal customer and collaborator relationships. Smart organizations know that creating communities is the key to unlocking unprecedented outcomes. But too many mistakenly rely on superficial transactional relationships as a foundation for community, when really people want something deeper. Carrie Melissa Jones and Charles Vogl argue that in an authentic and enriching community, members have mutual concern for one another, share personal values, and join together in meaningful shared experiences, whether online or off. On the deepest level, brands must help members grow into who they want to be. Jones and Vogl present practices used by global brands like Yelp, Etsy, Twitch, Harley Davidson, Salesforce, Airbnb, Sephora, and others to connect in a meaningful way
Building Your Brand
Does your brand strategy make sense? If you ask 10 people in your organization, how many different answers would you get??* Can everyone in your organization explain how all the pieces (programs and services) fit together??* Do you feel like you'r...
Effective Brand Building
How can senior marketing leaders drive sustained brand growth amid shifting industry priorities? Effective Brand Building offers strategic, authoritative guidance to executives committed to transforming brand investment into long-term, measurable ...
Authenticity
Authenticity
Authenticity
David Boyle guides us through the next big thing in Western living - the determined rejection of the fake, the virtual, the spun and the mass-produced, in the search for authenticity. The charms of the global and virtual future we were all brought...
Authenticity
A book for our times, The Authenticity Playbook offers insights and tactics for the pursuit of authenticity in our everyday lives.
Authenticity
'Wide-ranging, witty and fresh ? a stimulating read. Authentic fun' Tim Harford, Financial Times Best Summer Books 2022 'Brilliantly witty, profoundly illuminating, Alice Sherwood is a master storyteller' Simon Schama 'Thought-provoking and beauti...
Building Strong Brands
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and ...
Building Strong Brands
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and ...
Building Customer-brand Relationships
Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and t...
Building Distinctive Brand Assets
Building Distinctive Brand Assets is for anyone with a brand logo, font or colour scheme, and is essential reading for those who have wondered if (or have been told) it's time for a change. Readers will learn how to set up a long-term strategy to ...
Building Peace, Rebuilding Patriarchy
Over the two decades since the adoption of United Nations Security Council Resolution 1325 on Women, Peace and Security, peacebuilding interventions around the globe have increasingly incorporated gender perspectives. These initiatives have used b...
Band Vs Brand
OBS! Import. Kontrollera att språk och textning passar dig.Documentary looking at how the music industry has changed to produce brands rather than bands.Typ: DVD
Intelligent Buildings and Building Automation
Giving you a combination of general principles, applied practice and information on the state-of-the-art, this book will give you the information you need to incorporate the latest systems and technologies into your building projects. It focuses o...
Authenticity Project
Now includes an exclusive extract of Clare Pooley's new and brilliantly uplifting novel The People On Platform 5 - available nowTreat yourself to the warm, poignant and uplifting Radio 2 Book Club pick, loved by hundreds of thousands of readers......
Authenticity Project
Brought to you by Penguin. -------------------'A joyous, funny read that leaves you all warm inside' Beth Morrey, author of Saving Missy 'Feel-good...full of hope. A quirky cast of characters you can't help but root for'Woman & Home, Book of t...
Indexing Authenticity
The concept of authenticity has received some attention in recent academic discourse, yet it has often been left under-defined from a sociolinguistic perspective. This volume presents the contributions of a wide range of scholars who exchanged the...
Mediated Authenticity
This book explores the paradox of mediated authenticity - the idea that our understanding of society is based on mediated representations of reality. Enli argues that mediated authenticity is established through negotiations between producers and ...
Against Authenticity
“Be true to yourself”—it is a dictum so ubiquitous that it can seem like both philosophical wisdom and an empty truism. Should we aspire to an ideal of living authentically? What does it mean to be true to yourself? Against Authenticity: Why You Shouldn't Be Yourself is a philosophical exploration and critique of the ideal of authenticity. Simon Feldman argues that if being true to ourselves is a matter of maintaining a strong will, being psychologically independent, achieving self-knowledge, or being morally conscientious, then the best lives we can lead should be expected to involve substantial inauthenticity. Feldman suggests that various construals of the ideal of authenticity presuppose metaphysically confused notions of the self (for example, that there is a determinate “true self”) and that under the guise of indisputable wisdom the ideal perpetuates both objectionably relativistic as well as reactionary moral thinking.Feldman concludes that the ideal of authenticity is one
Creating Authenticity
'Authenticity' and authentication is at the heart of museums' concerns in displays, objects, and interaction with visitors. These notions have formed a central element in early thought on culture and collecting. Nineteenth century-explorers, commi...
Fabricating Authenticity
Fabricating Authenticity explores everyday examples that work as productive conversation-starters for those wanting to complicate and examine authenticity claims, thus making this an ideal volume for the introductory classroom and beyond.
Debating Authenticity
The longing for authenticity, on an individual or collective level, connects the search for external expressions to internal orientations. What is largely referred to as production of authenticity is a reformulation of cultural values and norms wi...
Authenticity Industries
In recent decades, authenticity has become an American obsession. It animates thirty years' worth of reality TV programming and fuels the explosive virality of one hot social media app after another. It characterizes Donald Trump's willful disrega...
Reflective Authenticity
Reflective Authenticity: Rethinking the Project of Modernity is a challenging consideration of what remains of ambitious Enlightenment ideas such as democracy, freedom and universality in the wake of relativist, postmodern thought. Do clashes over...
Launching & Building a Brand For Dummies
Create a strong brand DNA-and watch it grow These days, customers want to have a deeply felt connection to the brands behind the products they're purchasing, which means that if you're starting a business, a strong brand DNA has got to be part of ...
Sincerity and Authenticity
"Now and then," writes Lionel Trilling, "it is possible to observe the moral life in process of revising itself." In this new book he is concerned with such a mutation: the process by which the arduous enterprise of sincerity, ...
Jargon of Authenticity
Theodor Adorno was no stranger to controversy. In The Jargon of Authenticity he gives full expression to his hostility to the language employed by certain existentialist thinkers such as Martin Heidegger. With his customary alertness to the uses a...
Meaning and Authenticity
The language of self-fulfilment, self-realization, and self-actualization (in short, 'authenticity') has become common in contemporary culture. The desire to be authentic is implicitly a desire to shape one's self in accordance with an ideal, and ...
Virtues of Authenticity
Virtues of Authenticity
Politics of Authenticity
In this acclaimed exploration of the search for "authentic" individual identity, Marshall Berman explores the historical experiences and needs out of which this new radicalism arose. Focussing on eighteenth-century Paris, a time and plac...
Paradoxes of Authenticity
Authenticity is one of the most crucial, but also most contested concepts in literary and cultural studies. Hollowed out by postmodernist theory, it paradoxically enough persists as an important backdrop for the discussion of literature, film, and...
Selfhood and Authenticity
Explores the notion of selfhood in the wake of the post-structuralist debates. Winner of the 2004 Erving Goffman Award for Outstanding Scholarship in the Ecology of Social Interaction presented by the Media Ecology Association Drawing upon numerou...
Existentialism, Authenticity, Solidarity
What makes individuals what they are? How should they judge their social and political interaction with the world? What makes them authentic or inauthentic? This original and provocative study explores the concept of "authenticity" and i...