Brand Aid

2013-11-30 Political Science

Author : Lisa Ann Richey
Release : 2013-11-30
Genre : Political Science
Kind : eBook
Book Rating : 56X/5 ( reviews)

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Book Synopsis Brand Aid by : Lisa Ann Richey

Download or read book Brand Aid written by Lisa Ann Richey. This book was released on 2013-11-30. Available in PDF, EPUB and Kindle. Book excerpt: “Has there ever been a better reason to shop?” asks an ad for the Product RED American Express card, telling members who use the card that buying “cappuccinos or cashmere” will help to fight AIDS in Africa. Cofounded in 2006 by the rock star Bono, Product RED has been a particularly successful example of a new trend in celebrity-driven international aid and development, one explicitly linked to commerce, not philanthropy. In Brand Aid, Lisa Ann Richey and Stefano Ponte offer a deeply informed and stinging critique of “compassionate consumption.” Campaigns like Product RED and its precursors, such as Lance Armstrong’s Livestrong and the pink-ribbon project in support of breast cancer research, advance the expansion of consumption far more than they meet the needs of the people they ostensibly serve. At the same time, such campaigns sell both the suffering of Africans with AIDS (in the case of Product RED) and the power of the average consumer to ameliorate it through familiar and highly effective media representations. Using Product RED as its focal point, this book explores how corporations like American Express, Armani, Gap, and Hallmark promote compassionate consumption to improve their ethical profile and value without significantly altering their business model, protecting themselves from the threat to their bottom lines posed by a genuinely engaged consumer activism. Coupled with the phenomenon of celebrity activism and expertise as embodied by Bono, Richey and Ponte argue that this “causumerism” represents a deeply troubling shift in relief efforts, effectively delinking the relationship between capitalist production and global poverty.

Brand Aid

2014-12-30 Business & Economics

Author : Brad VanAuken
Release : 2014-12-30
Genre : Business & Economics
Kind : eBook
Book Rating : 746/5 ( reviews)

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Book Synopsis Brand Aid by : Brad VanAuken

Download or read book Brand Aid written by Brad VanAuken. This book was released on 2014-12-30. Available in PDF, EPUB and Kindle. Book excerpt: Brand managers, marketers, and executives have long turned to the trusted principles in Brand Aid to troubleshoot their branding problems. A catchy business name and a smart logo may get you a few clicks, but to create a sustaining image for your organization and build continual success will require the perfect branding statement. The essence of an organization begins with establishing its brand; therefore, it is essential to get it right. With over 30 years of experience building world-class brands, branding expert Brad Vanauken covers topics ranging from research and positioning to brand equity management and architecture strategy. This invaluable guide has collected illuminating case studies, best practices, and the latest research to offer invaluable advice on every aspect of brand management, including: The 6 most powerful sources of brand differentiation 5 elements that trigger brand insistence Turning brand strategy into advertising Online branding Social responsibility, sustainability, and storytelling 60 nontraditional marketing techniques An organization cannot afford to get their branding wrong. With the treasure trove of techniques, templates, and rules of thumb found in Brand Aid, it won’t!

Brand Aid

2003 Business & Economics

Author : Brad VanAuken
Release : 2003
Genre : Business & Economics
Kind : eBook
Book Rating : 816/5 ( reviews)

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Book Synopsis Brand Aid by : Brad VanAuken

Download or read book Brand Aid written by Brad VanAuken. This book was released on 2003. Available in PDF, EPUB and Kindle. Book excerpt: "Written by an acknowledged expert with 20 years of experience building world-class brands, Brand Aid is a day-to-day quick-reference guide that provides solutions for the 22 most pressing problems faced by brand managers. This comprehensive, practical how-to guide also gives readers 17 invaluable end-of-chapter checklists to help them assess and advance their own brand management efforts. Succinct and easy-to-read, it features exercises, formulas, case studies, proprietary research findings, and other useful tools -- including a template to help them do a complete brand audit. Brand Aid covers topics ranging from research, positioning, and advertising to brand equity management, legal issues in brand management, and creating a brand-building organization. It includes an overview of the entire brand management and marketing process, as well as in-depth discussions of brand building on the Internet and internal brand building. A treasure trove of techniques, templates, and rules of thumb, Brand Aid! is an indispensable roadmap for anyone responsible for building their organization's brand."

Brand Aid

2015-01-06 Business & Economics

Author : Larry G. Linne
Release : 2015-01-06
Genre : Business & Economics
Kind : eBook
Book Rating : 418/5 ( reviews)

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Book Synopsis Brand Aid by : Larry G. Linne

Download or read book Brand Aid written by Larry G. Linne. This book was released on 2015-01-06. Available in PDF, EPUB and Kindle. Book excerpt: Now in paperback: Hands-on strategies for creating and protecting your personal brand (yes, you have one) Think branding is just for large corporations, marketing directors, and cows? Think again. Each one of us has a brand – a personal brand, how others see us – which is shaped by what we do, say, write, and otherwise present ourselves to others. We can’t fully control how others see us (smart, capable, compassionate, creative, fair). But many of us don’t even try. That is, we don’t take a moment to think about how we WANT to be perceived, and then take a few simple steps to bolster that impression with purposeful action. BRAND AID isn’t a book about manipulating others, putting on airs, or saying things you don’t really mean. It IS about using our words and actions mindfully, whether they take place in a conference room, PTA meeting, dinner party, Facebook comment thread, or anywhere else. Using clear examples from businesses, families, and more, this straightforward guide presents essential advice for anyone who wants to succeed in today’s competitive and interconnected world.

Brand Aid

2011 Political Science

Author : Lisa Ann Richey
Release : 2011
Genre : Political Science
Kind : eBook
Book Rating : 451/5 ( reviews)

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Book Synopsis Brand Aid by : Lisa Ann Richey

Download or read book Brand Aid written by Lisa Ann Richey. This book was released on 2011. Available in PDF, EPUB and Kindle. Book excerpt: A critical account of the rise of celebrity-driven “compassionate consumption.”

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