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Defending Your Brand
Power Branding
Leveraging the Success of the
World’s Best Brands
How Smart Companies use Defensive
Strategy to Deal with Competitive
Attacks
By Tim Calkins
Competitors take any and every opportunity they
can to deride and dominate their opponents in the
marketplace. While all companies strive to create
innovative and aggresive campaigns to make
gains in the market, the smart companies - the
ones that thrive - make sure to create a defense
strategy that is just as strong, if not stronger, to
maintain the ground when push comes to shove.
Indeed, a good defense is far more important
than a good offense. If you fail trying to grow,
you will miss your objectives. If you fail defending
your business, you can lose everything.
Every one of the largest, most successful
corporations were, at some point, mere startups.
McKee explains what enables some companies
to growbigger and better, while others stumble
along year after year, running but never winning
the race. The difference is that the biggest and best
brands aren’t slaves to conventional marketing
wisdom. McKee shows by example how the same,
sometimes counter-intuitive, strategies used by
the biggest brands can also best serve small and
mid-sized companies.
By Steve McKee
Breakthrough Marketing Plans
Crossing the Chasm: Marketing
and Selling Disruptive Products
to Mainstream Customers
Almost every company creates a marketing plan
each year, and many spend hundreds of employee
hours researching, preparing and presenting their
tomes to senior executives. But most marketing
plans are a waste of time; they are too long, too
complicated and too dense. They end up sitting
on a shelf, unread and unrealized.
Breakthrough Marketing Plans is an essential
tool for people who create marketing plans and
people who review them. The book provides
simple, clear frameworks that are easy to apply,
and highlights why marketing plans matter, where
they go wrong and how to create a powerful plan
that will help build a strong, profitable business
Here is the bestselling guide that created a new
game plan for marketing in high-tech industries.
Crossing the Chasm has become the bible for
bringing cutting-edge products to progressively
larger markets. This edition provides new insights
into the realities of high-tech marketing, with
special emphasis on the Internet. It’s essential
reading for anyone with a stake in the world’s
most exciting marketplace.
How to Stop Wasting Time and Start
Driving Growth
By Tim Calkins
By Geoffrey A. Moore
Brand Together: How CoCreation Generates Innovation
and Re-energizes Brands
Eating the Big Fish: How
Challenger Brands Can
Compete Against Brand
Leaders
A new tool for marketers and brand managers,
co-creation is fast becoming a recognized
and effective way to drive business growth and
enhance and protect brand reputation. Brand
Together shows how to involve all stakeholders employees, clients and customers - in the process
of co-creation and innovation to enable the
brand to succeed in the new world of customer
engagement and participation. It shows how
to intertwine creativity with brand strategy and
provides practical guidance on how to co-create
with customers from a brand perspective.
It contains over 25 new interviews and case
histories, two completely new chapters,
introduces a new typology of 12 different kinds
of Challengers, has extensive updates of the
main chapters, a range of new exercises, supplies
weblinks to view interviews online and offers
supplementary downloadable information.
By Nicholas Ind, Clare Fuller,
Charles Trevail
By Adam Morgan
FusionBranding: How to Forge
Your Brand for the Future
Brand Relations Management:
Bridging the Gap Between
Brand Promise and Brand
Delivery
FusionBranding: How to Forge Your Brand for the
Future by brand futurist Nick Wreden represents
a fresh look at branding imperatives, especially
for companies selling to other businesses. Core
principles of FusionBranding are illustrated with
numerous case studies. Each chapter includes
a FutureView, which looks at branding in 2005
and beyond, Takeaways, in-depth questions that
can help apply FusionBranding principles, and
Resources that features books and Web sites about
FusionBranding principles.
Brand Relations Management is a book for all
those interested in strategy and marketing. The
primary intention is to show that both brand
promise and brand delivery are necessary in
order to build a sustainable brand. The book’s
greatest strength is that it gathers and presents all
the relevant theories of brand building.
By Tony Apéria, Rolf Back
By Nick Wreden