brandknewmag.com
42
Brand Relations Management:
Bridging the Gap Between
Brand Promise and Brand
Delivery
Brand Together: How CoCreation Generates Innovation
and Re-energizes Brands
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.
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 Nicholas Ind, Clare Fuller,
Charles Trevail
FusionBranding: How to Forge
Your Brand for the Future
Robin Hood Marketing:
Stealing Corporate Savvy to
Sell Just Causes
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.
Katya Andresen, a veteran marketer and nonprofit
professional, demystifies winning marketing
campaigns by reducing them to ten essential rules
and provides entertaining examples and simple
steps for applying the rules ethically and effectively
to good causes of all kinds. The Robin Hood
rules steal from the winning formulas for selling
socks, cigarettes, and even mattresses, with good
advice for appealing to your audiences’ values,
not your own; developing a strong, competitive
stance; and injecting into every message four key
elements that compel people to take notice.
By Katya Andresen
By Nick Wreden
Tell to Win
By Peter Guber
Brand Loyalty
There’s a reason why Tell to Win has been a bestseller since it was published on March 1st. He’s the
chairman and CEO of Mandalay Entertainment,
and a veteran producer of films that have earned
over $3 billion worldwide and racked up more
than 50 Academy Award Nominations - including
his latest project, T