BrandKnew September 2013 May 2014 | Page 43

groupisd.com 42 The Brand Strategist’s Guide to Desire By Anna Simpson Luxury Brands in Emerging Markets Brands are supposed to meet their customers’ needs; but does industry understand what really matters to them? The Brand Strategist’s Guide to Desire provides a ground-breaking model for understanding and responding to consumer desire, offering brands a way to build strong relationships and gain a lasting competitive advantage. Through interviews with sociologists, psychologists and leading brand consultants, Anna Simpson explores five common desires: community, adventure, aesthetics, vitality and purpose. She argues that, by examining motivation, companies can understand how to develop successful products and services that offer real value. The rewards of success in emerging markets are potentially huge, and as luxury companies continue to expand their global reach, they will need to continually assess if their current strategy is delivering competitive advantage. Luxury Brands in Emerging Markets is an invaluable repository of knowledge that brings clarity to key issues and trends for practitioners, academics and students of luxury brands. It sets out to decode the luxury markets in the primary emerging markets (BRICs) and provide a rich resume of the key factors that influence the effectiveness of luxury brand strategies. Edited by Glyn Atwal and Douglas Bryson Breaking Through, 2nd Edition Implementing Disruptive Customer Centricity Resurgence The Four Stages of MarketFocused Reinvention Customer centricity is fundamental to business growth and ongoing success. Most executives appreciate the importance of it yet don’t know how to execute it or sell the processes internally. This thoroughly revised edition of Breaking Through guides readers systematically through the ten breakthrough points of implementation, to explain how to execute a transformation to customer centricity, so that a company can engage continuously with its customers, making them allies and advocates with all the rewards that it brings. Based on a multi-year study with several large companies, Resurgence reveals how some of the most interesting and notable brands in the world have managed to stage remarkably successful comebacks following periods of decline. The core of this book is a smart, simple four-part framework for reinvention, plus compelling advice distilled for general business readers. Yet,it also features fascinating, insider accounts of the change process, with stories from a core group of leaders at companies such as Motorola, Alberto By Sandra Vandermerwe By Gregory S. Carpenter, Gary F. Gebhardt and John F. Sherry Sonic Branding An Essential Guide to the Art and Science of Sonic Branding The Theory and Practice of Change Management Now with over 60 international case studies, 2 new chapters, coverage of CSR and ethics, video interviews with change practitioners and an improved guiding framework, the fourth edition of this best-selling change management textbook is more practical and immersive than ever. Brands have become very important as sources of value and as a means to build value and sustain market position. Much emphasis has been placed upon the visual representation of brands. This book defines a new competitive arena in the creation and development of brands - sound. Sonic branding is a new fast growing area related to advertising and media development of the branding experience. This will be a distinctive book and the first in this important new area. By John Hayes By Daniel Jackson Brand Romance Hit Brands Using the Power of High Design to Build a Lifelong Relationship with Your Audience In the battleground for the hearts and minds of customers, music is one of the most powerful tools that brands can use. In this definitive guide to how brands harness the power of music to drive business, three leading industry experts show you how to create and execute succes ͙հ