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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