Pressestimmen
"...wide research and photographs shed an illuminating light on the success of the three-pointed star." Sunday Times, 16th October 2005
"...highly readable..." (Mercedes Magazine, October 2005).
"...the books easy-going prose captivates the reader with its head-on approach..." (Classic Car Weekly, October 2005)
"...an informative and insightful read." (Daily Express, 19th November 2005)
"...This one should sell well in London where cool, classic Mercedes seem to have found a particularly keen following..." (Evening Standard, 25th November 2005)
"...a fascinating look at how the brand developed...Handsomely produced in a large format and richly illustrated" (African Business, 1st Dec 05)
"If you love the three-pointed star or automobile history, there may...be room...on your shelf or coffee table." (Evening Standard, 25th Nov 05)
"...thought provoking..." (The Telegraph, 10th December 2005)
"...wide research and photographs shed an illuminating light on the success of the three-pointed star." Sunday Times, 16th October 2005
"...highly readable..." (Mercedes Magazine, October 2005).
"...the books easy-going prose captivates the reader with its head-on approach..." (Classic Car Weekly, October 2005)
"...an informative and insightful read." (Daily Express, 19th November 2005)
"...This one should sell well in London where cool, classic Mercedes seem to have found a particularly keen following..." (Evening Standard, 25th November 2005)
"...a fascinating look at how the brand developed...Handsomely produced in a large format and richly illustrated" (African Business, 1st Dec 05)
"If you love the three-pointed star or automobile history, there may well be room for this one on your shelf or coffee table." (Evening Standard, 25th Nov 05)
"...thought provoking..." (The Telegraph, 10th December 2005) -- Dieser Text bezieht sich auf eine vergriffene oder nicht verfügbare Ausgabe dieses Titels.
"...highly readable..." (Mercedes Magazine, October 2005).
"...the books easy-going prose captivates the reader with its head-on approach..." (Classic Car Weekly, October 2005)
"...an informative and insightful read." (Daily Express, 19th November 2005)
"...This one should sell well in London where cool, classic Mercedes seem to have found a particularly keen following..." (Evening Standard, 25th November 2005)
"...a fascinating look at how the brand developed...Handsomely produced in a large format and richly illustrated" (African Business, 1st Dec 05)
"If you love the three-pointed star or automobile history, there may...be room...on your shelf or coffee table." (Evening Standard, 25th Nov 05)
"...thought provoking..." (The Telegraph, 10th December 2005)
"...wide research and photographs shed an illuminating light on the success of the three-pointed star." Sunday Times, 16th October 2005
"...highly readable..." (Mercedes Magazine, October 2005).
"...the books easy-going prose captivates the reader with its head-on approach..." (Classic Car Weekly, October 2005)
"...an informative and insightful read." (Daily Express, 19th November 2005)
"...This one should sell well in London where cool, classic Mercedes seem to have found a particularly keen following..." (Evening Standard, 25th November 2005)
"...a fascinating look at how the brand developed...Handsomely produced in a large format and richly illustrated" (African Business, 1st Dec 05)
"If you love the three-pointed star or automobile history, there may well be room for this one on your shelf or coffee table." (Evening Standard, 25th Nov 05)
"...thought provoking..." (The Telegraph, 10th December 2005) -- Dieser Text bezieht sich auf eine vergriffene oder nicht verfügbare Ausgabe dieses Titels.
Kurzbeschreibung
Die Entwicklung der Marke Mercedes-Benz ist zweifellos eine Erfolgsgeschichte. Das Buch geht der Frage nach, wie die Marke ihre heutige Spitzenposition erobert hat und was andere Unternehmen aus ihrer Geschichte lernen können.
Die Marke Mercedes-Benz hat Fusionen, zwei Weltkriege und dramatische Krisen überstanden - Ikone einer Leidenschaft ist das erste Buch, das die Entwicklungsgeschichte der bekanntesten und prestigeträchtigsten Marke weltweit aufzeichnet.
Auf der Basis einer fundierten Einführung in die Markentheorie wird die bewegte Geschichte der Marke Mercedes-Benz analysiert. Dabei wird anschaulich demonstriert, wie Marken gebildet werden.
Das Buch bietet eine Fülle echter Insiderinformationen über die Marke und die zahlreichen Mythen, die sich um sie ranken, sowie über das Unternehmen und seine aktuellen Entwicklungstendenzen. Für diesen Band wurden zahlreiche Interviews mit wichtigen Entscheidungsträgern von Mercedes-Benz sowie Führungspersönlichkeiten renommierter Unternehmen geführt. Er ist großzügig illustriert mit unveröffentlichtem Bildmaterial.
Leslie Butterfield gehört zu den renommiertesten Strategen der britischen Werbeindustrie und ist Fellow und Council Member des britischen Institute of Practitioners in Advertising (IPA). Im März 2001 gründete er Butterfield8 - ein Unternehmen im Bereich strategische Markenberatung, das 2003 mit Ingram Partnership fusionierte. Zu seinen Kunden zählen u.a. Mercedes-Benz, British Telecom, die Co-operative Group und die britische Regierung.
Die Marke Mercedes-Benz hat Fusionen, zwei Weltkriege und dramatische Krisen überstanden - Ikone einer Leidenschaft ist das erste Buch, das die Entwicklungsgeschichte der bekanntesten und prestigeträchtigsten Marke weltweit aufzeichnet.
Auf der Basis einer fundierten Einführung in die Markentheorie wird die bewegte Geschichte der Marke Mercedes-Benz analysiert. Dabei wird anschaulich demonstriert, wie Marken gebildet werden.
Das Buch bietet eine Fülle echter Insiderinformationen über die Marke und die zahlreichen Mythen, die sich um sie ranken, sowie über das Unternehmen und seine aktuellen Entwicklungstendenzen. Für diesen Band wurden zahlreiche Interviews mit wichtigen Entscheidungsträgern von Mercedes-Benz sowie Führungspersönlichkeiten renommierter Unternehmen geführt. Er ist großzügig illustriert mit unveröffentlichtem Bildmaterial.
Leslie Butterfield gehört zu den renommiertesten Strategen der britischen Werbeindustrie und ist Fellow und Council Member des britischen Institute of Practitioners in Advertising (IPA). Im März 2001 gründete er Butterfield8 - ein Unternehmen im Bereich strategische Markenberatung, das 2003 mit Ingram Partnership fusionierte. Zu seinen Kunden zählen u.a. Mercedes-Benz, British Telecom, die Co-operative Group und die britische Regierung.
Synopsis
"Enduring Passion" is the story of a brand. A brand that has survived mergers, crises and war to become the choice of today's presidents and kings, with a symbol more widely recognised than the Christian cross. It is informed by the very latest brand thinking. It is thorough, honest and sometimes critical. This is the story of Mercedes-Benz. Beginning with Karl Benz and Gottlieb Daimler's parallel invention of the car in 1886, "Enduring Passion" charts how the rival marques grew separately for 40 years (including the birth of Daimler's Mercedes insignia) before merging in 1926. Brand expert Leslie Butterfield then traces the development of Mercedes-Benz through the Nazi years to its near-destruction in 1945, its post-war rebirth, and its fall from grace in the early 1990s. How its managers reacted to the crisis at that time shapes what Mercedes-Benz is today. Pivotal moments like the A-class 'Elk test', the merger with Chrysler, and the arrival of CEO Dr Eckhard Cordes are all part of the brand's recent history. Butterfield poses a number of key challenges for the brand today and explores what the solutions might be going forward.Running through his analysis is a solid strand of theory on how brands are formed, how they derive their strength, how they evolve and how they can be defined. Richly illustrated with previously unpublished photographs and references, this is an enthralling read for anyone moved by the history of the motor industry and the legend and legacy of Mercedes-Benz. For marketing professionals, it offers a wealth of precious insights into the Enduring Passion that can be inspired by a badge and a brand.
Buchrückseite
Three-pointed star. Magic. Mystique. Mercedes-Benz. Enduring Passion is the story of a brand. A brand that has survived mergers, crises and war to become the choice of today's presidents and kings, with a symbol more widely recognised than the Christian cross. This book is informed by the very latest brand thinking. It is thorough, honest and sometimes critical. This is the story of Mercedes-Benz.
Beginning with Karl Benz and Gottlieb Daimler's parallel invention of the car in 1886, Enduring Passion charts how the rival marques grew separately for 40 years before merging in 1926. Brand expert Leslie Butterfield then traces the development of Mercedes-Benz through the Nazi years to its near-destruction in 1945, its post-war rebirth, and its fall from grace in the early 1990s. How its managers reacted to the crisis at that time shapes what Mercedes-Benz is today.
Pivotal moments like the A-Class 'Elk test', the merger with Chrysler and the management changes at the top of the company are all part of the brand's recent history. Butterfield poses a number of key challenges for the brand today and explores what the solutions might be going forward. Running through his analysis is a solid strand of theory on how brands are formed, how they derive their strength, how they evolve and how they can be defined.
Richly illustrated with some previously unpublished photographs and references, this is an enthralling read for anyone moved by the history of the motor industry and the legend and legacy of Mercedes-Benz. For marketing professionals, it offers a wealth of precious insights into the enduring passion that can be inspired by a badge and a brand.
"This book tells an honest story of a remarkable brand with vigour, intelligence and insight. I commend it to you." Giorgio Armani
"Butterfield's book will appeal to business and marketing people alike because it clearly demonstrates the vital relationship between business strategy and brand positioning. It is a fascinating read with important lessons for us all." Martin George, Chief Marketing Officer of British Airways
"Butterfield reveals that in fact Mercedes registered not one but two logos - a three-pointed star and a four-pointed one. Enduring Passion goes one further - it's a five star history of a truly great brand." Hamish Pringle, Director General, Institute of Practitioners in Advertising
"This great book on the Mercedes-Benz brand has real substance and style. It perfectly reflects the values of the cars - you should be proud to own either." Tim Ambler, Senior Fellow, London Business School
"A sumptuously illustrated history of an iconic global brand. Not only the triumphs but also the trials and crises, right up to today's challenges of complexity, quality and service." Patrick Barwise, Professor of Management and Marketing, London Business School
"This is not your usual book about a car marque. It's a Mercedes-Benz history, but seen through the prism of branding. It's compelling and beautifully presented - and a book plenty of car bosses should read." Richard Bremner, Autocar -- Dieser Text bezieht sich auf eine vergriffene oder nicht verfügbare Ausgabe dieses Titels.
Beginning with Karl Benz and Gottlieb Daimler's parallel invention of the car in 1886, Enduring Passion charts how the rival marques grew separately for 40 years before merging in 1926. Brand expert Leslie Butterfield then traces the development of Mercedes-Benz through the Nazi years to its near-destruction in 1945, its post-war rebirth, and its fall from grace in the early 1990s. How its managers reacted to the crisis at that time shapes what Mercedes-Benz is today.
Pivotal moments like the A-Class 'Elk test', the merger with Chrysler and the management changes at the top of the company are all part of the brand's recent history. Butterfield poses a number of key challenges for the brand today and explores what the solutions might be going forward. Running through his analysis is a solid strand of theory on how brands are formed, how they derive their strength, how they evolve and how they can be defined.
Richly illustrated with some previously unpublished photographs and references, this is an enthralling read for anyone moved by the history of the motor industry and the legend and legacy of Mercedes-Benz. For marketing professionals, it offers a wealth of precious insights into the enduring passion that can be inspired by a badge and a brand.
"This book tells an honest story of a remarkable brand with vigour, intelligence and insight. I commend it to you." Giorgio Armani
"Butterfield's book will appeal to business and marketing people alike because it clearly demonstrates the vital relationship between business strategy and brand positioning. It is a fascinating read with important lessons for us all." Martin George, Chief Marketing Officer of British Airways
"Butterfield reveals that in fact Mercedes registered not one but two logos - a three-pointed star and a four-pointed one. Enduring Passion goes one further - it's a five star history of a truly great brand." Hamish Pringle, Director General, Institute of Practitioners in Advertising
"This great book on the Mercedes-Benz brand has real substance and style. It perfectly reflects the values of the cars - you should be proud to own either." Tim Ambler, Senior Fellow, London Business School
"A sumptuously illustrated history of an iconic global brand. Not only the triumphs but also the trials and crises, right up to today's challenges of complexity, quality and service." Patrick Barwise, Professor of Management and Marketing, London Business School
"This is not your usual book about a car marque. It's a Mercedes-Benz history, but seen through the prism of branding. It's compelling and beautifully presented - and a book plenty of car bosses should read." Richard Bremner, Autocar -- Dieser Text bezieht sich auf eine vergriffene oder nicht verfügbare Ausgabe dieses Titels.
Über den Autor
Leslie Butterfield gehört zu den angesehensten Strategen der britischen Werbeindustrie und hat die Disziplin der strategischen Werbeplanung in Großbritannien und auch weltweit entscheidend mit geprägt. Er hat einen
Abschluss in Marketing, gründete 1987 seine eigene Werbeagentur und ist seit 1992 Fellow und Council Member des britischen Institute of Practitioners in Advertising (IPA). Im März 2001 gründete er 'Butterfield8' - ein Unternehmen im Bereich strategische Marken-Beratung mit 8 Teilhabern und einem erlesenen Kundenstamm, darunter u.a. Mercedes-Benz, die Co-operative Group und die
Regierung des Vereinigten Königreichs. Seit September 2003 ist er Teilhaber von The Ingram Partnership, einer Unternehmensberatung mit Schwerpunkt Branding und
Kommunikation.
Abschluss in Marketing, gründete 1987 seine eigene Werbeagentur und ist seit 1992 Fellow und Council Member des britischen Institute of Practitioners in Advertising (IPA). Im März 2001 gründete er 'Butterfield8' - ein Unternehmen im Bereich strategische Marken-Beratung mit 8 Teilhabern und einem erlesenen Kundenstamm, darunter u.a. Mercedes-Benz, die Co-operative Group und die
Regierung des Vereinigten Königreichs. Seit September 2003 ist er Teilhaber von The Ingram Partnership, einer Unternehmensberatung mit Schwerpunkt Branding und
Kommunikation.
