Warp-Speed Branding: The Impact of Technology on Marketing (Adweek Magazine): Amazon.de: Agnieszka Winkler: Englische Bücher

Gebundene Ausgabe: 240 Seiten
Verlag: John Wiley & Sons; Auflage: 1. Auflage (29. Juli 1999)
Sprache: Englisch
ISBN-10: 0471295558
ISBN-13: 978-0471295556
Gr��e und/oder Gewicht: 2,4 x 1,6 x 0,3 cm

Durchschnittliche Kundenbewertung: 3.9 von 5 Sternen Alle Rezensionen anzeigen (9 Kundenrezensionen)

Amazon Bestseller-Rang: Nr. 1.675.144 in Englische Bücher (Siehe Top 100 in Englische Bücher)

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Technology has changed everything. Product life cycles are shorter. Consumers are more informed, demanding, elusive. And brands can no longer afford to be crafted over lengthy periods of time. Instead, writes advertising guru Agnieszka Winkler, a brand can--and must--be built at warp speed. She continues: "With the advent of new communications technologies, it is now possible to spread the word, like a village drumbeat, to all corners of the world in months, weeks, or even days. The drumbeat is often carried by the users themselves--a more believable source of information in our jaded, sceptical society."

By profiling agile companies such as Apple, America Online and Amazon.com, Winkler exposes the first myth of branding: "A brand is built over a long time." Among other myths and their "new reality": "A brand is precisely crafted for a tightly defined target." Reality: "A brand is expansive." Myth: "Brand the product." Reality: "Brand a bigger idea." "Myth: "The brand is a marketing concept." Reality: "The brand is a financial concept." But the most important industry trend may be the role of the Internet, which has become an integral link between producer and consumer. Winkler's "Just Do It" Internet approach isn't groundbreaking, but the online opportunities are made quite clear. The Internet also pops up in the 31-question "Warp-Speed Branding Quiz," which measures a company's readiness to tackle branding with warp speed. Marketers and advertisers who fail this test are well advised to get up to speed. --Rob McDonald, Amazon.com

Amazon.com

With the advent of new communications technologies, it is now possible to spread the word, like a village drumbeat, to all corners of the world in months, weeks, or even days. The drumbeat is often carried by the users themselves--a more believable source of information in our jaded, skeptical society.

By profiling agile companies such as Apple, America Online, and Amazon.com, Winkler exposes the first myth of branding: "A brand is built over a long time." Another myth: "A brand is precisely crafted for a tightly defined target." Reality: "A brand is expansive." Myth: "Brand the product." Reality: "Brand a bigger idea." Myth: "The brand is a marketing concept." Reality: "The brand is a financial concept." But the most important industry trend may be the role of the Internet, which has become an integral link between producer and consumer. Winkler's "Just Do It" Internet approach isn't groundbreaking, but the online opportunities are made quite clear. The Internet also pops up in the 31-question "Warp-Speed Branding Quiz," which measures a company's readiness to tackle branding with warp speed. Marketers and advertisers who fail this test are well advised to get up to speed. --Rob McDonald

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too much advertising fluff 9. April 2000

Von Buddy Del Rosario

Format:Gebundene Ausgabe

when i first bought the book, i thought i had got a real winner. there were ideas on brand building but limited to the companies which the author had direct contact. and they talk too much about advertising and their personal work ethics..ridiculous!

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Must read for brand stewards 14. M�rz 2000

Von Stephanie, Blueprint Brand Strategies Inc.

"~Agnieszka Winkler's book is an inspired and practical look at the process of brand building in today's knowledge economy. Having read countless books on marketing and advertising, I can honestly say that this book is one of the best around if you are looking for ideas about the branding process."~ develop a strong foundation on which to build effective communications provides realistic suggestions to help brand managers and consultants adapt to the new speed of business."~

Warp Speed Branding 18. November 1999

Von Liesel Wallace

Considering how dynamic the marketing profession is, it is amazing to me what an incrustation of outdated myths it supports. Agnieszka Winkler's book is helpful in demolishing some of these, and in doing so helping readers learn how to think through their complex branding issues, whether they're involved in technology or more conventional products and services. ---Gerry Khermouch, Editor, Brandweek magazine

knee-jerk branding is more like it

The premise of this book is that brands can be developed in very short timeframes which is contrary to everything effective marketers know to be true. Lesen Sie weiter...

Am 27. September 1999 ver�ffentlicht

Good book on rethinking conventional branding approaches

A thoroughly enjoyable book that forced me to rethink some of the approaches I use in brand management. Lesen Sie weiter...

Ver�ffentlicht am 15. September 1999 von denis@charlotte.infi.net

Excellent acnecdotal examples

Agnieszka Winkler has written a very interesting book. Her personal experiences provide great examples of the changes that branding has gone through. Lesen Sie weiter...

Am 11. August 1999 ver�ffentlicht

It's About Time!

It's about time that we can read what a superstar adwoman like Agnieszka Winkler has to say about the art and craft of Brand Advertising in the Information Age. Lesen Sie weiter...

Ver�ffentlicht am 8. August 1999 von davidrittenhouse@hotmail.com

Some really good tips and first-hand experiences

Fun and easy to read, and I particularly enjoyed the first-hand stories from the new world of marketing, branding and advertising. Lesen Sie weiter...

Am 30. Juli 1999 ver�ffentlicht

new ideas in every chapter-unlike most business books

interesting and provactive and I have already shared it with a couple of my collegues. I particularly liked the warp-speed quiz.

Am 27. Juli 1999 ver�ffentlicht

Warp-Speed Branding: The Impact of Technology on Marketing (Adweek Magazine) [Englisch] [Gebundene Ausgabe]

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