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Who's the real branding expert: the agency or the brand? Each has a different approach to what brand building's really all about and the methods needed to generate consumer loyalty. Each approaches brand building strategies from a different angle - a different perspective - and without understanding both points of view, the picture is never fully complete. Perspectives on Branding is the first book to offer both sides of the story. In an easy-to-read, question/answer format, Jason Miletsky provides the agency perspective while Genevieve Smith gives the brand point of view on topics including what a brand actually is (not many people really get it, operationalizing the brand and making it tangible, successfully marketing the brand, the best ways to measure results, which brands do it right, and which brands do it wrong and a whole lot more. What makes this book different from other branding books is that there is no author collaboration or sharing of information during the writing process. Neither author was aware of what the other was writing. The result is a fascinating, no-holds-barred look at branding as both the client and brand see it, leaving readers with a list of action items and a better understanding of core brand building concepts to dramatically improve their strategies. |
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The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause
How championing consumers led to ING Direct's revolutionary rise in the banking industry In an industry dominated by big banks with little patience for their customers, ING Direct has always strived to be different-a rebel with a cause, if you will-and in doing so, they've become the most successful online banking venture in history.... | | IT Security Risk Control Management: An Audit Preparation Plan
Follow step-by-step guidance to craft a successful security program. You will identify with the paradoxes of information security and discover handy tools that hook security controls into business processes.
Information security is more than configuring firewalls, removing viruses, hacking machines, or setting passwords. Creating... | | Identity and Data Security for Web Development: Best Practices
Developers, designers, engineers, and creators can no longer afford to pass responsibility for identity and data security onto others. Web developers who don’t understand how to obscure data in transmission, for instance, can open security flaws on a site without realizing it. With this practical guide, you’ll learn how... |
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