David Houle,Owen Shapiro

Brand Shift: The Future of Brands and Marketing

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    Alvin Ginardihas quoted2 years ago
    higher-level needs (love, community, self-esteem, self-actualization)
    Laura Garciahas quoted2 years ago
    Until CMOs, CEOs, technology, and ROI align, the existential brand crisis will continue. It is important to take a look at the past in order to understand the present and predict the future.
    Юлия Браткоhas quoted3 years ago
    undergoing massive upheaval and transformation. The speed of change is disorienting and fast. Old rules, old media are falling by the wayside. Disruptions are coming out of nowhere, bringing fundamental change. How can brands and those that market them adapt? What does the fut
    Alvin Ginardihas quoted2 years ago
    Ever-increasing choice, ever-increasing connectivity, ever-increasing mobility, and ever-increasing independence from institutional jobs or traditional distribution models are all part of the Flow to the Individual
    Alvin Ginardihas quoted2 years ago
    We have increasingly become a culture of free agents. We come together around projects or initiatives, do our work, and then move on to something else.
    Alvin Ginardihas quoted2 years ago
    We are distinct individuals who are also global citizens.
    Alvin Ginardihas quoted2 years ago
    The explosion of choice over the last 40 years shifted power from the producer to the consumer, from the institution to the individual. The individual is becoming the primary economic unit, the micro-micro that is combining with the macro-macro of the Flow to Global.
    Alvin Ginardihas quoted2 years ago
    With all the global economic changes underway and the resultant social changes taking root, people everywhere are now beginning to identify as “global citizens.”
    Alvin Ginardihas quoted2 years ago
    The global population has increased 75% since the beginning of the Information Age in the early 1970s
    Alvin Ginardihas quoted2 years ago
    Global supply chains were developed. All of this new globalism swelled into the force known as the Flow to Global
    Alvin Ginardihas quoted2 years ago
    According to Interbrand, the world’s largest brand consultancy in 2013, U.S. brands dominated 67% percent of all brands, globally
    Alvin Ginardihas quoted2 years ago
    Despite the rapid change that’s happening in the transmission, price, form and structure of media, the industry can be comforted by this fact: the changes occur in a roughly predictable fashion
    Alvin Ginardihas quoted2 years ago
    U.S. ideas and values incorporate global contribution. Ethnic and geographic differences have less of an influence in the United States than in many countries
    Alvin Ginardihas quoted2 years ago
    Holt says brands can surpass the idea of a “trademark” and reach a deeper level when they help people mediate an unresolved emotional crisis
    Alvin Ginardihas quoted2 years ago
    How Brands Become Icons: The Principles of Cultural Branding, author Douglas B. Holt analyzes the ways that certain brands manage to transcend the product they represent and become philosophies and cultural representations, in and of themselves
    Alvin Ginardihas quoted2 years ago
    Starbucks also provides an aesthetic gratification beyond the mere food-service component of its business, which helps the company add value to its products
    Alvin Ginardihas quoted2 years ago
    Apple is a primary beneficiary of the growing interest in aesthetic need-gratification. It has clearly differentiated itself as a provider of products that not only perform, but also are beautiful.
    Alvin Ginardihas quoted2 years ago
    As the Information Age developed, the range of motivations began to shift. Higher-level motivations played a larger role.
    Alvin Ginardihas quoted2 years ago
    In 1943, psychologist Abraham Maslow developed a framework of human motivations—Maslow’s Hierarchy of Needs—which marketers have used for decades to understand the roles and purpose of brands in addressing human emotional needs
    Alvin Ginardihas quoted2 years ago
    As these technologies mature, they will have a more profound impact on how consumers live and work
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