| Title : | The breakaway brand : how great brands stand out / | | Material Type: | printed text | | Authors: | Francis J. Kelly ; Barry Silverstein | | Publisher: | New York : McGraw-Hill | | Publication Date: | 2005 | | Pagination: | xiv, 289 p. | | Layout: | ill. | | Size: | 24 cm | | ISBN (or other code): | 978-0-07-226237-7 | | Class number: | 658.827 | | Abstract: | In today's overcrowded marketplace,only a select few brands truly rise above the competition.That's what The Breakaway Brand is about.It's about the brand that stands out,not just in its own product category,but from all other brands.It's about the brand that achieves huge results.It's about the brand that breaks away. Drawing from their experience at Arnold Worldwide,one of the leading and most innovative advertising agencies in the business,branding experts Francis Kelly and Barry Silverstein reveal what it takes to create a breakaway brand and how today's great brands execute breakaway campaigns, packaging,and promotion.You'll get an inside look at such phenomenally successful brands as Apple,Nike,Volkswagen,Jetblue,Starbucks,and many others,and you'll find out how you can apply their breakaway strategies in your own organization.Discover how a breakaway brand:
-Is positioned for success
-Continuously innovates
-Connects with its audience
-Establishes brand leadership
-Delievers brand truth and consistency
-Stands out with exceptional campaigns and unique packaging
-Uses the internet for breakaway marketing | | Contents note: | Chapter 1.Breaking away from the sea of the city; Chapter 2.The breakaway brand; Chapter 3.The process of breaking away; Chapter 4 Breakaway products; Chapter 5.Breakaway campaigns; Chapter 6.Breakaway packaging; Chapter 7.Breakaway promotion; Chapter 8.Breakaway agent:the internet; Chapter 9. Breakaway hero:the "chief"; Chapter 10.Breakaway results; Chapter 11.Breakaway branding in business-and beyond. |
The breakaway brand : how great brands stand out / [printed text] / Francis J. Kelly ; Barry Silverstein . - New York : McGraw-Hill, 2005 . - xiv, 289 p. : ill. ; 24 cm. ISBN : 978-0-07-226237-7 | Class number: | 658.827 | | Abstract: | In today's overcrowded marketplace,only a select few brands truly rise above the competition.That's what The Breakaway Brand is about.It's about the brand that stands out,not just in its own product category,but from all other brands.It's about the brand that achieves huge results.It's about the brand that breaks away. Drawing from their experience at Arnold Worldwide,one of the leading and most innovative advertising agencies in the business,branding experts Francis Kelly and Barry Silverstein reveal what it takes to create a breakaway brand and how today's great brands execute breakaway campaigns, packaging,and promotion.You'll get an inside look at such phenomenally successful brands as Apple,Nike,Volkswagen,Jetblue,Starbucks,and many others,and you'll find out how you can apply their breakaway strategies in your own organization.Discover how a breakaway brand:
-Is positioned for success
-Continuously innovates
-Connects with its audience
-Establishes brand leadership
-Delievers brand truth and consistency
-Stands out with exceptional campaigns and unique packaging
-Uses the internet for breakaway marketing | | Contents note: | Chapter 1.Breaking away from the sea of the city; Chapter 2.The breakaway brand; Chapter 3.The process of breaking away; Chapter 4 Breakaway products; Chapter 5.Breakaway campaigns; Chapter 6.Breakaway packaging; Chapter 7.Breakaway promotion; Chapter 8.Breakaway agent:the internet; Chapter 9. Breakaway hero:the "chief"; Chapter 10.Breakaway results; Chapter 11.Breakaway branding in business-and beyond. |
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The breakaway brand
