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Marketing successfully in today'ss commoditized marketplace takes delivering an experience of brand delight according to strategic and creative-guru Allan Gorman. Delight is just what you'sll find in this collection of insightful and inspiring--and sometimes witty--essays appropriate for business execs, marketing students and anyone interseted in creating and maintaining a brand that lasts.
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The author is the owner of Brandspa llc - The world's first healthspa for brands. Brandspa offers a comprehensive menu of products and services for organizations looking to make their brands healthier, stronger and more attractive.
Mr. Gorman is a 35 year veteran of the advertising and communications industry and has held senior positions at some of the world's largest ad firms working on some of the world's largest brands (as well as some of the smallest). In 1987, he started AGCD which has now evolved into Brandspa.
Gorman is an award-winning designer, speaker and author of the "Briefs for Building Better Brands" electronic newsletter.Excerpt. © Reprinted by permission. All rights reserved.:
DO YOU KNOW WHY YOU'RE IN BUSINESS?
Ask most executives about what the objective of their busi- ness is, and they’ll probably tell you that it’s primarily "to make as much profit as possible."
But they’d be wrong.
Of course, it’s crucial to make a profit—you can’t have a viable business for very long unless you do. And, because your spread sheet is easily the most measurable way to track your brand’s viability, it’s simple to understand why "profits" can become management’s focus and business definition.
But to view the purpose of your business strictly in terms of the bottom line is a limiting perspective that often makes for ugly and irresponsible business and marketing practices that can actually hurt profitability—or even kill off your brand in the long run.
The big problem with the "maximize profitability" mindset is that it forces focus towards a traditional "buy low/ sell high" marketing strategy and mentality...
"What can we do to trim expenses?"... "What incentives do we use to get more people to buy our products?"
But this isn’t a marketing strategy or marketing mentality at all—it’s all about selling; and unfortunately, selling is antithetical to building successful and profitable brands.
(an excerpt from the first chapter)
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Book Description AGCD Brandspa Books, 2004. Hardcover. Condition: New. Never used!. Seller Inventory # P110974916900
Book Description Condition: New. New. Seller Inventory # STRM-0974916900