Brand Babble : Sense and Nonsense about Branding

Schultz, Don E., Schultz, Heidi F.

ISBN 10: 0538727144 / ISBN 13: 9780538727143

Published by Cengage South-Western, 2003

About this Item

Ships from the UK. Former library book; may include library markings. Used book that is in clean, average condition without any missing pages. Seller Inventory # GRP27402114

Bibliographic Details

Title: Brand Babble : Sense and Nonsense about ...

Publisher: Cengage South-Western

Publication Date: 2003

Binding: Hardcover

Condition: Good

Edition: 1st Edition.

About this title

Synopsis:

Brand Babble: Sense and Nonsense about Branding is about both the "good news" and the "bad news" of branding. And, it's vitally important to the success of your business. As long-time branding authors, educators, and investigators, the Schultz's explode an array of myths that have been passing and passed on as "branding wisdom." They show that a brand will not rescue a flawed business concept, is not owned by one group or individual, nor does it depend on "media-by-the-ton" spending. The authors show how every successful brand is the sum of relationships between buyer and seller and explain how marketers best communicate with their customers through an integrated approach that reflects the nature of that relationship. Those approaches sets the stage for value-based branding that delivers the best value proposition to customers and increases the bottom-line, financial value of the brand to the organization and its owners and shareholders. That, today, is the "currency" of value-based branding. Getting to it is merely a matter of cutting through all the Brand Babble, all the nonsense about brands and branding that is posing as new marketing insight. This book will be the essential ingredient in more insightful, easier, and, most important, more profitable branding work for both your company and your customers.

About the Authors:

Don E. Schultz is Professor Emeritus of Integrated Marketing Communications at the Medill School of Journalism, Northwestern University, Visiting Professor, Cranfield School of Management, Bedfordshire, UK, Adjunct Professor as Queensland University of Technology, Brisbane, Australia, and President of Agora Inc., based in Evanston, IL. He has consulted, lectured and held seminars on integrated marketing communications, marketing and branding in Europe, South America, Asia/Pacific, the Middle East, Australia and North America. His articles have appeared in Advertising Age, Journal of Advertising Research, Marketing Communications, Journal of Business Strategy, and Marketing News. He is author/co-author of 11 books, including Strategic Brand Campaigns, Sales Promotion Management, Measuring Brand Communication ROI, Communicating Globally, and Integrated Marketing Communications, which was the first book in this emerging field.

Heidi F. Schultz is Executive Vice-President of Agora, Inc., a marketing and branding consulting firm based in Evanston, IL, and a lecturer in Northwestern University¿s Department of Integrated Marketing Communications. She is a frequent speaker on integrated marketing and brand communications and conducts training sessions for corporations, marketing service providers and media organizations. She has served as subject matter expert on four seminal benchmarking studies by the American Productivity and Quality Center and has authored articles that appeared in Advertising Age, Marketing Management, and the Journal of Marketing Communications.