The Resource Brand desire : how to create consumer involvement and inspiration, by Nicholas Ind and Oriol Iglesias

Brand desire : how to create consumer involvement and inspiration, by Nicholas Ind and Oriol Iglesias

Label
Brand desire : how to create consumer involvement and inspiration
Title
Brand desire
Title remainder
how to create consumer involvement and inspiration
Statement of responsibility
by Nicholas Ind and Oriol Iglesias
Creator
Contributor
Author
Subject
Language
eng
Cataloging source
NhCcYBP
http://library.link/vocab/creatorName
Ind, Nicholas
Index
index present
LC call number
HD69.B7
LC item number
I5257 2016
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
  • Iglesias, Oriol
  • ProQuest (Firm)
http://library.link/vocab/subjectName
  • Product management
  • Branding (Marketing)
  • Customer relations
Label
Brand desire : how to create consumer involvement and inspiration, by Nicholas Ind and Oriol Iglesias
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Machine generated contents note: Introduction to Part 1 Understanding brand desire -- 1.The foundations of brand desire -- An introduction to brand desire -- The sources of desire -- Sensuality -- Authenticity -- Surprise -- Meaningfulness -- Social Identity -- Extreme Desire -- 2.Why desire matters -- Rejecting desire -- Alternative perspectives -- What brand consultancies think about brand desire -- Our perspective on brand desire and brand equity -- Introduction to Part 2 Building brand desire -- 3.Principles -- A matter of principles -- Generating and sharing principles -- Principles versus expediency -- Vivienne Westwood: a principled brand -- 4.Participation -- Why participation matters -- Participative benefits -- How LEGO learned to love its customers -- Everything is awesome when you're part of a team -- A different brand model -- Imagine with Orange -- Participative employees make the brand desirable -- 5.Leadership and culture -- Empathy and leadership -- Global Hotel Alliance and transformational leadership -- Symbolic leadership -- Cultural embedding -- John Lewis Partnership: evolving a culture -- 6.Storytelling -- Stories as emotionally appealing sense-making devices -- Crafting a story -- Chipotle: The Scarecrow -- Storybuilding -- Burberry and its trench coat -- Linking storybuilding, storytelling and storydoing -- Rapha -- 7.Experience -- Deconstructing the experience -- The Nespresso experience -- Building memorable experiences in a digital environment -- 8.Innovation -- Brand surprise -- Continuity and surprise at Porsche -- Innovation: past and present -- Rediscovering the past -- Curating the past -- Living the past -- How to use the past -- Innovation typologies -- 9.Managing brand desire -- Internal direction versus external involvement -- Closeness versus distance -- Continuity versus innovation -- Managing the tensions
Dimensions
unknown
Extent
1 online resource (vii, 183 pages.) :
Form of item
online
Isbn
9781472925374
Isbn Type
(electronic bk.)
Media category
computer
Media MARC source
rdamedia
Media type code
c
Reproduction note
Electronic reproduction.
Specific material designation
remote
Stock number
99970454343
System control number
(NhCcYBP)13180250
Label
Brand desire : how to create consumer involvement and inspiration, by Nicholas Ind and Oriol Iglesias
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Machine generated contents note: Introduction to Part 1 Understanding brand desire -- 1.The foundations of brand desire -- An introduction to brand desire -- The sources of desire -- Sensuality -- Authenticity -- Surprise -- Meaningfulness -- Social Identity -- Extreme Desire -- 2.Why desire matters -- Rejecting desire -- Alternative perspectives -- What brand consultancies think about brand desire -- Our perspective on brand desire and brand equity -- Introduction to Part 2 Building brand desire -- 3.Principles -- A matter of principles -- Generating and sharing principles -- Principles versus expediency -- Vivienne Westwood: a principled brand -- 4.Participation -- Why participation matters -- Participative benefits -- How LEGO learned to love its customers -- Everything is awesome when you're part of a team -- A different brand model -- Imagine with Orange -- Participative employees make the brand desirable -- 5.Leadership and culture -- Empathy and leadership -- Global Hotel Alliance and transformational leadership -- Symbolic leadership -- Cultural embedding -- John Lewis Partnership: evolving a culture -- 6.Storytelling -- Stories as emotionally appealing sense-making devices -- Crafting a story -- Chipotle: The Scarecrow -- Storybuilding -- Burberry and its trench coat -- Linking storybuilding, storytelling and storydoing -- Rapha -- 7.Experience -- Deconstructing the experience -- The Nespresso experience -- Building memorable experiences in a digital environment -- 8.Innovation -- Brand surprise -- Continuity and surprise at Porsche -- Innovation: past and present -- Rediscovering the past -- Curating the past -- Living the past -- How to use the past -- Innovation typologies -- 9.Managing brand desire -- Internal direction versus external involvement -- Closeness versus distance -- Continuity versus innovation -- Managing the tensions
Dimensions
unknown
Extent
1 online resource (vii, 183 pages.) :
Form of item
online
Isbn
9781472925374
Isbn Type
(electronic bk.)
Media category
computer
Media MARC source
rdamedia
Media type code
c
Reproduction note
Electronic reproduction.
Specific material designation
remote
Stock number
99970454343
System control number
(NhCcYBP)13180250

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