A marketing master reveals how to create brands that tap into customers' lifestyles
In an era of 24/7 marketing, companies are creating 'living brands' which speak directly to how consumers live, as well as what they buy. This revolutionary guide shows you how to tap into the hottest trends by taking cues from the customers.
Raymond Nadeau, the mastermind behind Celine Dion's and Jennifer Lopez's fragrances shows how to search for alternative ways of connecting to consumers on deeper levels, breaking free of the focus group. By doing so, you can overcome the challenges where markets are fragmented along cultural, geographical, sociological, and aspirational lines.
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A new approach to branding for the 21st century.Nadeau, advertising and branding pioneer extraordinaire, starts with a simple and reasonable premise: The job of advertisers should not be to invent consumer needs, but to fill existing desires. The advent of technology, he argues, has created an empowered consumer that has more say than ever in how brands are created and evolve. Drawing from his own set of diverse experiences in the business, as well as those of his eclectic and creative industry friends, he reveals the six "secrets" of connecting with consumers and establishing your brand as a personal part of their lives and identities. Through interviews, case studies and a keen observation of cultural trends and human psychology, Nadeau shows the reader what works in advertising and marketing, what doesn't, and why. What differentiates this book from other "advertising guru" books on the market is both Nadeau's incredible pop-culture savvy, and his thoughtful, intellectual and ethical treatment of his subject.A smart, fun and inspirational read that will change the way you look at marketing.--Kirkus Reviews ( Kirkus Reviews 2006-09-28)From the Back Cover:
WHAT'S A “LIVING” BRAND?
It's listening to your customers-and collaborating with them for life.
“Living Brands signals the beginning of consumer empowerment, as Raymond Nadeau shows the way to a much-needed renaissance in advertising creativity.”-George Lois, legendary advertising pioneer
“Living Brands delivers a prescription for what is required to be successful in today's marketplace.”-Ivy Ross, Executive Vice President, Design and Development, Old Navy, Gap Inc.
“Sweetface's success and the phenomenon of Tommy Hilfiger were built on a foundation of cultural collaboration. Living Brands just let the secret of our success out of the bag.” -Andy Hilfiger, SVP of Music and Entertainment, Tommy Hilfiger Corporation
“Living Brands defines marketing's new gold standard. We all knew it was coming. With the printing of this book, we now all know it's here.”-Irene Gazis, Client Communications Director, OMD US
“Discovery marketing has been the cornerstone of success for Ketel One. This book captures key insights that are valuable for any brand leader.”-William L. Eldien, President, Nolet Spirits USA
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Book Description McGraw-Hill Companies. Hardcover. Book Condition: New. Hardcover. 288 pages. Dimensions: 8.9in. x 6.0in. x 0.9in.A Brand-New Approach to Brand-Building. For Consumers. For Companies. For Life. If you want to build and strengthen your brand in the twenty-first century, you need more than clever grassroots promotions and hip guerrilla marketing. You need Living Brands, Raymond Nadeaus dynamic, groundbreaking approach to branding that shows you, in six simple steps, how to become an integral part of your consumers lives. Living Brands is based on a passion for understanding consumers lives and their existing needs. It uses the latest strategies of consumer collaboration to create a more culturally evolved, emotionally engaged, holistic connection to consumers. As one of the marketing industrys global pioneers, Raymond Nadeau has seen how the marketing world has changed. He provides examples of what works and what doesnt in todays consumer-savvy market. Packed with interviews from todays finest creative and cultural minds, he reveals six secrets to creating brands that truly fascinate and fulfill consumers needs. Youll learn about Five Top Global Trend Agencies, which come together for the first time to provide insight into customer collaboration Culture Casting, a new model of consumer segmentation Consumer as Creator, a new concept of brand-building based on actual lifestyles, as well as creating what Nadeau calls brand biospheres Megatrends, the four must-have ingredients for living brands The Focus Group Hoax, the difference between what consumers say and what they really mean Living Brands gives you all the tools you need to adapt your brand to an ever-changing world of consumers, options, and interests. Its the intelligent way to respond to consumers realities-and the only true way to build stellar brands that will stand the test of time. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Hardcover. Bookseller Inventory # 9780071466141
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Book Description McGraw-Hill Education - Europe, United States, 2006. Hardback. Book Condition: New. 226 x 152 mm. Language: English . Brand New Book ***** Print on Demand *****.A marketing master reveals how to create brands that tap into customers lifestyles In an era of 24/7 marketing, companies are creating living brands which speak directly to how consumers live, as well as what they buy. This revolutionary guide shows you how to tap into the hottest trends by taking cues from the customers. Raymond Nadeau, the mastermind behind Celine Dion s and Jennifer Lopez s fragrances shows how to search for alternative ways of connecting to consumers on deeper levels, breaking free of the focus group. By doing so, you can overcome the challenges where markets are fragmented along cultural, geographical, sociological, and aspirational lines. Key features Thought leaders at five of the world s top branding agencies reveal time-tested secrets of successful branding Filled with interviews, case studies, and detailed action plans from top marketing, branding, and ad agency executives Based on the author s groundbreaking Living Brands, Living Media strategy, profiled in Brandweek and on CNN Raymond Nadeau is a frequent speaker at industry events worldwide, including Ad Age s conferences. Bookseller Inventory # APC9780071466141