Bold: How to be Brave in Business and Win - Softcover

Smith, Shaun; Milligan, Andy

Softcover

ISBN 10: 0749463449 ISBN 13: 9780749463441

Publisher: Kogan Page, 2011

Synopsis

More than ever before business success depends on standing out from the crowd and delivering authentic experiences that turn your customers into advocates for your business.

The game changing companies featured challenge conventional wisdom to win in business and include: Virgin Galactic, Innocent, O2, Air Asia, Chilli Beans, Six Senses, Burberry, BBH, The Geek Squad, TNT, JCB, WWF, Umpqua and Zappos.

BOLD reveals that they share some traits that make them unique and each brand story is told through the words of the executives involved. Find out how to be BOLD, brave and put your money where your mouth is.

In every industry, some brands stand out from the crowd because of their distinct way of doing things. These companies challenge conventional wisdom and industry norms to win in their markets. They see their customers and employees as members of a like-minded community, deliver unique and remarkable customer experiences, and are able to create an almost cult-like following around their brand.

Bold is about 14 such businesses. They put purpose before profit, go beyond what customers expect, and relentlessly differentiate themselves from everyone else. They know no compromise and show no timidity. They are bold in thought and execution, and they measure their success in new ways.

Shaun Smith and Andy Milligan include revealing interviews with key executives and let them tell each brand's story in ways that capture the unique culture of each company. The lively accounts are supported by a page design that in full color stresses and summarizes the key points.

The 14 business represent an international 'who's who' in consumer insight and engagement, from Brazilian sunglasses retailer Chilli Beans with over 200 stores in Brazil, Portugal and now the United States, to Zappos, the US the online shoe retailer. Other companies profiled include Virgin Galactic, Richard Branson's commercial spaceflight venture, Malaysian low-cost airline AirAsia, which builds a global brand by sponsoring sports teams including the Oakland Raiders, JCB, the manufacturer of heavy equipment, Umpqua Bank, based in Portland, Oregon, and Best Buy's The Geek Squad, provider of computer support and repair services.

CMI Management Book of the Year Award for best e-Book.

About this title

Review:

"Packed full of original ideas and inspirational stories that'll give you the confidence to do things your way." (Richard Reed, Co-founder of Innocent Drinks)

"Bold is one of the most inspiring and insightful books on what it takes to build a pure and compelling global brand for todays generation, in this digitally disruptive age." (Angela Ahrendts, CEO Burberry)

"Fortune favours the brave. This book can show you the way." (Ronan Dunne, CEO, Telefonica O2 UK Ltd)

Book Description:

Reveals the common traits that make brands bold and demonstrates how to use them to stand out from the crowd and deliver authentic experiences that will turn your customers into advocates for your business

Helps readers to be bold, brave and pursue audacious goals that will challenge industry norms (and win)

Available with a free corresponding app, available on the App Store, which helps you determine how your brand measures up against the most iconic brands

About this edition

• Publisher: Kogan Page
• Publication date: 2011
• ISBN 10: 0749463449
• ISBN 13: 9780749463441
• Binding: Paperback
• Edition number: 1
• Number of pages: 336