Goes inside the workings of profit margins and market share to discover the fate of real luxury. This book shows how far illustrious houses have moved from their roots. It witnesses how these 'luxury' handbags are no longer one in a million, discovers why luxury brand clothing doesn't last as long, and finds out just who is making your perfume.

Andy Milligan is a leading international branding consultant. He has worked for almost 20 years advising major organizations on strategies for brand building, customer experience and internal culture, and comments regularly in the me

Known as the most successful adman of all time, David Ogilvy was founder of what would eventually become Ogilvy & Mather. Having started with no clients and a staff of two, he built his company into one of the eight largest advertisi

#1 Wall Street Journal Bestseller Instant New York Times Bestseller A game-changing approach to marketing, sales, and advertising. Seth Godin has taught and inspired millions of entrepreneurs, marketers, leaders, and fans from all walks of life, via his blog, online courses, lectures, and bestselling books. He is the inventor of countless ideas that have made their way into mainstream business language, from Permission Marketing to Purple Cow to Tribes to The Dip . Now, for the first time, Godin offers the core of his marketing wisdom in one compact, accessible, timeless package. This is Marketing shows you how to do work you're proud of, whether you're a tech startup founder, a small business owner, or part of a large corporation. Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. Their tactics rely on empathy, connection, and emotional labor instead of attention-stealing ads and spammy email funnels. No matter what your product or service, this book will help you reframe how it's presented to the world, in order to meaningfully connect with people who want it. Seth employs his signature blend of insight, observation, and memorable examples to teach you: * How to build trust and permission with your target market. * The art of positioning--deciding not only who it's for, but who it's not for. * Why the best way to achieve your goals is to help others become who they want to be. * Why the old approaches to advertising and branding no longer work. * The surprising role of tension in any decision to buy (or not). * How marketing is at its core about the stories we tell ourselves about our social status. You can do work that matters for people who care. This book shows you the way.
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Brands are all around us, more entwined with our lives than ever before. They have the power to shape not just what we buy, but how we act and how we feel about ourselves. Knowing how brands are built and add value has always been an important business skill. But, as the rules of engagement shift and change, it''s become crucial. No longer the exclusive preserve of marketeers and brand managers, we all need to understand the deep interplay between brands, consumers and society in general. With traditional communication channels imploding and internet platforms and influencers riding high, it''s more important than ever that we focus on one key constant: brands only matter when they mean something to our consumers and customers. And that means understanding not just the dynamics of our markets, but also the fundamentals of human nature and behaviour. Branding that Means Business offers a new approach that will show you how to build a meaningful brand. Lire la suite Fermer

John O'Brien MBE, based in London, UK, is an advisor to business, non-profits, and government bodies on purpose, its activation, organizational culture, partnerships and performance change globally. He is a senior purpose stra

Katy Mousinho has a career in research and brand consultancy. Giles Lury's career spans advertising, design, research and brand consultancy. He is the author of six books on marketing.

If you want to be the best, you have to have the right skillset.

From effective SEO and Search marketing to mastering mobile and content marketing, THE ULTIMATE DIGITAL MARKETING BOOK is a dynamic collection of tools, t

Phil Barden is the Managing Director of DECODE Marketing Ltd, where he combines his more than 25 years of brand management (Unilever, Diageo and T-Mobile) with leading-edge cognitive and social psychology, neuroscience and behavio

Melanie Deziel is a leading expert in native advertising and branded content. An international keynote speaker and virtual presenter, she is director of content at Foundation and author of the bestselling The Content Fuel Framework. Phil M.

Marcus Collins is an award-winning marketer and cultural translator who has worked for several top ad agencies. His deep understanding of brand strategy and consumer behaviour has helped him bridge the academic-practitioner gap for blue-

TAKASHI YASUDA is a marketing professional who has worked as a researcher, merchandising advisor, and marketing manager. Currently, he works in consulting and new business development for a variety of clients. He is the author of

Marcus Collins is an award-winning marketer and cultural translator who has worked for several top ad agencies. His deep understanding of brand strategy and consumer behaviour has helped him bridge the academic-practitioner gap for blue-

Wolfgang Schaefer is CEO and Founder of zwoelf consulting, specialized in narrative brand strategies. Based in Berlin and NYC, he lectures at XU Exponential University Potsdam and other schools in Europe and the US. For the past 25 y