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Introduction to part II: brand-driven innovation as a working method for organisations

Erik Roscam Abbing

Erik Roscam Abbing

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Brand-Driven Innovation : Strategies for Development and Design

AVA Publishing SA, 2010

Book chapter

...A working method for BDIThe second part of this book presents the reader with a practical, step-by-step working method for brand-driven innovation. It will prove very useful to the reader as both a checklist and guideline that provides...

Introduction to part I: shifting paradigms

Erik Roscam Abbing

Erik Roscam Abbing

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Brand-Driven Innovation : Strategies for Development and Design

AVA Publishing SA, 2010

Book chapter

...BrandingThere are as many meanings of the word ‘brand’ as there are books on the subject (a good list of must-read branding books and articles can be found in the Bibliography on pages 202-203). The meaning of the word ‘brand’ essentially...

How branding and innovation are connected

Erik Roscam Abbing

Erik Roscam Abbing

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Brand-Driven Innovation : Strategies for Development and Design

AVA Publishing SA, 2010

Book chapter

...In this chapter we will delve into the connection between branding and innovation. Brands need innovation to fulfil the promise they implicitly make to users. Innovation needs branding to give guidance and meaning.Having explored how...

Brand identity and shareholder value

Brian Sheehan

Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years of professional experience with advertising agency Saatchi & Saatchi and currently acts as a consultant, managing their Toyota Worldwide Executive Board (TWEB). Brian is also an advisory board member of Fuhu, a China-US based internet-software company. Author affiliation details are correct at time of print publication.

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Basics Marketing 03: Marketing Management

AVA Publishing SA, 2011

Book chapter

...This chapter focuses on the economic value of brands. It discusses the ability of great brands to command higher prices in the marketplace, provide added value to customers, and deliver higher returns for company shareholders. We will look...

The consumer as a decision maker

Hayden Noel

Dr Hayden Noel is an assistant professor in the College of Business Administration at the University of Illinois at Urbana-Champaign. He has published articles in leading academic journals such as the Journal of Consumer Research and the Journal of Consumer Psychology. In addition, he has taught in MBA programmes in the United States, Hong Kong, Singapore and Taiwan. Author affiliation details are correct at time of print publication.

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Basics Marketing 01: Consumer Behaviour

AVA Publishing SA, 2009

Book chapter

...BRAVIA S Series LCD – Multi-colour group shotWhen deciding on a big purchase like a new television most consumers begin with an internal search of their memory for any existing relevant information. If they don’t have pre-existing...

Writing Copy

Robert Sawyer

Robert Sawyer

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Kiss & Sell: Writing for Advertising : Redesigned & Rekissed

AVA Publishing SA, 2006

Book chapter

...Faith in Words Jeep: Never Confuse Your Net Worth… If you can say exactly what needs to be said in a few words, then do it. See how well it works in this advertisement that features a man and his dog in the woods. In this context...

E-commerce and e-branding

Brian Sheehan

Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years of professional experience with advertising agency Saatchi & Saatchi and currently acts as a consultant, managing their Toyota Worldwide Executive Board (TWEB). Brian is also an advisory board member of Fuhu, a China-US based internet-software company. Author affiliation details are correct at time of print publication.

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Basics Marketing 02: Online Marketing

AVA Publishing SA, 2011

Book chapter

...eBay – pioneering e-commerceAs this well-crafted advert from eBay makes clear, the Internet has opened up a dynamic channel for commerce – often offering consumers a much wider choice of products than they could find offline. In some cases,...

Interactive Channels

Robert Sawyer

Robert Sawyer

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Kiss & Sell: Writing for Advertising : Redesigned & Rekissed

AVA Publishing SA, 2006

Book chapter

...Executive Producer Kip VoytekProducer Shawn NatkoCopywriter Jason MarksArt Director Winston ThomasSenior Designer Nathan IversonDesigner/Developer Andrew HsuFlash Designers David Morrow, Patrick KalyanapuSenior Engineers John Jones, Chuck...

Consumer behaviour

Edward Russell

Edward Russell

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The Fundamentals of Marketing

AVA Publishing SA, 2010

Book chapter

...Wrangler jean culture An advertising agency working with Wrangler jeans hired a team of anthropologists to study ‘Wrangler culture’. The anthropologists studied Wrangler wearers and found they wore Wrangler to work all day. Wrangler...

Brochures and Other Long Forms

Robert Sawyer

Robert Sawyer

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Kiss & Sell: Writing for Advertising : Redesigned & Rekissed

AVA Publishing SA, 2006

Book chapter

...Some products and companies need more than 30 seconds or a full-page ad to convey their messages. Complex content can be delivered in brochures and other collateral literature. These media commonly share an emphasis on content—in a format...