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Brand Aid

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Brand Aid

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Now in paperback: Hands-on strategies for creating and protecting your personal brand (yes, you have one) Think branding is just for large corporations, ma ...

  • L'auteur : ,
  • Editeur: Penguin
  • ISBN: 069815441X
  • Genre: Business & Economics
  • Nombre de pages: 176
  • Langue: French/English
  • Vues: 623
  • Telecharger: 623
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Détails: Now in paperback: Hands-on strategies for creating and protecting your personal brand (yes, you have one) Think branding is just for large corporations, marketing directors, and cows? Think again. Each one of us has a brand – a personal brand, how others see us – which is shaped by what we do, say, write, and otherwise present ourselves to others. We can’t fully control how others see us (smart, capable, compassionate, creative, fair). But many of us don’t even try. That is, we don’t take a moment to think about how we WANT to be perceived, and then take a few simple steps to bolster that impression with purposeful action. BRAND AID isn’t a book about manipulating others, putting on airs, or saying things you don’t really mean. It IS about using our words and actions mindfully, whether they take place in a conference room, PTA meeting, dinner party, Facebook comment thread, or anywhere else. Using clear examples from businesses, families, and more, this straightforward guide presents essential advice for anyone who wants to succeed in today’s competitive and interconnected world.


Brand Aid

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“Has there ever been a better reason to shop?” asks an ad for the Product RED American Express card, telling members who use the card that buying “ca ...

  • L'auteur : Lisa Ann Richey,Stefano Ponte
  • Editeur: U of Minnesota Press
  • ISBN: 145291656X
  • Genre: Political Science
  • Nombre de pages: 272
  • Langue: French/English
  • Vues: 1965
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Détails: “Has there ever been a better reason to shop?” asks an ad for the Product RED American Express card, telling members who use the card that buying “cappuccinos or cashmere” will help to fight AIDS in Africa. Cofounded in 2006 by the rock star Bono, Product RED has been a particularly successful example of a new trend in celebrity-driven international aid and development, one explicitly linked to commerce, not philanthropy. In Brand Aid, Lisa Ann Richey and Stefano Ponte offer a deeply informed and stinging critique of “compassionate consumption.” Campaigns like Product RED and its precursors, such as Lance Armstrong’s Livestrong and the pink-ribbon project in support of breast cancer research, advance the expansion of consumption far more than they meet the needs of the people they ostensibly serve. At the same time, such campaigns sell both the suffering of Africans with AIDS (in the case of Product RED) and the power of the average consumer to ameliorate it through familiar and highly effective media representations. Using Product RED as its focal point, this book explores how corporations like American Express, Armani, Gap, and Hallmark promote compassionate consumption to improve their ethical profile and value without significantly altering their business model, protecting themselves from the threat to their bottom lines posed by a genuinely engaged consumer activism. Coupled with the phenomenon of celebrity activism and expertise as embodied by Bono, Richey and Ponte argue that this “causumerism” represents a deeply troubling shift in relief efforts, effectively delinking the relationship between capitalist production and global poverty.


Brand Aid

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Beginning in 1980, Mayo Clinic was transformed from a single clinic in Minnesota to a global brand with a revolutionary digital and social media presence. ...

  • L'auteur : John La Forgia
  • Editeur: Savio Republic
  • ISBN: 1642932485
  • Genre: Business & Economics
  • Nombre de pages: 225
  • Langue: French/English
  • Vues: 1152
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Détails: Beginning in 1980, Mayo Clinic was transformed from a single clinic in Minnesota to a global brand with a revolutionary digital and social media presence. Brand Aid is the story of how this remarkable evolution occurred. Written in a personal and engaging style, Brand Aid is deep in concepts but a pleasure to read. Unlike other “how-to” books, John La Forgia’s Brand Aid presents personal stories and real-life examples that bring his concepts to life in a vivid and relatable way. Simultaneously a memoir about La Forgia’s career at Mayo Clinic, a how-to manual for practitioners and leaders in the field, and a higher-level excursion into some of the burning issues of American health care today, this is a uniquely compelling and illuminating read. “La Forgia blends his personal experiences running marketing at the Mayo Clinic with the many lessons and rules he learned along the way. It is an absolute must-read for anyone seriously interested in health care marketing or, more broadly, the marketing of professional services.” —Kevin Keller, PhD, Author of Marketing Management and Strategic Brand Management


Brand Aid

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A catchy business name and a smart logo may get you a few clicks, but to create a sustaining image for your organization and build continual success will r ...

  • L'auteur : Brad VanAuken
  • Editeur: AMACOM
  • ISBN: 0814434746
  • Genre: Business & Economics
  • Nombre de pages: 352
  • Langue: French/English
  • Vues: 1574
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Détails: A catchy business name and a smart logo may get you a few clicks, but to create a sustaining image for your organization and build continual success will require the perfect branding statement. The essence of an organization begins with establishing its brand, therefore it is absolutely essential to get it right.Brand managers, marketers, and executives have long turned to the trusted principles in Brand Aid to troubleshoot their branding problems. Written by an acknowledged branding expert with 30 years of experience building world-class brands, this must-have guide covers topics ranging from research and positioning to brand equity management and architecture strategy. The latest edition has collected illuminating case studies, best practices, and the latest research in order to offer invaluable advice on every aspect of brand management, including:• The 6 most powerful sources of brand differentiation• 5 elements that trigger brand insistence• Turning brand strategy into advertising• Online branding• Social responsibility, sustainability, and storytelling• 60 nontraditional marketing techniques• And moreAn organization cannot afford to get their branding wrong. With the treasure trove of techniques, templates, and rules of thumb found in Brand Aid, it won’t!


Faith in the Time of AIDS

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This book describes how Christian communities in South Africa have responded to HIV/AIDS and how these responses have affected the lives HIV-positive peopl ...

  • L'auteur : Marian Burchardt
  • Editeur: Springer
  • ISBN: 1137477776
  • Genre: Social Science
  • Nombre de pages: 216
  • Langue: French/English
  • Vues: 1414
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Détails: This book describes how Christian communities in South Africa have responded to HIV/AIDS and how these responses have affected the lives HIV-positive people, youth and broader communities. Drawing on Foucault and the sociology of knowledge, it explains how religion became influential in reshaping ideas about sexuality, medicine and modernity.


Child-Care Services

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The experts at Entrepreneur provide a two-part guide to success. First, find out what it takes to start a family-style child-care center in your home, a la ...

  • L'auteur : The Staff of Entrepreneur Media
  • Editeur: Entrepreneur Press
  • ISBN: 1613083173
  • Genre: Business & Economics
  • Nombre de pages: 1012
  • Langue: French/English
  • Vues: 1308
  • Telecharger: 1308
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Détails: The experts at Entrepreneur provide a two-part guide to success. First, find out what it takes to start a family-style child-care center in your home, a large center at a commercial site, or a niche business like child transportation. Then, master the fundamentals of business startup including defining your business structure, funding, staffing and more. This kit includes: • Essential industry and business-specific startup steps with worksheets, calculators, checklists and more • Entrepreneur Editors’ Start Your Own Business, a guide to starting any business and surviving the first three years • Interviews and advice from successful entrepreneurs in the industry • Worksheets, brainstorming sections, and checklists • Entrepreneur’s Startup Resource Kit (downloadable) More about Entrepreneur’s Startup Resource Kit Every small business is unique. Therefore, it’s essential to have tools that are customizable depending on your business’s needs. That’s why with Entrepreneur is also offering you access to our Startup Resource Kit. Get instant access to thousands of business letters, sales letters, sample documents and more – all at your fingertips! You’ll find the following: The Small Business Legal Toolkit When your business dreams go from idea to reality, you’re suddenly faced with laws and regulations governing nearly every move you make. Learn how to stay in compliance and protect your business from legal action. In this essential toolkit, you’ll get answers to the “how do I get started?” questions every business owner faces along with a thorough understanding of the legal and tax requirements of your business. Sample Business Letters 1000+ customizable business letters covering each type of written business communication you’re likely to encounter as you communicate with customers, suppliers, employees, and others. Plus a complete guide to business communication that covers every question you may have about developing your own business communication style. Sample Sales Letters The experts at Entrepreneur have compiled more than 1000 of the most effective sales letters covering introductions, prospecting, setting up appointments, cover letters, proposal letters, the all-important follow-up letter and letters covering all aspects of sales operations to help you make the sale, generate new customers and huge profits.


Lemon-Aid New Cars and Trucks 2012

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Lemon-Aid guides steer the confused and anxious buyer through the economic meltdown unlike any other car-and-truck books on the market. Phil Edmonston, Can ...

  • L'auteur : Phil Edmonston
  • Editeur: Dundurn
  • ISBN: 1459701313
  • Genre: Transportation
  • Nombre de pages: 526
  • Langue: French/English
  • Vues: 698
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Détails: Lemon-Aid guides steer the confused and anxious buyer through the economic meltdown unlike any other car-and-truck books on the market. Phil Edmonston, Canada’s automotive "Dr. Phil," pulls no punches. He says there’s never been a better time to buy a new car or truck, thanks to a stronger Canadian dollar and an auto industry offering reduced prices, more cash rebates, low financing rates, bargain leases, and free auto maintenance programs. In this all-new guide he says: Audis are beautiful to behold but hell to own (biodegradable transmissions, "rodent snack" wiring, and mind-boggling depreciation Many 2011-12 automobiles have "chin-to-chest head restraints, blinding dash reflections, and dash gauges that can’t be seen in sunlight, not to mention painful wind-tunnel roar if the rear windows are opened while underway Ethanol and hybrid fuel-saving claims have more in common with Harry Potter than the Society of Automotive Engineers GM’s 2012 Volt electric car is a mixture of hype and hypocrisy from the car company that "killed" its own electric car more than a decade ago You can save $2,000 by cutting freight fees and "administrative" charges Diesel annual urea fill-up scams cancost you $300, including an $80 "handling" charge for $25 worth of urea Lemon-Aid’s 2011-12 Endangered Species List: the Chinese Volvo, the Indian Jaguar and Land Rover, the Mercedes-Benz Smart Car, Mitsubishi, and Suzuki


Interrogating the Theory and Practice of Communication for Social Change

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A new addition to the Palgrave Studies in Communication for Social Change series, this book sets the stage for subsequent books by identifying and analysin ...

  • L'auteur : P. Thomas,E. van de Fliert,Elske van de Fliert
  • Editeur: Springer
  • ISBN: 1137426314
  • Genre: Political Science
  • Nombre de pages: 150
  • Langue: French/English
  • Vues: 489
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Détails: A new addition to the Palgrave Studies in Communication for Social Change series, this book sets the stage for subsequent books by identifying and analysing the current gaps in the field. It critically reviews the theory, practice and strategies of Communication for Social Change in relation to occurring structures, policies and discourses.


Brand Revolution

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Brand Revolution offers a radical new approach to brand management. With big brand case studies including L'Oreal and Jaguar, the author draws on her exten ...

  • L'auteur : M. Sicard
  • Editeur: Springer
  • ISBN: 1137019492
  • Genre: Business & Economics
  • Nombre de pages: 171
  • Langue: French/English
  • Vues: 362
  • Telecharger: 362
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Détails: Brand Revolution offers a radical new approach to brand management. With big brand case studies including L'Oreal and Jaguar, the author draws on her extensive experience as a marketing consultant to put together this highly engaging and practical book for developing, improving and controlling the identity of your brand.


The Good Glow

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We praise those people who do things for others. But the symbolic power of giving means individuals can take advantage of the glow of 'goodness' that chari ...

  • L'auteur : Dean, Jon
  • Editeur: Policy Press
  • ISBN: 1447344693
  • Genre: Social Science
  • Nombre de pages: 216
  • Langue: French/English
  • Vues: 544
  • Telecharger: 544
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Détails: We praise those people who do things for others. But the symbolic power of giving means individuals can take advantage of the glow of 'goodness' that charity provides. This book analyses the reality of how charity operates in the social world: how the personal benefits of giving and volunteering are vital for getting charitable acts to happen; how the altruism associated with gifts isn't always what it seems; how charity misbehaviour or bad management gets overlooked; and how charity symbols are weaponised against those who don't participate. Drawing on original data and a novel application of the sociology of Bourdieu, this book examines a wide range of examples from culture, politics and society to provide an entertaining critique of how contemporary charity works.


Doctor Dan the Bandage Man

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ONE OF THE most-requested Little Golden Books is back in print! Millions of baby boomers remember little Dan, who stops crying over a scratch as soon as Mo ...

  • L'auteur : Helen Gaspard
  • Editeur: Golden Books
  • ISBN: 0307982742
  • Genre: Juvenile Fiction
  • Nombre de pages: 24
  • Langue: French/English
  • Vues: 1557
  • Telecharger: 1557
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Détails: ONE OF THE most-requested Little Golden Books is back in print! Millions of baby boomers remember little Dan, who stops crying over a scratch as soon as Mother puts a bandage on it. Soon the dolls and teddy bears in Dan’s house are wearing bandages, too. This charming story from the 1950s was so popular that it’s now featured in the Smithsonian’s permanent collection.


International NGO Engagement, Advocacy, Activism

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The world of international non-governmental organisations (INGOs) has dramatically changed during the last two decades. The author critically analyses the ...

  • L'auteur : Helen Yanacopulos
  • Editeur: Springer
  • ISBN: 1137315091
  • Genre: Social Science
  • Nombre de pages: 182
  • Langue: French/English
  • Vues: 1506
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Détails: The world of international non-governmental organisations (INGOs) has dramatically changed during the last two decades. The author critically analyses the engagement of INGOs within the contemporary international development landscape, enabling readers to further understand INGOs involvement in the politics of social change.


Cleaning Service

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The experts at Entrepreneur provide a two-part guide to success. First, find out what it takes to start three of the most in-demand cleaning businesses: re ...

  • L'auteur : The Staff of Entrepreneur Media
  • Editeur: Entrepreneur Press
  • ISBN: 161308286X
  • Genre: Business & Economics
  • Nombre de pages: 990
  • Langue: French/English
  • Vues: 323
  • Telecharger: 323
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Détails: The experts at Entrepreneur provide a two-part guide to success. First, find out what it takes to start three of the most in-demand cleaning businesses: residential maid service, commercial janitorial service and carpet/upholstery cleaning. Then, master the fundamentals of business startup including defining your business structure, funding, staffing and more. This kit includes: • Essential industry and business-specific startup steps with worksheets, calculators, checklists and more • Entrepreneur Editors’ Start Your Own Business, a guide to starting any business and surviving the first three years • Interviews and advice from successful entrepreneurs in the industry • Worksheets, brainstorming sections, and checklists • Downloadable, customizable business letters, sales letters, and other sample documents • Entrepreneur’s Small Business Legal Toolkit More about Entrepreneur’s Startup Resource Kit Every small business is unique. Therefore, it’s essential to have tools that are customizable depending on your business’s needs. That’s why with Entrepreneur is also offering you access to our Startup Resource Kit. Get instant access to thousands of business letters, sales letters, sample documents and more – all at your fingertips! You’ll find the following: • The Small Business Legal Toolkit • Sample Business Letters • Sample Sales Letters


Travel Business and More

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Pack Your Bags&hellipFull of Profits At over a billion dollars, the travel industry is evolving, creating new trends and new opportunities for eager entrep ...

  • L'auteur : ,
  • Editeur: Entrepreneur Press
  • ISBN: 1613082258
  • Genre: Business & Economics
  • Nombre de pages: 1030
  • Langue: French/English
  • Vues: 534
  • Telecharger: 534
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Détails: Pack Your Bags&hellipFull of Profits At over a billion dollars, the travel industry is evolving, creating new trends and new opportunities for eager entrepreneurs like you. Our experts take you step-by-step as you embark on your most exciting adventure—starting a business. Discover success as an independent travel or specialty tour professional offering unique opportunities—in both geography and market niche—that even online discount travel sites can’t compete with. From exotic getaways to adrenaline-pumping extreme tours and time-saving technology to important regulations, learn how to conduct business by land, air, or sea. Led by our experts, find your travel niche, establish your business, price your time and packages, master important destination details, and much more. Plus, access an abundance of resources including important associations, travel-specific software, mailing lists, and in-the-trenches tips from successful travel and tour operators. Covers: Hot travel markets including: business, leisure, adventure, honeymoons, family, men only, women only, seniors, and more Designing and pricing your services and packages to compete in the travel marketplace Managing your finances Using efficient software systems and mobile technology for daily operations Complying with the rules of security and domestic and foreign travel Advertising and promoting online and in print Growing your business And more From finding your travelers to delivering a trip of a lifetime and everything in between, learn what you need to know to become a high-flying success! The First Three Years In addition to industry specific information, you’ll also tap into Entrepreneur’s more than 30 years of small business expertise via the 2nd section of the guide - Start Your Own Business. SYOB offers critical startup essentials and a current, comprehensive view of what it takes to survive the crucial first three years, giving your exactly what you need to survive and succeed. Plus, you’ll get advice and insight from experts and practicing entrepreneurs, all offering common-sense approaches and solutions to a wide range of challenges. • Pin point your target market • Uncover creative financing for startup and growth • Use online resources to streamline your business plan • Learn the secrets of successful marketing • Discover digital and social media tools and how to use them • Take advantage of hundreds of resources • Receive vital forms, worksheets and checklists • From startup to retirement, millions of entrepreneurs and small business owners have trusted Entrepreneur to point them in the right direction. We’ll teach you the secrets of the winners, and give you exactly what you need to lay the groundwork for success. BONUS: Entrepreneur’s Startup Resource Kit! Every small business is unique. Therefore, it’s essential to have tools that are customizable depending on your business’s needs. That’s why with Entrepreneur is also offering you access to our Startup Resource Kit. Get instant access to thousands of business letters, sales letters, sample documents and more – all at your fingertips! You’ll find the following: The Small Business Legal Toolkit When your business dreams go from idea to reality, you’re suddenly faced with laws and regulations governing nearly every move you make. Learn how to stay in compliance and protect your business from legal action. In this essential toolkit, you’ll get answers to the “how do I get started?” questions every business owner faces along with a thorough understanding of the legal and tax requirements of your business. Sample Business Letters 1000+ customizable business letters covering each type of written business communication you’re likely to encounter as you communicate with customers, suppliers, employees, and others. Plus a complete guide to business communication that covers every question you may have about developing your own business communication style. Sample Sales Letters The experts at Entrepreneur have compiled more than 1000 of the most effective sales letters covering introductions, prospecting, setting up appointments, cover letters, proposal letters, the all-important follow-up letter and letters covering all aspects of sales operations to help you make the sale, generate new customers and huge profits.


Product Red. A Comparison of the consequentialist and deontological view

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Seminar paper from the year 2016 in the subject Business economics - Business Ethics, Corporate Ethics, grade: 1.0, , language: English, abstract: Product ...

  • L'auteur : Marisa Hohmann
  • Editeur: GRIN Verlag
  • ISBN: 3668218900
  • Genre: Business & Economics
  • Nombre de pages: 20
  • Langue: French/English
  • Vues: 815
  • Telecharger: 815
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Détails: Seminar paper from the year 2016 in the subject Business economics - Business Ethics, Corporate Ethics, grade: 1.0, , language: English, abstract: Product Red. A comparison of the consequentialist and deontological view: This is my paper’s issue. To entirely register the theme, one has to deal with Cause-Related Marketing in general at first. Cause-Related Marketing (CRM) is subordinated to Corporate Social Responsibility (CSR) which is comparable to the term Corporate Philanthropy. Basically CSR labels a range of “corporate activities, with the common goal of achieving the ‘triple bottom line’—based on financial, social and environmental objectives.“ (Ponte et al. (2009) p. 302) Thus, CRM is a kind of marketing, as its task is to sell a product or service “by highlighting the fact that part of the profit or sale price will be donated to a ‘good cause’.“ (Ponte/Richey (2014) p. 67) In most cases the donated amount depends on the volume of sales during the campaign but the purpose is clearly “to benefit the cause and society.” (Conaway/Laasch (2012) p. 111) The pioneer of CRM – American Express – first used this strategy in the 1980s, when they combined their credit card selling with regional causes in the US, one example being the restoration of the Statue of Liberty. As an effect, they did not only collect money for a good purpose but could also raise their card use tremendously. Since then, the amount of CRM campaigns has increased steadily being boosted by the development of Social Media and globalisation.


Dictionary of American Slang 4e

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We all know language changes rapidly, but to follow along requires an historical view. Chapman's Dictionary of American Slang, Fourth Edition, provides jus ...

  • L'auteur : Barbara Ann Kipfer,Robert L. Chapman
  • Editeur: Harper Collins
  • ISBN: 0062043242
  • Genre: Reference
  • Nombre de pages: 608
  • Langue: French/English
  • Vues: 491
  • Telecharger: 491
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Détails: We all know language changes rapidly, but to follow along requires an historical view. Chapman's Dictionary of American Slang, Fourth Edition, provides just what is needed to trace the language of today back to its American roots. And make no mistake––this is a dictionary that is purely American, the place where you can trace the development of the American language, in it's highly informal format known as "slang." Some would ask: "isn't the language changing so fast that this book is out of date the day on which it is published?" Although it is true that changes to the language, particularly slang, happen faster and faster in the electronic age, still there is a place for an authoritative, recognized work that keeps track of and compiles the language into an historical document, as this dictionary does. It is true that language changes very quickly; it is just as true that today's slang may be forgotten tomorrow. In recording the changing language, and sorting out what's here to stay from what's coming and quickly going, the Dictionary of American Slang serves a useful and important purpose.


Reclaiming the Public Sphere

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This volume brings together a range of different specialists in the arts and cultural industries, as well as international academics and public intellectua ...

  • L'auteur : T. Askanius,L. Østergaard
  • Editeur: Springer
  • ISBN: 1137398752
  • Genre: Social Science
  • Nombre de pages: 231
  • Langue: French/English
  • Vues: 973
  • Telecharger: 973
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Détails: This volume brings together a range of different specialists in the arts and cultural industries, as well as international academics and public intellectuals, to explore how media and communication practices for social change are currently being reconfigured in both conceptual and rhetorical terms.


The 19th International Conference on Industrial Engineering and Engineering Management

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The International Conference on Industrial Engineering and Engineering Management is sponsored by the Chinese Industrial Engineering Institution, CMES, whi ...

  • L'auteur : Ershi Qi,Jiang Shen,Runliang Dou
  • Editeur: Springer Science & Business Media
  • ISBN: 3642383912
  • Genre: Business & Economics
  • Nombre de pages: 1658
  • Langue: French/English
  • Vues: 1696
  • Telecharger: 1696
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Détails: The International Conference on Industrial Engineering and Engineering Management is sponsored by the Chinese Industrial Engineering Institution, CMES, which is the only national-level academic society for Industrial Engineering. The conference is held annually as the major event in this arena. Being the largest and the most authoritative international academic conference held in China, it provides an academic platform for experts and entrepreneurs in the areas of international industrial engineering and management to exchange their research findings. Many experts in various fields from China and around the world gather together at the conference to review, exchange, summarize and promote their achievements in the fields of industrial engineering and engineering management. For example, some experts pay special attention to the current state of the application of related techniques in China as well as their future prospects, such as green product design, quality control and management, supply chain and logistics management to address the need for, amongst other things low-carbon, energy-saving and emission-reduction. They also offer opinions on the outlook for the development of related techniques. The proceedings offers impressive methods and concrete applications for experts from colleges and universities, research institutions and enterprises who are engaged in theoretical research into industrial engineering and engineering management and its applications. As all the papers are of great value from both an academic and a practical point of view, they also provide research data for international scholars who are investigating Chinese style enterprises and engineering management.


Coffee Activism and the Politics of Fair Trade and Ethical Consumption in the Global North

Telecharger pdf Coffee Activism and the Politics of Fair Trade and Ethical Consumption in the Global North

This book explores the politics borne of consumption through the case of coffee activism and ethical consumption. It analyses the agencies, structures, rep ...

  • L'auteur : Eleftheria J. Lekakis
  • Editeur: Springer
  • ISBN: 113728269X
  • Genre: Political Science
  • Nombre de pages: 204
  • Langue: French/English
  • Vues: 1646
  • Telecharger: 1646
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Détails: This book explores the politics borne of consumption through the case of coffee activism and ethical consumption. It analyses the agencies, structures, repertoires and technologies of promotion and participation in the politics of fair trade consumption through an exploration of the relationship between activism and consumption.