Title Building Brands
Subtitle 76 Modern Marketing Stories
Author Giles Lury
ISBN 9789386105035
List price Rs 295.00
Price outside India Available on Request
Original price
Binding Paperback
No of pages 160
Book size 140 x 216 mm
Publishing year 2017
Original publisher LID Publishing
Published in India by Viva Books Private Limited
Exclusive distributors Viva Books Private Limited
Sales territory India, Sri Lanka, Bangladesh, Pakistan, Nepal, .
Status New Arrival
About the book
  
 

Reviews:
“Strong brands increasingly reflect strong cultures that are enriched and empowered by the stories they tell.This is a unique and bite-size collection of some of the best stories told by a great storyteller”
Stephen Meade, CEO, McCann Enterprise.

Description:

WHY DID A PRISONER ASK FOR A PENGUIN?
HOW COULD RESEARCH AMONGST 250,000 PEOPLE LEAD TO ONE OF THE BIGGEST MARKETING DISASTERS OF ALL TIME?
HOW DID A SPELLING MISTAKE LEAD TO THE CREATION OF ONE OF THE WORLD’S MOST FAMOUS BRAND NAMES?
HOW DID SAYING NO TO A PITCH WIN AN AGENCY A NEW ACCOUNT?
Every brand has at least one story to tell and in this entertaining and informative book there are 76 such tales. These are the stories behind some of the world’s most famous brands: Nike, Disney, Google, Coca Cola,Volkswagen, Virgin and others.
There are stories about branding, innovation, strategy and communication and, following in the tradition of Aesop, each story concludes with a short moral. Put together, these morals provide you with a practical and inspirational to-do list.
Storytelling can be so much more than entertainment; it is one of the most effective educational tools in history. Building Brands carries on this great tradition and applies it to brands and marketing.

Contents:

The prisoner and the penguin • The tattooed ankle • From Switzerland with love • The mouse and the car park attendant • The sample of one • The chocolate lover taken for a fool • Beauty and the two undertakers • The charm bracelet and the 52 fundamental errors • To dye for • The inspirational birthday cake • The management who fired themselves • When 250,000 people were wrong • The noisy engine and the quiet clock • The party with extra toys • The ad that didn’t lie • A model brand, a model brand manager • A little weirdness goes a long way • The agency that said “no” • The hamburgers that didn’t get burnt • The jealous Frenchman • The golden web • Flipping the harp • The power of two little words • The stars’ free gifts • The plastic people with the plastic smiles • Batman and the ball boys • The tiger and the committee • Some bins and some fruit • It takes all sorts • The stitching and the email • The spelling mistake, the backrub and 100 zeros • The lipstick and the airline • The bank that likes to say No • Brotherly love? • The woman of many faces • More than a promise • The incisive letter K • The meerkats, the competition and a healthy dose of necessity • Daddy’s good luck charm • M is for Mom’s night off • Good luck’s bad luck • 10 • No frills but lots of laughs • The no scold guarantee • The lonely smoker • The little car’s contribution to low-cost furniture • The glue that wouldn’t stick • The 5,000 failures • The bats, the prince and the sick note • The Dear James letter • If at first you don’t succeed, chew and chew again • Any colour as long as it is army green • A very special brew • The white knight and the choc-ice • A tired old story? • The 13-ton wristwatch • The Rolls Royce and the kettle • Red star at night, brewer’s delight • The no news good news • From the Isle of Skye to Buckingham Palace. a 171-year journey • Where’s Eddie? • The parsimonious boss and the $99 requisitions • The insanely great $50-million gamble • Would you, wouldn’t you? • The t-shirt, the fairy and the brand guardian • A drama and a crisis • Haven’t I seen you somewhere before? • Frisky and playful • From bloody awful to bloody awesome • This little piggy went to market and found inspiration • In hot pursuit of an ice-cold treat (Part 1 of 2) • Stolen with pride (Part 2 of 2) • A meal so good they bought the restaurant • Appearances can be deceptive • Don’t mince your words • The April fool • The Morals

About the Author:

GILES LURY is a VW Beetle-driving, Lego watch-wearing, Disney-loving, Chelsea-supporting father of five who also happens to be Chairman of The Value Engineers, a leading brand consultancy, and author of three previous marketing related books – Brandwatching, Researchwatching and Adwatching.

He has worked in advertising, market research, design and corporate identity but his (work-related) heart belongs to the brands that he has had the opportunity to work on, many of which are included in this book.

Target Audience:

Students and Academicians of Marketing.
 
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