Brandstorm by Liz Nickles
Surviving and Thriving in the New Consumer-Led Marketplace

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Synopsis

Branding has become ubiquitous, with new brands becoming word-of-mouth successes literally overnight, and many welcome the easy familiarity they bring to daily life. But now brand proliferation is threatening not only to stifle true choice in the marketplace, but to render hard-won brand identities - some decades in the making - meaningless. With today's unprecedented access to thousands of brands a day, via Twitter, Facebook, and the rest, the balance of brand power is shifting irrevocably away from the businesses behind them. In Brandstorm, branding guru Liz Nickles argues that, as a result, the brand is no longer a value proposition in itself, and that marketers and brand managers must stop the dilution and focus on meaningful, market-specific reinvention for those brands that can stand the test of time. She offers the success secrets behind leading brands like Ralph Lauren, Justin Bieber, and Revlon, and how to channel them today.

 

About Liz Nickles

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Liz Nickles is a nationally recognized expert in strategic marketing and brand development. She co-founded a research firm, Nickles & Ashcraft, that pioneered the assumptions about women in the workplace and teens in the twenty-first century. She has held senior leadership roles in companies including Credit Suisse First Boston, Mattel, FTI Consulting, and several major ad agencies and is the recipient of numerous awards for creativity and marketing. She is the author of twelve books and is currently President of Black Label Brand Development, a bespoke brand advisory firm in New York and London. Savita Iyer has written for a range of business and financial publications including Investment Advisor magazine, BusinessWeek and Thomson Reuters' International Financing Review.
 
Published November 13, 2012 by Palgrave Macmillan Trade. 256 pages
Genres: Business & Economics. Non-fiction

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