Myths of Branding: Dispel the Misconceptions and Become a Brand Expert by Simon

The Nile on eBay   Myths of Branding by Simon Bailey, Andy Milligan

Debunk the most pervasive myths about the world of branding, with this expert overview that separates the facts from the falsehoods.

FORMATPaperback LANGUAGEEnglish CONDITIONBrand New Publisher Description

A brand is just a logo - everyone knows that, don't they? After all, it's not as though a good brand can save a bad business, and besides, the digital revolution is making branding irrelevant...Myths of Branding, written by renowned branding experts Andy Milligan and Simon Bailey, explores the huge number of misguided, mistaken and blatantly false myths that abound in the branding arena. From the belief that developing brands is nothing more than fiddling with logos, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity and that the customer is always right - these myths are all surprisingly entrenched, yet could not be further from the truth.Myths of Branding uses up-to-date case studies and witty examples to debunk these popular misconceptions, and replaces them with the reality of what it's really like to work in the world of branding. Jam-packed with entertaining anecdotes and useful information that practitioners can learn from, it guarantees a deeper, sharper understanding of the realities of branding and brand management.About the Business Myths series...The Business Myths series tackles the falsehoods that pervade the business world. From leadership and management to social media and the workplace, these accessible books overturn out-of-date assumptions, skewer stereotypes and put oft-repeated slogans to the myth-busting test. Both entertaining and rigorously researched, these books will equip you with the insight and no-nonsense wisdom you need to succeed.

Author Biography

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 media on brand issues. He is the co-author of On Purpose and Bold.Simon Bailey is an experienced business leader and brand specialist who advises CEOs on using their brand to drive business growth. He was formerly European CEO of Interbrand and UK CEO of WPP agency the Brand Union. His agencies have twice been awarded 'Agency of the Year' by Marketing Magazine.

Table of Contents

Chapter - 01: Myth 1 – Brands are just a way of charging you more for the same product;Chapter - 02: Myth 2 – Once lost, brand trust can never be rebuilt;Chapter - 03: Myth 3 – A good brand can prop up a bad business;Chapter - 04: Myth 4 – Technology is diminishing the power of brands;Chapter - 05: Myth 5 – Branding is just about identity;Chapter - 06: Myth 6 – Brands don't have any real economic value;Chapter - 07: Myth 7 – There is no such thing as brand loyalty;Chapter - 08: Myth 8 – The customer is always right;Chapter - 09: Myth 9 – It takes large resources and years of effort to build a global brand;Chapter - 10: Myth 10 – A brand is 'owned' by the marketing department;Chapter - 11: Myth 11 – Brand purpose is about effective corporate social responsibility;Chapter - 12: Myth 12 – Customers are seeking a conversation with your brand;Chapter - 13: Myth 13 – There are no real tools to help you manage your brand;Chapter - 14: Myth 14 – In certain businesses, brands really don't matter;Chapter - 15: Myth 15 – Branding has nothing to do with the customer experience;Chapter - 16: Myth 16 – Branding is all about the product

Promotional "Headline"

Explores the most pervasive and damaging myths from the world of branding including, 'a good brand can save a bad business' and 'branding is all about visual identity', and debunks them with up-to-date examples and market-focused evidence

Feature

* Explores the most pervasive and damaging myths from the world of branding including, 'a good brand can save a bad business' and 'branding is all about visual identity', and debunks them with up-to-date examples and market-focused evidence; * Includes fascinating case studies from the world's leading brands and topmost branding agencies; * New to this edition: fully updated with new myths and case studies and examples ; * Is part of the Business Myths series, which tackle some of the biggest falsehoods, skewed stereotypes and damaging misconceptions that can disrupt businesses today

Details ISBN1398608157 Author Andy Milligan Short Title Myths of Branding Series Business Myths Language English Year 2022 Edition 2nd ISBN-10 1398608157 ISBN-13 9781398608153 Format Paperback Subtitle Dispel the Misconceptions and Become a Brand Expert Publisher Kogan Page Ltd Publication Date 2022-10-03 Imprint Kogan Page Ltd Place of Publication London Country of Publication United Kingdom AU Release Date 2022-10-03 NZ Release Date 2022-10-03 UK Release Date 2022-10-03 Pages 264 Edition Description 2nd Revised edition Replaces 9780749483098 Alternative 9781398608177 DEWEY 658.827 Audience Tertiary & Higher Education We've got this

At The Nile, if you're looking for it, we've got it.With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love!

TheNile_Item_ID:138170177;