Power Branding - McKee, Steve
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Every one of the largest, most successful corporations were, at some point, mere startups. McKee explains what enables some companies to growbigger and better, while others stumble along year after year, running but never winning the race. The difference is that the biggest and best brands aren't slaves to conventional marketing wisdom. McKee shows by example how the same, sometimes counter-intuitive, strategies used by the biggest brands can also best serve small and mid-sized companies. Among the topics explored: How can a company grow big by thinking small? Why do the best companies…mehr

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Produktbeschreibung
Every one of the largest, most successful corporations were, at some point, mere startups. McKee explains what enables some companies to growbigger and better, while others stumble along year after year, running but never winning the race. The difference is that the biggest and best brands aren't slaves to conventional marketing wisdom. McKee shows by example how the same, sometimes counter-intuitive, strategies used by the biggest brands can also best serve small and mid-sized companies. Among the topics explored: How can a company grow big by thinking small? Why do the best companies sometimes avoid being better? Why do brands that create the most memorable advertising stay away from focus groups? What is the secret to an effective slogan? When can admitting a negative become a positive? A diverse selection of companies provides powerful lessons, ranging from traditional icons like Coca-Cola, McDonald's, and General Motors, to new media models like Google and Facebook. This book appeals not only to time- starved executives, but also to middle managers and owners of small businesses who have a wide variety of marketing problems to address and who need to change the way they think about how to generate healthy, consistent growth.
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Autorenporträt
Steve McKee is the co-founder of McKee Wallwork, a marketing advisory firm that specializes in revitalizing stalled, stuck and stale companies. He is the author of When Growth Stalls: How it Happens, Why You're Stuck and What to Do About It, an award-winning business book now published in four languages, and Power Branding: Leveraging the Success of the World's Best Brands, which New York Times bestselling author Jay Baer called "the definitive book on modern branding" that "should be mandatory reading in every business school in America." Steve's firm made the Inc. 500 list of the fastest-growing private companies in America its first year of eligibility and has twice won the prestigious Effie Award for marketing effectiveness from the American Marketing Association. The firm has twice been recognized by Advertising Age as Southwest Small Agency of the Year and one of the nation's Best Places to Work, and also won the publication's National B2B Campaign of the Year award. A longtime SmartBrief on Leadership contributor, Steve has also been published or quoted in The New York Times, USA Today, Advertising Age, Adweek, Investor's Business Daily, and The Los Angeles Times, among others. He has appeared on CNBC, CNNfn, Bloomberg TV and network television affiliates in dozens of cities across America. Steve is a popular speaker and has shared his insights with a wide variety of organizations and associations including the Better Business Bureau, Bloomberg, British Airways, Cabela's, Christie's International Real Estate, Einstein Bros. Bagels, The Federal Reserve, the IBM Alumni Association, International Paper, the International Executive MBA Council, the International Sleep Products Association, and the International Pizza Hut Franchise Holders Association, among others.