Susana Olivo

How to Build Brand Value (eBook, ePUB)

Lead culture. Be relevant. Recruit consumers massively.

• Format: ePub

Produktbeschreibung

In a context where change is rapid and complexity is increasing, the crucial challenge brands face is to maintain perceived value, and making relevance is a monumental task for marketing professionals. The saturation of new brands, categories, and consumer choices, coupled with decreasing attention spans and generational differences, creates a sense of uncertainty and volatility. Brands risk becoming invisible and losing value, dominated by price competition and facing limited advertising budgets. In response to this situation, the book provides a guide for marketing professionals to use culture as a strategic tool to strengthen their brand value. By leading cultural transformation and offering consumers enriching and ever-evolving identities, brands can remain relevant and valuable in an ever-changing world.

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Produktdetails

• Verlag: LID Editorial
• Seitenzahl: 176
• Erscheinungstermin: 15. November 2024
• Englisch
• ISBN-13: 9786076998960
• Artikelnr.: 72175785

Autorenporträt

Susana Oliva is an Industrial Engineer from the Universidad Iberoamericana in Mexico City, with a passion for the future, technology, and human evolution. Innovation and strategy have formed the pillars of her work since the beginning of her profesional career. She has made a crucial, difference through her ability to generate disruptions in consumer markets, achieving the mass adoption of new products in categories susch as household cleaning products education, alcoholic beverages, food and macro snacks, among others. In 2008, Susana founded BigFoot, a consulting firm specializing in monitoring cultural change, strategic planning and creative solutions. Big Foot has played a key role in the growth of several brands and businesses and has developed methodologies that have earned global awards and the loyalty of major clients such as PepsiCo, Diageo, and American Express. Susana is a profesional who defies convention, a visionary leader who finds opportunities for growth when none are apparent, promoting constant innovation and the sustainable transformation of the environment. She is currently focused on developing cultural strategies that, together with responsible brands hel shape a sustainable culture for humanity transcending the limits of traditional marketing.