UnBranding: 100 Branding Lessons for the Age of Disruption
暫譯: 去品牌化:在顛覆時代的100個品牌課程

Scott Stratten, Alison Stratten

  • 出版商: Wiley
  • 出版日期: 2017-10-09
  • 售價: $1,130
  • 貴賓價: 9.5$1,074
  • 語言: 英文
  • 頁數: 320
  • 裝訂: Hardcover
  • ISBN: 1119417015
  • ISBN-13: 9781119417019
  • 海外代購書籍(需單獨結帳)

相關主題

商品描述

UnBranding breaks through the noise of disruption.

We live in a transformative time. The digital age has given us unlimited access to information and affected all our traditional business relationships – from how we hire and manage, to how we communicate with our current and would-be customers. Innovation continues to create opportunities for emerging products and services we never thought possible.

With all the excitement of our time, comes confusion and fear for many businesses. Change can be daunting, and never have we lived in a time where change came so quickly.

This is the age of disruption – it's fast-paced, far-reaching and is forever changing how we operate, create, connect, and market.

It's easy to see why brand heads are spinning. Businesses are suffering from 'the next big thing' and we're here to help you find the cure.

UnBranding is about focus – it's about seeing that within these new strategies, technologies and frameworks fighting for our attention, lay the tried and true tenants of good business – because innovation is nothing but a bright and shiny new toy, unless it actually works. UnBranding is here to remind you that you can't fix rude staff, mediocre products and a poor brand reputation with a fancy new app.

We are going to learn from 100 branding stories that will challenge your assumptions about business today and teach valuable, actionable lessons. It's not about going backwards, it's about moving forward with purpose, getting back to the core of good branding while continuing to innovate and improve without leaving your values behind.

Some topics will include:

  • Growing and maintaining your brand voice through the noise
  • How to focus on the right tools for your business, for the right reasons
  • Maintaining trust, consistency and connection through customer service and community
  • The most important question to ask yourself before innovation
  • The importance of personal branding in the digital age
  • How to successful navigate feedback and reviews

It's time for a reality check. It's time to solve problems, create connections, and provide value rather than rush strategy just to make headlines. UnBranding gives you the guidance you need to navigate the age of disruption and succeed in business today.

商品描述(中文翻譯)

**UnBranding 突破了擾動的噪音。**

我們生活在一個變革的時代。數位時代讓我們無限接觸資訊,並影響了我們所有的傳統商業關係——從我們如何招聘和管理,到我們如何與現有和潛在客戶溝通。創新持續創造出我們從未想過的產品和服務的機會。

隨著我們這個時代的興奮,許多企業也面臨困惑和恐懼。變化可能令人畏懼,而我們從未生活在變化來得如此迅速的時代。

這是擾動的時代——它快速、廣泛,並永遠改變了我們的運作、創造、連結和行銷方式。

很容易理解為什麼品牌負責人感到頭暈目眩。企業正在遭受「下一個大事件」的困擾,而我們在這裡幫助你找到解決之道。

UnBranding 是關於專注——它是關於在這些新策略、技術和框架中,爭取我們注意力的背後,存在著良好商業的經典原則——因為創新不過是一個閃亮的新玩具,除非它實際上能運作。UnBranding 在這裡提醒你,無法用一個華麗的新應用程式來修復粗魯的員工、平庸的產品和糟糕的品牌聲譽。

我們將從100個品牌故事中學習,這些故事將挑戰你對當今商業的假設,並教導有價值且可行的課程。這不是關於倒退,而是以目的向前邁進,回到良好品牌的核心,同時持續創新和改進,而不會拋棄你的價值觀。

一些主題將包括:

- 在噪音中增長和維持你的品牌聲音
- 如何專注於適合你業務的正確工具,並有正確的理由
- 通過客戶服務和社群維持信任、一致性和連結
- 在創新之前要問自己的最重要問題
- 數位時代個人品牌的重要性
- 如何成功應對反饋和評價

是時候進行現實檢查了。是時候解決問題、創造連結並提供價值,而不是急於制定策略以便上頭條。UnBranding 為你提供在擾動時代中導航和在當今商業中成功所需的指導。