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有溫度的品牌行銷:Nike前行銷長精煉27年的創意領導課
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作者:葛雷格.霍夫曼  出版社:時報文化  出版日:2023/04/25 裝訂:平裝
★亞馬遜分類暢銷榜第一名★甫出版即售出11國版權,各國讀者爭相捧讀★《商業內幕》、《廣告時代》評選最具創意力的領導人品牌如何打動人心、與顧客建立強烈情感連結?透過Nike前行銷長的親筆傳記,一窺品牌幕後推手的經營心法!「作為品牌,絕不能忘記原則是觸動消費者的情感。」──Nike前行銷長,葛雷格.霍夫曼✦影星克里斯.伊凡感動推薦:「太鼓舞人心了。我愛不釋手。」✦行銷大師賽斯.高汀盛讚:「一個品牌不只是一個商標,而是一個故事。霍夫曼會幫助我們了解,致力於實踐創意,將如何讓每個故事變得更好。」▶▶霍夫曼從實習生到行銷長的27年奇幻旅程:.打造Nike+的logo,與賈伯斯攜手合作,創立Apple Watch Nike系列。.找來傳奇球星柯比.布萊恩推出聯名球鞋,加強Nike與運動明星之間的緊密聯繫。.為「小皇帝」勒布朗.詹姆斯打造爆紅影片,成功扭轉輿論方向。.為少數族裔發聲,推出「站起來,說出來」的Nike腕帶,全球迅速售出500萬套。.2012年倫敦奧運期間推出「活出你的偉大」活動,拓展了Nike的品牌特質。.2014年世界盃期間推出的影片,創下4億次觀看數,2,300萬按讚、留言與分享數,帶領Nike成為全球足球產業的首選品牌之一。▶▶向Nike前行銷長學習創意行銷心法:.鍛鍊好奇心:好奇心是一種肌肉,而肌肉需要鍛鍊。你必須塑造充滿創意性好奇心的氛圍。.抱持同理心:同理心是創意的泉源,當你碰觸到受眾的心理,達到感動他們的層次,便能建立觸動人心的品牌。.勇於被記住:就像歷久不衰的世界名著一樣,品牌要透過說故事的方式,激發人們的情感,創造記憶點,才能讓品牌永流傳。.建立品牌優勢:培養強而有力的創意文化,才能建立與消費者之間的情感聯繫,而這正是品牌最重要的競爭優勢所在。.打造夢幻團隊:學會擁抱團隊裡的夢想家,讓安靜的聲音說得最響亮,創造多樣性的氧氣,進而打造可自由發揮創意的夢幻隊伍。本書作者霍夫曼於1992年以實習生的身分進入Nike,27年來,靠著與眾不同的創意與毅力,最終成為行銷長。他是Nike創新策略背後的主要推手,透過說故事和群眾體驗,成功帶領Nike攀向一座又一座品牌聲量的高峰。霍夫曼認為,品牌能持續存活的關鍵要素,在於產品和人們之間強烈的情感連結。要觸動消費者的心弦,並不需要投入上百萬的經費;品牌與顧客之間的情感聯繫,取決於故事的力道與連結的深度。不管你是一人團
定價:430 元, 優惠價:9 387
庫存:2
Emotion by Design
滿額折
作者:Greg Hoffman  出版社:Cornerstone  出版日:2022/04/07 裝訂:平裝
定價:899 元, 優惠價:95 854
無庫存,下單後進貨(到貨天數約45-60天)
How Games Move Us ─ Emotion by Design
作者:Katherine Isbister  出版社:Mit Pr  出版日:2016/03/04 裝訂:精裝
This is a renaissance moment for video games -- in the variety of genres they represent, and the range of emotional territory they cover. But how do games create emotion? InHow Games Move Us, Katherin
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Emotion by Design Lib/E: Creative Leadership Principles from the Genius of Nike's Marketing and Branding
滿額折
作者:Greg Hoffman  出版社:Hachette Book Group  出版日:2022/04/05 裝訂:有聲書
定價:3185 元, 優惠價:1 3185
無庫存,下單後進貨(到貨天數約30-45天)
Emotion by Design: Creative Leadership Lessons from a Lifetime at Nike
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作者:Greg Hoffman  出版社:Twelve  出版日:2022/04/05 裝訂:精裝
定價:1050 元, 優惠價:79 830
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Emotion by Design: Creative Leadership Principles from the Genius of Nike's Marketing and Branding
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作者:Greg Hoffman  出版社:Hachette Book Group  出版日:2022/04/05 裝訂:有聲書
定價:1400 元, 優惠價:1 1400
無庫存,下單後進貨(到貨天數約30-45天)
Emotion by Design:Creative Leadership Lessons from a Life at Nike
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作者:Greg Hoffman  出版社:Cornerstone  出版日:2023/01/05 裝訂:平裝
定價:604 元, 優惠價:95 574
無庫存,下單後進貨(到貨天數約45-60天)
Emotion by Design:Creative Leadership Lessons from a Life at Nike
滿額折
作者:Greg Hoffman  出版社:Cornerstone  出版日:2022/04/07 裝訂:精裝
定價:1200 元, 優惠價:95 1140
無庫存,下單後進貨(到貨天數約45-60天)
Design for Emotion
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作者:Trevor Van Gorp; Edie Adams  出版社:Elsevier Science Ltd  出版日:2012/06/22 裝訂:平裝
Design for Emotion introduces you to the why, what, when, where and how of designing for emotion. Improve user connection, satisfaction and loyalty by incorporating emotion and personality into your d
定價:1223 元, 優惠價:1 1223
無庫存,下單後進貨(到貨天數約30-45天)
Rainer Buchmann: Innovation-Design-Emotion
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作者:Gerold Lingnau  出版社:Heel Verlag Gmbh  出版日:2019/06/01 裝訂:精裝
Car modifier b+b Auto, founded 1973 in Frankfurt by Rainer Buchmann and his brother Dieter, caused a stir in the 1980's European and international car scene by their technical innovations as well as t
定價:2197 元, 優惠價:9 1977
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Love Objects ― Emotion, Design and Material Culture
滿額折
作者:Anna Moran (EDT); Sorcha O'brien (EDT)  出版社:Bloomsbury USA Academic  出版日:2014/10/09 裝訂:精裝
Love Objects investigates how we embody love in material form by exploring the emotional potency of objects in our lives. How do objects become fetishes, symbols and representations; active participan
定價:9625 元, 優惠價:9 8663
無庫存,下單後進貨(到貨天數約30-45天)
Love Objects ─ Emotion, Design and Material Culture
滿額折
作者:Anna Moran (EDT); Sorcha O'brien (EDT)  出版社:Bloomsbury USA Academic  出版日:2014/10/09 裝訂:平裝
Love Objects: Emotion, Design and Material Culture investigates the physical embodiment of love by exploring the emotional potency of objects in our lives. How do objects become fetishes, symbols and
定價:1958 元, 優惠價:9 1762
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On the Way to Fun: An Emotion-Based Approach to Successful Game Design
滿額折
作者:Roberto Dillon  出版社:A K Peters Ltd UK  出版日:2010/04/01 裝訂:平裝
In On the Way to Fun, Roberto Dillon (DigiPen Singapore) provides game designers with a useful tool to understand how to craft an immersive gameplay by engaging players emotionally to deliver an exci
定價:3336 元, 優惠價:1 3336
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On the Power, Wisdom and Goodness of God as Manifested in the Adaptation of External Nature to the Moral and Intellectual Constitution of Man(Volume 1)
90折
作者:Thomas Chalmers  出版社:Cambridge Univ Pr  出版日:2009/07/20 裝訂:平裝
The eight Bridgewater Treatises of the 1830s aimed to contribute to an understanding of the world as created by God. This, the first treatise, by the Scottish mathematician and churchman Thomas Chalmers, proposes an 'argument for the character of the Deity, as grounded on the laws and appearances of nature'. It sees harmonies between the intellectual and material worlds as manifesting the hand of God in their creation, anticipating aspects of today's 'intelligent design' theory. Volume I includes chapters comparing virtuous and vicious personalities; the concept of habit; how external nature is adapted to man's moral constitution; and how moral and intellectual aspects of mankind lead to the civil and political well-being of society. Volume II provides specific examples of God's design including happiness and the connection between intellect, emotion and will, concluding that areas left as open questions by science's lack of proof are indications of divine architecture.
定價:2159 元, 優惠價:9 1943
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Judgment Studies:Design, Analysis, and Meta-Analysis
作者:Robert Rosenthal  出版社:Cambridge Univ Pr  出版日:1987/05/29 裝訂:精裝
Because of the complexity of human behaviour a great many research variables must be constructed from the building blocks of human judgement. A teacher's warmth, a psychotherapist's ability to create rapport, a patient's inner state - these all tend ultimately to be defined by the judgements of others. The purpose of this book is to describe the design, the analysis and the meta-analysis of studies employing judgements in sufficient detail that readers can conduct such studies, and more wisely evaluate them. While the author's examples are drawn primarily from research on non-verbal behaviour, the book is designed for any investigators employing judges, observers, raters, coders, or decoders, whether or not the behaviour being assessed is non-verbal. Judgment Studies: Design, Analysis, and Meta-Analysis constitutes a unique resource for advanced students and researchers in the behavioural and social sciences. It offers the first integrated summary of methodological issues in judgement
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