滿額折
Contrarian Branding
商品資訊
ISBN13：9789063694630
出版社：Bis Publishers UK
作者：Roland van der Vorst
出版日：2017/10/12
裝訂／頁數：平裝／192頁
規格：22.2cm*14.6cm*1.9cm (高/寬/厚)
商品簡介
作者簡介
商品簡介
The world is busier than ever. One of the major challenges for brands is how to stand out from the competition: brands competing for market share, new brands that are being introduced, and indeed politicians fighting for attention in a crowded arena.
The answer is certainly not to create more and more messages. Instead, brand managers should be able to craft ‘polar’ brand associations. This book shows how brands catch the eye by creating polarity. This goes further than just being different. It’s a sophisticated technique to set brands apart from all other competitors in a radical way. This can be done by creating brand associations that radically split a competitive field into absolute opposites or are able to reconcile these in unexpected ways. Lightheartedly and with a wealth of examples, the book describes unique ways of guaranteeing that brands create a break through. Contrarian Branding is a must for brands eager to stand out from the crowd.
The answer is certainly not to create more and more messages. Instead, brand managers should be able to craft ‘polar’ brand associations. This book shows how brands catch the eye by creating polarity. This goes further than just being different. It’s a sophisticated technique to set brands apart from all other competitors in a radical way. This can be done by creating brand associations that radically split a competitive field into absolute opposites or are able to reconcile these in unexpected ways. Lightheartedly and with a wealth of examples, the book describes unique ways of guaranteeing that brands create a break through. Contrarian Branding is a must for brands eager to stand out from the crowd.
作者簡介
Prof. dr. van der Vorst is Managing Director of FreedomLab and Professor of Strategic Design for Brand Development at TU Delft. Roland has always worked at the crossroads of strategic and creative thinking and is considered a thought leader in the field of strategic brand management. He has advised clients in various industries on disruptive business strategies, positioning, branding and innovation and has put his ideas in practice as an entrepreneur.
Roland has been a chairman of BBDO Netherlands, launched his own agency (THEY) and has been an entrepreneur in Singapore. He combined his work with scientific research. In 2004 he published his PhD thesis Branding, a systems theoretic perspective. He wrote books on motivation, such as Curiosity, Hope and positioning. He has written weekly columns for Dutch financial newspaper Het Financieele Dagblad. According to Dutch newspaper De Volkskrant, one of the 200 most influential people in the Netherlands.
Roland has been a chairman of BBDO Netherlands, launched his own agency (THEY) and has been an entrepreneur in Singapore. He combined his work with scientific research. In 2004 he published his PhD thesis Branding, a systems theoretic perspective. He wrote books on motivation, such as Curiosity, Hope and positioning. He has written weekly columns for Dutch financial newspaper Het Financieele Dagblad. According to Dutch newspaper De Volkskrant, one of the 200 most influential people in the Netherlands.
購物須知
外文書商品之書封，為出版社提供之樣本。實際出貨商品，以出版社所提供之現有版本為主。部份書籍，因出版社供應狀況特殊，匯率將依實際狀況做調整。
無庫存之商品，在您完成訂單程序之後，將以空運的方式為你下單調貨。為了縮短等待的時間，建議您將外文書與其他商品分開下單，以獲得最快的取貨速度，平均調貨時間為1~2個月。
為了保護您的權益，「三民網路書店」提供會員七日商品鑑賞期(收到商品為起始日)。
若要辦理退貨，請在商品鑑賞期內寄回，且商品必須是全新狀態與完整包裝(商品、附件、發票、隨貨贈品等)否則恕不接受退貨。