Fallon, Pat.
Juicing the orange : how to turn creativity into a powerful business advantage / Pat Fallon and Fred Senn. - Boston, Mass. : Harvard Business School Press, c2006. - ix, 228 p., [8] p. of plates : ill. (some col.) ; 25 cm.
Includes bibliographical references (p. [201]-206) and index.
Redefining creativity in today's marketing environment -- Outpacing the commoditization of your brand: how the right emotional connection freed Citibank from the commodity trap -- Fighting for your brand's voice: how United Airlines stayed connected with its core customers through multiple crises -- Establishing and leveraging a category advantage: how a catchphrase captured the category for Holiday Inn Express -- Overcoming a serious branding problem: how Skoda UK rescued its brand from public ridicule Reviving a mature consumer brand: how a relic from the corporate attic revived Lee Jeans -- Reenergizing a mature business brand: how EDS emerged from B2B brand obscurity -- Choosing the best media for the message: How BMW reached drivers on their own turf-the Internet -- Marketing a network of businesses under one brand: how the Islands of Bahamas reorganized as a brandable destination -- Rethinking customer engagement: why share of market no longer depends on share of voice -- Lessons learned: how to juice your environment for creativity.
1591399270 9781591399278
2005036310
Marketing.
Creative ability in business.
Product management.
HF5415 / .F27 2006
658.8/02
Juicing the orange : how to turn creativity into a powerful business advantage / Pat Fallon and Fred Senn. - Boston, Mass. : Harvard Business School Press, c2006. - ix, 228 p., [8] p. of plates : ill. (some col.) ; 25 cm.
Includes bibliographical references (p. [201]-206) and index.
Redefining creativity in today's marketing environment -- Outpacing the commoditization of your brand: how the right emotional connection freed Citibank from the commodity trap -- Fighting for your brand's voice: how United Airlines stayed connected with its core customers through multiple crises -- Establishing and leveraging a category advantage: how a catchphrase captured the category for Holiday Inn Express -- Overcoming a serious branding problem: how Skoda UK rescued its brand from public ridicule Reviving a mature consumer brand: how a relic from the corporate attic revived Lee Jeans -- Reenergizing a mature business brand: how EDS emerged from B2B brand obscurity -- Choosing the best media for the message: How BMW reached drivers on their own turf-the Internet -- Marketing a network of businesses under one brand: how the Islands of Bahamas reorganized as a brandable destination -- Rethinking customer engagement: why share of market no longer depends on share of voice -- Lessons learned: how to juice your environment for creativity.
1591399270 9781591399278
2005036310
Marketing.
Creative ability in business.
Product management.
HF5415 / .F27 2006
658.8/02