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| Books on Brand Strategy |
David is a recognized authority in the area of brands, marketing, and digital strategy. He is the Executive Director of Center on Global Brand Leadership at Columbia Business School. The Center provides today's leaders with innovative branding solutions and a global perspective through a network of partner centers at leading schools in China, Germany, Korea, Spain, and Singapore.
David is also a keynote speaker and consults with companies worldwide on marketing strategy, innovation, brand architecture, customer experience, organizational alignment, and digital media. |
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| David's Books and Case Studies on Marketing, Brand Strategy, and Customer Experience: |
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Handbook on Brand
and Experience Management
(co-edited with Bernd Schmitt)
Order this book at amazon.com
This book explores emerging research and new
directions in practice around the concepts of
brand equity, brand associations, brand
personality, brand extensions, and brand
valuation. |
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| The book includes: |
the latest academic research offering new frameworks for understanding brand management
current tools in practice by brand managers today, linking theory and practice
new conceptual frameworks for understanding and managing customer experiences
empirical research and measurement in both brand and experience managem
entarticles by practitioners focusing on practical, managerial, and organizational best practices
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| Focusing on customer experience, this book reflects the shift in branding from the cognitive view of customers as information-processors towards a more holistic view encompassing rational and emotional benefits. This shift in perspective has had profound impact on the practice and meaning of branding. In some cases, the customer experience is viewed as shaping all perceptions and value of a brand. In other cases, customer experience is a paradigm, with domains including branding, innovation, and service interactions. Therefore, this handbook focuses on perspectives on brand management, on experience management, and perspectives that combine the two. |
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[Case Study]
SAP: Building a Leading Technology Brand
(co-authored with Bernd Schmitt)
Download the case for free
Hasso Plattner, co-CEO of software firm SAP AG, has hired Martin Homlish to develop a strong brand image for the firm, a B2B company whose culture has always focused more on product engineering than on marketing. |
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This case examinesHomlish's efforts to transform marketing worldwide and spearhead a strategic branding initiative. Homlish's challenges were to align the organization and communicate the brand consistently, as well as to build a brand strong and flexible enough to continually support changing business objectives. Homlish established SAP Global Marketing, based in New York City, and launched a comprehensive effort to build a powerful global brand.
This effort has produced impressive results for SAP. According to BusinessWeek's annual brand rankings, the value of the brand rose $2.86 billion, or 46 percent, between 2000 and 2005, making SAP the only software company to gain brand value for those five years in a row. |
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There's No Business That's Not Show Business:
Marketing in an Experience Culture
(co-authored with Bernd Schmitt and Karen Vrotsos)
Order this book at amazon.com
The authors lift the curtain on how successful
brands like BMW, Intel, Victoria's Secret, Toys R Us,
and Altoids win over customers in an experience-
driven culture. The book shows managers how an
experiential marketing strategy can be taken to
implementation in a range of media. |
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In today's "show business," experiential marketing has moved beyond the world of TV commercials to include staged events, experiential retail space, street theater, and squads of customer evangelists. Experiential marketers use "show business" to generate buzz, launch products, grow brands, and build great customer relationships.
This book shows how with:
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Dozens of case studies and best practices from diverse industries (automotive, fashion, technology, packaged goods, and more)
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Steps to keeping your show "on brand" - so the experience builds your brand, and doesn't distract from it
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Techniques for consumer, B2B, even internal marketing initiatives
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Tools for budgeting and measuring the bottom-line impact of your show
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