Affinity : beyond branding, None by Goldfarb, Martin, None, Aster, Howard instant download

Affinity : beyond branding, None by Goldfarb, Martin, None, Aster, Howard instant download

300 p. ; 21 cm, The big picture. Introduction ; In the beginning there is always a story ; The creative leap : come and take a leap with me! ; Values : the building blocks of the collective consensus ; From values to brands ; Beyond branding -- affinity -- Stories from the marketplace. Wonderbra -- The world of diamonds : a potlatch strategy ; The Ford truck story ; The Pinto story : knowing your weakness, telling the truth -- Touch zones : the sensuality of choice ; Ford : falling in love and out of love -- the story in four parts ; Ford and corporate culture ; Toyota : a consistent message that got through ; Fear : the gas story ; Livent : price points ; Guests not customers : The Four Seasons Hotel ; Pulse : the context of listening and observing ; It's [i.e. It is] ours : the Petro-Canada story ; The Toronto Star : the archaeology [i.e. archeology] of society -- looking for new sites ; Choice marketing : empowering the consumer in different cultures ; Price-point package marketing ; Consumer values : the need for newness -- a Ford success story ; Let us compare cultures : Ford vs. [i.e. versus] Toyota ; Trenitalia : an Italian story ; Turning the consumer \"on\" : the powers of suggestion -- three products, three stories ; Spectators vs. participants ; A culture in transition : the challenge of understanding ; Marketing hard liquor : two strategies ; Searching for the brand internally : the story of Scotiabank -- Extending the perspective. Introduction ; The unforgiving public : corporate responsibility ; Branding and affinity in politics : the just society ; Good times, bad times, new times? ; Some further extensions