Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers.This book is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you.If you read and loved How Brands Grow, it's time to move to the next level of marketing. And if you haven't, get ready -- this book will change the way you think about marketing forever.

    Ask any group of trainers whether they rely on the model's four levels Reaction, Learning, Behavior, and Results in their practice, and you'll get an enthusiastic affirmation. But how many variations of Kirkpatrick are in use today? And what number of misassumptions and faulty practices have crept in over 60 years? The reality is: Quite a few. James and Wendy Kirkpatrick have written Kirkpatrick's Four Levels of Training Evaluation to set the record straight. Delve into James and Wendy's new findings that, together with Don Kirkpatrick's work, create the New World Kirkpatrick Model, a powerful training evaluation methodology that melds people with metrics. In Kirkpatrick's Four Levels of Training Evaluation, discover a comprehensive blueprint for implementing the model in a way that truly maximizes your business's results. Using these innovative concepts, principles, techniques, and case studies, you can better train people, improve the way you work, and, ultimately, help your organization meet its most crucial goals.

    And they are based on commodity products or services.Following the success of his #1 bestselling book, “How to Launch a Brand,” acclaimed brand strategist Fabian Geyrhalter is back with an enlightening new book that digs deep into today’s new world of brand creation. “Bigger Than This” challenges companies – from startups to Fortune 100s – to (re)discover their spark and connect with today’s consumers on a deeper level.In “Bigger Than This,” Geyrhalter analyzes brands that are based on commodity products – watches, socks, shoes, fish – yet they quickly turn into beloved brands. He emphasizes the importance of storytelling, encouraging brands to embrace 8 simple traits these brands showcase and offers specific, actionable commandments that any brand can implement – story, belief, cause, heritage, delight, transparency, solidarity and individuality. Instead of playing “dress-up,” he wants businesses to uncover the roots of their ventures and share honest, empathetic stories that resonate with consumers, creating a loyal following that leads to strong, successful brands.Delightfully concise and refreshing, Geyrhalter draws on his personal experience of having helped shape over 60 brands, and intentionally (and noticeably) steps away from marketing fluff and business lingo that often clouds the integrity of marketing books.

    Throughout the day, you are asked to be creative, to come up with new and better ideas. So what do you do when you need a creative jolt for your brain? Now you can turn to Caffeine for the Creative Mind.This collection of short, focused creative exercises is just the boost you need get your brain working. Inside, you'll find:Over 250 brain-stretching exercises. The exercises are brief, fun and are meant to evoke creative, thought-provoking responses. Get your brain moving by engaging in an exercise at the start of your day or stop and do one whenever you need a creative jolt."I Tried It" testimonials. From illustrators to photographers to professors, real people give feedback on specific exercises they've tried. They also offer more suggestions for how the exercises can be used, changed or reworked to become even more useful.Interviews with prominent creative people. See how the people who are in charge of building and maintaining creative environments—studio heads, designers, shop owners, illustrators and animators—view the importance of creativity in their everyday lives.The only thing keeping you from reaching a new level of creative thought is inaction. With this stimulating book, you'll learn how to focus your creative attention in short, definable ways. Caffeine for the Creative Mind is your springboard for coming up with solutions that challenge you to alter your perspective—and begin generating ideas at the highest possible level!

    His studio, johnson banks, is responsible for the rebranding of many notable clients, including Virgin Atlantic, Think London, BFI, Christian Aid, and MORE TH>N, and he has garnered a plethora of awards in the process.In Branding, Johnson strips everyday brands down to their basic components, with case studies that enable us to understand why we select one product or service over another and allow us to comprehend how seemingly subtle influences can affect key life decisions. The first part of the book shows how the birth of a brand begins not with finding a solution but rather with identifying the correct question—the missing gap in the market—to which an answer is needed. Johnson proceeds to unveil hidden elements involved in creating a successful brand—from the strapline that gives the brand a narrative and a purpose to clever uses of typography that unite design and language.With more than 1,000 vibrant illustrations showcasing the world’s most successful corporate identities, as well as generic templates enabling you to create your own brand or ad with ease, Branding explores every step of the development process required to create the simplest and most immediately compelling brands.

    His search revealed seven definable assets that together construct the belief system that lies behind every successful brand, whether it's a product, service, city, personality, social cause, or movement. In Primal Branding, Hanlon explores those seven components, known as the primal code, and shows how to use and combine them to create a community of believers in which the consumer develops a powerful emotional attachment to the brand. These techniques, work for everyone involved in creating and selling an image-from marketing managers to social advocates to business leaders seeking to increase customer preference for new or existing products. Primal Branding presents a world of new possibility for marketers of every stripe—and the opportunity to move from being just another product on the shelf to becoming a desired and necessary part of the culture.

    Ironically, I must recommend that you read her every word so that you can find out why your customers won't read very many words on your website -- and what to do about it.-- Jakob Nielsen, Principal, Nielsen Norman Group"There are at least twelve billion web pages out there. Twelve billion voices talking, but saying mostly nothing. If just 1% of those pages followed Ginny's practical, clear advice, the world would be a better place. Fortunately, you can follow her advice for 100% of your own site's pages, so pick up a copy of Letting Go of the Words and start communicating effectively today."--Lou Rosenfeld, co-author, Information Architecture for the World Wide WebOn the web, whether on the job or at home, we usually want to grab information and use it quickly. We go to the web to get answers to questions or to complete tasks - to gather information, reading only what we need. We are all too busy to read much on the web.This book helps you write successfully for web users. It offers strategy, process, and tactics for creating or revising content for the web. It helps you plan, organize, write, design, and test web content that will make web users come back again and again to your site.Learn how to create usable and useful content for the web from the master - Ginny Redish. Ginny has taught and mentored hundreds of writers, information designers, and content owners in the principles and secrets of creating web information that is easy to scan, easy to read, and easy to use.This practical, informative book will help anyone creating web content do it better.Features* Clearly-explained guidelines with full color illustrations and examples from actual web sites throughout the book. * Written in easy-to-read style with many befores and afters.* Specific guidelines for web-based press releases, legal notices, and other documents.* Tips on making web content accessible for people with special needs.Janice (Ginny) Redish has been helping clients and colleagues communicate clearly for more than 20 years. For the past ten years, her focus has been helping people create usable and useful web sites. She is co-author of two classic books on usability: A Practical Guide to Usability Testing (with Joseph Dumas), and User and Task Analysis for Interface Design (with JoAnn Hackos), and is the recipient of many awards.

    You put in the hours. Yet you feel like you are constantly treading water with "Good Work" that keeps you going but never quite moves you ahead. Or worse, you are mired in "Bad Work"—endless meetings and energy-draining bureaucratic traps.Do More Great Work gets to the heart of the problem: Even the best performers are spending less than a fraction of their time doing "Great Work"—the kind of innovative work that pushes us forward, stretches our creativity, and truly satisfies us. Michael Bungay Stanier, Canadian Coach of the Year in 2006, is a business consultant who’s found a way to move us away from bad work (and even good work), and toward more time spent doing great work.When you’re up to your eyeballs answering e-mail, returning phone calls, attending meetings and scrambling to get that project done, you can turn to this inspirational, motivating, and at times playful book for invaluable guidance. In fifteen exercises, Do More Great Work shows how you can finally do more of the work that engages and challenges you, that has a real impact, that plays to your strengths—and that matters.The exercises are "maps"—brilliantly simple visual tools that help you find, start and sustain Great Work, revealing how to:Find clues to your own Great Work—they’re all around youLocate the sweet spot between what you want to do and what your organization wants you to doGenerate new ideas and possibilities quicklyBest manage your overwhelming workloadDouble the likelihood that you’ll do what you want to doAll it takes is ten minutes a day, a pencil and a willingness to change. Do More Great Work will not only help you identify what the Great Work of your life is, it will tell you how to do it.

    Written by Peter Morville, author of the groundbreaking Information Architecture for the World Wide Web, the book defines our current age as a state of unlimited findability. In other words, anyone can find anything at any time. Complete navigability.Morville discusses the Internet, GIS, and other network technologies that are coming together to make unlimited findability possible. He explores how the melding of these innovations impacts society, since Web access is now a standard requirement for successful people and businesses. But before he does that, Morville looks back at the history of wayfinding and human evolution, suggesting that our fear of being lost has driven us to create maps, charts, and now, the mobile Internet.The book's central thesis is that information literacy, information architecture, and usability are all critical components of this new world order. Hand in hand with that is the contention that only by planning and designing the best possible software, devices, and Internet, will we be able to maintain this connectivity in the future. Morville's book is highlighted with full color illustrations and rich examples that bring his prose to life.Ambient Findability doesn't preach or pretend to know all the answers. Instead, it presents research, stories, and examples in support of its novel ideas. Are we truly at a critical point in our evolution where the quality of our digital networks will dictate how we behave as a species? Is findability indeed the primary key to a successful global marketplace in the 21st century and beyond. Peter Morville takes you on a thought-provoking tour of these memes and more -- ideas that will not only fascinate but will stir your creativity in practical ways that you can apply to your work immediately.

    His liberating message: you'll be more successful if you stop struggling so hard to plan or control your success. Messy is a deeply researched, endlessly eye-opening adventure in the life-changing magic of not tidying up' Oliver BurkemanThe urge to tidiness seems to be rooted deep in the human psyche. Many of us feel threatened by anything that is vague, unplanned, scattered around or hard to describe. We find comfort in having a script to rely on, a system to follow, in being able to categorise and file away.We all benefit from tidy organisation - up to a point. A large library needs a reference system. Global trade needs the shipping container. Scientific collaboration needs measurement units. But the forces of tidiness have marched too far. Corporate middle managers and government bureaucrats have long tended to insist that everything must have a label, a number and a logical place in a logical system. Now that they are armed with computers and serial numbers, there is little to hold this tidy-mindedness in check. It's even spilling into our personal lives, as we corral our children into sanitised play areas or entrust our quest for love to the soulless algorithms of dating websites. Order is imposed when chaos would be more productive. Or if not chaos, then . . . messiness.The trouble with tidiness is that, in excess, it becomes rigid, fragile and sterile. In Messy, Tim Harford reveals how qualities we value more than ever - responsiveness, resilience and creativity - simply cannot be disentangled from the messy soil that produces them. This, then, is a book about the benefits of being messy: messy in our private lives; messy in the office, with piles of paper on the desk and unread spreadsheets; messy in the recording studio, the laboratory or in preparing for an important presentation; and messy in our approach to business, politics and economics, leaving things vague, diverse and uncomfortably made-up-on-the-spot. It's time to rediscover the benefits of a little mess.

    What can he teach us about making our own ideas, products and services break through?Jeetendr shows why successful images today - the most famous being Kim Kardashian - are not photoshopped to perfection, but flawed, vulnerable, and in-your-face. This total transparency generates a level of authenticity that traditional marketing tactics just can't touch.From YouTube sensations like Pew Die Pie to taxi-hailing app Uber, The Kim Kardashian Principle reveals the people, products and brands that do it best. After all, in a world where a big booty can break the internet, self-obsession is a must-have. No posturing, no apologies, and no shying away from the spotlight.The Kim Kardashian Principle by Jeetendr Sehdev is a fresh, provocative and eye-opening guide to understanding why only the boldest and baddest ideas will survive - and how to make sure yours is one of them.

    This ultimate insider's guide reveals the secrets that none dare admit, told by a show biz veteran who's proven that you can sell your script if you can save the cat!

    Always striking at the worst moment, it can leave you feeling completely paralyzed. Take solace in knowing that you are not alone. It happens to everyone and is actually an inevitable part of the creative process. Breakthrough!is a lively compilation of strategies for combating creative block offered by a who's who of leading graphic designers, typographers, cartoonists, photographers, illustrators, musicians, writers, and other creative professionals. Because every block is different, they offer a wide variety of solutions—from cleaning the house and eating spicy food to making a plaster cast of your hands and feet—that are surprising, amusing, at times weird, but always inspiring. Breakthrough! is rocket fuel for any creative individual in need of a catalyst to get ideas flowing again.

    Incorporating OD ethics and values into each chapter, Donald L. Anderson provides discussion of the real-world application of these theoretical ideas. In-depth case studies that follow major content chapters allow students to immediately apply what they have learned. In today's challenging environment of increased globalization, rapidly changing technologies, economic pressures, and expectations in the contemporary workforce, this book is an essential tool.

    Understand the real purpose of blogs, communities, viral email, evangelists, and buzz--when to use them and how simple it is to make them work.Learn what sparks the irrepressible enthusiasm of Apple and TiVo fans. Understand why everyone is talking about a certain restaurant, car, band, or dry cleaner--and why other businesses and products are ignored. Discover why some products become huge successes without a penny of promotion--and why some multi-million-dollar advertising campaigns fail to get noticed.Open your eyes to a new way of doing business--that honest marketing makes more money, because customers who trust you will talk about you. Learn how to be the remarkable company that people want to share with their friends.