This book is chock-full of practical and inspirational ways to help you jump-start your creativity, identify what you want in life, and then make it happen. Chris Barez-Brown turns companies around the world into highly creative and successful teams. Here he pours his best techniques into a book that reunites you with the imaginative genius inside you. It's about fun, freshness, and new ways of thinking, filling your life with new experiences, and then getting playful. With these step-by-step activities, case studies, and imaginative practical exercises, you can find out exactly what it is you want and then make it real 75 color illustrations.

    Powerful strategies for how to out-think the competition - from one of the true greats of the advertising world.

    

    Addresses how advertising works, how brand-building methodologies are changing, how to get an idea, and how copy and art should be crafted. Includes advice from a bevy of advertising masters from the US, UK, Asia, a

    Written by former staff journalist turned PR trainer/consultant Alex Singleton, The PR Masterclass distills the secrets of effective PR and shows how to put in place a practical, reliable and successful media strategy for your product, business or activity.This useful guide is aimed at PR professionals as well as small business owners and entreprenuers implementing a PR strategy for the first time.

    In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success.

    Updated to include two extended final chapters with in-depth prescriptions for building a career in advertising, this edition also features a real-world look at the day-to-day operations of today's ad agencies. Among the most disparaged campaigns in advertising history, the Mr. Whipple ads for Charmin toilet paper were also wildly successful. Sullivan explores the Whipple phenomenon, examining why bad ads sometimes work, why great ads sometimes fail, and how advertisers can learn to balance creative work with the mandate to sell products.

     Develop the skills and knowledge you need to make evidence-based practice (EBP) an integral part of your clinical decision-making and everyday nursing practice with this proven, approachable text. Written in a straightforward, conversational style, Evidence-Based Practice in Nursing & Healthcare delivers real-world examples and meaningful strategies in every chapter to help you confidently meet today’s clinical challenges and ensure positive patient outcomes.NEW! Making Connections: An EBP Exemplar opens each unit, immersing you in an unfolding case study of EBP in real-life practice.NEW! Chapters reflect the most current implications of EBP on health policy and the context, content, and outcomes of implementing EBP competencies in clinical and academic settings.NEW! Learning objectives and EBP Terms to Learn at both the unit and chapter levels help you study efficiently and stay focused on essential concepts and vocabulary.Making EBP Real features continue to end each unit with real-world examples that demonstrate the principles of EBP applied.EBP Fast Facts reinforce key points at a glance.Clinical Scenarios clarify the EBP process and enhance your rapid appraisal capabilities.

    It also contains the easy to follow instructions on how to analyze and compute the structural design of critical building parts such as: reinforced concrete slabs, beams, columns and footings. There are also simple designs and floor plans for a variety of building types to be found in this book.BUILDING DESIGN AND CONSTRUCTION should be of interest to architects, engineers, contractors, developers and allied professionals who are engaged in building design, planning and construction. Students and graduates reviewing for the board examinations for architects and engineers would find in this book valuable practical knowledge to supplement the theories learned in their classrooms.Project owners studying this book would appreciate and get a clear understanding of how their envisioned pet project, which sprang only from a mere idea - is transformed slowly step-by-step - into concrete form.Explanations and instructions in BUILDING DESIGN AND CONSTRUCTION are conveyed in direct and simple language for easy understanding even by the layman. Plans and drawings are clearly presented, to be easily interpreted by construction workers.

    What if communication was your superpower? What if every member of your team had perfect clarity about your intentions and expectations? And what if you had perfect insight into theirs? What if you and your team said yes only to things that moved your business forward and were skilled at saying no to everything else? What if every meeting, every email, and every project plan left no doubt about about the intended outcome? What if you and your team could communicate as effectively when working remotely as you do in person?How would that change the culture of your business? What would it do for the morale of your team?That's a picture of clarity that will transform your workplace, and No-Fail Communication can make that a reality for you and your team.

    Effective, mission-focused communications can help organizations build strong identities, heightened reputations, and increased fundraising capability. Brandraising outlines a mission-driven approach to communications and marketing, specifically designed to boost fundraising efforts. This book provides tools and guidance for nonprofits seeking to transform their communications and marketing through smart positioning, branding, campaigns, and materials that leverage solid strategy and great creative, with a unique focus on the intersection of communications and fundraising.

    Best in the marketplace." -Steve Hayden, President, Worldwide Brand Services, Ogilvy & Mather "In 1986, the Levi's(R) Dockers(R) brand challenged the biggest fish in the men's apparel sea, Haggar. And we beat the pants off them! In his new book, Adam Morgan adroitly presents many of the same fundamental marketing principles which worked so well for us. A must read for marketing professionals." -Steve Goldstein, V.P. Marketing & Research, Levi's Brand U.S.A. Years ago, Avis was a little fish in the car rental industry. Fearing the company would be swallowed up if they didn't "try harder," Avis boldly announced its #2 status to the world through advertising-and the rest is history. Why has this approach become a marketing legend? Because there are more people who can relate to being #2, 3, or even 4, than can claim they know what it's like to be the Big Fish. There are plenty of little fish out there, circling in schools around the brand leaders they so desperately wish to surpass. Squeezed by new competition, a retreating consumer, and aggressive retailing practices, marketers of second- and third-rank brands are struggling to survive in a business environment where they have fewer resources and less control than ever before. But instead of watching-and copying-every move the Big Fish makes, these "Challenger" brands need their own set of marketing rules if they have any hopes of staying afloat and competing effectively against the leader. Eating the Big Fish is the first book that sets out to define those rules. Adam Morgan offers an innovative mental and strategic framework for those who find themselves in this new, hostile middle ground, looking for aggressive growth against the market leader. Morgan, the Joint European Planning Director of TBWA (the international advertising agency behind the campaigns for such brands as Absolut vodka, Apple computers, and Sony Playstation), has examined in detail forty of the most successful Challenger brands of the last ten years -new or relaunched brands which have achieved rapid growth (and fame) with limited marketing resources. He outlines the reasons why Challengers must think differently in order to survive, offering hands-on advice, plentiful examples, and invaluable information to help a Challenger learn how to swim out of the shadow of the Big Fish. At the heart of the book are the Eight Credos of Challenger Brands -Morgan's analysis of the common marketing strands that these Challengers seem to share, which range in scope from the need to project who you are and what you believe in (#2, Build a Lighthouse Identity) to insights about the organizational structure and focus in such companies and brands (#8, Become Idea-Centered, Rather Than Consumer-Centered). Morgan fully analyzes each Credo, discussing in detail the marketing strategy and behavior of the specific Challenger brands that have shaped the rules. He provides case studies that include both his agency's clients and other well-known brands, such as Lexus, Oakley, Fox TV, Energizer, Virgin Atlantic, Swatch, Nissan, and more. Morgan then draws the Credos together into a "Challenger Strategic Program" that can be applied to the reader's own market and brand challenge, offering a proposed outline for a two-day Off-Site Program that will attempt to kick-start the Challenger process for a core group within any marketing or management team. In addition, Morgan looks at the great Challengers of the last ten years who have gone on to become brand leaders, and shows how even the rules of brand leadership have changed -why staying #1 now means, in fact, thinking and behaving like a #2. Anyone can follow a leader. It takes a smart company to go up against the Big Fish, and Morgan's innovative, strategic program will show even the littlest fish how to make a meal out of the competition.

    From researching the competition to translating the vision of the CEO, to designing and implementing an integrated brand identity programme, the meticulous development process of designing a brand identity is presented through a highly visible step-by-step approach in five phases.

    Businesses across the world are having to face up to how they remain relevant in the choppy waters of the digital ocean. In an era where a YouTube star gets more daily impressions than Nike, Coca-Cola and Walmart combined, traditional marketing as we know it is dead. The End of Marketing revolutionizes the way brands, agencies and marketers should approach marketing. From how Donald Trump won the American presidency using social media and why Kim Kardashian is one of the world's biggest online brands, through to the impact of bots and automation, this book will teach you about new features and emerging platforms that will engage customers and employees. Discover bold content ideas, hear from some of the world's largest brands and content creators and find out how to build smarter paid-strategies, guaranteed to help you dominate your markets. The End of Marketing explains that no matter how easy it is to reach potential customers, the key relationship between brand and consumer still needs the human touch. Learn how to put 'social' back into social media and claim brand relevancy in a world where algorithms dominate, organic reach is dwindling and consumers don't want to be sold to, they want to be engaged.

    We are on the threshold, say authors Pine and Gilmore, of the Experience Economy, a new economic era in which all businesses must orchestrate memorable events for their customers. The Experience Economy offers a creative, highly original, and yet eminently practical strategy for companies to script and stage the experiences that will transform the value of what they produce. From America Online to Walt Disney, the authors draw from a rich and varied mix of examples that showcase businesses in the midst of creating personal experiences for both consumers and businesses. The authors urge managers to look beyond traditional pricing factors like time and cost, and consider charging for the value of the transformation that an experience offers. Goods and services, say Pine and Gilmore, are no longer enough. Experiences and transformations are the basis for future economic growth, and The Experience Economy is the script from which managers can begin to direct their own transformations.