Juicing the Orange How to Turn Creativity into a Powerful Business Advantage
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $26.95
Copyright year: 2006
Publisher: Harvard Business Review Press
Publication date: 8/1/2006
Size: 6.75" wide x 9.50" long x 1.00" tall
|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 the 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|
|About the Authors|