Technology has changed everything. Product life cycles are shorter. Consumers are more informed, demanding, elusive. And brands can no longer afford to be crafted over lengthy periods of time. Instead, writes advertising guru Agnieszka Winkler, a brand can--and must
--be built at warp speed. She continues:
With the advent of new communications technologies, it is now possible to spread the word, like a village drumbeat, to all corners of the world in months, weeks, or even days. The drumbeat is often carried by the users themselves--a more believable source of information in our jaded, skeptical society.
By profiling agile companies such as Apple, America Online, and Amazon.com, Winkler exposes the first myth of branding: "A brand is built over a long time." Another myth: "A brand is precisely crafted for a tightly defined target." Reality: "A brand is expansive." Myth: "Brand the product." Reality: "Brand a bigger idea." Myth: "The brand is a marketing concept." Reality: "The brand is a financial concept." But the most important industry trend may be the role of the Internet, which has become an integral link between producer and consumer. Winkler's "Just Do It" Internet approach isn't groundbreaking, but the online opportunities are made quite clear. The Internet also pops up in the 31-question "Warp-Speed Branding Quiz," which measures a company's readiness to tackle branding with warp speed. Marketers and advertisers who fail this test are well advised to get up to speed. --Rob McDonald
From the Inside Flap
Warp-Speed Branding "Time to market" is now the operative phrase for companies around the globe. Consumer and employee are simultaneously shaped by and shaping the new knowledge economy. We are no longer the linear, process-oriented rational world of the industrial revolution, and the traditional Procter & Gamble formulas for brand building are becoming increasingly obsolete. Warp-Speed Branding will challenge your current thinking and launch you into the new and creative ways today's hottest technology companies are tackling branding, leaving traditional ways of building brands far behind. These companies represent the meteoric rise of the technology culture and how it is moving through the worlds of marketing and advertising, transforming businesses in the blink of an eye and the click of a mouse. In this groundbreaking book, expert Agnieszka Winkler's compelling insight clearly shows how technology's presence in every business environment has already changed the role of the brand builder. Winkler's perspective reconsiders some of the standard marketing truths learned at the knee of consumer product giants like Procter & Gamble, Unilever, and Colgate-Palmolive. Now technology companies such as Microsoft, Intel, and AOL embody innovation and change and are rewriting the rules of brand creation. With Warp-Speed Branding, you'll see how to apply some of their lessons. The book exposes six myths of branding and replaces them with new truths in a "warp-speed world." Fascinating case studies detail the branding success stories behind Sony, Intel, Amazon.com, Dell, and others, out of which emerge principles, guidelines, and action steps. You'll learn:
* The new branding skills, attitudes, and processes companies need to make it in a warp-speed world
* How advertising agencies can adjust their processes and mindsets to help clients achieve faster time to market
* How to identify and manage your company's Brand Ecosystem(TM)
* How to take advantage of the extraordinary branding opportunities presented by the Internet
With passion and incisive thinking, Agnieszka Winkler gives you the new marketing lessons to be learned from today's technology leaders-and how to apply them to your own brand of success.