Search results for ""Author Giles Lury""
LID Publishing Inspiring Innovation: 75 marketing tales to help you find the next big thing
The best ideas can come from the most unusual and unexpected sources. In this book, leading brand consultant and author Giles Lury presents 75 stories of extraordinary innovation, as well as the many and varied sources of inspiration, that led to companies developing highly successful products and brands. With tales covering brands including Angry Birds, Diners Club, Fanta, Netflix, Viagra, Victoria's Secret and AirBnB, you will find out how one size does not fit all, and that ideas can be sparked by anything and everything - from anger to embarrassment, from people watching to biomimicry (borrowing ideas from the natural world). Ultimately, this book is a call for disruption and deviance and provides original tips and techniques to help you in your search for the next big thing.
£11.69
LID Publishing Prisoner & the Penguin: And 75 Other Marketing Stories
The power of a good story has long been recognised. It seems that, as a race, we humans love a good story. But stories aren't just for pure enjoyment - they have long been a powerful tool for teaching. This book is an alternative to the traditional marketing handbook. Rather than a textbook, it is an enjoyable "story-book" that brings to life some of the key principles of marketing in an easy-to-read, accessible form. Some of these stories are quite remarkable and almost unbelievable; but all are true and remind marketers and businesspeople that the best marketing is something which people tell others about and retell over many years.
£11.69
Kogan Page Ltd The Marketing Complex: Why Modern Marketers Need to Manage Multiplicity
Many marketers spend their days continually reducing brand positioning into single sentences to answer questions such as 'What is the brand message?' or 'What is the USP?' This tendency to perpetually condense and simplify is a carry-over from a long-gone era when products and services remained static, and changes in platforms happened much more slowly. Today, however, the reality is that brands are infinitely more complex, and span territories, consumer groups and categories. Therefore, to boil a branding message down into a single sentence or USP severely limits a brand's potential scope. After all, a brand is like a person, and a person could never be accurately described in a single sentence. The Marketing Complex examines the current obsession with over-simplification, and fearlessly challenges marketers to consider whether they are blurring the line between simplifying and simplistic. By exploring the origins and appeal of simplification through some of the best-known literature, the book conclusively proves that endless simplification actually only serves to limit a brand's appeal. By presenting a visionary new model, supported by examples, tools and expertly explained techniques, The Marketing Complex will enable marketers to recognise the important role that depth and multiplicity play in communicating a brand message, and to boldly embrace complexity when crafting their brands.
£32.40