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| About the Author | ||
| Acknowledgements | ||
| Introduction | 1 | |
| Part 1 | The History and Development of Branding | |
| Chapter 1 | Brands and Branding: An Overview | 9 |
| Chapter 2 | Why Brands? | 21 |
| Chapter 3 | The Three Ages of Branding | 33 |
| Part 2 | How to Build a Strong Brand | |
| Chapter 4 | Building Strong Brands (1): The Strategy | 57 |
| Chapter 5 | Building Strong Brands (2): Communicating the Message | 89 |
| Chapter 6 | Insights, Insights, Any Old Insights | 101 |
| Chapter 7 | Two Hardy Annuals: Brand Extension and Brand Valuation | 141 |
| Part 3 | Branding in Ireland: Four Critical Issues | |
| Chapter 8 | Consumer Goods Branding: Is There Any Future? | 161 |
| Chapter 9 | Service Brands: Is There Any Difference? | 185 |
| Chapter 10 | Local Brands: Is There Any Hope? | 209 |
| Chapter 11 | Branding Ireland: Is There Any Point? | 233 |
| Part 4 | The Future of Branding: What Next? | |
| Chapter 12 | The Myth of the Manipulated Consumer | 265 |
| Chapter 13 | The Future of Branding | 299 |
| Chapter 14 | Six Cultural Contradictions in Twenty-first-century Ireland | 323 |
| Index | 339 |
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
| WonderClub |
Jillian Glover
reviewed The Importance of Being Branded: An Irish Perspective on May 24, 2018 The Importance of Being Branded: An Irish Perspective
It's disheartening. Everyday, really good ideas fall flat. Many individuals start services that could really make a difference in this world but despite the need no one interested and the businesses fail. In these difficult economic times, such instances only seem to become more frequent.
The Genius Machine sets out 11 steps meant to take good ideas and cultivate them to maturation. The steps themselves help to clarify not only the actual idea but also the reader's expectations and direction. This is key because often our indecision shows through when we are unable to tell others who we are and what we are trying to accomplish. Immediately, potential customers are driven away. In addition, The Genius Machine discusses other common mis-steps like not bothering to test an idea, not knowing the target audience, or not marketing the idea properly once it's in place.Â
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