{"product_id":"brand-atlas-isbn-9780470433423","title":"Brand Atlas","description":"\u003cp\u003e\u003ci\u003eBrands have become the global currency of success. \u003c\/i\u003e \u003c\/p\u003e\u003cp\u003eCountries, corporations, communities, and individuals are leveraging their brands to gain a transcendent advantage in the marketplace. Positioning a brand to be irreplaceable is the new business imperative for both public and private sectors, regardless of product, service, or size. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eBrand Atlas\u003c\/i\u003e synthesizes the most relevant brand topics for the big-picture, time-crunched professional who just wants to get up to speed on brand basics, brand oversight, and marketplace trends. Streamlined content, provocative diagrams, and quotes from brand visionaries and thought leaders make this valuable resource a new experience. \u003c\/p\u003e\u003cp\u003eThe twenty-first-century customer has a new voice, unprecedented power, and multiple platforms to drive a new brand conversation in a fiercely competitive world. To be successful, brand builders need to stick to the basics, stay calm on the rollercoaster of relentless change, and seize every opportunity to be the brand of choice. \u003c\/p\u003e\u003cp\u003e\u003cb\u003e1 Dynamics 10\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBrand Landscape\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGlobal Sourcing 12\u003c\/p\u003e \u003cp\u003eSpeed 14\u003c\/p\u003e \u003cp\u003eDesign Thinking 16\u003c\/p\u003e \u003cp\u003eWord of Mouth 18\u003c\/p\u003e \u003cp\u003eConversation 20\u003c\/p\u003e \u003cp\u003eInterconnected 22\u003c\/p\u003e \u003cp\u003eOpen Source 24\u003c\/p\u003e \u003cp\u003eSocial Networks 26\u003c\/p\u003e \u003cp\u003eExperience 28\u003c\/p\u003e \u003cp\u003ePassion 30\u003c\/p\u003e \u003cp\u003eTransparency 32\u003c\/p\u003e \u003cp\u003eThe Cloud 34\u003c\/p\u003e \u003cp\u003eSustainability 36\u003c\/p\u003e \u003cp\u003eMobility 38\u003c\/p\u003e \u003cp\u003eCrowdsourcing 40\u003c\/p\u003e \u003cp\u003eFree 42\u003c\/p\u003e \u003cp\u003ePlacemaking 44\u003c\/p\u003e \u003cp\u003eChoice 46\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Intelligence 48\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBrand Basics\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrand as Identity 50\u003c\/p\u003e \u003cp\u003eVision 52\u003c\/p\u003e \u003cp\u003eNeeds and Desire 54\u003c\/p\u003e \u003cp\u003eTouchpoints 56\u003c\/p\u003e \u003cp\u003ePurpose 58\u003c\/p\u003e \u003cp\u003eSpirit and Soul 60\u003c\/p\u003e \u003cp\u003ePerception 62\u003c\/p\u003e \u003cp\u003eAuthenticity 64\u003c\/p\u003e \u003cp\u003ePositioning 66\u003c\/p\u003e \u003cp\u003eStakeholders 68\u003c\/p\u003e \u003cp\u003eBig Idea 70\u003c\/p\u003e \u003cp\u003eBrand as Asset 72\u003c\/p\u003e \u003cp\u003eBrand Extensions 74\u003c\/p\u003e \u003cp\u003eBrand Alignment 76\u003c\/p\u003e \u003cp\u003eBrand Architecture 78\u003c\/p\u003e \u003cp\u003eRecognition 80\u003c\/p\u003e \u003cp\u003eTrademarks 82\u003c\/p\u003e \u003cp\u003eNames 84\u003c\/p\u003e \u003cp\u003eGood and Different 86\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Drive 84\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrand Management\u003c\/p\u003e \u003cp\u003eBranding 90\u003c\/p\u003e \u003cp\u003eSimplicity 92\u003c\/p\u003e \u003cp\u003eCulture 94\u003c\/p\u003e \u003cp\u003eCollaboration 96\u003c\/p\u003e \u003cp\u003eTime Management 98\u003c\/p\u003e \u003cp\u003e80\/20 100\u003c\/p\u003e \u003cp\u003eCompetencies 102\u003c\/p\u003e \u003cp\u003eInsight 104\u003c\/p\u003e \u003cp\u003eFocus 106\u003c\/p\u003e \u003cp\u003eCustomer Service 108\u003c\/p\u003e \u003cp\u003eCustomer-centric 110\u003c\/p\u003e \u003cp\u003eGrowth 112\u003c\/p\u003e \u003cp\u003eMetrics 114\u003c\/p\u003e \u003cp\u003eFight or Flight 116\u003c\/p\u003e \u003cp\u003eOnliness Exercise 118\u003c\/p\u003e \u003cp\u003ePerceptual Mapping 120\u003c\/p\u003e \u003cp\u003eSWOT Exercise 122\u003c\/p\u003e \u003cp\u003eFlow 124\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Details 126\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrand Questions 128\u003c\/p\u003e \u003cp\u003eProject Management 130\u003c\/p\u003e \u003cp\u003eBrand Decisions 131\u003c\/p\u003e \u003cp\u003eBranding Process 132\u003c\/p\u003e \u003cp\u003eBig Idea Process 133\u003c\/p\u003e \u003cp\u003eBibliography 134\u003c\/p\u003e \u003cp\u003eCredits 137\u003c\/p\u003e \u003cp\u003eIndex 138\u003c\/p\u003e \u003cp\u003eGratitude 141\u003c\/p\u003e \u003cp\u003eAuthors’ Reflections 142\u003c\/p\u003e \u003cp\u003eDiagram Matrix 143\u003c\/p\u003e \u003cp\u003eAbout the Authors 144\u003c\/p\u003e \u003cp\u003e\"... user-friendly approach to aggregate and simplify the science behind branding ... essential principles of branding are broken down into basic step-by-step concepts.\" (\u003ci\u003eFinance \u0026amp; Management,\u003c\/i\u003e April 2011)\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eAlina Wheeler\u003c\/b\u003e is a branding consultant and author of \u003ci\u003eDesigning Brand ­Identity\u003c\/i\u003e (Wiley), the bestselling global resource for businesses and nonprofits. Her business is managing perception; her service is strategic imagination and her passion is brand. She was advisory council member for \u003ci\u003eThe Dictionary of Brand,\u003c\/i\u003e edited by Marty Neumeier, along with Seth Godin, Al Ries, and Tom Kelley.  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eJoel Katz\u003c\/b\u003e is an information designer and a global authority on the visualization of complex information. He lectures internationally and is a Fellow of the American Academy in Rome (2003). A graduate of Yale College and the Yale School of Art in graphic design, he teaches information design at The University of the Arts and Philadelphia University.   \u003c\/p\u003e\u003cp\u003e\u003ci\u003e\u003cb\u003eBrands have become the global currency of success.\u003c\/b\u003e \u003c\/i\u003e \u003c\/p\u003e\u003cp\u003eCountries, corporations, communities, and individuals are leveraging their brands to gain a transcendent advantage in the marketplace. Positioning a brand to be irreplaceable is the new business imperative for both public and private sectors, regardless of product, service, or size. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eBrand Atlas\u003c\/i\u003e synthesizes the most relevant brand topics for the big-picture, time-crunched professional who just wants to get up to speed on brand basics, brand oversight, and marketplace trends. Streamlined content, provocative diagrams, and quotes from brand visionaries and thought leaders make this valuable resource a new experience. \u003c\/p\u003e\u003cp\u003eThe twenty-first-century customer has a new voice, unprecedented power, and multiple platforms to drive a new brand conversation in a fiercely competitive world. To be successful, brand builders need to stick to the basics, stay calm on the rollercoaster of relentless change, and seize every opportunity to be the brand of choice.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988854128869,"sku":"NP9780470433423","price":31.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470433423.jpg?v=1761781786","url":"https:\/\/k12savings.com\/es\/products\/brand-atlas-isbn-9780470433423","provider":"K12savings","version":"1.0","type":"link"}