{"product_id":"branded-isbn-9780470768679","title":"Branded!","description":"Written through the eyes of retail and technology executives, Branded! explores retailers who are successfully implementing social media and mobility strategies.\u003cbr\u003e Market-leading retailers are engaging technology-savvy customers though social media and mobility. Branded! reveals how these digital communication channels are an extension of a retailer's culture and strategy resulting in building brand equity. Comprehensive reviews of Starbucks, Zappos, Wet Seal, Macy's, 1-800-Flowers.com, JCPenney, Pizza Hut and Best Buy are featured. Branded!:  \u003cul\u003e \u003cli\u003eProvides a clear review of social media as well as the rapid changes in the development and use of mobility.\u003c\/li\u003e \u003cli\u003eDemonstrates why retailers cannot 'wait and see', and must move rapidly\u003c\/li\u003e \u003cli\u003eShows how each company's social media and mobility initiatives are based on the individual personality of the company.\u003c\/li\u003e \u003cli\u003eDiscusses sophisticated analytic tools that enable retailers to measure their performance and make informed decisions on the data\u003c\/li\u003e \u003c\/ul\u003e  \u003cb\u003eForeword.\u003c\/b\u003e  \u003cp\u003e\u003cb\u003ePreface.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Introduction: Bringing Your Store to Your Customers.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYOUR CUSTOMERS ARE SPEAKING. ARE YOU LISTENING?\u003c\/p\u003e \u003cp\u003eRETAIL 2.0.\u003c\/p\u003e \u003cp\u003eRETAIL LEADERS.\u003c\/p\u003e \u003cp\u003eYOUR WORLD IS CHANGING—ARE YOU?\u003c\/p\u003e \u003cp\u003eNotes.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Social Media.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDEFINITIONS.\u003c\/p\u003e \u003cp\u003eWHY MAKE SOCIAL MEDIA ANOTHER RETAIL CHANNEL?\u003c\/p\u003e \u003cp\u003eDEMOGRAPHICS—NOT JUST KIDS!\u003c\/p\u003e \u003cp\u003ePOPULAR SOCIAL-MEDIA WEB SITES.\u003c\/p\u003e \u003cp\u003eWHERE TO FOCUS.\u003c\/p\u003e \u003cp\u003eTODAY'S RETAILER ENGAGEMENT.\u003c\/p\u003e \u003cp\u003eNotes.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Mobility.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDEFINITIONS.\u003c\/p\u003e \u003cp\u003eSMART PHONES CHANGE IT ALL.\u003c\/p\u003e \u003cp\u003eINTERSECTION OF SOCIAL MEDIA AND MOBILITY.\u003c\/p\u003e \u003cp\u003eRETAIL HAS BREAKTHROUGH OPPORTUNITY.\u003c\/p\u003e \u003cp\u003eAPPLICATIONS FOR MOBILE LEADERSHIP.\u003c\/p\u003e \u003cp\u003eRETAIL MOBILE INNOVATORS.\u003c\/p\u003e \u003cp\u003eNotes.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Starbucks: It’s the Experience!\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLEARNING—FORMULATING—INNOVATING.\u003c\/p\u003e \u003cp\u003eTRANSFORMING STARBUCKS FOR THE FUTURE.\u003c\/p\u003e \u003cp\u003eMY STARBUCKS IDEA IS BORN.\u003c\/p\u003e \u003cp\u003eFINDING OUT WHERE CUSTOMERS ARE HANGING OUT.\u003c\/p\u003e \u003cp\u003eSTARBUCKS MOBILE.\u003c\/p\u003e \u003cp\u003eDIGITAL LEADERSHIP.\u003c\/p\u003e \u003cp\u003eNotes.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Zappos: \"Your Culture Is Your Brand\".\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCOMMITTED TO \"WOW’ING\" EVERY CUSTOMER.\u003c\/p\u003e \u003cp\u003eA VISION TO EMBRACE E-COMMERCE.\u003c\/p\u003e \u003cp\u003eWOW SERVICE ONLINE.\u003c\/p\u003e \u003cp\u003eAN EARLY LEADER IN \"ZOCIAL MEDIA\".\u003c\/p\u003e \u003cp\u003e\"ZOCIAL MEDIA\" IS PERVASIVE.\u003c\/p\u003e \u003cp\u003eMOBILITY: THE NEXT CHANNEL.\u003c\/p\u003e \u003cp\u003eDELIVERING HAPPINESS: A PATH TO PROFITS, PASSION, AND PURPOSE.\u003c\/p\u003e \u003cp\u003eNotes.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Wet Seal: iRunway Steals the Teen Fashion Scene.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFAST FASHION TAKES CENTER STAGE.\u003c\/p\u003e \u003cp\u003eWET SEAL’S FASHION COMMUNITY.\u003c\/p\u003e \u003cp\u003eFASHION—IT’S ALL SOCIAL.\u003c\/p\u003e \u003cp\u003eMOBILE: SHOP ON THE GO.\u003c\/p\u003e \u003cp\u003eTHERE’S GOLD IN THOSE THREADS.\u003c\/p\u003e \u003cp\u003eSOCIAL + MOBILE = A GAME CHANGER.\u003c\/p\u003e \u003cp\u003eFARMVILLE FOR FASHION.\u003c\/p\u003e \u003cp\u003eNotes.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Macy's: Shooting for the Stars!\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTWO GREAT BRANDS.\u003c\/p\u003e \u003cp\u003eMACY'S STRATEGY REFRESHED.\u003c\/p\u003e \u003cp\u003eENGAGING THE CUSTOMER.\u003c\/p\u003e \u003cp\u003eSOCIAL MEDIA IS FASHIONABLE.\u003c\/p\u003e \u003cp\u003eMOBILE MACY'S.\u003c\/p\u003e \u003cp\u003eJUST THE BEGINNING.\u003c\/p\u003e \u003cp\u003eNotes.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 1-800-Flowers.com: \"Build a Relationship First—Do Business Second\".\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGOING UNDERCOVER IS REVEALING.\u003c\/p\u003e \u003cp\u003ePLANTING THE SEEDS OF SUCCESS.\u003c\/p\u003e \u003cp\u003eBEYOND FLOWERS.\u003c\/p\u003e \u003cp\u003eLEVERAGING SOCIAL COMMERCE THROUGH TECHNOLOGY.\u003c\/p\u003e \u003cp\u003eSOCIAL MEDIA BLOSSOMS.\u003c\/p\u003e \u003cp\u003eMOBILE: APP OF THE YEAR.\u003c\/p\u003e \u003cp\u003eINNOVATION IS A CORE STRATEGY.\u003c\/p\u003e \u003cp\u003eNotes.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 JCPenney: Digital Transformation.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBUILDING A BRAND BY \"WINNING TOGETHER\".\u003c\/p\u003e \u003cp\u003eFROM BIG BOOK TO DIGITAL LEADERSHIP.\u003c\/p\u003e \u003cp\u003eCULTURE OF TRANSPARENCY.\u003c\/p\u003e \u003cp\u003eSOCIAL AMBASSADORS.\u003c\/p\u003e \u003cp\u003eJCPENNEY LOVES MOBILE.\u003c\/p\u003e \u003cp\u003eA DIGITAL FUTURE FOR A TRADITIONAL PLAYER.\u003c\/p\u003e \u003cp\u003eNotes.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Pizza Hut: Creating the Perfect Pizza—Digitally.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTOPPING THE PIZZA MARKET.\u003c\/p\u003e \u003cp\u003eBUILDING THE YUM! DYNASTY.\u003c\/p\u003e \u003cp\u003eVALUE PLUS FAVORITES = A WINNING STRATEGY.\u003c\/p\u003e \u003cp\u003eENABLING GLOBAL KNOWLEDGE SHARING.\u003c\/p\u003e \u003cp\u003eAN INNOVATOR IN SOCIAL MEDIA.\u003c\/p\u003e \u003cp\u003eTHE \"KILLER APP FOR YOUR APPETITE\".\u003c\/p\u003e \u003cp\u003eBRANDED! THROUGH SOCIAL AND MOBILE CHANNELS.\u003c\/p\u003e \u003cp\u003eLISTENING, ENGAGING, EXCITING!\u003c\/p\u003e \u003cp\u003eNotes.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Best Buy: The Connected World.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGROWTH STRATEGY.\u003c\/p\u003e \u003cp\u003eCROSS-CHANNEL: MEETING CUSTOMERS WHERE THEY ARE.\u003c\/p\u003e \u003cp\u003eA WIKI CULTURE.\u003c\/p\u003e \u003cp\u003eSOCIAL MEDIA: FROM THE INSIDE OUT!\u003c\/p\u003e \u003cp\u003eA WEB 2.0 TOOL KIT IS BORN.\u003c\/p\u003e \u003cp\u003eTHE HUB FOR ALL THINGS BEST BUY.\u003c\/p\u003e \u003cp\u003eHELPING MOBILE CUSTOMERS \"SHOP, LEARN, AND BUY\".\u003c\/p\u003e \u003cp\u003eTHE CONNECTED WORLD, TAKE TWO.\u003c\/p\u003e \u003cp\u003eNotes.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Analyzing Value: Social Media.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGETTING STARTED.\u003c\/p\u003e \u003cp\u003eWHAT’S THE RETURN?\u003c\/p\u003e \u003cp\u003eMINING THE GOLD.\u003c\/p\u003e \u003cp\u003eSOCIAL-MEDIA ANALYTICS.\u003c\/p\u003e \u003cp\u003eINSIGHTS TO ACTION.\u003c\/p\u003e \u003cp\u003eNotes.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 Conclusion: Take the Lead.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNotes.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIndex.\u003c\/b\u003e\u003c\/p\u003e  \u003cp\u003e\"Insightful and well written.\" (\u003cem\u003eRetail Systems,\u003c\/em\u003e May 2011)   \u003cb\u003eBernie Brennan\u003c\/b\u003e is a consultant and investor in retail-related technology. He has served in a number of roles over thirty years in the retail industry, with seventeen of them as Chairman and CEO of Montgomery Ward, Sav-A-Stop Inc., and Household Merchandising. Brennan is a former Chairman of the National Retail Federation and earned the Gold Medal Award as Retailer of the Year.  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eLori Schafer\u003c\/b\u003e is the Executive Advisor for Retail at SAS Institute. Schafer, an entrepreneur with twenty-five years of experience in retail and consumer-packaged goods' technology, began her career at The Procter \u0026amp; Gamble Company. She was CEO of Marketmax, Inc., prior to its acquisition by SAS in 2003 when she became Vice President of SAS Global Retail. She serves on the board of directors of several retail and technology companies as well as the National Retail Federation.\u003c\/p\u003e  \u003cp\u003eConsumers have become technology savvy: they blog about product reviews and customer service, instantly do comparison price checks from their mobile phone in a store aisle, become fans of their favorite retailers and brands on Facebook, show off their purchases on YouTube, and provide accolades—or vent complaints—to their friends and to the masses on Twitter. Successful retailers must not only find ways to differentiate merchandise strategies and stores, but also to engage with consumers where they are already spending a lot of their time: blogging, friending, tweeting, and surfing. Now is the time for executive management to jump into ongoing conversations about their companies and participate rather than sitting on the sidelines. Branded! helps you harness the power of social media and mobility to its fullest potential.\u003c\/p\u003e \u003cp\u003eSharing their decades of experience in retail and technology, Bernie Brennan and Lori Schafer demonstrate how social media and mobility can substantially improve a retailer's market share and brand position. Loaded with examples, Branded! provides comprehensive reviews of leading retailers who are successfully implementing social media and mobility.\u003c\/p\u003e \u003cp\u003eWritten through the eyes of retail and technology executives, Branded! explores:\u003c\/p\u003e \u003cul\u003e \u003cli\u003e \u003cp\u003eHow your world is changing. Customers are now in charge. Retailers who fail to engage will be bypassed\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eThe powerful impact of social media, including Facebook, Twitter, MySpace, YouTube, Flickr, private social networks, and social gaming\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eThe lightning speed in the growth of smart phones—connecting retailers and customers—regardless of time or place\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eHow analytics helps you listen, quantify, and react to the impact of massive volumes of conversational data\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eThe strategies of leading-edge retailers, including: Starbucks, Zappos, Wet Seal, Macy's, 1-800-Flowers.com, JCPenney, Pizza Hut, and Best Buy\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eHow open culture and transparency are the hallmarks of these leaders\u003c\/p\u003e \u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eUnlock the mystery of these rapidly emerging new channels of communication and commerce and strategically engage your customers with Brennan and Schafer's Branded!\u003c\/p\u003e  \u003cb\u003eWinning Retailers in the New Digital World\u003c\/b\u003e  \u003cp\u003eToday's technology-savvy consumers are constantly using social media to share their views—often from their phones from a store aisle—of a retailer's quality, products, pricing, and services. \u003ci\u003eBranded!\u003c\/i\u003e shows retailers how to \"get inside customers' heads\" as a result of this whole new digital method of listening and engaging with consumers. Brimming with reviews of retailers who have embraced the \"culture to consumer\" approach to their business and fully leveraged the potential of social media and mobility, \u003ci\u003eBranded!\u003c\/i\u003e highlights superstars of the social world, including:\u003c\/p\u003e \u003cul\u003e \u003cli\u003e \u003cp\u003eStarbucks, with more than twelve million fans on Facebook and the number-one social brand\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eZappos, whose culture is its brand, has 1.7 million followers on Twitter\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eWet Seal, an innovator in teen engagement through its Outfitter social network\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eMacy's, using its digital hub to engage customers across all channels\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003e1-800-Flowers.com, a trailblazer in mobile and social shopping\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eJCPenney, embarking on a digital transformation through open culture\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003ePizza Hut, with its award-winning \"killer\" iPhone app and ubiquitous Tweetologist\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eBest Buy, with visionary leadership for the \"The Connected World\"\u003c\/p\u003e \u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eSocial media and mobility can make you or break you. The time is now to leverage this incredible opportunity or give up brand and market share growth. Learn how to become a brand leader through these exciting digital channels with Brennan and Schafer's \u003ci\u003eBranded!\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePraise for Branded!\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"You owe it to yourself, to your colleagues, and to your stakeholders to read this book. You'll be glad you did.\"\u003cbr\u003e —\u003cb\u003eFrom the Foreword by Dave Evans\u003c\/b\u003e, author of Social \u003ci\u003eMedia Marketing: An Hour a Day\u003c\/i\u003e and the forthcoming \u003ci\u003eSocial Media: The Next Generation of Business Engagement\u003c\/i\u003e, and cofounder, Digital Voodoo\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988854456549,"sku":"NP9780470768679","price":29.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470768679.jpg?v=1761781787","url":"https:\/\/k12savings.com\/products\/branded-isbn-9780470768679","provider":"K12savings","version":"1.0","type":"link"}