Warp-Speed Branding: The Impact of Technology on Marketing

Warp-Speed Branding: The Impact of Technology on Marketing

Warp-Speed Branding: The Impact of Technology on Marketing

Warp-Speed Branding: The Impact of Technology on Marketing

Synopsis

"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; 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.

Praise for Warp-Speed Branding

"We have all experienced the acceleration of our lives and our work towards Internet speed. Ms. Winkler has given us anecdotes, tem-plates and commonsense advice, all focused on teaching us how to use the acceleration of technology to build better brands, products, and organizations." -- Paul Otellini, Executive Vice President, Intel Corporation

"This book is an engaging must-read for all brand shepherds, young and old. The rapid speed of global technological change has dramatically redefined all traditional concepts of consumers, stakeholders, marketing, and branding. Attitude, capability, and mass customization are now king." -- Carl James Yankowski, President & CEO, Reebok Brands

"For marketers who are charged with retaining or creating brand advantage in the future, this is a must read. You'll find a refreshing challenge to the status quo and new ideas to consider." -- Jan Soderstrom, EVP International Marketing, Visa International

"In the tradition of marketing classics, Winkler redefines what it takes to win at marketing in today's frenzied, everything-changing-at-once product development cycles." -- Steve Weiss, Founding Partner, Product Management Group

"Traveling with Agnieszka Winkler through Warp-Speed Branding is a thrill ride.... Her rich examples and colorful illustrations make Warp-Speed Branding essential reading for all who aspire to lead their organizations to unique and distinctive places in the millennium marketplace." -- Jim Kouzes, coauthor, The Leadership Challenge and Encouraging the HeartChairman, Tom Peters Group/Learning Systems

"A thought-provoking view of the huge impact of the Web lifestyle on brands and branding." -- Robert Herbold, EVP & COO, Microsoft Corporation.

Excerpt

Technology and branding—it isn't a subject you're likely to hear about at cocktail parties. Mix technology and branding and you get a weird kind of drink, maybe like that wheat grass stuff that was so popular here in northern California. It is, however, a combo that plenty of the geeks, the rich geeks in Silicon Valley, love. You know them. They are driving either 20-year-old Volvos with huge rust spots, or shiny new Porsche Boxsters in beautiful silver. For the most part, they are fanatical about technology and blasé about the kind of money the industry has made in the last 10 years. Many have enough stock options to send entire families to graduate school, but would still rather sit in front of their computers and eat pizza than go to a five-star restaurant. There are many contradictions about the world they have created, but one thing is for sure—it is they who are producing hundreds of millions of dollars . . .

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