SPIKE your brand ROI : how to maximize reputation and get results /

• Κύριος συγγραφέας: Cehrs, Adele (Συγγραφέας)
• Μορφή: Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: San Francisco, CA : Jossey-Bass, a Wiley brand, [2015]
• Σειρά: ASAE-Wiley series.
• Θέματα: Branding (Marketing); Marketing > Public relations.; Product management.; BUSINESS & ECONOMICS / Industrial Management; BUSINESS & ECONOMICS / Management; BUSINESS & ECONOMICS / Management Science; BUSINESS & ECONOMICS / Organizational Behavior; Electronic books.

According to CMO.com, we are exposed to more than 5,000 brand messages each day. Marketers call this "creating engagement," and each comment, share, or re-tweet is supposed to be a win. But is this deluge of content really working to shift perception, change behavior, or sell products? Ade...

Πίνακας περιεχομένων:

• What's Real Brand Engagement?
• Why Your Brand Doesn't Stand Out
• Brand Narcissism
• SPIKE Assessment
• Be Nimble, Assemble the Right Team, and Get Buy-In for the SPIKE Method
• Picking the Perfect Audiences and Crafting Compelling Messages
• Manufacturing a SPIKE
• When Is Your Brand Truly Relevant?
• Brand Patience
• SPIKE Spotting
• The Upshot of a Positive SPIKE
• Finding the Lost Principle of Influence
• Create a Contrarian Brand Platform to Stand Out
• The Fairness Fallacy and How to Call a Time-Out When Things Go Bad
• Have a Crisis Plan in Place to Handle Negative SPIKEs
• The Real Benefits of Responding to or Ignoring Negative SPIKEs
• Maximize (or Minimize) 15 Minutes (or Days) of Fame or Shame
• Why Wait? Anticipate Negative SPIKEs
• Don't Spin Out of Control, Manage the Viral Spiral
• Dark Websites See the Light of Day
• The Underdog versus Top Dog Effect
• The Pedestal Principle
• Internal SPIKEs
• Measuring the ROI of a SPIKE
• SPIKE Spotting: Worksheets.