Cover image for Warp-speed branding : the impact of technology on marketing
Title:
Warp-speed branding : the impact of technology on marketing
Author:
Winkler, Agnieszka.
Personal Author:
Publication Information:
New York : John Wiley & Sons, [1999]

©1999
Physical Description:
xii, 227 pages : illustrations ; 24 cm
General Note:
"Adweek books."

Includes index.
Language:
English
ISBN:
9780471295556
Format :
Book

Available:*

Library
Call Number
Material Type
Home Location
Status
Central Library HF5415.13 .W548 1999 Adult Non-Fiction Central Closed Stacks
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Summary

Summary

"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.


Author Notes

AGNIESZKA M. WINKLER is the founder and CEO of Winkler Advertising, a leading San Francisco advertising agency. Winkler grew up with technology clients like Sony, Hewlett-Packard, and 3Com and has now seen the lessons of technology branding applied to airlines, healthcare, retailing, and other areas. Her experience also includes serving on the boards of directors of SuperCuts, RenoAir, and Lifeguard HMO. She is a trustee of Santa Clara University and a frequent industry speaker on advertising and marketing subjects.


Table of Contents

High Tech Doesn't Percolate
It Explodes
Technology Impacts Branding: The Changing Customer ?
The Six Myths of Branding
The Marketing Environment of Technology
New Ways of Working
Advertising Agencies
Dinosaurs or New Genetic Creatures? ?
New Tools to Help Warp-Speed Brand Builders
The Brand EcosystemTM
Warp-Speed Branding and the Internet: How It Relates to the New Marketing Reality ?
The Brand Audit as a Tool for a Fast-Moving World
How Ready Are You for Warp-Speed Branding? ?
Epilogue
Acknowledgments
Index
About the Author

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