Download e-book for kindle: Firebrands: Building Brand Loyalty in the Internet Age by Doug Millison

By Doug Millison

ISBN-10: 0072124490

ISBN-13: 9780072124491

ISBN-10: 0072133066

ISBN-13: 9780072133066

This e-book explains electronic branding and the way to enforce it within the present industry.

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Extra resources for Firebrands: Building Brand Loyalty in the Internet Age

Sample text

Suppliers, distributors, and other partners may invest to cement a relationship with a company. Investors look for a business design—a plan that specifies what satisfactions the company brings to market and how it captures 29 30 Firebrands: Building Brand Loyalty in the Internet Age value—that indicates a unique competitive advantage. Later in this book, we explain the key role that business designs play for successful firebrands in the Networked Economy. Distributors form partnerships with brand producers for one purpose: to distribute branded products and services.

Employees, potential new hires, and contractors seek more than mere employment. They want security and a career path that promises a better lifestyle and growing expertise that an employer can productively harness. New employees and prospective new hires often choose a company solely on the basis of how a particular job and career path may shape their future. Once they join, however, the experience of belonging becomes a strong motivation: the firm’s culture represents an “internal” brand that not only keeps employees coming back but ultimately spills over into the public brand.

Brand Fundamentals Their families also play a powerful role in employee productivity and loyalty. In many cases an employee’s spouse—and cousins, nephews, uncles, the whole clan—also represent prospects, customers, and people who advocate (or don’t advocate) a brand. In fact, the extended families of a brand firm’s employees represent a far-reaching, global network of potential brand advocates, referral generators, and qualified prospects. Brand managers should consider instituting programs that tap these powerful networks.

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Firebrands: Building Brand Loyalty in the Internet Age by Doug Millison


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