Book Description
Anti-American feeling is at an all-time high. Other nations and cultures have singled out our businesses, government, and way of life for harsh scorn, widespread resentment, even violence.
Rebuilding Brand America is an exploration of anti-Americanism, from its causes and earliest manifestations to current efforts to mitigate it. Martin explains why many of these efforts failed, and reviews the many prescriptions formulated by more than a dozen task forces. He then bases his recommendations on the best practices of leading companies, and on his own 32-year career in public relations and brand management.
Rebuilding Brand America features exclusive interviews with journalists, media and PR professionals, and executives from global icons like McDonald's, Wal-Mart, and FedEx, and analyzes the groundbreaking work of thought leaders such as:
* Pollster John Zogby, whose insights into the Muslim world continue to inform policy in the Middle East
* Newsweek editor Fareed Zakaria, whose essay on the 9/11 attacks shed new light on the Islamic mind
* Keith Reinhard, president of Business for Diplomatic Action, a non-partisan business group organized to fight anti-Americanism by addressing its causes in U.S. business practice
Based on a deep understanding of anti-Americanism's roots, Rebuilding Brand America is a call to action that will help U.S.-based companies prosper in global markets.
Customer Reviews:
Perceptive, clear understanding of reality.......2007-05-24
Dick Martin's book is a very interesting, almost "prismatic" overview of the multiple issues driving anti-american sentiment in the world today. When first confronted with this type of challenge, American Business either searches for "scapegoats" or attempts to derive comfort from it's growing overseas profits, not seeing the warning signs of what's to come.
I've just seen that Dick Martin will be running a webcast on this topic with the American Management Association on June 20th. Check out their website for more information.
Best book on important topic.......2007-05-12
Several books have failed to see, or make, the points that Dick Martin develops in his clear, logical and hopeful book about the future of U.S. diplomacy and the role of American business. Martin draws from long and useful experience at AT&T for insights that make this especially valuable to people in business and business communications.
A major challenge for American business.......2007-03-30
Can there be a more daunting challenge than restoring positive perceptions of the United States abroad? With 23 decades behind it, America in the 21st century faces a new and different landscape with a mix of confidence and uncertainty not unlike that of any young adult. Yet the gulfs among America and other nations seem to grow larger, while the confidence borne of common values appears to be evaporating in an increasingly fragmented world. Even among the English-speaking peoples, today's USA frequently stands alone.
Brilliantly researched, gracefully written and compellingly argued, Dick Martin's latest book taps a lifetime of experience in communications and attitudes to present a crisp summary of what went wrong, what's under way, and what might yet work. Throughout it all, Martin underscores the central point that this is more than an issue for pollsters and pundits. American business bears a significant responsibility for today's condition and faces a largely untapped opportunity for positive action.
Coping with Anti-Americanism.......2007-03-10
Dick Martin's book clearly drives home to the reader the problems that the US faces due to the widespread anti-Americanism sentiment that currently prevails throughout the world. The book is well-balanced, thoroughly researched and timely. He offers a plan to prod government and business to begin the long, difficult process to reverse the loss of prestige and influence that haunts the US today.
This important book should be read and taken seriously by people throughout government and business. I highly recommend it as a must read.
A prescription to start healing our wounded reputation.......2007-02-25
As a fellow practitioner at a competing major telecommunications company,I witnessed firsthand Dick Martin's corporate PR skills. His latest book is must reading for anyone who understands the stakes involved in healing our nation's wounded reputation. Martin's diagnosis makes the case for why business should get involved, showing how global companies are better positioned than government to help. His holistic presciption for a new kind of American public diplomacy includes strategies for engagement as well as information. From his corporate experience, Martin understands that effective communication requires more than advertising or packaging or spinning messages. Successful companies -- and nations -- "live their brands" and do whatever is necessary to protect them.
Book Description
A landmark system for business leaders and marketers, campaigners and bloggers, political junkies and fans of popular culture, The Elements of Influence takes the mystery out of strategy and how it shapes and shifts niche and global marketplaces alike.
It's about Playmaking. In business, it's what Pepsi does to thwart Coke, and vice versa. In politics, it's what White House strategists do to propel an agenda and win elections. In pop culture, it's what Oprah Winfrey does to build her personal brand and seduce her audience. Playmaking is the essential skill for advancing ideas, controlling marketplace discussions, positioning products, de-positioning competitors, embracing allies, and moving your program forward.
Chemists have the periodic table of elements. Economists have game theory. Those whose work centers on strategy, positioning, and influence have had no framework. That is, until now.
The first definitive system for out-smarting an opponent, managing a brand, protecting a reputation, and orchestrating word-of-mouth, The Elements of Influence unveils this critical and sprawling discipline and introduces The Playmaker's Standard, a new essential language of 25 irreducible plays. It breaks down into precise pieces the moves and counter-moves by which competitive advantage is won and lost, buzz is built, spin is spun, and arms are twisted, and it shows how masters of the game call, run, decode, and counteract the ploys and plans of their marketplaces. Plays are everywhere and everyone is a playmaker, and those who know this - the black belts of business, politics, and pop culture - will always have the edge over those who don't. The Elements of Influence will help you join their ranks. BACKCOVER:
Advanced praise for The Elements of Influence
"Alan Kelly is the Bill Walsh of marketing and positioning strategy and tactics. His playbook reads like an insider's field guide to the ins and outs of positioning warfare. Master it, and you can play with pros anytime."
—Geoffrey Moore, author of Crossing the Chasm and Dealing with Darwin
"Ever wonder how marketing campaigns get built? How messages are spun? How public opinion is managed? Here are the answers - in a clear, enjoyable, and eye-opening system that even the black belts of influence will find surprising!"
—Jay Conrad Levinson, author of the Guerrilla Marketing series
Customer Reviews:
Provides a clear system and strategy for 'playmaking'.......2006-12-11
The Elements of Influence: A New Essential System for Managing Competition, Reputation, Brand, and Buzz provides a clear system and strategy for 'playmaking' - how companies thwart others and provide value and competitive strengths. 'Playmaking' is the fine art of controlling marketplace discussions, direction and strategies, and chapters here survey an array of disciplines - not just the business world - to cover everything from positioning to idea advancement.
Diane C. Donovan
California Bookwatch
You need these lessons.......2006-11-10
I've been a mid-level manager all of my professional career. This book has been nothing short of "life-changing" for me. There is sage advice that is relevant to nearly every workplace. Examples are drawn from today's headlines.
I've applied the principles espoused in this book. My career is now in high gear. For the first time, I'm outsourcing and it fells great. Maybe you will be a convert too. Give it a try. I think this work is on par with other great authors of business literature such as Drucker, Warner, Ellis, Lloyd and Faulkner.
Forward Thinking!!.......2006-11-08
This well-written book is like the twentyfirst century sequel to last century's "Hidden Persuaders". Mr. Kelly has given us a way to rationalize and apply logic to what has been "seat of the pants" marketing up until now. With these tools, competition will move much faster in the future.
Breakthrough Thinking.......2006-10-31
I have never read another book like "The Elements of Influence." It is the first book to deliver both a language and methodology for communicating effectively in business. Using The Playmaker's Standard methodology, market facing executives can design moves and counter-moves that help increase the market visibility and perception of their companies and products. The result is often increased revenue and market share and, almost always, a better perception in the market versus the competition.
In the past, executives relied on PR firms or on their intuition to influence markets. The Playmaker's Standard gives executives the ability to move the dial in their company's favor. As a result, the Plays that make up the Playmaker's Standard become the indispensable tools for executives seeking unfair advantage in the market. Smart executives would be wise to embrace the Playmaker's Standard.
Customer Reviews:
Very user-friendly and educational.......2005-11-20
Mr. Fombrun is the reputation expert. In this book he and Mr. Van Riel do a great job of ilustrating corporate reputation in simple and clear terms. The use of graphs, examples, metrics, and references to other authors makes the content very credible and useful. This book serves as a guide for quickly applying the concepts of reputation to any organization. It's very easy to read. Don't expect deepness, it's more of a excellent introductory text for those unfamiliar with the topic of corporate reputation.
What Your CEO Needs to Know!.......2003-10-04
Finally something I can use to convince my CEO that reputations can and should be managed! The book provides a comprehensive overview of the critical success factors of reputation management and discusses a number of interesting case studies to underline key points. Though its a complex subject the book reads pretty easy and I could relate most of it to my daily work as a communications professional. To me, the bottom line is I can now start a discussion in my firm about the need for managing reputation and use solid arguments based on both research and other companies' best practice. It seems that being able to explain what drives reputation and who should be involved in managing it is half the work...
Book Description
This book presents the case for reputation as a strategic tool for organizations in the 21st century. As well as a review of current thinking on how reputation is managed, the text contains a unique approach to reputation measurement and management, the Reputation Chain. The authors' approach has been tried and tested in a number of organizations. The authors demonstrate how improving reputation, merely by learning more about what a company is already doing, has been proven to increase sales growth at five percent. US companies examined include Coke, IBM, Intel, McDonalds, Fortune and Enron.
Customer Reviews:
A deep analysis on corporate reputation.......2003-01-06
This is really a comprehensive book on corporate reputation. This book is divided into two parts. Part one dealing with reputation as a strategic approach and part two dealing with managing corporate personality.
This book gives a deep new paradigm on how to manage corporate reputation. The study cases in this book really give real-world examples of managing corporate reputation.
This book provides analysis on corporate repuation not only of usual corporate, but also of merged-corporation.
A really good and useful book!
Book Description
Recent research in business strategy suggests that corporate reputations are a valuable strategic asset for every company. Good reputations have been shown to help firms attain and sustain superior financial performance in their industry. This book outlines how high-status companies become corporate super brands, and it presents managers with a framework to proactively enhance their corporations' desired reputation. While many books concentrate on advertising or corporate identity as the primary tools for reputation enhancement, this book provides a more expansive and realistic picture of what it takes to build a corporate super brand. One of its key contributions is that it emphasizes the roles of customer value and organizational culture in the reputation-building process and exposes the limitations of corporate advertising, sponsorships, and minor corporate identity change. Drawing on more than fifteen years of academic research, executive seminars, and consulting experience, Grahame Dowling suggests ways to improve the corporate reputations that different groups of stakeholders hold of your company. He also describes how to avoid many of the traps that catch unwary managers who try to improve their company's desired reputation.
Customer Reviews:
Good to read.......2001-09-18
This book is full the latest case like in the IBM, Exxon, Johnsons and Johnsons with a lot of models!That's great.
Book Description
An international and multidisciplinary collection of works capturing the quintessence of the corporation and its inner and outer manifestations. Drawing on their wide experience the editors have assembled a portfolio of works from those who practice, as well as those who study and research the area. These will be of interest to anyone studying, analyzing and managing an organization's identity, image, reputation and corporate brand.
The book draws on articles from leading journals in the field and includes important recent articles as well as classics, written by recognised masters of the genre, which still inform current debate and practice.
Key feature include:
*insightful commentary from the editors on each section
*discussion and study questions
*links to other works in the genre
This book is invaluable to both students and managers who are concerned with comprehending the dimensions of corporate meaning.
Book Description
Companies usually assume if their sales are good, then their brand and reputation must be strong. But all too often, they don't have a clear understanding of the values that drive brand and reputation and actually sustain long-term profitability and growth. This leaves companies vulnerable to dangerous backlash between corporate values, and those of their stakeholders: customers, employees, shareholders, media, government, and community. Even well-known and seemingly successful brands and reputations have suffered from this backlash (e.g. Nike and overseas sweatshops, Wal-Mart and unfair employment practices, McDonald's and obesity issues.) Every stakeholder applies their personal and professional values to judge the performance of a company. Branding expert John Foley has developed the BalancedBrand System, which helps companies assess corporate values, identify potential flashpoints, and align values to build a stronger brand and reputation. BalancedBrand identifies and helps manage the forces that will change the way business does business. Foley and co-author Julie Kendrick have created new tools that build and protect brands and reputations.
Download Description
Companies usually assume if their sales are good, then their brand and reputation must be strong. But all too often, they don't have a clear understanding of the values that drive brand and reputation and actually sustain long-term profitability and growth. This leaves companies vulnerable to dangerous backlash between corporate values, and those of their stakeholders: customers, employees, shareholders, media, government, and community. Even well-known and seemingly successful brands and reputations have suffered from this backlash (e.g. Nike and overseas sweatshops, Wal-Mart and unfair employment practices, McDonald's and obesity issues.) Every stakeholder applies their personal and professional values to judge the performance of a company. Branding expert John Foley has developed the BalancedBrand System, which helps companies assess corporate values, identify potential flashpoints, and align values to build a stronger brand and reputation. BalancedBrand identifies and helps manage the forces that will change the way business does business. Foley and co-author Julie Kendrick have created new tools that build and protect brands and reputations.
Customer Reviews:
Great review for great balance .......2006-02-22
John Foley's approach to combining brand identity with corporate values and culture is a worthwhile strategy to assimilate into one's company. Everyone is aware that a brand will get a customer 'in the door' but Foley's strategy for identifying key stakeholders and keeping them engaged, is a strategy every company should learn how to employ and practice. I would highly reconmend this book to all who are interested in advancing both the mission and bottom line of their companies. This book would have particular appeal to young people entering the work force as a tool for staying engaged with their comapany's customers.
Provocative new insights on growing brands in today's world.......2006-02-22
Finally, an approach that takes branding to the next level! I found Foley's thinking on creating and protecting brands by aligning corporate and stakeholder values to be refreshing and enlightening. Today's news is filled with examples of corporate failure due to scandals, breech of trust, and greed. This only underscores the need to project appropriate values.
Additionally, I believe Foley's perspective on the interdependence of a strong reputation and a strong brand is extremely insightful-bordering on revolutionary. He explores how the effects of competition, abrupt changes in customer preference, skyrocketing promotional costs, and even a company's own actions can erode the brand or reputation.
Foley includes helpful strategies and tools to assess stakeholder alignment and put his systems into practice. I highly recommend this book to anyone charged with managing brands and building corporate growth. In my opinion, this is a very important body of work.
Bridget Clark
Corporate Branding and Marketing
Alignment of the Head, Heart and Hands.......2006-02-14
Balanced Brand by John Foley with Julie Kendrick is a refreshing and enlightening book that helps people focus on alignment of values. It is not every day that business leaders read about the success of their companies from the true alignment of their Head, Heart and Hands. As the book explains the success of companies like Tiffany is due to their focus on employee training on Tiffany's true values-world-class quality( Their Head), uncompromising service( Their Heart) and social responsibility( Their Hands). They have been able to align their values since 1837 by focused training and transfer of their Core Values, which happens to Align with the many stakeholders.
I enjoyed reading and learning from the Balanced Brand and I would recommend this book to all , who are looking to Crystallize their thinking about Brands. This book will help them develop a plan for achieving that goal, develop a sincere desire for the things that are real for them and all of their stakeholders and also to develop supreme confidence in their organization and it's abilities to execute the plan consistently over many decades.
Jay Seshadri
Om Shanthi Om ( means Peace in Sanskrit)
SESHADRI LLC
A must-have business book.......2006-02-14
Even as we're feeling we've got all our bases covered, finally, Mr. Foley opens our eyes to a critical consideration too many executives--in both the private and public sectors--have failed to appreciate. He not only does an effective job of presenting and substantiating the problem, he then tells us how to deal with it. I really wish this book had been available a decade or more ago! It should be on every manager's "must read" list.
Led to higher ground..........2006-02-12
Balanced Brand guided me to higher ground.
For nearly two years, my head has been awash in the technology and behavorial shifts accelerating due to internet connectivity globally and what that entails. There is a river of change flowing and it's reaching flood stage. Blogs, podcasts, vlogs, online social networking sites, news aggregation tools (allowing people to scan and consume hundreds of blog posts and news headlines in a single sitting), and instant online conversations about brand-affecting events are facilitating shifts of consciousness and awareness that profoundly effects a brand.
As a consequence of all of these enabling technologies and shifts, there is a new participatory culture emerging which is allowing stakeholders in record numbers to participate vs. just being passive recipients of some miscellaneous communications campaign or messaging thrust...and this emerging culture is out of anyone's control.
Balanced Brand made me stop and reconsider the complexities of all these changes occurring and instead climb to the top of the hill, sit down and look down on the river. I thought about the deeper meanings and strategies required to guarantee the river down below will be navigable...regardless of what technologies or cultures reveal themselves. This book is not about technology or participatory paradigm shifts, however. It's about balance, the essence of a brand, and how to create and utilize balanced brand strategies.
Within its pages is a framework that allows any organization to understand and assess their values, those of their customers, shareholders, employees and communities within which they're involved, and be able to then understand where and how to align them. Though it doesn't say this as overtly as I am, what I thought was obvious was that -- once this work was completed -- strategic direction would be crystal clear.
Once balanced branding strategies are in place, every stakeholder knows what to do. They know what the brand stands for and what it means. Employees know how to perform and use the river-of-change-shifts to facilitate brand enhancement instead of being victims and drowning in it. What hit me squarely due to my involvement in technology, is that a participatory culture can be created that sparks innovation and creativity, grows top-line revenue and customer satisfaction, all of which is of vital importance to management and shareholders.
That was the higher ground I was guided to by Balanced Brand. It helped me focus and see that first-and-foremost it is the essence of the brand and the brand in practice that really matters. Everything else then falls into place.
Average customer rating:
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Winning Reputations: How to Be Your Own Spin Doctor
Chris Genasi
Manufacturer: Palgrave Macmillan
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Binding: Paperback
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ASIN: 0333963652 |
Book Description
Winning Reputations: How to Be Your Own Spin Doctor provides practical advice on how to manage your personal PR, in order to develop your career, promote your business, or cary out campaigns for change. It focuses upon reputation as the key to world-class individuals, companies, and great brands, and includes many compelling examples and cases, as well as a toolkit and a plan for building one.
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Building Your Company's Good Name: How to Create & Protect the Reputation Your Organization Wants & Deserves
Davis Young
Manufacturer: Amacom Books
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Binding: Hardcover
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ASIN: 0814403085 |
Book Description
Fast track route to mastering all aspects of reputation management
Covers all the key techniques for successful reputation management, from understanding interest groups to communicating key messages, and from selecting the best channels to developing a tactical plan
Examples and lessons from some of the world's most successful businesses, including Unilever, Bitor and Royal Dutch Shell
Includes a glossary of key concepts and a comprehensive resources guide
ExpressExec is a unique business resource of one hundred books. These books present the best current thinking and span the entire range of contemporary business practice. Each book gives you the key concepts behind the subject and the techniques to implement the ideas effectively, together with lessons from benchmark companies and ideas from the world's smartest thinkers.
ExpressExec is organised into ten core subject areas making it easy to find the information you need:
01 Innovation
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ExpressExec is a perfect learning solution for people who need to master the latest business thinking and practice quickly.
Download Description
Fast track route to mastering all aspects of reputation management. Covers all the key techniques for successful reputation management, from understanding interest groups to communicating key messages, and from selecting the best channels to developing a tactical plan. Examples and lessons from some of the world's most successful businesses, including Unilever, Bitor and Royal Dutch Shell. Includes a glossary of key concepts and a comprehensive resources guide.
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