You Are the Brand /
Steve Adubato's entire professional life has been about branding--learning it, living it, making mistakes at it, teaching it at several universities, while discovering how to find the fine line between shameless self-promotion and smart, strategic branding--first for himself, then for others, a...
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Formato: | Electrónico eBook |
Idioma: | Inglés |
Publicado: |
New Brunswick, NJ :
Rutgers University Press,
[2011]
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Temas: | |
Acceso en línea: | Texto completo Texto completo |
Tabla de Contenidos:
- Frontmatter
- Contents
- Acknowledgments
- Introduction
- Tiger Woods: No One Walks on Water
- Buddy "The Cake Boss " Valastro: Baking Cakes and Living Dreams
- JH Cohn: Branding for Accountants? Why Not!
- Toyota: Putting the Brakes on Its Brand
- Michael Port: Living by the "Golden Rule"
- BlackBerry: The Brand You "Can't Live Without"
- Barack Obama: A Brand in Transition
- Coke: It's the Real Thing
- Thirteen/WNET.org: Beyond Sesame Street and Bill Moyers
- TD Bank: Beyond Colors, Letters, and Logos
- The Catholic Church: A Brand in Constant Crisis
- Toast: Knowing Where Your Bread Is Buttered
- The New York Yankees: A Lot More Than a Baseball Brand
- The Kennedys: The Rise and Fall of America's "Royal Family"
- Hospital Brands: Hospital Branding in Challenging and Uncertain Times
- Starbucks: "Your Usual, Steve?"
- Blackwater: Changing Your Name Doesn't Fix Your Reputation
- Campbell Soup: Engage Your Employees . . . Awaken Your Brand
- Nick Matarazzo: Staying in the Game
- Martha Stewart: Boy, . . . Was I Wrong
- Bobbi Brown: Keeping It Real
- Oprah: The "Babe Ruth" of Modern-Day Branding
- BP Oil: Total Brand Destruction
- TODAY: It's about Yesterday, Today, and Tomorrow
- Howard Stern: "The King of Media"
- E*TRADE: When Your Brand Is a "Baby"
- Gibbons: One Name Can Communicate So Much
- Governor Chris Christie: When Being "Blunt" Is Your Brand
- Lebron James: When Your "Decision" Hurts Your Brand
- Newsweek: Times They Are a-Changing
- Daniela Costanzo: Spinning Her Magic
- Sarah Palin: So You Want to Be Taken Seriously?
- Rutgers University: The Block R Success Story
- TJ Nelligan: Doing Well by Doing Good
- Eliot Spitzer: Go Figure
- Wells Fargo/Wachovia: Two Banks into One . . . the Bottom Line
- Make-A-Wish Foundation: Granting Lasting Wishes
- Fox News: Love 'em, Hate 'em, Trust 'em . . . Watch 'em
- Notes
- About the Author