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

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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Cehrs, Adele (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: San Francisco, CA : Jossey-Bass, a Wiley brand, [2015]
Colección:ASAE-Wiley series.
Temas:
Branding (Marketing)
Marketing > Public relations.
Product management.
Stratégie de marque.
Marketing > Relations publiques.
Produits commerciaux > Gestion.
branding.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • 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.

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