Warp-Speed Branding: The Impact of Technology onMarketing
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- Wiley
More About This Title Warp-Speed Branding: The Impact of Technology onMarketing
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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.
English
Preface Move Over, P&G ix
Chapter 1 High Tech doesn’t Percolate-It Explodes 1
Chapter 2 Technology Impacts Branding: The Changing Customer 21
Chapter 3 The Six Myth of Branding 45
Chapter 4 The Marketing Environment of Technology – New Ways of Working 81
Chapter 5 Advertising Agencies – Dinosaurs or Genetic Creatures? 105
Chapter 6 New Tools to Help Warp-Speed Brand Builders 125
Chapter 7 The Brand Ecosystem™ 143
Chapter 8 Warp-Speed Branding and the Internet: How it Relates to the New Marketing Reality 163
Chapter 9 The Brand Audit as a Tool for a Fast-Moving World 179
Chapter 10 How Ready Are You for Warp-Speed Branding? 201
Epilogue 207
Acknowledgements 217
Index 221
About the Author 225
