October 2010
Intermediate to advanced
400 pages
34h 3m
English
book
Marketing Strategy from the Masters (Collection)
by Philip Kotler, Nancy Lee, Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein, Larry Light, Joan Kiddon
Content preview from Marketing Strategy from the Masters (Collection)
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5. Rule #3: Reinvent the Brand Experience
“The smile on our people’s faces is a vital part of our image.”
—Ray Kroc, Grinding It Out
Brands are promises of relevant and differentiated experiences. The total brand experience (functional and emotional) defines the distinctiveness of the brand.
For example, Lexus redefined luxury in the automotive category. Lexus is more than a well-made, luxurious, technologically advanced vehicle. It also provides a superior purchase and total ownership experience.
Swatch redefined the watch experience. All of sudden a watch was something to be changed with every new outfit, every new mood, any occasion. And it was possible because these colorful, hip, collectible pieces of wrist-candy were affordable. ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.