Fast Brand: The Blue Ocean Rule for Emerging Brands to Soar Rapidly

Author: Jin Cuodao
Publisher:
Publish Date: 2007-01-01
Features: Only fast brands survive! In the digital age, brand games have no rules, only practices. This book analyzes the brand stories behind 9 digital age speed masters (SpeedMaster) through case studies: Samsung Electronics, Sony Ericsson, Apple, Motorola, Google, eBay, BMW, Starbucks, and IKEA. It's not just a case study book teaching you how to conduct brand marketing, but also a guide to forgetting traditional game rules! Forget the brand rules of the industrial age and embrace the game rules of the digital age! Don't become a "red ocean" brand trapped in competition, but a "blue ocean" brand of value innovation! Crucially, these skyrocketing fast brands, though each with unique tricks and endless innovations, all follow common "fast is slow" (fastisslow) rules, which are also the "blue ocean" brand rules of the digital age: U.S.P.—replaced by a "distinctive" positioning; shifting from "product-oriented" to "customer-oriented"; Push power—only Pull power works; moving from "marketing-oriented" to "experience-oriented."... In the digital age, brand games have no rules, only practices. This book analyzes the brand stories behind 9 digital age speed masters (speedmaster) through case studies: Samsung Electronics, Sony Ericsson, Apple, Motorola, Google, eBay, BMW, Starbucks, and IKEA. It's not just a case study book teaching you how to conduct brand marketing, but also a guide to forgetting traditional game rules! Forget the brand rules of the industrial age and embrace the game rules of the digital age! Don't become a "red ocean" brand trapped in competition, but a "blue ocean" brand of value innovation! Crucially, these skyrocketing fast brands, though each with unique tricks and endless innovations, all follow common "fast is slow" (fastisslow) rules, which are also the "blue ocean" brand rules of the digital age: U.S.P.—replaced by a "distinctive" positioning; shifting from "product-oriented" to "customer-oriented";