Fast Brand - Emerging Brand Soaring to Success: The Blue Ocean Rule

Author: Jin Cuodao
Publisher:
Publish Date: 2007-01-01
Features: Brand games in the digital age, no rules, only practice. This book analyzes the brand stories behind nine speed masters of the digital age through case studies: Samsung Electronics, Sony Ericsson, Apple, Motorola, Google, eBay, BMW, Starbucks, and IKEA. It's not just a casebook on how to conduct brand marketing, but also teaches you to forget 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 be a "blue ocean" brand of value innovation! Crucially, these skyrocketing fast brands, though each has unique tricks and endless innovations, all follow some common "fast is slow" (fastisslow) rules, which are also the "blue ocean" brand rules of the digital age: U.S.P.—replaced by a "differentiating" positioning; shifting from "product-oriented" to "customer-oriented"; Push power—Pull power works; shifting from "marketing-oriented" to "experience-oriented."