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

Author: Jin Cuodao
Publisher:
Publish Date: 2007-01-01
Features: The Brand Game in the Digital Age—No Rules, Only Practice. This book analyzes the brand stories behind nine speedmasters 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 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 innovations, all follow some common "fast is slow" rules, which are also the "blue ocean" brand rules of the digital age: U.S.P.—replaced by "differentiation" positioning; shifting from "product-oriented" to "customer-oriented"; push power—only pull power works; moving from "marketing-oriented" to "experience-oriented." To become a great brand, traditional advertising-driven models are facing challenges, and new brand forces cannot be ignored, such as differentiation, becoming a cool brand, leveraging the internet, and creating unique experiences. This is also the value the book "Fast Brands" brings to readers. —Wu Shixiong, Former CEO of eBay China
This is a unique, engaging, and insightful book about brands. —Gunilla, Vice President of Sony Ericsson Group and President of the China Company
"Fast Brands" boldly points out that in the digital age, only fast brands survive. It proposes the "fast is slow" rule. This is a highly interesting and practically relevant casebook on brand marketing. —Ji Mi, China Lead of "Blue Ocean Strategy"
What is the true path to a brand’s speed? Unlike traditional "short, flat, and fast," the book "Fast Brands" introduces new rules—not only to be user-centric but also to remain humble and curious in the face of users’ evolving needs. —Yuan Yue, Chairman of Horizon Research Group