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Brand Fusion Terry Smith

Brand Fusion By Terry Smith

Brand Fusion by Terry Smith

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Brand Fusion Summary

Brand Fusion: Purpose-driven brand strategy by Terry Smith

Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies - the development of brands that deliver profit with purpose, are sustainable, and create mutually beneficial meaning.

It fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning-from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups. Brand Fusion: Purpose-driven brand strategy is an in-depth analysis of the philosophy and practice behind creating a purposeful brand.

About Terry Smith

Dr Terry Smith, with a PhD in Marketing, has taught across the full Marketing spectrum, and for the Chartered Institute of Marketing for which he was also part of the CIM Technical Committee which helped translate contemporary marketing practice and integrate the latest academic thinking into the development of the current CIM Post-Graduate curricula. Previously, he was a practitioner in a broad range of marketing management roles in B2B and as a partner in an SME. Terry is the author of a major textbook, 'Marketing Communications: A Brand Narrative Approach', an academic monograph, 'The Roots and Uses of Marketing Knowledge: A Critical Inquiry into the Theory and Practice of Marketing', together with a collection of book chapters and published papers, all with a focus on marketing theory, practice, and meaning.

Dr Tom Williams, with a PhD in Branding and Sociology from Lancaster University, Founder and Managing Director of FUZE a unique company that fuses insight driven continuous improvement through embedded organisational learning. These insight systems are based on their clients' customer-people-culture experiences, and evaluated against their brand purpose and strategy. FUZE are purpose-led, that endeavour to improve and transform businesses and brands, by empowering people within these businesses to learn and develop, individually and collectively. This is achieved via (1) their FUZE iMPACT Platform which offers a suite of solutions for effective experience management and (2) The FUZE iMPACT Academy which develops and delivers tailored qualifications from Level 2 through to Level 7. FUZE has a track record helping clients develop culture of continuous improvement and learning. FUZE works with a broad range of clients and sectors such as: Inspired Villages; Freedome Parks owned by CircusTrix; Universities in the UK; nationally renowned tourist attractions (e.g. Tatton Park); world renowned destinations such as the Lake District Park UNESCO World Heritage Site; fast growing FMCG companies in Australia and global technology organisations. Formerly Associate Head of Department at Chester Business School, Tom was the Executive MBA Director responsible for the development, recruitment and delivery of this programme and working with a number of corporate businesses such as MBNA, Bank of America, DELL Technologies, Essar Fuels, HSBC, as well as nationally recognised charities like Chester Zoo, large public sector organisations and diverse range of engineering companies and fast growing start-ups. He currently holds a role as Visiting Professor in Management at the University of Chester. Tom has also authored various academic journals, conferences papers, local economic strategies that for Local Economic Partnerships. He was also awarded the Santander International Research Excellence Award in 2016.

Table of Contents

Chapter 1 Overview

Section 2 The Foundations of Theory and Practice

Chapter 2 Developing brand strategy: roots, resources and relationships

Chapter 3 Managing meaning: social dominant logic

Section 3 The Development of Strategy

Chapter 4 Managing the alignment of strategy: purpose, proposition and positioning

Chapter 5 Managing customer-company fusion: customer experience management

Chapter 6 Managing strategic segementation: customer insights from data

Chapter 7 Managing the customer journey: strategic service approaches to the consumption experience

Chapter 8 Managing the conversation: integrated marketing communications

Chapter 9 Managing brand equity: tangbile results from intangible assets

Section 4 The Application of Purpose and Practice

Chapter 10 Legal & Genereal: inclusive capitalism - change, sustainability and purpose

Chapter 11 Inspired Villlages: purpose, values and alignment

Chapter 12 Small is beautiful: big ambitions for SMEs

Chapter 13 Festival of Thrift: sustainability through brand community

Chapter 14 Headspace: immersive digital meditation and mindfulness

Chapter 15: Freedome: building franchise equity

Chapter 16 University of Cumbria: brand anchor, pledge and persona

Chapter 17 Dell Technologies: person to person in B2B

Additional information

NGR9783110718348
9783110718348
3110718340
Brand Fusion: Purpose-driven brand strategy by Terry Smith
Terry Smith
New
Paperback
De Gruyter
2022-07-05
620
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a new book - be the first to read this copy. With untouched pages and a perfect binding, your brand new copy is ready to be opened for the first time

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