In every industry, some brands stand out from the crowd because of their distinct way of doing things. These companies challenge conventional wisdom and industry norms to win in their markets. They see their customers and employees as members of a like-minded community, deliver unique and remarkable customer experiences, and are able to create an almost cult-like following around their brand. Bold is about 14 such businesses. They put purpose before profit, go beyond what customers expect, and relentlessly differentiate themselves from everyone else. They know no compromise and show no timidity. They are bold in thought and execution, and they measure their success in new ways. Shaun Smith and Andy Milligan include revealing interviews with key executives and let them tell each brand's story in ways that capture the unique culture of each company. The lively accounts are supported by a page design that in full color stresses and summarizes the key points. The 14 business represent an international "who's who" in consumer insight and engagement, from Brazilian sunglasses retailer Chilli Beans with over 200 stores in Brazil, Portugal and now the United States, to Zappos, the US the online shoe retailer. Other companies profiled include Virgin Galactic, Richard Branson's commercial spaceflight venture; Malaysian low-cost airline AirAsia, which builds a global brand by sponsoring sports teams including the Oakland Raiders; JCB, the manufacturer of heavy equipment; Umpqua Bank, based in Portland, Oregon; and Best Buy's The Geek Squad, provider of computer support and repair services. www.boldthebook.com

Bold: How to be Brave in Business and Win

Business & Money

Smith, Shaun

Milligan, Andy

Management & Leadership

Kogan Page.

With a constant stream of new communication channels emerging, the real challenge for marketers is not just making sure their brand is present in each space but staying true to their brand purpose. A follow-up to Bold, the best-selling book which looked at what made cutting edge brands stand out, On Purpose, goes one step further and provides practical advice on how to achieve those same results successfully, over multiple channels. Shaun Smith and Andy Milligan provide a framework for success, explaining how to: --Stand Up: be clear about brand purpose and promise --Stand Out: define, design and deliver distinctive customer experiences across multiple channels --Stand Firm: create strong cultures that sustain results They explain and define how to deliver "on purpose" experiences by using a case study, individual thought pieces by experts in the field, and a key action summary at the end of each chapter.

On Purpose: Delivering a Branded Customer Experience People Love

Myths of Branding: A Brand is Just a Logo, and Other Popular Misconceptions (Business Myths)

A brand is just a logo - everyone knows that, don't they? After all, it's not as though a good brand can save a bad business, and besides, the digital revolution is making branding irrelevant...
Myths of Branding, written by renowned branding experts Andy Milligan and Simon Bailey, explores the huge number of misguided, mistaken and blatantly false myths that abound in the branding arena. From the belief that developing brands is nothing more than fiddling with logos, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity - these myths are all surprisingly entrenched, yet could not be further from the truth. 
Myths of Branding takes the most up-to-date research and evidence to debunk these popular misconceptions, and replaces them with the reality of what it's really like to work in the world of branding. Jam-packed with entertaining anecdotes and useful information that practitioners can learn from, it guarantees a deeper, sharper understanding of the realities of branding and brand management.

Bailey, Simon

Marketing & Sales

There is no one quite like David Beckham: brilliant footballer, dedicated athlete, fashion model, global icon and all-round celebrity. David Beckham has become one of the most pwerful brands in the modern world, with earning power to prove it.This book shows David Beckham in a new light: as a man who has harnessed his skills and his fame to market himself in the same professional and disciplined way that a successful company markets its brands.By looking at the key choices Beckham made on and off the pitch, brand expert Andy Milligan helps us understand how he has achieved his phenomenal commercial success, even to this day as Beckham prepares for the 2010 World Cup finals in South Africa.  Brand it Like Beckham is an analysis of what makes Beckham so saleable to both men and women, from the United States to Japan The Times newspaper.

Brand It Like Beckham : The Story of How Brand Beckham Was Built

Cyan Books

A brand is just a logo - everyone knows that, don't they? After all, it's not as though a good brand can save a bad business, and besides, the digital revolution is making branding irrelevant...\nMyths of Branding, written by renowned branding experts Andy Milligan and Simon Bailey, explores the huge number of misguided, mistaken and blatantly false myths that abound in the branding arena. From the belief that developing brands is nothing more than fiddling with logos, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity and that the customer is always right - these myths are all surprisingly entrenched, yet could not be further from the truth.\nMyths of Brandinguses up-to-date case studies and witty examples to debunk these popular misconceptions, and replaces them with the reality of what it's really like to work in the world of branding. Jam-packed with entertaining anecdotes and useful information that practitioners can learn from, it guarantees a deeper, sharper understanding of the realities of branding and brand management.\nAbout the Business Myths series...\nThe Business Myths series tackles the falsehoods that pervade the business world. From leadership and management to social media, strategy and the workplace, these accessible books overturn out-of-date assumptions, skewer stereotypes and put oft-repeated slogans to the test. Entertaining and rigorously researched, these books will equip you with the insight and no-nonsense wisdom you need to succeed.

Myths of Branding: Dispel the Misconceptions and Become a Brand Expert (Business Myths, 9)

David Beckham as commercial property and marketing brand is examined in this book. His start as a soccer celebrity to his successful segue into a pop culture icon—one that needs public relations maintained by a full-time staff—is discussed, along with where his personal "brand" is headed. Each title in this series features an in-depth, biographical look at one of today's top brands, such as Guinness, Adidas, and Starbucks. The brands included have all established themselves not only as financial successes but also as cultural icons. The storytelling style and eye-catching design of the books make learning about these innovative brands stimulating and enjoyable.

Brand It Like Beckham: The Story of how Brand Beckham Was Built (Great Brand Stories series)

Cyan Communications

Experience marketing is the method behind some of the best inventions and most innovative ideas in business today, effectively observing the way real people act in real situations. It has produced the Walkman, the iPod, drive-through check-ins, low-cost flights, and even the way NASA teaches safety to astronauts. Traditional market research relies on the use of interviews and focus groups, however, watching customers in shops, at hotels, and on the streets is a faster and more direct way to analyze consumer behavior, as demonstrated in both anecdotal stories and actual case studies. Experience marketing is also the common sense formula by which small business owners and corporation executives alike need only see their customers in action, imagine how they feel, think of better ways to serve them, and act upon them.

See, Feel, Think, Do: The Power of Instinct in Business

Instinct is behind some of the best inventions and most innovative ideas in business today. It has produced the Walkman and the i-Pod, it has led to drive-through check-ins and low cost flights, it has affected the way that Heinz market Ketchup, and the way NASA, teach their astronauts safety. Put simply, See, Feel, Think, Do is the idea that by watching the way real people act in real life in real time in real situations, we can develop ideas that solve their real needs. Through a mixture of stories and case studies from real life, the authors show readers how to develop an instinct for what really works in business. They outline a simple process and a series of key questions you need to ask in order to translate your own, or your customers', experiences into action. The real beauty of this concept is that anyone can do it - all it requires is the ability to see, to feel, to think and then do.

See, Feel, Think, Do: Unleashing the Power of Instinct to Drive Your Business

Marshall Cavendish Books Ltd.

Brand It Like Beckham: The Story of How Brand Beckham Was Built

Marshall Cavendish+corp

See the best price to sell, buy, or rent books by Milligan, Andy. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Milligan, Andy

See the best price to sell, buy, or rent books by Milligan, Andy. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Bold: How to be Brave in Business and Win

On Purpose: Delivering a Branded Customer Experience People Love

Myths of Branding: A Brand is Just a Logo, and Other Popular Misconceptions (Business Myths)

Myths of Branding: A Brand is Just a Logo, and Other Popular Misconceptions (Business Myths)

Brand It Like Beckham : The Story of How Brand Beckham Was Built

Myths of Branding: Dispel the Misconceptions and Become a Brand Expert (Business Myths, 9)

Brand It Like Beckham: The Story of how Brand Beckham Was Built (Great Brand Stories series)

See, Feel, Think, Do: The Power of Instinct in Business

See, Feel, Think, Do: Unleashing the Power of Instinct to Drive Your Business

Brand It Like Beckham: The Story of How Brand Beckham Was Built