What Makes Winning Brands Different?: The Hidden Method Behind the Worlds Most Successful Brands

what makes winning brands different the hidden method behind the world′s most successful brands How can you overcome the worst marketing odds and set virtually any brand on a new path to growth?
∗ A fruit juice suddenly experiences a growth rate of 35% even though the consumer finds it more watery, sweeter and more artificial than 100% pure juice products.
∗ A mini car becomes an overnight success that lasts years although it looks and handles like a shoebox on wheels.
∗ A pasta brand achieves market dominance against 400 competitors in the same market, and this despite the fact that it has no objective quality advantage.
According to Andreas Buchholz and Wolfram Wördemann, who have reached the end of a six–year research project on how and why some brands succeed in consistently outperforming their competitors, it all boils down to the right growth code. In this highly practical and readable book you will learn what makes the success of the world′s leading brands and how you can apply these lessons to your own product or service. Learning from winning brands is the best way to create new winning brands. Put the Buchholz and Wördemann method to work on any marketing challenge and develop a winning strategy for your brand. Marketing

Spis treści:
The Road to a New Method.
Portal 1: Benefits and Promises.
Portal 2: Norms and Values.
Portal 3: Perceptions and Programs.
Portal 4: Identity and Self–expression.
Portal 5: Emotions and Love.
Working With Growth Codes.
Taking Growth Codes Into the Internet Age.
Bibliography.
Index.

Nota biograficzna:
Andreas Buchholz (born in 1963) and Wolfram Wördemann (born in 1965) started their business career at Procter & Gamble, marketing Vicks, Pampers etc. In 1994, Buchholz & Wördemann founded their own advertising agency which, in 1999, merged with White Lion International (Krefeld, Germa ny), Europe′s leading discount agency. Their mission, is to deliver more marketing effectiveness at rates up to 50% more competitive vs. traditional agencies. Today, Buchholz & Wördemann are on the board of White Lion, work as consultants to international corporations and hold seminars and workshops on their new blw method. If you want to get in touch. www.white–lion.de or call + 49 (0) 6172 66 40 50

Okładka tylna:
what makes winning brands different the hidden method behind the world′s most successful brands How can you overcome the worst marketing odds and set virtually any brand on a new path to growth?
∗ A fruit juice suddenly experiences a growth rate of 35% even though the consumer finds it more watery, sweeter and more artificial than 100% pure juice products.
∗ A mini car becomes an overnight success that lasts years although it looks and handles like a shoebox on wheels.
∗ A pasta brand achieves market dominance against 400 competitors in the same market, and this despite the fact that it has no objective quality advantage.
According to Andreas Buchholz and Wolfram Wördemann, who have reached the end of a six–year research project on how and why some brands succeed in consistently outperforming their competitors, it all boils down to the right growth code. In this highly practical and readable book you will learn what makes the success of the world′s leading brands and how you can apply these lessons to your own product or service. Learning from winning brands is the best way to create new winning brands. Put the Buchholz and Wördemann method to work on any marketing challenge and develop a winning strategy for your brand. Marketing