Beyond Sizzle: The Next Evolution of Branding (Paperback)

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Description


Are you interested in learning how to create companies people love to love?

If you want to be that company people love to love--the one that people can't wait to tell others about--you will find this book both inspirational and informative. Beyond Sizzle answers how branding, reimagined as an approach to management, can be a force for engaging your most important resource--people--to build your most valuable asset: your reputation. This book will ring true to anyone who wants to be that company customers, employees and the world can't wait to tell others about

People are increasingly looking beyond the sizzle of product and service advertising to the substance of the companies behind the image. As the conversations about purpose move from the margins to the mainstream, it's clear that this once-fringe business perspective, often associated with Birkenstocks and granola, now has a seat at the boardroom table.

Award-winning management strategist Dr. Mona Amodeo brings together the best practices of change management, marketing, and communications to give readers an actionable process for creating brands that matter--organizations that are redefining workplaces, reimagining customer experiences, and creating innovative products and services that are building healthier, more sustainable communities--in turn, creating a better world for us all.

If you are an entrepreneurial thinker ready to embrace the opportunity to prosper economically by having a positive impact on people, communities, and the world; a game changer courageous enough to challenge the status quo by designing and leading organizations as brands that matter; or a leader who wants to make choices that leave the world better than you found it, this book is for you.

Readers who have enjoyed the works of Wally Olins, Dr. Mary Jo Hatch, Simon Sinek and books like The Brand Flip will benefit from Mona's approach on how to reach beyond philosophy and platitudes to a roadmap for transforming organizations into brands that matter to customers, employees and the world.

Below is the table of contents of this compelling and straightforward read:

Preface
My Inspiration: The Interface Backstory

Part I: On the Shoulders of Giants
  • Why We Need a New Approach to Branding (Chapter 1)
  • A New Paradigm of Branding (Chapter 2)
  • The Invisible Force of Branding (Chapter 3)
  • From Sizzle to Substance (Chapter 4)
  • The Operating System of Brands (Chapter 5)
Part II: The Branding from the Core(R) Playbook
  • Branding from the Core Foundations (Chapter 6)
  • The Framework: The Brand Ecosystem (Chapter 7)
  • The Process: The Brand Transformation Process (Chapter 8)
Epilogue: Still Learning from Interface.

About the Author


Mona Amodeo, Ph.D., is a catalyst for transforming organizations into brands that matter. As the founder of the Florida-based brand consultancy idgroup, Amodeo leads a team of dedicated experts with a vision to move business-as-is to business-as-it can-be. Prior to opening idgroup in 1989, Amodeo was a broadcast journalism instructor and international documentary producer at the University of West Florida. She earned a Ph.D. in Organization Development and Change from Benedictine University and a master's in Communication Arts from the University of West Florida. Her work spans the boundaries of scholarship and practice in the disciplines of branding, communications, and organization development and change.


Product Details
ISBN: 9781938548154
ISBN-10: 1938548159
Publisher: Maven House Press
Publication Date: September 4th, 2018
Pages: 334
Language: English