MarketingMVP.com

	Shop

Warp-Speed Branding: The Impact of Technology on Marketing (Adweek Magazine Series)

Zoom

Warp-Speed Branding: The Impact of Technology on Marketing (Adweek Magazine Series)

(15 customer reviews)

SKU:

In Stock

Availability: Usually ships in 1-2 business days

"Time to market" is now the operative phrase for companies around the globe. Consumer and employee are simultaneously shaped by and shaping the new knowledge economy. We are no longer the linear, process-oriented rational world of the industrial revolution, and the traditional Procter & Gamble formulas for brand building are becoming increasingly obsolete.

Warp-Speed Branding will challenge your current thinking and launch you into the new and creative ways today's hottest technology companies are tackling branding, leaving traditional ways of building brands far behind. These companies represent the meteoric rise of the technology culture and how it is moving through the worlds of marketing and advertising, transforming businesses in the blink of an eye and the click of a mouse.

In this groundbreaking book, expert Agnieszka Winkler's compelling insight clearly shows how technology's presence in every business environment has already changed the role of the brand builder. Winkler's perspective reconsiders some of the standard marketing truths learned at the knee of consumer product giants like Procter & Gamble, Unilever, and Colgate-Palmolive. Now technology companies such as Microsoft, Intel, and AOL embody innovation and change and are rewriting the rules of brand creation. With Warp-Speed Branding, you'll see how to apply some of their lessons.

The book exposes six myths of branding and replaces them with new truths in a "warp-speed world." Fascinating case studies detail the branding success stories behind Sony, Intel, Amazon.com, Dell, and others, out of which emerge principles, guidelines, and action steps. You'll learn: The new branding skills, attitudes, and processes companies need to make it in a warp-speed world; How advertising agencies can adjust their processes and mindsets to help clients achieve faster time to market; How to identify and manage your company's Brand Ecosystem; How to take advantage of the extraordinary branding opportunities presented by the Internet

With passion and incisive thinking, Agnieszka Winkler gives you the new marketing lessons to be learned from today's technology leaders--and how to apply them to your own brand of success.

Praise for Warp-Speed Branding

"We have all experienced the acceleration of our lives and our work towards Internet speed. Ms. Winkler has given us anecdotes, tem-plates and commonsense advice, all focused on teaching us how to use the acceleration of technology to build better brands, products, and organizations." -- Paul Otellini, Executive Vice President, Intel Corporation

"This book is an engaging must-read for all brand shepherds, young and old. The rapid speed of global technological change has dramatically redefined all traditional concepts of consumers, stakeholders, marketing, and branding. Attitude, capability, and mass customization are now king." -- Carl James Yankowski, President & CEO, Reebok Brands

"For marketers who are charged with retaining or creating brand advantage in the future, this is a must read. You'll find a refreshing challenge to the status quo and new ideas to consider." -- Jan Soderstrom, EVP International Marketing, Visa International

"In the tradition of marketing classics, Winkler redefines what it takes to win at marketing in today's frenzied, everything-changing-at-once product development cycles." -- Steve Weiss, Founding Partner, Product Management Group

"Traveling with Agnieszka Winkler through Warp-Speed Branding is a thrill ride. . . . Her rich examples and colorful illustrations make Warp-Speed Branding essential reading for all who aspire to lead their organizations to unique and distinctive places in the millennium marketplace." -- Jim Kouzes, coauthor, The Leadership Challenge and Encouraging the HeartChairman, Tom Peters Group/Learning Systems

"A thought-provoking view of the huge impact of the Web lifestyle on brands and branding." -- Robert Herbold, EVP & COO, Microsoft Corporation.

List Price:	$39.95
Our Price:	$27.96
You Save:	$11.99 (30%)

Note: Item may be sold and shipped by another company. Learn more.

Product Details

Average Customer Rating:

based on 15 reviews

Customer Reviews

Average Customer Review: 3.5

( 15 customer reviews )
Write an online review and share your thoughts with other customers.

Most Helpful Customer Reviews

63 of 68 found the following review helpful:

knee-jerk branding is more like it Sep 27, 1999
The premise of this book is that brands can be developed in very short timeframes which is contrary to everything effective marketers know to be true. Only brand 'awareness' can be generated overnight; the 'identity' of the brand (that is, the brand's image and personality that set it apart from its competitors) is created and held in the consumer's mind only through time and experience. To set a proper foundation for sustainable brand identity, there is no viable substitute for long-term planning even among technology brands. High tech companies today compete on brand identity as much as they do on technological innovation; thus to treat the brand in such a fashion as Winkler suggests is detrimental to responsible brand management. Anyone can `build' a brand but Winkler's advice won't make a brand `relevant' to anyone but the manufacturer itself.

Winkler appears to be a closeted engineering-oriented client dressed up as an (alleged) advertising 'guru' as indicated by her thinking. Among those in the business who are known for brand advertising that truly engrosses the consumer rather than treats them as lemmings, Winkler's reputation is far from exemplary. What's more, her agency's creative product generally lacks insight and understanding, which is the first place one should look before assessing the strategic advice offered by an agency-based author. I suspect the agency does not employ any qualified account/brand planners as I imagine they'd be miserable.

I am a senior UK-based account planner on loan to a respected creative agency in California with several high profile technology clients. Whilst I agree that time to market is becoming increasingly short, I know from experience that Winkler's advice runs contrary to smart advertising development. It's just a recipe for fast advertising development, and there's already enough of that in the world. What we need are breakthrough ideas, not just more of the same. And breakthrough ideas rarely happen overnight and they certainly won't evolve from such whiplash thinking as evidenced in this book.

If I could rate this book with fewer than one star I would have. For proper branding and advertising advice, read `Advertising and the Mind of the Consumer' by Max Sutherland, `Marketing to the Mind' by Maddock and Fulton, `Positioning' by Ries and Trout, `Truth Lies and Advertising' by Jon Steel, or `Under the Radar' by Kirshenbaum and Bond.

8 of 9 found the following review helpful:

too much advertising fluff Apr 09, 2000 By Buddy Del Rosario "buds"
when i first bought the book, i thought i had got a real winner. there were ideas on brand building but limited to the companies which the author had direct contact. and they talk too much about advertising and their personal work ethics..ridiculous!

9 of 11 found the following review helpful:

Not very useful information Sep 27, 2000
The book assume and reader have a certain level of knowledge branding. It does not tell you how and why rather state only the what. The examples and case studies in this book is really pathetic. I feel that half of the book is certainly advertisement for the author's company. In conclusion, this book is definitely not worth reading if you do not have much time to spare.If you are serious about branding look somewhere else.

3 of 3 found the following review helpful:

Disappointing advice Feb 20, 2005 By Maria N. "brand manager"
Perhaps with the benefit of hindsight, we can see the flaws in this book more clearly: far too many technology companies attempted to build their "brand" overnight and could not survive the dot-com crash.

Winkler's advice appears more suited to the internal efficiency processes of ad agencies than it does to the strategic guidance such agencies could provide their clients. If I were a technology advertiser, I would be very wary of taking the advice of this book. Given that Winkler Advertising no longer exists should be cause for concern for anyone considering her as an advisor.

There are many credible marketing/brand-building books on the market today, most of which can be found on Amazon. If you want to get solid advice you can trust from an ad agency, read Truth Lies & Advertising from Jon Steel, Eating the Big Fish and The Pirate Inside from Adam Morgan, or Under the Radar from Kirschenbaum & Bond.

3 of 3 found the following review helpful:

Weak thinking Aug 03, 2004 By Veruka Zdenek
This book suggests that effective brands can be built overnight. It is very presumptuous, and also draws too heavily on the author's personal experiences. I don't know how many of her clients survived the dot-com crash on this thinking, but I would not bet my business on it. There are lots of brand-building books available on amazon.com (anything by David Aaker is a good bet) and you would be better served by more responsible advice from other sources.

See all 15 customer reviews on Amazon.com