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"Brand" is everyone by now! But just to be that is no longer enough in this fast moving, disruptive time: How does a distinctive company become a truly future-oriented company? How will it gain tomorrow its qualified and planned attention—and with it its share of the world’s "most valuable currency?" And how does it take advantage of this consideration, for the benefit of all involved and for more sales, turnover and profit? The expert duo Henkel & Berndt says why "brand work" jumps way too short nowadays and that nothing works if you are not future-ready. They put straight how to achieve that.
Christoph Berndt says: "Attention is the most valuable currency in the
world." He makes us aware of this very important topic in today’s world by
using trenchant observations and vivid examples. It is a fundamental topic for
everyone—private, businesswise and socially and he explains that by listening
carefully we give real and honest attention. He illustrates a world where we
stop screaming to get attention and how the implementer will win: Emotionally
Getabstract: “The book is on the one hand an ingenious analysis, on the other hand an opinion-strong pamphlet and last but not least a practical guide ... This multi-faceted approach makes the fast-paced and strong-linguistic book to a fruitful reading for almost anyone.” Get more information (in German)
your heart beat faster? What do you have a burning desire for—and what do you
want to avoid at any price? Especially in difficult times, it is important to
polish your own image and position yourself clearly as a brand. The key lies in
Human Branding. This technique makes the secrets of success achievable for
everyone; with it, you can clearly identify your uniqueness. You will learn how
you can live your unique characteristics and make them tangible for others.
With Human Branding, you are sure to reach your goals, both in your
professional and private life.
Manager Seminare: “The book explains to the reader how he can become an unforgettable brand ... successful and believable.”
book “You Are the Most Powerful Brand!” will successfully support you in
developing your own brand personality. The practice book shows concrete ways to
make your own brand flourish. With the
help of numerous examples of personalities who have recreated or newly defined
themselves, this book is a motivator, guide, and instruction manual all in one.
It helps you explore new directions that promise predictable success. You can
be the mouse who frees itself from its own frustration trap and makes its way
to a new self-determined life.
Hamburger Abendblatt: “This book is encouragement, guide and manual, helping you find new paths for predictable success.”
everyone is a "brand"—but that is no longer enough. How does a branded
company turn into a distinctive company? Besides its daily fight at the point
of sale, what does a company has to do to get its unique face in the crowd? And
how can the company use the spotlight efficiently to increase its sales,
turnover and profit—enhancing the benefit of all parties involved? Henkel &
Berndt explain why only building a brand is not enough; but they discuss what a
strong brand needs to get its unique face in the crowd. The authors cut right
to the chase, disclosing what a company does to be extraordinarily unique.
Marketing Review St. Gallen: “Berndt and Henkel provide a hands-on battle plan for the day-to-day battle for customer and consumer favor. Noteworthy is the choice of case studies, as the authors abandon the usual perpetual racers such as Google, Tesla and Amazon and instead provide deeper and more unique insights into medium-sized companies and service providers from the D / A / CH region.“
a company distinctive and desirous? Why do some companies appear to be
successful without any effort, and why do others try really hard but are not able
to reap the fruit of their hard labor? Henkel & Berndt explain why brand
positioning is not only necessary for global players but for everyone. And they
cut right to the chase of what makes a company a benchmark: it gains the
success that is desired by everyone, and it is ready for the future. And they
disclose the secret of success by interviewing employees of companies that set
the benchmark—all documented in detail.
Harvard Business Manager: „Impossible to explain clearer and more entertaining strategic brand management. Without high-level marketing prompts, the authors show how companies position themselves as a distinctive brand. This comes so practical, that you want to visit the featured companies and copy their favorite brands.“
how does a brand need to be positioned to be noticed in the ever-increasing
cacophony of advertising messages? Is brand management really an outdated
concept, no longer critical to increase sales and profits? To find the best
answers, brand expert Jon Christoph Berndt® and marketing professor Sven Henkel®
debate the best arguments in “Brand New.” They discuss their differing
viewpoints, using numerous examples of large and small companies. Despite their
differences, Henkel & Berndt agree that the brand is a matter for the boss:
“A strong brand can only emerge when it is lived by everyone in the company. It
requires courage, backbone, and time.“
Handelsblatt: „Very interesting and vivid. The authors speak with established (family) businesses and the hidden champions of mid-sized companies about their recipes for success.”