The Brand Within
On September 11, 2001, Jennifer Sinclair, a young Texan living in London, saw her homeland attacked: the World Trade centers, the Pentagon, and a plane which crashed in a field in Pennsylvania. It was difficult to be an American in a foreign country, even an ally of America's, following the events of September 11. Now married to a New Scotland Yard senior detective, Jenny never expected the climate of terrorism from the United States to sweep across the Atlantic and bring an undercurrent of fear to the United Kingdom. Jenny now lives in the idyllic northwest London suburb of Hampstead, but she feels the uneasiness that all Americans abroad do. When it takes only one crazed individual to commit unreasoning violence, no one can consider himself or herself completely safe. The Commissioner of the Metropolitan Police assigns extra officers to patrol possible target areas in what he calls, Operation Calm, but Jenny is not reassured. Then a cargo ship in the English Channel, reported to be carrying terrorist material, is boarded by anti-terror police. Although the New Scotland Yard spokesman insists that there is no danger to the public, she isn't relieved. Not long afterward, Richard Reid, who was born and raised in Britain, tries to destroy an American Airlines plane in flight with a bomb in his shoe. Each incident seems to be happening closer and closer to home. Her husband, Detective Chief Inspector Colin Sinclair, recalls the days of IRA terrorism and assures her that police officers in the UK have a good deal of experience fighting terrorists. IRA terrorists, however, generally did not choose to die with their targets, and this new breed of evildoers seems to be willing to stop at nothing. Still, Jenny never expected the clouds of violence to strike close to home and threaten her loved ones. Then early in 2002, a terrorist attack occurs in London and devastates her. Reeling from the trauma of sudden grief, Jenny's world is turned upside down, and she must find the strength to adjust to a life she would not have chosen, separated from family and in a country not her own. Supported by an ex-Royal Army chaplain, counseled by a psychiatrist, and guided by Metropolitan Police officers who have become friends, Jenny struggles to make a new life for herself. Then a new danger appears, on the quaint streets of her Hampstead home, a danger she will have to face alone. Thus The Mission continues the story of Houston-born Jenny -- who traveled to London in the previous novel, The Witness -- and the Metropolitan Police Service detectives and witness protection officers who kept her safe following her brutal attack by a serial killer. She faced a long recovery from her physical injuries and an even longer one from the trauma of violence. Testifying against her attacker in spite of her fear strengthened her, and gradually she moved from being a victim to being a survivor. The final step, however, involved leaving her trauma behind to become a victor, someone free to embrace hope and love.
The Brand Within
According to the U.S. Census Bureau, every day nearly 2,500 people go into business for themselves. Their firms account for 78 percent of U.S. businesses and $951 billion in receipts. Entrepreneurship is abundant in America, especially in the current economic crisis, but how do these companies stand out from the rest in order to succeed? This book is written by Daymond John, founder and CEO of the revolutionary FUBU clothing line, brand strategist and star of the ABC hit reality show, Shark Tank, is the second non-fiction book in the best-selling Display of Power series. The Brand Within examines the loyalty of relationships companies seek to establish by attaching celebrities to their brands and the instantaneous impulses consumers exhibit when purchasing a product. Drawing on his cutting-edge experiences in the fashion business, as well as his hard-won insights developed as a sought-after marketing consultant to trend-setters and tastemakers, the author argues that branding relationships have now seeped into every aspect of our lives.
The Brand Within
The Brand Within is the second title in "The Shark" Daymond John's bestselling Display of Power Series of business, motivational, and empowerment books aimed at young, would-be entrepreneurs. In this groundbreaking book, Daymond examines the loyalty and relationships which companies and celebrities seek to establish with their customers and fans, along with the identifying marks consumers carry when they buy into a brand or lifestyle. Drawing on his own experiences from the cutting edge of the fashion business--as well as on his hard-won insights developed as a sought-after marketing consultant to global trendsetters and tastemakers--Daymond maintains that branding relationships have now seeped into every aspect of our lives, and that in order to survive and thrive in the marketplace, consumers and aspiring professionals need to understand and nurture those relationships
The Brand Within
The Brand Within, the second title in "The Shark" Daymond John's best-selling Display of Power series of business, motivational and empowerment books aimed at young would-be entrepreneurs, examines the loyalty relationships companies and celebrities seek to establish with their customers and fans, along with the identifying marks consumers carry when they buy into a brand or lifestyle. Drawing on his own experiences on the cutting edge of the fashion business, as well as on his hard-won insights developed as a sough-after marketing consultant to global trendsetters and tastemakers, the author maintains that branding relationships have now seeped into every aspect of our lives and that in order to survive and thrive in the marketplace, consumers and aspiring professionals need to understand and nurture those relationships.--Daymond John is the founder/CEO of the revolutionary FUBU clothing line, brand strategist and star of the ABC hit reality show, SHARK TANK,
Fashion Branding and Communication
This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.
The Pirate Inside
Most marketing and branding books fall into one of two camps: either they are about leaders or they assume that brands can be managed by process alone. The Pirate Inside is different. It forwards the idea that brands are about people, and Challenger Brands are driven by a certain kind of person in a certain kind of way. Challenger Brands don't rely on CEOs or founders, but on the people within the organization whose personal qualities and approach to what they do make the difference between whether the brand turns to gold or falls to dust. In line with this thinking, The Pirate Inside forwards two key questions: what does it take to be the driver or guardian of a successful Challenger Brand, and what are the demands made by this on character and corporate culture? Building on his answers, Adam Morgan then explores the critical issue of whether big, multi-brand companies can create Challenger micro-climates within their companies, and the benefits that they might achieve by doing so.
Display of Power
With worldwide distribution, the FUBU "For Us By Us" fashion brand is an international symbol of empowerment and success, standing as a blueprint for young business people looking to chart their own course. In Display of Power: How FUBU Changed a World of Fashion, Branding, and Lifestyle, Daymond John (FUBU's founder and CEO) gets to the heart of his unlikely run to the top of the fashion world, and shines compelling light on what it takes to succeed-from the dizzying street corners of his old neighborhood to the dazzling corner offices of corporate America-and what it takes to harness and display the power that resides in us all.
The Power of Broke
The instant New York Times bestseller from Shark Tank star and Fubu Founder Daymond John on why starting a business on a limited budget can be an entrepreneur's greatest competitive advantage, showing how brands, companies, and start-ups can leverage the power of broke to achieve success, fame, and profit. Daymond John has been practicing the power of broke ever since he started selling his home-sewn t-shirts on the streets of Queens. With no funding and a $40 budget, Daymond had to come up with out-of-the box ways to promote his products. Luckily, desperation breeds innovation, and so he hatched an idea for a creative campaign that eventually launched the FUBU brand into a $6 billion dollar global phenomenon. But it might not have happened if he hadn’t started out broke - with nothing but a heart full of hope and a ferocious drive to succeed by any means possible. Here, the FUBU founder and star of ABC’s Shark Tank shows that, far from being a liability, broke can actually be your greatest competitive advantage as an entrepreneur. Why? Because starting a business from broke forces you to think more creatively. It forces you to use your resources more efficiently. It forces you to connect with your customers more authentically, and market your ideas more imaginatively. It forces you to be true to yourself, stay laser focused on your goals, and come up with those innovative solutions required to make a meaningful mark. Drawing his own experiences as an entrepreneur and branding consultant, peeks behind-the scenes from the set of Shark Tank, and stories of dozens of other entrepreneurs who have hustled their way to wealth, John shows how we can all leverage the power of broke to phenomenal success. You’ll meet: · Steve Aoki, the electronic dance music (EDM) deejay who managed to parlay a series of $100 gigs into becoming a global superstar who has redefined the music industry · Gigi Butler, a cleaning lady from Nashville who built cupcake empire on the back of a family recipe, her maxed out credit cards, and a heaping dose of faith · 11-year old Shark Tank guest Mo Bridges who stitched together a winning clothing line with just his grandma’s sewing machine, a stash of loose fabric, and his unique sartorial flair When your back is up against the wall, your bank account is empty, and creativity and passion are the only resources you can afford, success is your only option. Here you’ll learn how to tap into that Power of Broke to scrape, hustle, and dream your way to the top. New York Times Bestseller International Book Awards - Best Business Book of 2016
From Brand Vision to Brand Evaluation
Presenting the reader with practical applications for brand enhancement, this work offers a framework for brand management, and provides a flowchart for progressing the brand building process from strategy through tactics to implementation.
Creativity and the Corporate Brand Within Small to Medium Sized Creative Organisations
This thesis sets out an initial understanding, by providing exploratory insight into aspects of the corporate brand within business-to-business small to medium sized enterprises (SME's) located in the United Kingdom (UK) creative industry sectors. Specifically, it investigates how organisational creativity interrelates with the corporate brand from a mainly internal owner and employee perspective. It asks a) what factors are involved in the corporate brand building and maintenance process, from both an individual and organisational perspective; b) why and how do creative individuals impact upon the corporate brand; c) why and how do the clients impact upon the corporate brand. Calling upon bodies of creative literature, including those relating to situational, organisational and social factors of creativity, the study takes an exploratory, qualitative and inductive approach. Four organising themes and various sub themes are presented. The organising themes have been termed: identification; development; rewards and brand evolution. Each of these interrelates with creativity and therefore the corporate brand. The 'identification' theme captured various individual and organisational identification issues apparent within the data, each with implications for the creative organisation and their corporate brand. The 'development' theme uncovers some of the ways through which individuals look to grow and improve across different experiences. It also outlines how the lack of such opportunities may affect organisational loyalty and the corporate brand. 'Rewards' of various kinds also emerged as relevant to the creative process and the corporate brand. The rewards sought varied in type, and the management of such rewards presented particular problems within these kinds of organisations. Finally, as each of the case study organisations were classed as small to medium in size, issues relating to the growth of the organisation frequently emerged in relation to the corporate brand, as captured by the 'brand evolution' theme. The findings presented within this thesis will be relevant to both the academic and practitioner communities.