- Hardcover: 240 pages
- Publisher: Wiley (July 12 1999)
- Language: English
- ISBN-10: 0471295558
- ISBN-13: 978-0471295556
- Product Dimensions: 2.4 x 1.6 x 0.3 cm
- Shipping Weight: 517 g
- Average Customer Review: 3.6 out of 5 stars See all reviews (13 customer reviews)
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Amazon Bestsellers Rank:
#1,349,991 in Books (See Top 100 in Books)
- #73 in Books > Nonfiction > Social Sciences > Communication > Technology & Society
- See Complete Table of Contents
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Product Details |
Product Description
From Amazon
Technology has changed everything. Product life cycles are shorter. Consumers are more informed, demanding, elusive. And brands can no longer afford to be crafted over lengthy periods of time. Instead, writes advertising guru Agnieszka Winkler, a brand can--and must--be built at warp speed. She continues:
With the advent of new communications technologies, it is now possible to spread the word, like a village drumbeat, to all corners of the world in months, weeks, or even days. The drumbeat is often carried by the users themselves--a more believable source of information in our jaded, skeptical society.By profiling agile companies such as Apple, America Online, and Amazon.com, Winkler exposes the first myth of branding: "A brand is built over a long time." Another myth: "A brand is precisely crafted for a tightly defined target." Reality: "A brand is expansive." Myth: "Brand the product." Reality: "Brand a bigger idea." Myth: "The brand is a marketing concept." Reality: "The brand is a financial concept." But the most important industry trend may be the role of the Internet, which has become an integral link between producer and consumer. Winkler's "Just Do It" Internet approach isn't groundbreaking, but the online opportunities are made quite clear. The Internet also pops up in the 31-question "Warp-Speed Branding Quiz," which measures a company's readiness to tackle branding with warp speed. Marketers and advertisers who fail this test are well advised to get up to speed. --Rob McDonald
Review
"A thought-provoking view of the huge impact of the Web lifestyle on brands and branding." -- Robert Herbold, EVP & COO, Microsoft Corporation -- Robert Herbold, EVP & COO, Microsoft Corporation
"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 -- 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 -- Steve Weiss, Founding Partner, Product Management Group
"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 -- Carl James Yankowski, President & CEO, Reebok Brands
"This is a book that I would recommend to anyone." -- Marketing 27th April 2000
"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 -- Jim Kouzes, coauthor, The Leadership Challenge and Encouraging the HeartChairman, Tom Peters Group/Learning Systems
"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 -- Paul Otellini, Executive Vice President, Intel Corporation
- "...this book will certainly benefit those in marketing... Overall, the book is an enjoyable and informative read, giving a good overview of communications technologies and how companies approach branding." -- Supply Management, 2nd December 1999
- "I strongly recommend that companies closely study the ideas outlined in this book before it is too late for them to take action." -- Strategy, January 2000
"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 -- 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 -- Steve Weiss, Founding Partner, Product Management Group
"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 -- Carl James Yankowski, President & CEO, Reebok Brands
"This is a book that I would recommend to anyone." -- Marketing 27th April 2000
"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 -- Jim Kouzes, coauthor, The Leadership Challenge and Encouraging the HeartChairman, Tom Peters Group/Learning Systems
"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 -- Paul Otellini, Executive Vice President, Intel Corporation
- "...this book will certainly benefit those in marketing... Overall, the book is an enjoyable and informative read, giving a good overview of communications technologies and how companies approach branding." -- Supply Management, 2nd December 1999
- "I strongly recommend that companies closely study the ideas outlined in this book before it is too late for them to take action." -- Strategy, January 2000
Inside This Book
(Learn More)
First Sentence
It was late in the fall of 1995. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
It was late in the fall of 1995. Read the first page
Explore More
Concordance
Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
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Most helpful customer reviews
2.0 out of 5 stars
Very Disappointing,
By MAT (Sylvania, OH United States) - See all my reviews
This review is from: Warp-Speed Branding: The Impact of Technology on Marketing (Hardcover)
I am involved and interested in marketing for high-tech companies and start-ups as a career and purchased this book to help me do very fast "branding" for a start-up. I was greatly disappointed to find most of the information relating to what is possible with technology such as fast information dissemination, and online collaboration, etc. That is good information for people who don't know this stuff is possible, but is not very useful for people looking for a marketing book that will tell you how to "brand" a product any faster than you would normally be able to do it.I would label the book a "how to work more efficiently" type book for the advertising industry. Not at all useful given its title.
4.0 out of 5 stars
Insightful!,
By
This review is from: Warp-Speed Branding: The Impact of Technology on Marketing (Hardcover)
Advertising expert Agnieszka M. Winkler offers an insider’s perspective on how technology has changed marketing and advertising. Writing with clarity and confidence, she outlines the steps advertisers and marketers must take to keep pace. She cites high-profile companies like Dell Computers and Amazon as examples of brands that were built in months, not years. These examples illustrate her sometimes complex concepts, and make them more accessible. Unfortunately, she also devotes a large amount of space to what amounts to a commercial for an adverting software application that she’s trying to sell. But for readers who can stomach the pitch, we recommend this book to those who work in marketing, advertising, or related industries, and to those who are making the transition to technology-driven brand building. (Editor’s note: TeamToolz, one of the major resources covered in this book, is a pay-for-use service sold by the author.)
2.0 out of 5 stars
Not very useful information,
By "seewan" (Singapore,Singapore,Singapore) - See all my reviews
This review is from: Warp-Speed Branding: The Impact of Technology on Marketing (Hardcover)
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.
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