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Outsmart the MBA Clones
by Dan Herman
The Alternative Guide to Competitive Strategy, Marketing and Branding.
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Lifestyle Marketing- Concepts and Cases
including an article by Dan Herman
A study of the lifestyle behavior of the consumer provides valuable
insights that can guide companies' marketing and advertising strategies.
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Consumer Behavior- Implications for Marketing Strategies
including an article by Dan Herman
The tools
of marketing strategies basically depend upon how the marketer understands
the consumer and his behaviour towards marketing stimuli such as product,
price, place, and promotion.
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I want to be a brand (in Turkish)
by Dan Herman
An anthology of Dan Herman's articles about branding.
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Unfair Advantage (in Hebrew)
by Dan Herman
You have an unfair advantage over your competitors when your customers adore
you and consider you incomparable, yet your competitors do not imitate you.
In such situations, you have a private monopoly. The book is a practical
guide to achieving this kind of advantage. Soon available in English.
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The Brand Builder's Guide (in Hebrew)
by Dan Herman
A step-by-step practical guide to creating brand strategy using Dr. Herman's
Just-on-Desire Branding methodology. Soon available in English
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Birth of a Brand (in Russian)
by Dan Herman
The Russian version of The Brand Builder's Guide.
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Emotional Branding
including an article by Dan Herman
The market is now waking up to a new realm of branding. There has been
a paradigm shift from the old concept of brand awareness to the new one
of Emotional Branding. What role do emotions play in consumer decisions?
And what impact do those emotions have on hard-number business outcomes?
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Think Short! Short-Term Brands Revolutionize Branding
(an e-book)
by Dan Herman
In recent years, consumers have exhibited an unprecedented readiness to
try new brands and a preference for brand-variety over brand-loyalty resulting
in damage to brand survivability. To cope, marketers now need a supplemental
tool to that of the familiar Long-Term Brand: the methodical creation and
management of profitable Short Term Brands.
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The Making or Faking of Emotionally Significant Brands
(an e-book).
by Dan Herman
A coprehensive account of why and how brands become (and can be designed
to be) desirable, even irresistible and achieve emotional significance
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