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A ravolution in Creative business strategy - Schemetter B.

Schemetter B. A ravolution in Creative business strategy - Wiley & sons , 2003. - 257 p.
ISBN 0-471-22917-2
Download (direct link): leaparevolutionIncreativeb2003.pdf
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Chapter 6. Jack Banks, Monopoly Television: MTV’s Quest to Control the Music (Boulder,
CO: Westview Press, A Division of HarperCollins, 1996). Copyright © 1996 by West-view Press. Reprinted by permission of Westview Press, a member of Perseus Books, LLC.
Chapter 6. “Sing a Song of Seeing; Rock Videos Are Firing Up a Musical Revolution,” Time, December 26, 1983. Copyright © 1983 by Time, Inc. Reprinted by permission.
Chapter 7. “Multinational Museums,” Forbes, May 18, 1998. Used with permission from Forbes.
Chapter 7. “The Artful Lodger; Thomas Krens Directs Guggenheim into the 21st Century with the Guggenheim Bilbao,” Sunday Morning, November 1, 1998. Used with permission of CBS News/Sunday Morning.
Credits 233
Chapter 7. Information from the Guggenheim case study used with permission of Thomas Krens, Director, The Solomon R. Guggenheim Foundation.
Chapter 8. Michael J. Wolf, The Entertainment Economy: How Mega-Media Forces Are Transforming Our Lives (New York: Times Books (Random House), 1999). Copyright © 1999 by Michael J. Wolf. Reprinted with the permission of Times Books, a division of Random House, Inc.
Chapter 8. “Theater;Just Two Animated Characters, Indeed,” The New York Times, October 4, 1998. Copyright © 1998 by The New York Times Company. Reprinted by permission.
Chapter 9. Tom Kelley with Jonathon Littman, The Art of Innovation: Lessons in Creativity from IDEO, America’s Leading Design Firm. (New York: Currency Books, Doubleday. 2001). Reprinted with the permission of Doubleday, a division of Random House, Inc.
Index
Absolut Reality, 93 Ad agencies:
business focus of, 176-177, 212 clients of (see Clients, of ad agencies)
as creative thinkers, 26 cross-discipline, 209-210, 219 partnerships with, 183, 184, 220 single-client, 204, 208-209 Ad campaigns:
Dean’s Milk Chug, 130-132 Friends and Family (MCI), 12, 50 Intel Inside®, 22, 80-86 I Want My MTV, 110 Nokia Game, 169-173 1-800-COLLECT (MCI), 118-120 Orange One (Hutchison), 120-123 for Paris metro (RATP), 93, 208 Perdue, 72-77 for Puerto Madero (Buenos Aires), 150-155 Red X (Intel), 78-80 Revolvolution (Volvo), 61-70, 208
Rock the Vote, 111 Room Service TV series, 174-176 Survivors (Volvo), 60-61, 192 United Colors of Benetton,
54-56
Witnness (Guinness), 123-128,
172 Advertising:
business market as target for, 50 co-op, 80-81
demise of, 157, 160, 177, 218 entertainment value in, 160 function of, 74
going beyond, 149, 174, 176, 220 interactive, 83, 138 local, 204
as marketing vehicle, 119 role of, 74
on television, 66, 81, 105, 110, 126, 129, 137-138 ubiquity of, 16 Affleck, Ben, 177, 178
Ailes, Roger, 12 Alliances:
with agencies, 183, 184 as marketing strategy, 168 with nontraditional partners, 179,
218-219 Alternative knowledge, value of,
29
Amazon.com, 203 America Online, 66 Andreesen, Marc, 201 A Nous Paris (newspaper), 96 AOL Time Warner building, design of, 180 Architecture:
effect on company culture, 201-208, 210, 219 interactive design in, 180 promotional role of, 140, 142, 151-155 Armani, Giorgio, 147 The Art of Innovation (Kelley), 186 The Art of the Motorcycle exhibit,
146, 147
Beerda, Sicco, 170 Benetton, 54-57 Benetton, Luciano, 56-57 Berger, Ron, 10, 27, 88, 89 BETC Euro RSCG, 93, 94, 205-208 Bezos, Jeff, 203 Bienert, Phil, 69 Bikker Euro RSCG, 170 Bilbao (Spain):
Guggenheim Museum in, 145-146 as tourist destination, 149 transformation of, 152-153 Billiken, 165-169, 208 Binney & Smith, 163-165 Black Rocket, 104-105 The Body Shop, 139 Boender, Marco, 170 Bohlin, Nils, 20 Bourne, Phil, 125, 214 Brainstorming, in creative process, 186, 188, 192
Index 235
Brand:
building, 75, 76, 79, 85, 139, 160-162 in business strategy, 29, 56, 219 as CBI component, 30-31, 44, 147
commodity as, 21, 24, 50, 74, 80, 86-87
consumer connection to, 170, 172, 176 consumer participation in, 165-169 defining, 39, 150 differentiating, 129-131, 167 extending, 113-118 in Five Points process, 196 “glocal,” 205
importance of, 15-16, 217 nontraditional product as, 140, 142, 153 rejuvenating, 123-128, 165, 166, 184
virtual entity as, 87-90 Brand ambassadors: customers as, 111 employees as, 100-101 Brand awareness: building, 150 cross-border, 172 nontraditional media for, 66, 84-85 Brand equity, 106, 164 Brand experience:
as CBI component, 30-31 creating, 24 defining, 163 Disneyland as, 20-21 as entertainment, 172, 179, 219-220 Hallmark as, 115, 164-165 interactive game as, 170 The Lion King as, 160-162 Starbucks as, 100-102 television series as vehicle for, 174-176 Brand image, 34, 163 Brand loyalty, 102, 167 Brand team, 94-96
Branson, Richard:
business interests of, 41-45 future prospects of, 134-135 as renegade, 38-39 Bravo cable television network, 70 British Motor Corporation, 2-3 Buenos Aires (Argentina):
advertising work in, 148-149,
207
creating landmark for, 18-19, 31, 150-154, 213 Business, nature of, 102-103, 221 Business category:
level of knowledge about, 165, 190
recognizing, 91-92, 97, 111, 118, 219
reinventing, 187-188 reviving, 155-157 revolutionizing, 130-132,
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