By Stuart Crainer, Bruce Tulgan, Watts Wacker
A Freethinker’s A-Z of the hot global of industrial… together with… Absolut Adobe Barbie balanced scorecard Bloomberg Byrne Cap Gemini co-opetition company universities facts warehousing Demos Drudge dumbing down Dyson Eisner quick corporation Frit? Gateway 2000 international company community Grove Kleiner LG marketspace Meyer Milken New Pig energy SantaFeInstitute Saturn shrewdpermanent playing cards Starbucks storytelling Wal-Mart xybernaut Zander…
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Extra info for A Freethinker's A-Z of the New World Business
It defies analysis and begs a number of important questions — why is the raincoat empty? What can and should be inside? The fact that the answer is doughnuts and shamrocks only adds to the confusion. Things have got a little out of hand. Now, no business book is complete without a surreal title and a detailed sub-title that attempts to tell you its contents in less than 12 words. Alternatively, for those who don’t thrive on subtlety and ambiguity, another alternative is the shocking title which has blockbuster and bestseller written all over it.
The brand’s the thing. The allure of branding for consulting firms can be attributed to a number of factors. First, there remains some confusion and vagueness about what it is that consultants actually do. Effective branding helps consultants to explain their role in the corporate firmament to potential customers and, it must be said, to themselves: branding has an external and internal audience. Second, just as traditional branding has convinced consumers that one washing powder is different from another, so it helps differentiate one consulting firm from another.
Effective branding helps consultants to explain their role in the corporate firmament to potential customers and, it must be said, to themselves: branding has an external and internal audience. Second, just as traditional branding has convinced consumers that one washing powder is different from another, so it helps differentiate one consulting firm from another. The more commoditized the market, the more branding matters. Third, branding enables consulting firms to communicate with the entire population of buyers of consultancy in organizations.