Corporate Religion by Jesper Kunde, B.J. Cunningham

Corporate Religion



Download Corporate Religion




Corporate Religion Jesper Kunde, B.J. Cunningham
Language: English
Page: 208
Format: pdf
ISBN: 0273661116, 9780273661115
Publisher: Financial Times Prentice Hall

Review

"I wish I'd written this Corporate Religion! It is a genuine original in a world full of 'me too' management books. To make a mark on 'the outside' - the traditional focus of 'branding literature' - a company needs soul, spirit, character and personality on 'the inside'. That obvious inside-outside link has never been made before. Bottom line: This is a timely, brilliant, readable, importnat book." Tom Peters I've previously said that the companies that are lasting are those that are authentic. If people believe they share values with a company, they will stay loyal to a brand. While many books deal with the specifics of either brand management, marketing, advertising, general management or value-driven organizations -- Corporate Religion is a compelling, very persuasive and very how-to lecture of how to grow brands from the heart. Howard Schultz, Starbucks Coffee Corporate Religion steps right on the sore toes of so-called international companies, so I must swallow hard before holding to my conviction that only by carrying our weaknesses on a silver tray can we become stronger. This well-written book puts into words what we know to be true, and there's no getting away from it. The argumentation and methodology is here. We have no more excuses. It's the book I've been waiting for! Anders Knutsen, Bang & Olufsen "Jesper Kunde has written a very readable and interesting book about what is possible and sensible to do with a brand. It is a good book about how to develop a brand from just being the name of a product to be, what Jesper Kunde calls, "the ultimate position." Something the consumers profess to as a religion! The book gets even better with the wide range of examples on how to use and abuse a brand" Jens M. Roelsgaard, Jyllands Posten

From the Back Cover

Building tomorrow's market leaders: companies with a soul. Building companies with self-worth and belief: the 21st century's key success factors. Building brands "from the heart." How the leaders are doing it: from Virgin to Starbucks, McDonald's to Harley-Davidson. In the future, building market leadership will be about building companies with a strong personality -- a corporate soul, if you will. To survive, companies must be authentic: they must grow brands from the heart. In Corporate Religion, one of Europe's fastest-rising marketing gurus shows you how. Corporate Religion is about building a strong market position in a world where consumers no longer demand simply a product, but reliable companies and brands. It's about finding the courage to believe in a strong idea and shared vision -- and manage accordingly. It's about what it takes to lead companies with such a vision -- and how to share that vision with the world. Jesper Kunde doesn't just exhort: he presents 12 detailed case studies and a timetable you can use to set the process in motion.

Jesper Kunde established Kunde & Company in 1988 and has helped it grow into one of Scandinavia's leading integrated advertising agencies.
--This text refers to an out of print or unavailable edition of this title.

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