SAGE Video - From Chaos to Opportunity: Why Brand Strategy Matters More Than Ever

Name: From Chaos to Opportunity: Why Brand Strategy Matters More Than Ever
Uploaded: 2016-06-25
Duration: 39 min 59 s
Description: Julia Beardwood discusses brand strategy and offers suggestions on how to make brand strategy successful. Branding has to incorporate many factors that take away the consumer's attention, such as attention deficit, media proliferation, excess of choices, and constant change. Beardwood discusses ways to deal with these and how to make a brand effective.

Transcript

Video Type: Conference

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  Beardwood, J. (Speaker). (2016). From chaos to opportunity: why brand strategy matters more than ever [Video]. SAGE Knowledge. https://dx.doi.org/10.4135/9781473990425
  
  Beardwood, Julia. "From Chaos to Opportunity: Why Brand Strategy Matters More Than Ever." In SAGE Video. : SAGE Publications, Ltd., 2016. Video, 00:39:59. https://dx.doi.org/10.4135/9781473990425.
  
  Beardwood, J., 2016. From Chaos to Opportunity: Why Brand Strategy Matters More Than Ever, SAGE Video. [Streaming Video] London: SAGE Publications Ltd. Available at: <https://dx.doi.org/10.4135/9781473990425 & gt; [Accessed 1 Feb 2023].
  
  Beardwood, Julia. From Chaos to Opportunity: Why Brand Strategy Matters More Than Ever. Online video clip. SAGE Video. London: SAGE Publications, Ltd., 25 Jun 2016. doi: https://dx.doi.org/10.4135/9781473990425. 1 Feb 2023.
  
  From Chaos to Opportunity: Why Brand Strategy Matters More Than Ever [Streaming video]. 2016. doi:10.4135/9781473990425. Accessed 02/01/2023
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Summary
Chapters
Video Info

Summary

Julia Beardwood discusses brand strategy and offers suggestions on how to make brand strategy successful. Branding has to incorporate many factors that take away the consumer's attention, such as attention deficit, media proliferation, excess of choices, and constant change. Beardwood discusses ways to deal with these and how to make a brand effective.

Chapter 1: Branding Challenges
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- Start time: 00:00:00
- End time: 00:05:48
Chapter 2: Big and Obvious Branding
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- Start time: 00:05:49
- End time: 00:11:00
Chapter 3: Branding in a Name
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- Start time: 00:11:01
- End time: 00:15:11
Chapter 4: Make it Visual
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- Start time: 00:15:12
- End time: 00:24:06
Chapter 5: Interesting and Unexpected Branding
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- Start time: 00:24:07
- End time: 00:33:00
Chapter 6: Changing a Brand
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- Start time: 00:33:01
- End time: 00:39:58

Type of Content: Conference
Title: From Chaos to Opportunity: Why Brand Strategy Matters More Than Ever
Publisher: SAGE Publications, Ltd.
- Publication year: 2016
- Online pub date: June 25, 2016
Discipline: Business & Management
Subject: Brand Management & Strategy, Consumer Marketing, Social Media
Duration: 00:39:59
DOI: https://dx.doi.org/10.4135/9781473990425
Keywords: attention (psychology), attention span, brand communities, brand equity, brand management, brand personality, branding, collaboration, creativity and innovation, entrepreneurial marketing, innovation (business), innovation advantage, marketing (business), marketing concept, marketing plan, marketing planning, marketing research, marketing strategy, missions and mission statements, target markets, target population, targeting strategies, technology, values (guiding principles), visual media, wellness, wellness investment
Things Discussed
Organizations Discussed:
Microsoft Corporation, 1975-
The Gatorade Company, Inc., 1965-
Uber Technologies, Inc., 2009-
Zicam, 1999-
Westin Hotels Resorts, 1930-
Twitter, Inc., 2006-
TD Bank, N.A., 1852-
KIND Healthy Snacks, 2004-
DayQuil, 1974-
Marriott International, Inc., 1993-
Government Employees Insurance Company (GEICO), 1936-
Starbucks Corporation, 1971-
Emergen-C, 1978-
Honest Tea, 1998-
Parliament, 1931-
Zappos.com, 1999-
Square, Inc., 2009-
Thornton Tomasetti, 1956-
Pinch Provisions, 2004-
Converse, Inc., 1908-
YouTube, LLC, 2006-
SAP SE, 1972-
Persons Discussed:
Seth Goldman
Cindy Alston
Barry Nalebuff
Guy Kawasaki

People
Speaker: Julia Beardwood

Online ISBN:9781473990425

Copyright: (c) SAGE Publications Ltd., 2016

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Tools
Tools icon close
- Download PDFopens in new window
- Cite
  
  Cite icon close
  
  Format APA
  
  Beardwood, J. (Speaker). (2016). From chaos to opportunity: why brand strategy matters more than ever [Video]. SAGE Knowledge. https://dx.doi.org/10.4135/9781473990425
  
  Beardwood, Julia. "From Chaos to Opportunity: Why Brand Strategy Matters More Than Ever." In SAGE Video. : SAGE Publications, Ltd., 2016. Video, 00:39:59. https://dx.doi.org/10.4135/9781473990425.
  
  Beardwood, J., 2016. From Chaos to Opportunity: Why Brand Strategy Matters More Than Ever, SAGE Video. [Streaming Video] London: SAGE Publications Ltd. Available at: <https://dx.doi.org/10.4135/9781473990425 & gt; [Accessed 1 Feb 2023].
  
  Beardwood, Julia. From Chaos to Opportunity: Why Brand Strategy Matters More Than Ever. Online video clip. SAGE Video. London: SAGE Publications, Ltd., 25 Jun 2016. doi: https://dx.doi.org/10.4135/9781473990425. 1 Feb 2023.
  
  From Chaos to Opportunity: Why Brand Strategy Matters More Than Ever [Streaming video]. 2016. doi:10.4135/9781473990425. Accessed 02/01/2023
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Video Type: Conference

Transcript

Summary

Chapters

Video Info

Chapter 1: Branding Challenges

Chapter 2: Big and Obvious Branding

Chapter 3: Branding in a Name

Chapter 4: Make it Visual

Chapter 5: Interesting and Unexpected Branding

Chapter 6: Changing a Brand

Things Discussed

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From Chaos to Opportunity: Why Brand Strategy Matters More Than Ever

Video Type: Conference

Transcript

Summary

Chapters

Video Info

Chapter 1: Branding Challenges

Chapter 2: Big and Obvious Branding

Chapter 3: Branding in a Name

Chapter 4: Make it Visual

Chapter 5: Interesting and Unexpected Branding

Chapter 6: Changing a Brand

Things Discussed

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