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SPIKE your brand ROI : how to maximize reputation and get results /

According to CMO.com, we are exposed to more than 5,000 brand messages each day. Marketers call this "creating engagement," and each comment, share, or re-tweet is supposed to be a win. But is this deluge of content really working to shift perception, change behavior, or sell products? Ade...

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Bibliographic Details
Main Authors: Cehrs, Adele
Corporate Authors: Wiley InterScience Online service
Published: Jossey-Bass, a Wiley brand,
Publisher Address: San Francisco, CA :
Publication Dates: [2015]
©2015
Literature type: eBook
Language: English
Series: ASAE-Wiley series
Subjects:
Branding Marketing
Marketing > Public relations
Product management
BUSINESS & ECONOMICS / Industrial Management
BUSINESS & ECONOMICS / Management
BUSINESS & ECONOMICS / Management Science
BUSINESS & ECONOMICS / Organizational Behavior
Electronic books
Online Access: http://onlinelibrary.wiley.com/book/10.1002/9781119245803
Summary: According to CMO.com, we are exposed to more than 5,000 brand messages each day. Marketers call this "creating engagement," and each comment, share, or re-tweet is supposed to be a win. But is this deluge of content really working to shift perception, change behavior, or sell products? Adele Cehrs shares her strategy for effective engagement: it's all about timing. This book will teach you how to recognize, anticipate, or even create a SPIKE - a Sudden Point of Interest that Kick-starts Exposure. You will learn to recognize brand patterns that are driven by audience interests and outside eve
Carrier Form: 1 online resource.
Bibliography: Includes bibliographical references and index.
ISBN: 9781119245803
111924580X
9781118976685
1118976681
9781118976678
1118976673
Index Number: HF5415
CLC: F760.5
Contents: What's Real Brand Engagement? -- Why Your Brand Doesn't Stand Out -- Brand Narcissism -- SPIKE Assessment -- Be Nimble, Assemble the Right Team, and Get Buy-In for the SPIKE Method -- Picking the Perfect Audiences and Crafting Compelling Messages -- Manufacturing a SPIKE -- When Is Your Brand Truly Relevant? -- Brand Patience -- SPIKE Spotting -- The Upshot of a Positive SPIKE -- Finding the Lost Principle of Influence -- Create a Contrarian Brand Platform to Stand Out -- The Fairness Fallacy and How to Call a Time-Out When Things Go Bad -- Have a Crisis Plan in Place to Handle Negative SPIK

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