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Record Nr. |
UNINA9910826138803321 |
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Autore |
Wright Kai |
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Titolo |
Follow the feeling : brand building in a noisy world / / Kai D. Wright |
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Pubbl/distr/stampa |
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Hoboken, New Jersey : , : Wiley, , 2019 |
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ISBN |
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1-119-60048-0 |
1-119-60053-7 |
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Edizione |
[1st edition] |
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Descrizione fisica |
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1 online resource (307 pages) |
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Classificazione |
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Disciplina |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Introduction -- Inside out : what's the value of being an outsider? -- Going haywire : what's the relationship between economics and communication? -- Resonance versus share of voice : in what direction is technology propelling us? -- Creativity applied strategically : what parts of a "brand" matter most to a digitally wired audience? -- Communication as a system : how does communication work in society? -- Lexicon triggers : branding objective: appeal to a "tribe" -- Audio cues : branding objective: develop instant recognition -- Visual stimuli : branding objective: become a "controversial" brand -- Experience drivers : branding objective: close the feedback loop -- Cultural connections : branding objective: align thoughts and actions -- Following the feeling: what's the role of technology in following the feeling? |
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Sommario/riassunto |
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Elevate your brand, rise above the crowd, and build tribe In Follow the Feeling , strategy advisor Kai D. Wright answers a critical question plaguing entrepreneurs, brand strategists, marketers, and leaders: how do you grow your brand in a noisy world? Analyzing 1,500 fast-growing companies from Alibaba to Zara, the Columbia University lecturer and Ogilvy global consulting partner unpacks five branding secrets. Starting with behavioral economic principles and ending with a new systems-based approach to brand building, Wright offers readers one metric that trumps the hundreds entangling brand value, feelings. Follow the Feeling will show you how to best build and position your |
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brand so you can stand out from competitors, build a tribe, and engineer a positive feeling across five important branding territories—lexicon, audio cues, visual stimuli, experience, and culture. Sharing real-world lessons and practical advice he has gained helping everyone from Sean Diddy Combs and Meghan Trainor to Bank of America and HP develop and implement shareable, culturally-infectious branding strategies. Through storytelling, global research, and practical tips, this valuable book will help you and your organization: Efficiently create and deploy a comprehensive brand strategy across the organization Quickly launch new brands or reboot existing brands for growth Build tribes from audiences, consumers, clients, and partners Lean into the convergence of communication, culture, digital, and technology Regardless of industry or sector, branding is essential for companies, non-profits, and even individuals. Follow the Feeling: Brand Building in a Noisy World is a must-have resource for anyone from C-Suite executives to aspiring entrepreneurs seeking to unleash the full potential of their brand. And in this world of ever-increasing metrics paired with waning attentiveness, the most important signal of brand health is how you, through your brand, make people feel. |
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2. |
Record Nr. |
UNINA9910972077503321 |
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Titolo |
Multilingual individuals and multilingual societies / / edited by Kurt Braunmüller, Christoph Gabriel |
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Pubbl/distr/stampa |
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Amsterdam ; ; Philadelphia, : John Benjamins Pub. Co., 2012 |
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ISBN |
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9786613861436 |
9781283548984 |
1283548984 |
9789027273499 |
9027273499 |
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Edizione |
[1st ed.] |
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Descrizione fisica |
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1 online resource (490 p.) |
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Collana |
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Hamburg studies on multilingualism (HSM) ; ; 13 |
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Classificazione |
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Altri autori (Persone) |
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BraunmüllerKurt <1948-> |
GabrielChristoph |
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Disciplina |
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Soggetti |
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Multilingualism - Social aspects |
Languages in contact |
Sociolinguistics |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Multilingual Individuals and Multilingual Societies; Editorial page; Title page; LCC data; Acknowledgement; Table of contents; Foreword; References; Part I. How language is acquired and lost in multilingual settings; Case marking in child L1 and early child L2 German; 1. Introduction; 2. The German case system; 2.1 Case forms in German; 2.2 Structural case vs. lexical case; 3. The acquisition of case in German; 3.1 An overview; 3.2 The study by Eisenbeiss et al. (2006): Case marking by monolingual German children; 3.3 The criteria used by Eisenbeiss et al. in their analysis of case |
4. Spontaneous production data from successive bilingual children with L1 Turkish 5. Experimental data from monolingual and successive bilingual children; 6. Discussion; 7. Conclusions; References; First exposure learners make use of top-down lexical knowledge when learning words; 1. Experience and L1 knowledge in L2 word learning; 2. Segmenting sound forms, recognizing words and making form-meaning correspondences; 3. Why study first exposure learners?; 4. |
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Our studies; 4.1 Methodology and stimuli; 4.2 Participants; 4.3 Results; 5. Discussion and conclusions; References; Wh-questions in Dutch |
1. Introduction 2. Cross-linguistic influence in multilingual acquisition; 3. Wh-questions in Dutch, French and Italian; 3.1 Syntax of wh-questions in Dutch, French and Italian; 3.2 Monolingual acquisition of wh-questions in Dutch, French and Italian; 3.3 Multilingual acquisition of wh-questions; 4. Study; 4.1 Hypotheses; 4.2 Participants; 4.3 Experimental task; 4.4 Results; 5. Discussion and conclusions; References; The emergence of a new variety of Russian in a language contact situation; 1. Background; 1.1 The subject of the study; 1.2 Why negation?; 1.3 The functions of negation |
1.4 Negation in Russian 1.5 Negation in Swedish; 2. Negation in Julia's data; 2.1 Pre-verbal negation: Gestures; 2.2 Verbal negation; 3. Discussion; 4. Conclusion; References; The acquisition of gender agreement marking in Polish; 1. Introduction; 2. Gender classes, gender agreement and gender assignment in Polish; 3. State of the art; 3.1 The acquisition of gender in Polish; 3.2 The acquisition of gender in bilingual children; 4. Design of the present study; 4.1 Participants; 4.2 Methods; 5. Results; 5.1 Correlation of age and correctness |
5.2 Correctness of gender markings with typical, atypical and nonce nouns 5.3 Error analyses; 6. General discussion and conclusion; References; Discourse cohesion in the elicited narratives of early Russian-German sequential bilinguals; 1. Introduction; 1.1 Discourse cohesion and coherence in narratives; 1.2 Some facts about the acquisition of Russian; 2. Method; 3. Results and discussion; 4. Conclusion; Appendix; References; German segments in the speech of German-Spanish bilingual children; 1. Introduction; 2. The German voicing contrast; 2.1 Theoretical description and acquisition |
2.2 The study |
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Sommario/riassunto |
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The 25 contributions of this volume represent a selection from the more than 120 papers originally presented at the International Conference on "Multilingual Individuals and Multilingual Societies" (MIMS), held in Hamburg (October 2010) and organized by the Collaborative Research Center "Multilingualism" after twelve years of successful research. It presents a panorama of contemporary research in multilingualism covering three fields of investigation: (1) the simultaneous and successive acquisition of more than one language, including language attrition in multilingual settings, (2) historical |
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