How Brands Become Icons: The Principles of Cultural Branding

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Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.

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Barbarians at the Gate: The Fall of RJR Nabisco

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“One of the finest, most compelling accounts of what happened to corporate America and Wall Street in the 1980’s.”
—New York Times Book Review

A #1 New York Times bestseller and arguably the best business narrative ever written, Barbarians at the Gate is the classic account of the fall of RJR Nabisco. An enduring masterpiece of investigative journalism by Bryan Burrough and John Helyar, it includes a new afterword by the authors that brings this remarkable story of greed and double-dealings up to date twenty years after the famed deal. The Los Angeles Times calls Barbarians at the Gate, “Superlative.” The Chicago Tribune raves, “It’s hard to imagine a better story...and it’s hard to imagine a better account.” And in an era of spectacular business crashes and federal bailouts, it still stands as a valuable cautionary tale that must be heeded.

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Integrity CD: The Courage to Meet the Demands of Reali

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Integrity CD: The Courage to Meet the Demands of Reali Description

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Integrity -- more than simple honesty, it's the key to success. A person with integrity has the ability to pull everything together, to make it all happen no matter how challenging the circumstances. Drawing on experiences from his work, Dr. Henry Cloud, a clinical psychologist and nationally syndicated radio host, shows how our character can keep us from achieving all we want to (or could) be.

In Integrity, Dr. Cloud explores the six qualities of character that define integrity, and how people with integrity:

• Are able to connect with others and build trust
• Are oriented toward reality
• Finish well
• Embrace the negative
• Are oriented toward increase
• Have an understanding of the transcendent

Success is not related to only talent or brains. The real factor, Cloud demonstrates, is the makeup of the person. All of us can grow in the kinds of real character that brings about fruitful relationships and achievement of purpose, mission, and goals. Integrity is not something that you either have or don't, but instead is an exciting growth path that all of us can engage in and enjoy.

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How Asia Works: Success and Failure in the World's Most Dynamic Region

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How Asia Works: Success and Failure in the World's Most Dynamic Region Info

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In the 1980s and 1990s many in the West came to believe in the myth of an East-Asian economic miracle. Japan was going to dominate, then China. Countries were called “tigers” or “mini-dragons,” and were seen as not just development prodigies, but as a unified bloc, culturally and economically similar, and inexorably on the rise.

Joe Studwell has spent two decades as a reporter in the region, and The Financial Times said he “should be named chief myth-buster for Asian business.” In How Asia Works, Studwell distills his extensive research into the economies of nine countries—Japan, South Korea, Taiwan, Indonesia, Malaysia, Thailand, the Philippines, Vietnam, and China—into an accessible, readable narrative that debunks Western misconceptions, shows what really happened in Asia and why, and for once makes clear why some countries have boomed while others have languished.

Studwell’s in-depth analysis focuses on three main areas: land policy, manufacturing, and finance. Land reform has been essential to the success of Asian economies, giving a kick start to development by utilizing a large workforce and providing capital for growth. With manufacturing, industrial development alone is not sufficient, Studwell argues. Instead, countries need “export discipline,” a government that forces companies to compete on the global scale. And in finance, effective regulation is essential for fostering, and sustaining growth. To explore all of these subjects, Studwell journeys far and wide, drawing on fascinating examples from a Philippine sugar baron’s stifling of reform to the explosive growth at a Korean steel mill.

Thoroughly researched and impressive in scope, How Asia Works is essential reading for anyone interested in the development of these dynamic countries, a region that will shape the future of the world.

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The Deluge: The Great War, America and the Remaking of the Global Order, 1916-1931

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The Deluge: The Great War, America and the Remaking of the Global Order, 1916-1931 Info

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Winner of the Los Angeles Times Book Prize - History
Finalist for the Kirkus Prize - Nonfiction

A searing and highly original analysis of the First World War and its anguished aftermath

In the depths of the Great War, with millions dead and no imaginable end to the conflict, societies around the world began to buckle. The heart of the financial system shifted from London to New York. The infinite demands for men and matériel reached into countries far from the front. The strain of the war ravaged all economic and political assumptions, bringing unheard-of changes in the social and industrialorder.

A century after the outbreak of fighting, Adam Tooze revisits this seismic moment in history, challenging the existing narrative of the war, its peace, and its aftereffects. From the day the United States enters the war in 1917 to the precipice of global financial ruin, Tooze delineates the world remade by American economic and military power. Tracing the ways in which countries came to terms with America’s centrality—including the slide into fascism—The Deluge is a chilling work of great originality that will fundamentally change how we view the legacy of World War I..

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The World's Emergency Room: The Growing Threat to Doctors, Nurses, and Humanitarian Workers

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Twenty years ago, the most common cause of death for medical humanitarians and other aid workers was traffic accidents; today, it is violent attacks. And the death of each doctor, nurse, paramedic, midwife, and vaccinator is multiplied untold times in the vulnerable populations deprived of their care. In a 2005 report, the ICRC found that for every soldier killed in the war in the Democratic Republic of the Congo, more than 60 civilians died due to loss of immunizations and other basic health services.

The World's Emergency Room: The Growing Threat to Doctors, Nurses, and Humanitarian Workers documents this dangerous trend, demonstrates the urgent need to reverse it, and explores how that can be accomplished. Drawing on VanRooyen's personal experiences and those of his colleagues in international humanitarian medicine, he takes readers into clinics, wards, and field hospitals around the world where medical personnel work with inadequate resources under dangerous conditions to care for civilians imperiled by conflict. VanRooyen undergirds these compelling stories with data and historical context, emphasizing how they imperil the key doctrine of medical neutrality, and what to do about it.

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Soul Made Flesh: The Discovery of the Brain--and How it Changed the World

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Soul Made Flesh: The Discovery of the Brain--and How it Changed the World Info

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In this unprecedented history of a scientific revolution, award-winning author and journalist Carl Zimmer tells the definitive story of the dawn of the age of the brain and modern consciousness. Told here for the first time, the dramatic tale of how the secrets of the brain were discovered in seventeenth-century England unfolds against a turbulent backdrop of civil war, the Great Fire of London, and plague. At the beginning of that chaotic century, no one knew how the brain worked or even what it looked like intact. But by the century's close, even the most common conceptions and dominant philosophies had been completely overturned, supplanted by a radical new vision of man, God, and the universe.
Presiding over the rise of this new scientific paradigm was the founder of modern neurology, Thomas Willis, a fascinating, sympathetic, even heroic figure at the center of an extraordinary group of scientists and philosophers known as the Oxford circle. Chronicled here in vivid detail are their groundbreaking revelations and the often gory experiments that first enshrined the brain as the physical seat of intelligence -- and the seat of the human soul. Soul Made Flesh conveys a contagious appreciation for the brain, its structure, and its many marvelous functions, and the implications for human identity, mind, and morality.In Soul Made Flesh, Carl Zimmer reveals the strange and complicated history of the discovery of the human brain. Amid the turmoil of 17th century England, with religious leaders and monarchs battling for control of the country, an elite group of thinkers used every scientific means at their disposal to figure out that the unassuming putty in our heads was crucial to human health and wisdom. Primary among these Oxford scholars was Thomas Willis, whom the Royal Society affectionately called "our chymist." Soul Made Flesh is as much a biography of Willis and the men who shaped him as it is a medical history. Zimmer admirably sets the stage for what would become a metaphysical revolution and spark arguments that continue to this day about what the mind is and where, if anywhere, the human soul resides:

Thomas Willis... isolated the soul from stars and demons and made the chemical workings of the brain the key to sanity and happiness. Just as important, he helped make the brain a familiar thing.

Zimmer applies the same dedicated research and quietly sparkling style to this book as he did to Parasite Rex and At the Water's Edge, distilling reams of historical and scientific information into a concise yet comprehensive narrative. The book's chapters are accompanied by drawings by Willis' contemporary Christopher Wren, whose architectural sensibilities made the brain's structure beautiful to behold. --Therese Littleton.

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