CORPORATE RELIGION is about building a strong market position in a world where consumers no longer demand simply the product, but reliable companies and brands. The winners of the future will be those corporations who can handle the consequences of this change and implement strategies revealed in this book.
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.
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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 "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, important book." Tom Peters "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
About Jesper Kunde
The Author: Danish born Jesper Kunde, 42, is a Bachelor of Commerce. He worked for Carlsberg and the electronics company LK before he started the advertising agency Kunde & Co. with his partner Gaute HA A gh in 1988. Kunde & Co. has established itself as one of Scandinavia's largest intergrated advertising agencies, functioning as marketing and management consultants for major international companies including Bang & Olufsen, Bodum and Ecco. The Advocate: British born BJ Cunningham, 34, founded the Enlightened Tobacco Company PLC to manufacture and distribute his DEATHaA A brand of Cigarettes. In 1998 he joined with Jesper Kunde to open the London office of Kunde & Co. as Managing Partner. Kunde & Co. attaches special importance to strategic work for internationally oriented companies. The agency has a strong culture which has made Jesper Kunde and his company the subject of much discussion in Scandinavia, not least because of its adherence to Corporate Religion.
Table of Contents
1. Coporate religion - the essence 2. International chaos 3. Brand religion 4. Corporate religion 5. Commitment and action 6. Consequences for the organisation 7. Consequences for top management 8. Implementing a corporate religion 9. Epilogue
Corporate Religion by Jesper Kunde
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