{"product_id":"new-technologies-and-branding-hardback-9781786301970","title":"New Technologies and Branding (Hardback) 9781786301970","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eNew Technologies and Branding\u003c\/font\u003e\u003cbr\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003c\/p\u003e\n\u003cp\u003e\u003cfont size=\"4\"\u003ePhilippe Sachetti (Author), Thibaud Zuppinger (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781786301970, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 20 February 2018\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e224 pages\u003cbr\u003e23.4 x 16.3 x 1.8 cm, 0.454 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eBetween cases of study, theoretical panorama and practical reflections, this book gives brand leaders the means to defend their brand in a changing environment, where new technologies and manipulation techniques have rendered old defense schemes obsolete. Rather than suggesting a reflection from the point of view of the crisis, the authors deal with the question under another, broader theme: conflict.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003ePrologue xi\u003c\/p\u003e \u003cp\u003eIntroduction xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 What is a Brand? 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1.1 The brand: a concept built from relationships 1\u003c\/p\u003e \u003cp\u003e1.2 The brand is anthropomimetic 3\u003c\/p\u003e \u003cp\u003e1.3 The brand as merchant 4\u003c\/p\u003e \u003cp\u003e1.3.1 Exaggeration 4\u003c\/p\u003e \u003cp\u003e1.3.2 Celebrity 6\u003c\/p\u003e \u003cp\u003e1.3.3 A matrix for modeling celebrity? 7\u003c\/p\u003e \u003cp\u003e1.3.4 Fallibility 9\u003c\/p\u003e \u003cp\u003e1.3.5 Exaggeration, fame and fallibility: the trio from hell 11\u003c\/p\u003e \u003cp\u003e1.4 The Brand exposed 12\u003c\/p\u003e \u003cp\u003e1.5 All Brands are controversial 13\u003c\/p\u003e \u003cp\u003e1.6 Leader? Tough luck! 16\u003c\/p\u003e \u003cp\u003e1.7 The Brand is not set up for conflict 18\u003c\/p\u003e \u003cp\u003e1.8 The Brand is not always agile (and that is an understatement) 19\u003c\/p\u003e \u003cp\u003e1.9 The irrational reactions of the Brand 21\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Conflict 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e2.1 Etymology of conflict 25\u003c\/p\u003e \u003cp\u003e2.2 What is a conflict? 26\u003c\/p\u003e \u003cp\u003e2.3 When is there a conflict? 27\u003c\/p\u003e \u003cp\u003e2.4 Conflict is complex 27\u003c\/p\u003e \u003cp\u003e2.5 Experts of a small piece of the whole 28\u003c\/p\u003e \u003cp\u003e2.6 Conflict can be an asset 29\u003c\/p\u003e \u003cp\u003e2.7 The words of attackers are traps 29\u003c\/p\u003e \u003cp\u003e2.8 The words you use are also traps 31\u003c\/p\u003e \u003cp\u003e2.9 (Here) conflict is not 32\u003c\/p\u003e \u003cp\u003e2.9.1 Conflict is not latent hostility 32\u003c\/p\u003e \u003cp\u003e2.9.2 Conflict is not an accident 33\u003c\/p\u003e \u003cp\u003e2.9.3 Conflict is not a judicial procedure 34\u003c\/p\u003e \u003cp\u003e2.9.4 Conflict is not a game 34\u003c\/p\u003e \u003cp\u003e2.9.5 Conflict is not a crisis 35\u003c\/p\u003e \u003cp\u003e2.10 The characteristics of conflict 36\u003c\/p\u003e \u003cp\u003e2.11 What do you think of when someone says conflict? 37\u003c\/p\u003e \u003cp\u003e2.12 When someone says conflict, what should you think about? 38\u003c\/p\u003e \u003cp\u003e2.13 What Sun Tzu has to say 38\u003c\/p\u003e \u003cp\u003e2.14 What Simmel thinks 39\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 The Players in Conflicts 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e3.1 The five agents of conflict 41\u003c\/p\u003e \u003cp\u003e3.2 The “attacked” is the Brand 42\u003c\/p\u003e \u003cp\u003e3.3 The attacker 43\u003c\/p\u003e \u003cp\u003e3.3.1 Deciphering it in 12 points 44\u003c\/p\u003e \u003cp\u003e3.3.2 Who are they? Are they isolated individuals, connected individuals or aggregate groups? 45\u003c\/p\u003e \u003cp\u003e3.3.3 What is their level of cohesion, unity? 46\u003c\/p\u003e \u003cp\u003e3.3.4 What are the official reasons presented? 46\u003c\/p\u003e \u003cp\u003e3.3.5 What is their expected benefit? 46\u003c\/p\u003e \u003cp\u003e3.3.6 What is their strategy: destroying confidence, preventing activity? 47\u003c\/p\u003e \u003cp\u003e3.3.7 What are their beliefs, and how deep do they go? 48\u003c\/p\u003e \u003cp\u003e3.3.8 How intense is their commitment? Are they ready to “go all the way” with it? 48\u003c\/p\u003e \u003cp\u003e3.3.9 What is their history with the Brand? Among the critics, are there any who have been employees, customers or competitors of the Brand? 49\u003c\/p\u003e \u003cp\u003e3.3.10 What is their level of interconnection or differentiation with the Brand? 50\u003c\/p\u003e \u003cp\u003e3.3.11 What are their supports, their backers, their alliances? 50\u003c\/p\u003e \u003cp\u003e3.3.12 What are their strengths and their means (financial, intellectual, media, etc.)? 51\u003c\/p\u003e \u003cp\u003e3.4 The expected benefits 51\u003c\/p\u003e \u003cp\u003e3.4.1 Weakening (winning is a failure) 52\u003c\/p\u003e \u003cp\u003e3.4.2 Obtaining the recognition of harm 53\u003c\/p\u003e \u003cp\u003e3.4.3 Obtaining reparations 54\u003c\/p\u003e \u003cp\u003e3.4.4 Revenge 54\u003c\/p\u003e \u003cp\u003e3.4.5 Correcting 55\u003c\/p\u003e \u003cp\u003e3.4.6 Prevention 55\u003c\/p\u003e \u003cp\u003e3.4.7 Destruction 55\u003c\/p\u003e \u003cp\u003e3.4.8 What the attacker wants to damage 56\u003c\/p\u003e \u003cp\u003e3.5 Allies 57\u003c\/p\u003e \u003cp\u003e3.6 The audience 58\u003c\/p\u003e \u003cp\u003e3.6.1 Immature humor, more than ever 59\u003c\/p\u003e \u003cp\u003e3.6.2 Do not touch the nice ones 61\u003c\/p\u003e \u003cp\u003e3.7 The arbitrators 62\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Hostility, from Yesterday to Today 65\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e4.1 The places, times and forms of conflict 65\u003c\/p\u003e \u003cp\u003e4.2 The competition 65\u003c\/p\u003e \u003cp\u003e4.3 The public square 66\u003c\/p\u003e \u003cp\u003e4.4 The court 67\u003c\/p\u003e \u003cp\u003e4.5 The borders of conflict: between separation and the contact zone 67\u003c\/p\u003e \u003cp\u003e4.6 The temporality of conflict 68\u003c\/p\u003e \u003cp\u003e4.7 What do the conflicts that engage the brand look like? 68\u003c\/p\u003e \u003cp\u003e4.8 Guerrilla warfare and terrorism, excellent value for money 69\u003c\/p\u003e \u003cp\u003e4.8.1 The fly’s strategy 70\u003c\/p\u003e \u003cp\u003e4.9 Scandal 71\u003c\/p\u003e \u003cp\u003e4.10 Alert launchers 74\u003c\/p\u003e \u003cp\u003e4.11 The social dynamics of conflict 76\u003c\/p\u003e \u003cp\u003e4.12 Skepticism and modernity 77\u003c\/p\u003e \u003cp\u003e4.13 Conspiracy theorizing 78\u003c\/p\u003e \u003cp\u003e4.14 The scapegoat 79\u003c\/p\u003e \u003cp\u003e4.15 The mystery of herd behaviors 83\u003c\/p\u003e \u003cp\u003e4.16 Rumors 84\u003c\/p\u003e \u003cp\u003e4.17 The crowd 85\u003c\/p\u003e \u003cp\u003e4.18 Lynching 87\u003c\/p\u003e \u003cp\u003e4.19 Trust, the first victim of conflict 88\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 The Techniques of Conflict 95\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e5.1 Old methods “botoxed” for the digital age 95\u003c\/p\u003e \u003cp\u003e5.1.1 The trap hoax 95\u003c\/p\u003e \u003cp\u003e5.1.2 Denigration 100\u003c\/p\u003e \u003cp\u003e5.1.3 Petitions 101\u003c\/p\u003e \u003cp\u003e5.1.4 Boycott and buycott 102\u003c\/p\u003e \u003cp\u003e5.2 New digital techniques 105\u003c\/p\u003e \u003cp\u003e5.2.1 Astroturfing 105\u003c\/p\u003e \u003cp\u003e5.2.2 Persona management 110\u003c\/p\u003e \u003cp\u003e5.2.3 Google bombing 110\u003c\/p\u003e \u003cp\u003e5.2.4 Trolling 111\u003c\/p\u003e \u003cp\u003e5.2.5 Denial of service attacks 114\u003c\/p\u003e \u003cp\u003e5.3 Databases as a tool for scandal-mongering 115\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Preparing for Conflict 117\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e6.1 Building a strong brand 117\u003c\/p\u003e \u003cp\u003e6.1.1 Brand ladder 120\u003c\/p\u003e \u003cp\u003e6.1.2 Identity prism 120\u003c\/p\u003e \u003cp\u003e6.1.3 The pyramid of qualities 120\u003c\/p\u003e \u003cp\u003e6.2 The narrative scheme 121\u003c\/p\u003e \u003cp\u003e6.3 Stabilizing opinions 125\u003c\/p\u003e \u003cp\u003e6.4 The art of the reply 127\u003c\/p\u003e \u003cp\u003e6.4.1 Managing conflict from the start 129\u003c\/p\u003e \u003cp\u003e6.4.2 Knowing the forces in play: the absolute obligation 129\u003c\/p\u003e \u003cp\u003e6.4.3 Organize yourself 130\u003c\/p\u003e \u003cp\u003e6.4.4 You have a point of view Say it, loud and clear 131\u003c\/p\u003e \u003cp\u003e6.4.5 Train your teams 131\u003c\/p\u003e \u003cp\u003e6.4.6 Take charge on social networks 132\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Acting in Conflict 135\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e7.1 Five possible reactions to attack 135\u003c\/p\u003e \u003cp\u003e7.1.1 The silent expectation 136\u003c\/p\u003e \u003cp\u003e7.1.2 Indifference 136\u003c\/p\u003e \u003cp\u003e7.1.3 Negotiation 136\u003c\/p\u003e \u003cp\u003e7.1.4 Commitment 137\u003c\/p\u003e \u003cp\u003e7.1.5 Capitulation 137\u003c\/p\u003e \u003cp\u003e7.2 Can we refuse to acknowledge that we are wrong? 137\u003c\/p\u003e \u003cp\u003e7.3 Apologizing costs less than it pays 139\u003c\/p\u003e \u003cp\u003e7.4 Apologies and low points 141\u003c\/p\u003e \u003cp\u003e7.5 The Streisand effect 142\u003c\/p\u003e \u003cp\u003e7.6 Are you going there? Keep zen and in control 143\u003c\/p\u003e \u003cp\u003e7.7 Keep a conflict journal 145\u003c\/p\u003e \u003cp\u003e7.8 Orchestrate engagement techniques 147\u003c\/p\u003e \u003cp\u003e7.8.1 Public debate 147\u003c\/p\u003e \u003cp\u003e7.8.2 One-upmanship – the fatal embrace 148\u003c\/p\u003e \u003cp\u003e7.8.3 Exhaustion 149\u003c\/p\u003e \u003cp\u003e7.8.4 Make jokes, not war 149\u003c\/p\u003e \u003cp\u003e7.9 Tell a story that is stronger and more appealing than the attacker 152\u003c\/p\u003e \u003cp\u003e7.10 Tweak and revise your actantial model 153\u003c\/p\u003e \u003cp\u003e7.11 Imagine the actantial model of the attacker 154\u003c\/p\u003e \u003cp\u003e7.12 Adopt your assertiveness, even by forcing yourself a little 155\u003c\/p\u003e \u003cp\u003e7.13 Conflict is a theater of improvisation 157\u003c\/p\u003e \u003cp\u003e7.14 Prepare to be spontaneous 158\u003c\/p\u003e \u003cp\u003e7.15 Attention to detail 160\u003c\/p\u003e \u003cp\u003e7.16 Seven tips and tricks to improvise without fear 162\u003c\/p\u003e \u003cp\u003e7.17 The semiotic square: judo instead of boxing 163\u003c\/p\u003e \u003cp\u003e7.18 Moving conflict onto new terrain 165\u003c\/p\u003e \u003cp\u003e7.19 The merchants of doubt 168\u003c\/p\u003e \u003cp\u003eConclusion 171\u003c\/p\u003e \u003cp\u003eEpilogue 177\u003c\/p\u003e \u003cp\u003eAppendix 179\u003c\/p\u003e \u003cp\u003eBibliography 183\u003c\/p\u003e \u003cp\u003eIndex 185\u003c\/p\u003e \u003cp\u003eIndex of Brands 187\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley-ISTE","offers":[{"title":"Brand New","offer_id":52446435934488,"sku":"9781786301970","price":113.69,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781786301970.jpg?v=1785111629","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/new-technologies-and-branding-hardback-9781786301970","provider":"Freshly Printed Books","version":"1.0","type":"link"}