New Technologies and Branding 1st Edition by Philippe Sachetti, Thibaud Zuppinger 1119510550 9781119510550

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Product details:

ISBN-10 :  1119510550 

ISBN-13 :  9781119510550

Author:  Philippe Sachetti, Thibaud Zuppinger 

Between 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.

New Technologies and Branding 1st Table of contents:

1. What is a Brand?
1.1. The brand: a concept built from relationships
1.2. The brand is anthropomimetic
1.3. The brand as merchant
1.4. The Brand exposed
1.5. All Brands are controversial
1.6. Leader? Tough luck!
1.7. The Brand is not set up for conflict
1.8. The Brand is not always agile (and that is an understatement)
1.9. The irrational reactions of the Brand
2. Conflict
2.1. Etymology of conflict
2.2. What is a conflict?
2.3. When is there a conflict?
2.4. Conflict is complex
2.5. Experts of a small piece of the whole
2.6. Conflict can be an asset
2.7. The words of attackers are traps
2.8. The words you use are also traps
2.9. (Here) conflict is not…
2.10. The characteristics of conflict
2.11. What do you think of when someone says conflict?
2.12. When someone says conflict, what should you think about?
2.13. What Sun Tzu has to say
2.14. What Simmel thinks
3. The Players in Conflicts
3.1. The five agents of conflict
3.2. The “attacked” is the Brand
3.3. The attacker
3.4. The expected benefits
3.5. Allies
3.6. The audience
3.7. The arbitrators
4. Hostility, from Yesterday to Today
4.1. The places, times and forms of conflict
4.2. The competition
4.3. The public square
4.4. The court
4.5. The borders of conflict: between separation and the contact zone
4.6. The temporality of conflict
4.7. What do the conflicts that engage the brand look like?
4.8. Guerrilla warfare and terrorism, excellent value for money
4.9. Scandal
4.10. Alert launchers
4.11. The social dynamics of conflict
4.12. Skepticism and modernity
4.13. Conspiracy theorizing
4.14. The scapegoat
4.15. The mystery of herd behaviors
4.16. Rumors
4.17. The crowd
4.18. Lynching
4.19. Trust, the first victim of conflict
5. The Techniques of Conflict
5.1. Old methods “botoxed” for the digital age
5.2. New digital techniques
5.3. Databases as a tool for scandal-mongering
6. Preparing for Conflict
6.1. Building a strong brand
6.2. The narrative scheme
6.3. Stabilizing opinions
6.4. The art of the reply
7. Acting in Conflict
7.1. Five possible reactions to attack
7.2. Can we refuse to acknowledge that we are wrong?
7.3. Apologizing costs less than it pays
7.4. Apologies and low points
7.5. The Streisand effect
7.6. Are you going there? Keep zen and in control
7.7. Keep a conflict journal
7.8. Orchestrate engagement techniques
7.9. Tell a story that is stronger and more appealing than the attacker
7.10. Tweak and revise your actantial model
7.11. Imagine the actantial model of the attacker
7.12. Adopt your assertiveness, even by forcing yourself a little
7.13. Conflict is a theater of improvisation
7.14. Prepare to be spontaneous
7.15. Attention to detail
7.16. Seven tips and tricks to improvise without fear
7.17. The semiotic square: judo instead of boxing
7.18. Moving conflict onto new terrain
7.19. The merchants of doubt

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Tags: New Technologies, Branding, Philippe Sachetti, Thibaud Zuppinger