A01=Philippe Sachetti
A01=Thibaud Zuppinger
agile
anthropomimetic
Author_Philippe Sachetti
Author_Thibaud Zuppinger
brand
brands
built
Category=KJVS
celebrity
concept
conflict
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
hell
introduction
irrational
luck
matrix
merchant
prologue
reactions
relationships
trio
understatement
Product details
- ISBN 9781786301970
- Weight: 454g
- Dimensions: 163 x 234mm
- Publication Date: 20 Feb 2018
- Publisher: ISTE Ltd and John Wiley & Sons Inc
- Publication City/Country: GB
- Product Form: Hardback
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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.
Philippe Sachetti is the founder, consultant and manager of the branding company pH6. He specializes in building strong brands and effective marketing.
Thibaud Zuppinger is a strategic planner at pH6. His areas of interest are philosophy and ethics.
