What Do Your Customers Think About Your Company? (And Are They Right?) A company's image is perhaps its most powerful marketing asset. On the cutting edge of corporate strategy, image is essential for positioning a company for maximum growth. When finely honed and used correctly, corporate "image" can influence consumer choices, build brands, pre-sell products and services, and add value to a company in the minds of its public. Image is, after all, about perception, i.e. how your customers think and feel about your company. And what your customers think about your company deeply influences how they respond to your efforts in the marketplace. In Marketing Corporate Image, advertising pro Jim Gregory details how any company--large or small--can best utilize image advertising.
From how to articulate your corporate mission to selecting the best media to reach your target audience, from critiquing the effectiveness of your advertising materials to determining the consistency of your image advertising campaign, Jim Gregory offers a comprehensive approach to maximizing the effectiveness of the powerful marketing tool. Plus, this new edition includes tips on integrating web sites and other new media into your corporate marketing efforts, as well as all new case studies and examples of successful image advertising campaigns executed by some of the most well-known companies in the world including General Electric, GTE, Xerox and Eastman Kodak. Marketing Corporate Image, second edition, is a must-have for any professional who's concerned with effectively relaying the uniqueness of a company to its principal audience. Advertising pros Jim Gregory and Jack Wiechmann reveal the secrets to successfully marketing "image" as your company's number one product in this completely revised second edition of Marketing Corporate Image. Praise for the Original Edition of Marketing Corporate Image: "Jim Gregory's book is the best one I have seen on the subject of corporate advertising . business practitioners should find it specifically helpful in the day-to-day problems they face in the corporate image area." -- Len Matthews, Chairman, Matthews & Johnson, Ltd., former President, American Association of Advertising Agencies "This book is as easy to read as a road map, with plenty of clear signposts that guide you swiftly across the landscape of some of the classic image campaigns of our times.
" -- Roger W.W. Baker, Director of Communications, American Brand, Inc. "Marketing Corporate Image is a fact-filled guidebook to the difficult art of corporate advertising." -- Charles G. Francis, former Director of Corporate Advertising, IBM "Jim Gregory's book should be read by those who think that corporate advertising is a luxury and who only budget for it in prosperous times, if at all. This book will change there minds." -- Louis T.
Hagopian, Chairman Emeritus N.W. Ayer, Inc. "Jim Gregory's extensive review of corporate--or image--advertising, with many pertinent case examples, adds significant insight to the body of knowledge and experience." --Richard K. Jewett, Vice President, Advertising, Pitney Bowes.