History marketing : using history as a corporate strategic asset Upplaga 1

Every organization has a unique history. Put to proper use, it becomes a strategic asset that companies can leverage for future growth. Because a companys history fills its brand with meaning and energizes its communication. It strengthens the organizations identity and propels everyone in it forward. Knowledge of what happened in the past even helps organizations face todays changes and risks. Not bad for an asset that is all too often regarded as a simple side effect of a companys ordinary business. This book shows the business energy that can be unleashed through an active use of a companys own heritage or history marketing. It is a book for business leaders, marketers, communicators, legal counsels, HR managers, and all entrepreneurs who wonder how the past can be used to create value for their particular company. Opinions about the book: This trailblazing book is essential reading for putting the most precious but also most underestimated asset in businesses to use. /Alexander L. Bieri, chairman Section on Business Archives ICA and curator The Roche Historical Collection and Archive The ABSOLUTly perfect guide to till history marketing. /Lovisa Kragerud, Corporate Archivist & Chief Storyteller, The Absolut Company This is the book I always wanted to write on heritage and brand based marketing! After shepherding the heritage of The Coca- Cola Company and Ford Motor Company for nearly 30 years, its great to see the principles that we employed every day spelled out in such a well thought out but conversational manner. /Ted Ryan, Archives and Heritage Brand Manager, Ford Motor Company