Universidad Tecnológica de El Salvador
Warp Speed Branding
Book

Warp Speed Branding

The Impact of Technology on Marketing

Agnieszka M. Winkler
Wiley, 1999
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Editorial Rating

7

Qualities

  • Overview
  • Engaging

Recommendation

Advertising expert Agnieszka M. Winkler offers an insider’s perspective on how technology has changed marketing and advertising. Writing with clarity and confidence, she outlines the steps advertisers and marketers must take to keep pace. She cites high-profile companies like Dell Computers and Amazon as examples of brands that were built in months, not years. These examples illustrate her sometimes complex concepts, and make them more accessible. Unfortunately, she also devotes a large amount of space to what amounts to a commercial for an adverting software application that she’s trying to sell. But for readers who can stomach the pitch, getAbstract recommends this book to those who work in marketing, advertising, or related industries, and to those who are making the transition to technology-driven brand building. (Editor’s note: TeamToolz, one of the major resources covered in this book, is a pay-for-use service sold by the author.)

Summary

Warp-Speed World

The whole process of creating a brand has changed in recent years. With the speed of innovation today, companies no longer can spend two or three years formulating a branding strategy. The marketing truths taught by consumer product giants such as Procter & Gamble and Colgate-Palmolive are no longer valid. The brand creation rules are being rewritten. Ten years ago, fast food meant a drive-through meal at McDonalds. Now microwave meals that are ready in 30 seconds, instant banking machines, one-hour photo developing and nail polish that dries instantly all contribute to our "warp-speed world."

Today, technology affects every industry. Textile industry innovations have led to velvet swimwear and satin pants that don’t bag or sag. State-of-the-art golf clubs have titanium heads. Shoes made with Gore-Tex keep your feet dry in the rain. Thanks to Pfizer’s drug, Viagra, even your bedroom has been influenced by technology.

Companies are adopting a work style that is highly dependent on the networked information flow enabled by computers. This allows them to bring a product to market in an unbelievably short time. Ascend Communications regularly...

About the Author

Agnieszka M. Winkler is the founder and chief executive officer of Winkler Advertising. She was named as one of Advertising Age Magazine’s 100 Best and Brightest Women in Marketing. She speaks frequently at industry meetings and business schools about the impact of technology on marketing and advertising. She is the founder of the Internet software company, TeamToolz.

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