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In this powerful new blueprint for the future of customer-centric businesses，Austratia's foremost creative brand thinker，Simon Hammond，uses popular culture observations，consumer behaviour insights and twenty years'practical experience working with top brands to suggest a simple but bold new way for creating great brands.Brands that excite and connect with people. Brands that become the new heroes in everyday life.

The bottom line is clear-businesses must stop saying what they are and start BEing something customers want. This is where BE branding comes in-a three-step philosophy that can radically change the future for companies，products and even people.

BE brandsTM are brands with BElief that consumers want to BElong to and that bring about wonderful，loyal emotional BEhaviour.

Best of all，Hammond not only reveals the easy three-step BE guide for business transformation，but he also names Australia's top twenty brands，exposing what you can learn from these powerhouses. Adopt the BE brandTM philosophy for your business-large or small，and you can dramaticatty atter the profitability，enjoyment and choices your business affords you.

作者简介：Simon Hammond, Executive Creative Director for SEE, pushes through the boundaries of traditional thinking to provoke creative change within Australian businesses. A former newspaper, radio and magazine reporter, Hammond has created and run three of Australia's most talked about creative agencies - dare, The Edge and now SEE. SEE drives change through its unique and insightful processes and its award-winning creative executions in branding, advertising, online media, design,events and promotions.

a little yarn to kick things off

the three BEs of BE brands

BElief

BElonging

BEhaviour

the 'heroes' of BE brands

and the winners are

1.The Body Shop

2.T2

3.Harley-Davidson

4.Apple

5.Australian Geographic

6.Google

7.Max Brenner

8.Lush

9.Games Workshop

10.Kathmandu

11.Rip Curl

12.Virgin

13.Nudie

14.Moleskine

15.Hillsong

16.Sportsgirl

17 Smiggle

18.R.M.Williams

19.Circus Oz

20.Boost Juice

the best of the rest

some BE brands you may not have seen

what about ...?

three simple ways to develop your BE brand

who can be BE brands?

index

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书籍介绍

What do companies believe in these days? Where are the business heroes we can follow? How can the next Virgin, Apple or Harley-Davidson emerge in a world of risk aversion and corporate blandness?In this powerful new blueprint for the future of customer-centric businesses, Australia? foremost creative brand thinker, Simon Hammond, uses popular culture observations, consumer behaviour insights and twenty years?practical experience working with top brands to suggest a simple but bold new way for creating great brands. Brands that excite and connect with people. Brands that become the new heroes in everyday life.The bottom line is clear ?businesses must stop saying what they are and start BEing something customers want. This is where BE branding comes in ?a three-step philosophy that can radically change the future for companies, products and even people.BE brands are brands with BElief that consumers want to BElong to and that bring about wonderful, loyal, emotional BEhaviour.Best of all, Hammond not only reveals the easy three-step BE guide for business transformation, but he also names Australia? top twenty brands, exposing what you can learn from these powerhouses. Adopt the BE brand philosophy for your business ?large or small ?and you can dramatically alter the profitability, enjoyment and choices your business affords you.