BEYOND SIZZLE: THE NEXT EVOLUTION OF BRANDING
Book ID/图书代码： 11724018C00019
English Summary/英文概要： Are you interested in learning how to create companies people love to love?
If you want to be that company people love to love―the one that people can’t wait to tell others about―you will find this book both inspirational and informative. Beyond Sizzle answers how branding, reimagined as an approach to management, can be a force for engaging your most important resource―people―to build your most valuable asset: your reputation. This book will ring true to anyone who wants to be that company customers, employees and the world can’t wait to tell others about!
People are increasingly looking beyond the sizzle of product and service advertising to the substance of the companies behind the image. As the conversations about purpose move from the margins to the mainstream, it’s clear that this once-fringe business perspective, often associated with Birkenstocks and granola, now has a seat at the boardroom table.
Award-winning management strategist Dr. Mona Amodeo brings together the best practices of change management, marketing, and communications to give readers an actionable process for creating brands that matter―organizations that are redefining workplaces, reimagining customer experiences, and creating innovative products and services that are building healthier, more sustainable communities―in turn, creating a better world for us all.
If you are an entrepreneurial thinker ready to embrace the opportunity to prosper economically by having a positive impact on people, communities, and the world; a game changer courageous enough to challenge the status quo by designing and leading organizations as brands that matter; or a leader who wants to make choices that leave the world better than you found it, this book is for you.
Readers who have enjoyed the works of Wally Olins, Dr. Mary Jo Hatch, Simon Sinek and books like The Brand Flip will benefit from Mona’s approach on how to reach beyond philosophy and platitudes to a roadmap for transforming organizations into brands that matter to customers, employees and the world.
Chinese Summary/中文概要： 你有兴趣学习如何创建人们喜欢去自己热爱的公司吗?
如果你想成为人们喜欢去热爱的公司——一个人们迫不及待想要告诉别人的公司——你会发现这本书既鼓舞人心又能提供信息。除了“嘶嘶声”之外，品牌作为一种管理方式被重新想象，如何成为一股力量，让你最重要的资源——人——参与进来，建立你最有价值的资产:你的声誉。这本书对任何想成为公司客户、员工和全世界迫不及待地想要告诉别人的人来说都是真实的。
人们越来越多地把目光从产品和服务广告的嘶嘶声中移到形象背后的公司实质。随着有关目标的讨论从边缘转向主流，很明显，这种一度边缘的商业视角(通常与勃肯鞋品牌和格兰诺拉麦片联系在一起)如今在董事会桌上占有一席之地。
获奖博士管理策略师莫娜•阿莫德奥汇集了变更管理的最佳实践，市场营销，和通信给读者一个可操作的过程来创建品牌matter-organizations重新定义工作场所，重塑客户经验，和创造创新的产品和服务，正在建立更健康、更可持续的社区,为我们创造一个更美好的世界。
如果你是一位企业家思想家，准备好通过对人民、社区和世界产生积极影响来拥抱经济繁荣的机会;一个敢于挑战现状的游戏改变者，通过设计和领导组织成为重要的品牌，或者是一个领导人，希望做出的选择能让世界比你发现的更好，这本书就是为你准备的。
阅读过沃利•奥林斯、玛丽•乔•哈奇、西蒙•斯涅克以及《Flip品牌》等书籍的读者，将从莫娜的方法中受益。莫娜的方法是，如何超越哲学和陈词滥调，制定一个路线图，将企业转变为对客户、员工和全世界都重要的品牌。（WYL）
Awards/获奖情况：对超越嘶嘶声的赞美
“超越嘶嘶声将品牌故事从商标和形象转移到公司的灵魂。(学习如何)让你的品牌和业务变得更好。实际的和实质性的。希望你得到它，品味它，然后使用它!。”菲利普•莫维斯博士，组织心理学家和《超越好公司: 下一代企业公民》的合著者
“这本书提供了详细的实用建议，告诉你如何通过一种值得赞赏的品牌推广方法在商业上取得成功。这种方法将会吸引忠诚的客户和其他有影响力的倡导者，并将一直持续到连接日益紧密的未来。”玛丽•乔•哈奇博士，《采取品牌行动:企业如何通过企业品牌来协调战略、文化和身份》的合著者
“如果你想建立一个人们喜欢并渴望支持的品牌，那就读读这本书。超越嘶嘶声将装备你和你的组织走向一个强大的和引人入胜的过程，以实现可持续的业务结果…这对商业和社会产生了积极而持久的影响。”——詹姆斯•理代玛博士，价值观导向领导力中心
“莫娜从核心介绍了品牌: 一种强有力的、实用的方法，以实现可持续的组织变革，不仅关注品牌或讲故事，而且作为一个过程，使组织变得更有活力、更投入、更完善。”——李•墨菲 灵感与健康公司总裁
Praise for Beyond Sizzle
"Beyond Sizzle moves the branding story from logos and image to the soul of companies. [Learn how to] transform your brand and business for the better. Practical and substantial. Get it, savor it, then use it!" ― Philip H. Mirvis, Ph.D., Organizational psychologist and co-author, Beyond Good Company: Next Generation Corporate Citizenship
"This book offers detailed practical advice about what it takes to succeed in business through an appreciative branding method that will attract loyal customers and other influential advocates now and well into the increasingly hyper-connected future." ― Mary Jo Hatch, Ph.D., Co-author of Taking Brand Initiative: How Corporations Can Align Strategy, Culture, and Identity through Corporate Branding
"If you want to build a brand that people love and are eager to support, read this book. Beyond Sizzle will equip you and your organization with a powerful and engaging process for achieving sustainable business results . . . that make a positive and enduring impact on business and society." ― James D. Ludema, Ph.D., Center for Values-Driven Leadership
"Mona introduces Branding from the Core: A powerful, pragmatic approach to sustainable organizational change that isn’t only focused on branding or storytelling but as a process resulting in more energized, engaged, and improved organizations." ― Lee Murphy, CEO, Inspera Health
About the Author/作者介绍： 莫娜•阿莫德奥博士是一个催化剂，可以将组织转变为重要的品牌。作为总部位于佛罗里达州的品牌咨询公司idgroup的创始人，阿莫德奥领导着一个由专业专家组成的团队，他们有一个愿景，就是将“一切如常”的经营模式转变为“一切可能”的经营模式。在1989年成立idgroup之前，阿莫德奥是西佛罗里达大学的广播新闻讲师和国际纪录片制作人。她在本笃会大学获得组织发展与变革博士学位，并在西佛罗里达大学获得传播学硕士学位。她的工作跨越了品牌、沟通、组织发展和变革等学科的学术和实践领域。Mona Amodeo, Ph.D., is a catalyst for transforming organizations into brands that matter. As the founder of the Florida-based brand consultancy idgroup, Amodeo leads a team of dedicated experts with a vision to move business-as-is to business-as-it can-be. Prior to opening idgroup in 1989, Amodeo was a broadcast journalism instructor and international documentary producer at the University of West Florida. She earned a Ph.D. in Organization Development and Change from Benedictine University and a master’s in Communication Arts from the University of West Florida. Her work spans the boundaries of scholarship and practice in the disciplines of branding, communications, and organization development and change.
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