The Winkler Group

About the book Warp Speed Branding, by Agnieszka Winkler

"A thought-provoking view of the huge impact of the Web lifestyle on brands and branding."
- Robert Herbold, EVP & COO, Microsoft Corporation

"Traveling with Agnieszka Winkler through Warp Speed Branding is a thrill ride. . . . Her rich examples and colorful illustrations make Warp Speed Branding essential reading for all who aspire to lead their organizations to unique and distinctive places in the millennium marketplace."   -
- Jim Kouzes, coauthor, The Leadership Challenge & Encouraging the Heart
Chairman, Tom Peters Group/Learning Systems

"We have all experienced the acceleration of our lives and our work towards Internet speed. Ms. Winkler has given us anecdotes, templates and common sense advice, all focused on teaching us how to use the acceleration of technology to build better brands, products, and organizations."
- Paul Otellini, Executive Vice President, Intel Corporation

The following are Concept Extracts from Chapters of Warp Speed Branding:

Chapter 1: High Tech Doesn't Percolate—It Explodes:
"The insatiable desire for the new and the now makes the worker of the new economy gravitate to technology-driven companies, because they behave exactly the same way."

Chapter 2: Technology Impacts Branding: The Changing Customer: "Consumer expectations are increasingly built around their own needs rather than around manufacturer-created differentiation, and because of access to technology, consumers are beginning to have a bigger role in the crafting of the brand."

Chapter 3: The Six Myths of Branding:
"When looking to build a brand, it is important to look beyond the tangible product and think about what can be the sustaining deep core of the brand, the essence, which is virtually unchanging."

Chapter 4: The Marketing Environment of Technology—New Ways of Working:
"You must accept that decentralization authority is a barrier to orderly branding, but you must recognize that decentralization makes it imperative that you possess a clear and consistent idea of what the brand is and what it stands for."

Chapter 5: Advertising Agencies—Dinosaurs or New Genetic Creatures?

Chapter 6: New Tools to Help Warp-Speed Brand Builders:
"Observing businesses, both corporate and agency, over the past few years, I've discovered that one of the most potent forces preventing marketing and advertising professionals from rethinking their brand strategies has been fear."

Chapter 7: The Brand Ecosystem (TM):
"What consultants cannot do is create soul for the brand. In the end, the brand needs a creative expression, and that creative expression is as much about the human condition as it is about the facts of the product or the industry."

Chapter 8: Warp Speed Branding and the Internet: How It Relates to the New Marketing Reality:
"One of the more interesting aspects of the Internet is that it embodies apparent contradictions. It is personal at the same time as it is about community. It is about relationships at the same time as it is global."

Chapter 9: The Brand Audit as a Tool for a Fast-Moving World