Bøger af Nick (Scottish Crop Research Institute) Birch

Essay from the year 2014 in the subject Business economics - Company formation, Business Plans, grade: 1.6, Central Queensland University, course: Cultural Entrepreneurship, language: English, abstract: For generations, Zen philosophy has taught the importance of finding tranquillity inside yourself instead of foolishly seeking it in the world around you. One of the most profound teachings from this philosophy, and probably one that is most relevant to the entrepreneur, is that of ignoring doctrine and listening to your gut instinct. (Butt, 2014a)Google (N/A) defines entrepreneur as ¿a person who organizes and operates a business or businesses, taking on greater than normal financial risks in order to do sö, from the French ¿entreprendre¿, meaning to ¿undertake¿ and ¿go between¿. Branagan (2003) outlines several critical success factors:¿ being able to make connections and spot opportunity¿ taking a creative approach to problem solving¿ being able to cultivate networks of appropriate contacts¿ being able to persuade, inspire and motivate others through enhanced vision¿ the ability to take calculated risks and having the nerve to work outside convention¿ the ability to overcome rejection and failure¿ keeping pace with technology and innovation¿ an understanding of business strategies and tacticsIt is the spirit of undertaking something novel and innovative; in some sense either pushing forward with avant-garde activities, or combining elements from previous concepts for new markets or audiences. There are many entrepreneurs within the arts world who do just this, acting as go-betweens for artists and clients, or audiences. Furthermore, the common preoccupation with originality, implementing ideas and making progress, held by many artists and arts consultants, is itself an entrepreneurial trait; translating vision into a creative act. From a contemporary and historical perspective, an entrepreneurial outlook has either inadvertently or intentionally ensured the successful progression of many very influential figures within both the commercial and non-commercial arts sectors.(Branagan, 2003)

Essay from the year 2014 in the subject Design (Industry, Graphics, Fashion), grade: 1.1, Central Queensland University, course: Brand Image Design, language: English, abstract: Aesthetics are an integral part of marketing communications, influencing the design of logos, advertising, atmospherics and package design. The strategic management of brand image design is essential to developing and implementing a corporate or brand identity. According to Simonson & Schmitt (1997), aesthetics can create tangible value for an organization because:¿ aesthetics creates consumer loyalty¿ aesthetics allows for premium pricing¿ aesthetics cuts through information clutter, increasing the memorability of the visual marks of the company, which in turn increases its chance of selection at the point of purchase¿ aesthetics affords protection from competitive attacks¿ aesthetics can save costs and increase productivity, as employees and outside suppliers need to spend less time in creating new layouts and messagesDavid Garvin¿s (1987) book, the Eight Dimensions of Product Quality, consists of performance, features, reliability, conformance, durability, serviceability, aesthetics and perceived quality. The concept defines aesthetics as ¿the subjective dimension indicating the kind of response a user has to a product. It represents the individual¿s personal preference¿ (Karch, 2008).Aesthetics management should begin with a thorough status quo analysis of every aspect of a company or brand¿s visual and sensory identity. The objective of this analysis is to get a clear understanding of the identity that the organisation wants to project for itself and its brands in its aesthetic output (its corporate expressions) and how customers perceive the organisation¿s current aesthetic output (customer impressions).(Simonson & Schmitt, 1997, p.45.)Brand Identity focuses on the following attributes of aesthetics, outlined by Friedlander (2012):¿ Colours¿ Fonts¿ Logos¿ Images¿ Layout

Essay from the year 2014 in the subject Design (Industry, Graphics, Fashion), grade: 1.1, Central Queensland University, course: Brand Image Design, language: English, abstract: All aspects of a brand image should resonate with its target audience in order to create a meaningful relationship. Before a brand can improve the lives of those who use it, the identity of both needs to be clearly understood by the other. Once this is established, a relationship can be forged and nurtured much like a relationship between two people. Like a relationship, the parties need to bond, to listen, to grow, to be authentic and to stay that way.When Interbrand (2014), the world¿s largest brand consultancy, released their 2007 Brand Marketers Report, the following five top aspects of successful branding were revealed (Airey, 2007):1. Consistency2. Understanding of Customer/Target3. Message/Communication4. Creative/Design/Brand ID5. RelevanceMany other aspects were of course discovered in the survey, but the best practises may be found under these top five ¿ the first beating the second by twice the percentage (Airey, 2007). When implemented successfully, valuable brand equity can be attained, attracting a responsive audience and relevant target customers.