| Vendor | |
|---|---|
|
Liepman Literary Agency
Marc Koralnik |
| Original language | |
| English | |
GRILLED: HOW BRANDS CAN TAKE THE HEAT OF MASSIVE CHANGE AND THRIVE IN
AN ERA OF DISRUPTION
A branding expert shows us how old-world brands can survive and thrive through reinvention in an era of disruptive change
One of the biggest challenges for longstanding traditional businesses is staying relevant in times of disruptive change. Everyone knows this, but few have found lasting and successful solutions to the problem. Tony Babinski, is one of those few. A writer, marketing consultant and brand strategist, Tony has guided companies through brand reinvention to meet today's complex market demands. He shares these insights in his new book, GRILLED: HOW BRANDS CAN TAKE THE HEAT OF MASSIVE CHANGE AND THRIVE IN AN ERA OF DISRUPTION.
In GRILLED, Babinski offers winning strategies for brand reinvention through the lens of storytelling. His principal narrative thread is the amazing success story of Moishes restaurant, the legendary Montreal steakhouse that was a mainstay in the city's fine dining scene for decades until it began to decline in the 1990s, when customers lost interest in classic, iconic institutions and instead sought out exotic new dining experiences. Faced with the threat of having to close his beloved family business, Moishes' owner, Lenny Lighter, hired Babinski to reinvent the restaurant from the ground up, renovating the building, recreating the menu plans, and creating new branding and marketing strategies that were designed to appeal to a new generation of restaurant-goers. Within five years, Moishes' revenues doubled and its status was reinstated at the top of the city's dining scene.
The story of Moishes is at the heart of GRILLED, but many other well-known brands are profiled in the book as well. We learn how Dominos turned their failing company around through a brutally honest marketing campaign, using techniques that most marketing pros would find counter-intuitive. We see how the decades-old Lego brand has been completely reinvigorated in recent years by integrating its products into various forms of multimedia content. Through these and other memorable examples, Babinski offers valuable lessons about brand development and reinvention that will interest managers, marketers and business owners of all stripes.
TONY BABINSKI is a Montreal-based writer, director, producer, and creative director. He is the author of 20 Years Under the Sun, the definitive biography of Cirque du Soleil (Harry N Abrams Publishing) and coauthor of Conversational Capital (Financial Times Press). He is the creative director of STROBE, a multimedia experience that took place at the 5th Annual Dubai Film Festival; a principal creator and director of video content for the Ajax Experience in Amsterdam; a principal creative architect of the C2mtl Conference; and director of behind-the-scenes web documentaries for Cirque du Soleil's KOOZA, as well as a biography of Aldo Bensaddoun founder of the ALDO retail chain. His recent projects include award-winning design and branding for SNACKBOX in Times Square, and creative direction of the 2011 and 2012 multi-media Bell Gala in Toronto. Currently, he is the screenwriter and executive producer of The Human Fly, a $15 million feature now in development.
In GRILLED, Babinski offers winning strategies for brand reinvention through the lens of storytelling. His principal narrative thread is the amazing success story of Moishes restaurant, the legendary Montreal steakhouse that was a mainstay in the city's fine dining scene for decades until it began to decline in the 1990s, when customers lost interest in classic, iconic institutions and instead sought out exotic new dining experiences. Faced with the threat of having to close his beloved family business, Moishes' owner, Lenny Lighter, hired Babinski to reinvent the restaurant from the ground up, renovating the building, recreating the menu plans, and creating new branding and marketing strategies that were designed to appeal to a new generation of restaurant-goers. Within five years, Moishes' revenues doubled and its status was reinstated at the top of the city's dining scene.
The story of Moishes is at the heart of GRILLED, but many other well-known brands are profiled in the book as well. We learn how Dominos turned their failing company around through a brutally honest marketing campaign, using techniques that most marketing pros would find counter-intuitive. We see how the decades-old Lego brand has been completely reinvigorated in recent years by integrating its products into various forms of multimedia content. Through these and other memorable examples, Babinski offers valuable lessons about brand development and reinvention that will interest managers, marketers and business owners of all stripes.
TONY BABINSKI is a Montreal-based writer, director, producer, and creative director. He is the author of 20 Years Under the Sun, the definitive biography of Cirque du Soleil (Harry N Abrams Publishing) and coauthor of Conversational Capital (Financial Times Press). He is the creative director of STROBE, a multimedia experience that took place at the 5th Annual Dubai Film Festival; a principal creator and director of video content for the Ajax Experience in Amsterdam; a principal creative architect of the C2mtl Conference; and director of behind-the-scenes web documentaries for Cirque du Soleil's KOOZA, as well as a biography of Aldo Bensaddoun founder of the ALDO retail chain. His recent projects include award-winning design and branding for SNACKBOX in Times Square, and creative direction of the 2011 and 2012 multi-media Bell Gala in Toronto. Currently, he is the screenwriter and executive producer of The Human Fly, a $15 million feature now in development.