Background
Gilmore, Fiona Catherine was born on November 7, 1956 in London. Daughter of Robin and Jean Margaret (Herring) Triefus.
(The brand must be at the heart of an organization if it i...)
The brand must be at the heart of an organization if it is to succeed, but very often companies fail to understand the importance of this maxim. Based on interviews with 50 CEOs and key decision-makers, Fiona Gilmore distils the essence of many of our top brands. Top CEOs such as Michael Eisner of Disney and Chris Gent of Vodafone, discuss the issues that are crucial to their success. They reveal:* How companies can create brand architecture to maximize competitive advantage.* Why the role of the brand is of fundamental importance in the age of e-commerce, to protect the franchise of the established players and to open the market to newcomers.* Why service brands are critical for much of twenty-first-century business. The mantra of organizational excellence, customer service and product innovation is not enough. Organizations have to find ways to involve the service deliverers in their brand.* How companies should deal with acquisitions. Acquisitions create untidy portfolios, and today's mega, cross-border deals create problems that are so complex that they can lead to a paralysis of indecision. Even the greatest brands sometimes lose their way and stumble. Fiona Gilmore reveals how and why this happens and offers insights and ideas that can be applied to any business - no matter what size - to achieve outstanding success in the new economy.* With a gallery of 'star' contributors and a global approach, this is a much bigger book than just 'Brand Warriors mark II'* Fiona Gilmore has an enviable reputation in the brand architecture field.
http://www.amazon.com/gp/product/1861976119/?tag=2022091-20
(A unique examination of Chinese brands and branding at a ...)
A unique examination of Chinese brands and branding at a time when China is rapidly expanding and gaining in economic importance. China is widely viewed as being one of the world's fastest growing markets. In pursuing this rapid economic expansion, Chinese companies have now begun to recognise the importance of brands, and their development. Brand capital is one of the key drivers of growth and wealth in the First World. Creating and managing brands in China has become a crucial component to success in the China market. In this book, leading brands experts Fiona Gilmore and Serge Dumont analyse the development of brands and branding in China. They provide detailed case studies of over a dozen leading Chinese brands - including Sina.com, Legend, China Mobile, CITIC, Asia Info, Yanjing Beer - and their brand strategies. The book contains unique business insights into modern China and the brand lessons for any company seeking to operate in the China market.
http://www.amazon.com/gp/product/1861976992/?tag=2022091-20
Gilmore, Fiona Catherine was born on November 7, 1956 in London. Daughter of Robin and Jean Margaret (Herring) Triefus.
Master of Arts in Modern Languages, Cambridge University, England, 1977.
With, Ted Bates Advertising Agency, London, 1977-1978; with, Benton & Bowles Advertising Agency, London, 1978-1984; marketing director, Michael Peters & Partners, London, 1985; development director, Michael Peters & Partners, London, 1986; managing director, Michael Peters & Partners, London, 1987-1990; managing director, Lewis Moberly, London, 1990-1991; managing director, founding partner, Springpoint Ltd., London, since 1991; managing director, founding partner, Springpoint Inc., New York City, since 1996. County member Water Aid, London, since 1997.
(The brand must be at the heart of an organization if it i...)
(A unique examination of Chinese brands and branding at a ...)
(New)
Fellow Republic of South Africa.
Married Richard J.M. Gilmore, May 5, 1979. Children: Daniel, Alex, Edward.