Brand Real
(Sprache: Englisch)
Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver....
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Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take their business elsewhere. Brand Real is a business strategy guide for making a brand's promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies. Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brands-logos, advertising, imagery, communications-directly to the core elements of business strategy and forge a powerful and lasting connection with their customers.
Klappentext zu „Brand Real “
Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take their business elsewhere.Brand Real is a business strategy guide for making a brand's promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies.
Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brands-logos, advertising, imagery, communications-directly to the core elements of business strategy and forge a powerful and lasting connection with their customers.
Inhaltsverzeichnis zu „Brand Real “
CONTENTSAcknowledgments ix
Introduction 1
Chapter 1: Reality Check: It's Time to Move from Brandlore to Promising Brands 5
Chapter 2: Winning the Memory Game 28
Chapter 3: The Benefi t of Your Brand 50
Chapter 4: Leveraging Portfolio Value 70
Chapter 5: Positioning Brands for Context 100
Chapter 6: Brand Attachment: The Barefoot Bandit and Our Sense of Self 119
Chapter 7: Expressing the Promise: Brand Narrative, Brand Voice, and Communications Strategy 145
Chapter 8: Naming and Identity Development 168
Chapter 9: The Touching Experience: How to Deliver on a Promise at Meaningful Touch Points 187
Chapter 10: Brand Inside: Why People Are the Key to Your Brand Strategy 210
Notes 241
Index 249
About the Author 258
Autoren-Porträt von Laurence Vincent
Laurence Vincent leads the strategy practice at the Los Angeles office of Siegel+Gale, one of the world's premier strategic branding companies. His clients have included Coca-Cola, MasterCard, Microsoft, National Football League, Qualcomm, Sony Playstation, Southwest Airlines, The Four Seasons, The Home Depot, and vitaminwater.
Bibliographische Angaben
- Autor: Laurence Vincent
- 2012, 257 Seiten, Maße: 16 x 23,6 cm, Gebunden, Englisch
- Verlag: Amacom
- ISBN-10: 0814416764
- ISBN-13: 9780814416761
Sprache:
Englisch
Rezension zu „Brand Real “
."..Vincent reminds us that branding is first and foremost a strategic act...that's why "Brand Real "is as relevant to the CEO as it is to the CMO."--"Strategy+Business"
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