Brand Real How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty

ISBN-10: 0814416764
ISBN-13: 9780814416761
Edition: 2012
Authors: Laurence Vincent
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Description: 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  More...

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Book details

List price: $36.95
Copyright year: 2012
Publisher: Amacom
Publication date: 3/28/2012
Binding: Hardcover
Pages: 272
Size: 6.25" wide x 9.25" long x 1.25" tall
Weight: 1.474
Language: English

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.

Acknowledgments
Introduction
Reality Check: It's Time to Move from Brandlore to Promising Brands
Winning the Memory Game
The Benefit of Your Brand
Leveraging Portfolio Value
Positioning Brands for Context
Brand Attachment: The Barefoot Bandit and Our Sense of Self
Expressing the Promise: Brand Narrative, Brand Voice, and Communications Strategy
Naming and Identity Development
The Touching Experience: How to Deliver on a Promise at Meaningful Touch Points
Brand Inside: Why People Are the Key to Your Brand Strategy
Notes
Index
About the Author

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