Brand Real How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty
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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 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.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $36.95
Copyright year: 2012
Publication date: 3/28/2012
Size: 6.25" wide x 9.25" long x 1.25" tall
|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|
|About the Author|