Download or read book Building Better Brands written by Scott Lerman and published by Simon and Schuster. This book was released on 2018-05-29 with total page 277 pages. Available in PDF, EPUB and Kindle. Book excerpt: Building Better Brands is the essential guide to creating and evolving brands. Leveraging three decades of brand consulting for legendary companies like Caterpillar, Harley-Davidson, 3M, Owens-Illinois, National Australia Bank, and American Express, as well as middle-market and new-media startups, Scott Lerman shares the processes and frameworks needed to build great brands. This book is for you if you're a CEO seeking to enhance your knowledge of the branding process, a marketing/communications specialist who wants to take a leadership role in advancing an organizations brand, a brand consultant who is striving to sharpen and extend your skills, or a student who wants to jump-start a career in branding. Whatever its starting point--market leader or struggling competitor--any organization that follows this step-by-step guide will end up with a better brand.

Download or read book Briefs for Building Better Brands written by Allan Gorman and published by Brandspa. This book was released on 2004 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing successfully in todays commoditized marketplace takes delivering an experience of brand delight according to strategic and creative-guru Allan Gorman. Delight is just what youll find in this collection of insightful and inspiring--and sometimes witty--essays appropriate for business execs, marketing students and anyone interseted in creating and maintaining a brand that lasts.

Download or read book Brand Naming written by Rob Meyerson and published by Business Expert Press. This book was released on 2021-12-14 with total page 233 pages. Available in PDF, EPUB and Kindle. Book excerpt: You don’t have a brand—whether it’s for a company or a product—until you have a name. The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won’t find a good name by dumping out Scrabble tiles. Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You’ll learn: What makes a good (and bad) name The step-by-step process professional namers use How to generate hundreds of name ideas The secrets of whittling the list down to a finalist The most complete and detailed book about naming your brand, Brand Naming also includes insider anecdotes, tired trends, brand origin stories, and busted myths. Whether you need a great name for a new company or product or just want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming.

Download or read book What Great Brands Do written by Denise Lee Yohn and published by John Wiley & Sons. This book was released on 2014-01-07 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.

Download or read book Beloved Brands written by Graham Robertson and published by Createspace Independent Publishing Platform. This book was released on 2018-01-06 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Beloved Brands is a book every CMO or would-be CMO should read." Al Ries With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising or event marketing. "Most books on branding are really for the MARCOM crowd. They sound good, but you find it's all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book." Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable. You will learn how to think, define, plan, execute and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand. My promise to help make you smarter so you can realize your full potential.

Download or read book Brand Portfolio Strategy written by David A. Aaker and published by Free Press. This book was released on 2020-03-24 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

Download or read book Designing Brand Identity written by Alina Wheeler and published by John Wiley & Sons. This book was released on 2012-10-11 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands. Features more than 30 all-new case studies showing best practices and world-class Updated to include more than 35 percent new material Offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity

Download or read book Building Strong Brands written by David A. Aaker and published by Simon and Schuster. This book was released on 2012-10-01 with total page 365 pages. Available in PDF, EPUB and Kindle. Book excerpt: As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol perspectives. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products. As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.

Download or read book Build Better Products written by Laura Klein and published by Rosenfeld Media. This book was released on 2016-11-01 with total page 369 pages. Available in PDF, EPUB and Kindle. Book excerpt: It’s easier than ever to build a new product. But developing a great product that people actually want to buy and use is another story. Build Better Products is a hands-on, step-by-step guide that helps teams incorporate strategy, empathy, design, and analytics into their development process. You’ll learn to develop products and features that improve your business’s bottom line while dramatically improving customer experience.

Download or read book Scale Up Your Brand Workbook written by Denise Lee Yohn and published by Createspace Independent Publishing Platform. This book was released on 2016-12-25 with total page 34 pages. Available in PDF, EPUB and Kindle. Book excerpt: Introducing a new workbook Scale-Up Your Brand: How To Set Up Your Brand for Success in 5 Steps from Denise Lee Yohn, brand-building expert, speaker, and author of the bestselling book What Great Brands Do.Scale-Up Your Brand is a step-by-step guide to develop a strong, valuable, sustainable brand strategy that will help you scale. Packed with exercises, instructions, and helpful tips36-pages with room for taking notes and documenting decisionsPlus a bonus: Brand Assessment Tool With this workbook, you will: Lay the foundation for your brand to inspire true customer loyalty, improve your profit margin, and increase the longevity of your businessSpecify how you plan to compete and winAchieve clarity, focus, and alignment on your priorities among everyone who works on your business Get your workbook now...and get ready to scale!

Download or read book Building a StoryBrand written by Donald Miller and published by HarperCollins Leadership. This book was released on 2017-10-10 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: More than half-a-million business leaders have discovered the power of the StoryBrand Framework, created by New York Times best-selling author and marketing expert Donald Miller. And they are making millions. If you use the wrong words to talk about your product, nobody will buy it. Marketers and business owners struggle to effectively connect with their customers, costing them and their companies millions in lost revenue. In a world filled with constant, on-demand distractions, it has become near-impossible for business owners to effectively cut through the noise to reach their customers, something Donald Miller knows first-hand. In this book, he shares the proven system he has created to help you engage and truly influence customers. The StoryBrand process is a proven solution to the struggle business leaders face when talking about their companies. Without a clear, distinct message, customers will not understand what you can do for them and are unwilling to engage, causing you to lose potential sales, opportunities for customer engagement, and much more. In Building a StoryBrand, Donald Miller teaches marketers and business owners to use the seven universal elements of powerful stories to dramatically improve how they connect with customers and grow their businesses. His proven process has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Building a StoryBrand does this by teaching you: The seven universal story points all humans respond to; The real reason customers make purchases; How to simplify a brand message so people understand it; and How to create the most effective messaging for websites, brochures, and social media. Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.

Download or read book Do Good written by Anne Bahr Thompson and published by AMACOM. This book was released on 2017-11-30 with total page 295 pages. Available in PDF, EPUB and Kindle. Book excerpt: Increasingly today, in every age group, consumers are committing to brands that show good citizenship--from fair employment practices, to social responsibility, to charitable giving. In fact, support of these generous and socially aware companies is so high that good works and charitable giving are necessary for companies that aspire for financial success. Do Good documents the sea of change that has impacted the twenty-first-century marketplace more than even the most optimistic of business forecasters, including examples such as: Toms grew into a $600 million company by giving away 35 million pair of shoes. Patagonia’s profits have climbed year after year even as it funnels heavy investments into sustainability. CVS’s strategic decision to start destocking cigarettes in all stores. Customers have shown with their wallets the types of businesses they will support and that they will quickly call out negligence. Buyers today demand more than half-hearted pledges from companies who are clearly just trying to show less profits and decrease their taxes. By implementing the five-step model for the new rules of business laid out in Do Good--Trust, Enrichment, Responsibility, Community, and Contribution--companies can take the necessary steps to embed social consciousness into their DNA, in turn capturing both markets and hearts.

Download or read book Brand Sense written by Martin Lindstrom and published by Simon and Schuster. This book was released on 2010-02-02 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products. Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing “new car” aroma? Or that Kellogg’s trademarked “crunch” is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance? In perhaps the most creative and authoritative book on how our senses affect our everyday purchasing decisions, global branding guru Martin Lindstrom reveals how the world’s most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results. In conjunction with renowned research institution Millward Brown, Lindstrom’s innovative worldwide study unveils how all of us are slaves to our senses—and how, after reading this book, we’ll never be able to see, hear, or touch anything from our running shoes to our own car doors the same way again. An expert on consumer shopping behavior, Lindstrom has helped transform the face of global marketing with more than twenty years of hands-on experience. Firmly grounded in science, and disclosing the secrets of all our favorite brands, Brand Sense shows how we consumers are unwittingly seduced by touch, smell, sound, and more.

Download or read book The Brand Mapping Strategy written by Karen Tiber Leland and published by Entrepreneur Press. This book was released on 2016-06-20 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt: If You Don’t Define Your Brand, Someone Else Will Define It for You Your small business is a brand. You as a business person are a brand! Imagine using a time-tested,strategic method to build your brandwith best practices for online marketing and more! Brand and marketing strategist Karen Tiber Leland helps entrepreneurs, business owners, CEOs, and executives create a brand by design instead of default, gain greater influence in their industries and companies, and become thought leaders in their fields. The Brand Mapping Strategy uses proven strategies, best practices and anecdotes from real life brand-building successes to give readers the tools they need to design, build, and accelerate a successful brand. Readers will be able to: Develop an overall blueprint for their brand using the Brand Mapping Process® Determine which online tactics (and in what combination) will work for their brand Expand the current brand outreach and contribution to a bigger audience in their industry, community, or the world at large Become a thought or industry leader, using clear positioning, a specific strategy for brand building, and a method for implementation Leverage content effectively and efficiently to build their brand Develop a marketing and social media strategy using the right platform

Download or read book Marketing Briefs written by Sally Dibb and published by Routledge. This book was released on 2007-06-07 with total page 378 pages. Available in PDF, EPUB and Kindle. Book excerpt: This revised and updated second edition of Marketing Briefs: a revision study guide gives every marketing student the most comprehensive collection of definitive overviews of every key concept in the subject. The text itself is organized into short structured chapters, the Briefs, each including: * Core definitions * A bulleted key point overview * Thorough yet concise explanation of the concept and primary issues * Illustrative examples * A selection of examination style case, essay and applied questions Together these offer a rounded, concise and topical appreciation of each theme within a clear and accessible framework, designed to aid revision. Also included are revision tips and 'golden rules' for tackling examinations, specimen examination papers with answer schemes, and a full glossary of key marketing terms.

Download or read book Lean Branding written by Laura Busche and published by O'Reilly Media. This book was released on 2019-03-01 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: Every day, thousands of passionate developers come up with new startup ideas but lack the branding know-how to make them thrive. If you count yourself among them, Lean Branding is here to help. This practical toolkit helps you build your own robust, dynamic brands that generate conversion. You’ll find over 100 DIY branding tactics and inspiring case studies, and step-by-step instructions for building and measuring 25 essential brand strategy ingredients, from logo design to demo-day pitches, using The Lean Startup methodology’s Build-Measure-Learn loop. Learn exactly what a brand is—and what it isn’t Build a minimal set of brand ingredients that are viable in the marketplace: brand story, brand symbols, and brand strategy Measure your brand ingredients by using meaningful metrics to see if they meet your conversion goals Pivot your brand ingredients in new directions based on what you’ve learned—by optimizing rather than trashing Focus specifically on brand story, symbols, or strategy by following the Build-Measure-Learn chapters that apply

Download or read book Asian Brand Strategy Revised and Updated written by M. Roll and published by Springer. This book was released on 2016-02-11 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: This second edition of the bestselling Asian Brand Strategy takes a look at how Asian brands continue to gain share-of-voice and share-of-market. Featuring a user-friendly strategic model, new research, and case studies, this book provides a framework for understanding Asian branding strategies and Asian brands.