Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty
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.
What people are saying - Write a review
We haven't found any reviews in the usual places.
Reality Check Its 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
Other editions - View all
advertising airline alignment initiatives Apple approach audience Barefoot Bandit behavior benefit best brand brain brand alignment brand architecture brand attachment brand campaign brand equity brand experience brand identity brand personality brand portfolio brand promise brand strategy brand voice challenger brand chapter Cisco clients communications competitors connect consumers context create creative crowdsourcing culture customers deliver didn’t differentiate doesn’t employees expectations Facebook fact feel Flickr focus focused Google GoogSoft Harris-Moore ifyou ingredient brand invest iPhone launched leverage lifestyle Linksys logo look master brand matter meaning memory messages narrative ofa brand ofbrand ofits ofthe organization personality position product brands Real brands rebranding relationship relevant self-concept social media Southwest Airlines Starbucks story subbrand sumers symbolic There’s tion touch points Toyota understand Virgin Virgin America Washington Federal what’s Windows Live Space word Zappos