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

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AMACOM Div American Mgmt Assn, Feb 15, 2012 - Business & Economics - 272 pages
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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.
 

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Contents

Introduction
1
Reality Check Its Time to Move from Brandlore to Promising Brands
5
Winning the Memory Game
28
The Benefit of Your Brand
50
Leveraging Portfolio Value
70
Positioning Brands for Context
100
Brand Attachment The Barefoot Bandit and Our Sense of Self
119
Expressing the Promise Brand Narrative Brand Voice and Communications Strategy
145
Naming and Identity Development
168
The Touching Experience How to Deliver on a Promise at Meaningful Touch Points
187
Brand Inside Why People Are the Key to Your Brand Strategy
210
Notes
241
Index
249
About the Author
258
Copyright

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About the author (2012)

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.

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