Brand Harmony: Achieving Dynamic Results by Orchestrating Your Customer's Total Experience

Front Cover
SelectBooks, Inc., 2003 - Business & Economics - 160 pages
Brand Harmony presents a fresh and revealing approach to branding and explains how companies of all types and sizes can achieve dynamic results by orchestrating their customers' total experience. Brand Harmony is a breakthrough concept that aligns everyone in a company to deliver a powerful, harmonious message to customers.Full of common-sense wisdom, Brand Harmony dispels the myths about branding and shows how companies can successfully create Brand Harmony in the minds of their customers by aligning the entire organization to tell one cumulative story. Brand Harmony takes marketing beyond the marketing department by showing how people throughout an organization need to "be the brand" in order to create comprehensive, company-wide messages that customers will understand and believe. Brand Harmony includes 10 how-to exercises based on Yastrow's proven methods and real-life examples which walk the reader through each stage of the branding process.
 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

How Brand Impressions Are Formed
11
Brute Force Branding and Why It Doesnt Work
25
Brand Harmony
33
Designing Brand Harmony
45
Defining the Customer Action You Need to Help
69
Orchestrating Customer Experiences
88
Be the Brand
121
The Will to Create Brand Harmony
137
Appendix
151
Copyright

Other editions - View all

Common terms and phrases

About the author (2003)

In addition to Ditch the Pitch, Steve Yastrow is the author of We: The Ideal Customer Relationship and Brand Harmony. Steve is president of Yastrow and Co., a consulting firm that helps organizations create powerful stories and communicate them in ways that build customer relationships and drive results. Steve's clients include McDonald's Corp., The Cayman Islands Department of Tourism, Jenny Craig International, and Great Clips for Hair, and many others. For more info visit www.yastrow.com

Bibliographic information