Unique Now - Or Never

Front Cover
Financial Times Prentice Hall, 2002 - Business & Economics - 349 pages
Be unique: the one sure way to make your company stand out in a world of clutter!

-- Building your core value proposition -- and organizing your entire company to deliver on it.

-- Defining unique brand value chains, infrastructure, communications, relationships, and an all-encompassing corporate brand system.

There's only one way to stand out in a world of marketing clutter: be unique. Everything your organization does must support that uniqueness, and all your communications and relationships must work together to prove it. In Unique Now or Never, one of the world's leading marketing experts shows exactly how to get the job done. Jesper Kunde shows how to define or redefine your company and its brand, pinpointing the precise brand position you want to conquer -- and conquering it. You'll learn how to create unique and high value in a global brand, then build a Unique Brand System that secures the brand and its values. Kunde reviews each approach to creating and extending umbrella brands, including graduation, denomination, and differentiation. Next, he reviews every aspect of the enterprise and its relationships, showing how to align all your efforts in support of your brand and the core values behind it. For all board-level managers, corporate strategists, marketers, and branding specialists.

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Contents

Preface
9
What do you want to bring to the world?
19
Porter is right
26
Copyright

26 other sections not shown

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About the author (2002)

Jesper Kunde has a Masters of Commerce from the Aarhus School Of Business.

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