Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty Contributor(s): Vincent, Laurence (Author) |
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ISBN: 0814439268 ISBN-13: 9780814439265 Publisher: Amacom OUR PRICE: $18.00 Product Type: Paperback - Other Formats Published: March 2012 |
Additional Information |
BISAC Categories: - Business & Economics | Customer Relations - Business & Economics | Advertising & Promotion - Business & Economics | Strategic Planning |
Dewey: 658.827 |
Physical Information: 0.62" H x 6" W x 9" (0.89 lbs) 272 pages |
Descriptions, Reviews, Etc. |
Publisher Description: 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. Most importantly, they'll explore the correlation between a succinct, efficient brand and powerful, lasting connections with their customers.Companies are becoming increasingly creative in their branding strategies--building identities ranging from the warm and fuzzy to the ultra cool and edgy. But it seems many of these enterprises forget that a brand, at its heart, is a promise to deliver. Brand Real ensures your customers' experiences lives up to that promise and that their loyalties stay with you. |
Contributor Bio(s): Vincent, Laurence: - 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. |