How to Build Your Brand : Implementing a Proven and Effective Process.
Brand Strategy is the most important marketing talent. A 2020 Gartner Survey of 400 CMO's cited Brand Strategy as the most needed skill, more valuable than analytics, UX, digital commerce. Previous books on the subject analyze the qualities and characteristics of well-regarded brands. What thes...
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| Main Author: | |
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| Format: | Electronic eBook |
| Language: | English |
| Published: |
Milton :
Productivity Press,
2022.
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| Subjects: | |
| Online Access: | ProQuest Ebook Central Taylor & Francis |
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| 245 | 1 | 0 | |a How to Build Your Brand : |b Implementing a Proven and Effective Process. |
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| 505 | 0 | |a Cover -- Half Title -- Title Page -- Copyright Page -- Dedication -- Table of Contents -- Acknowledgments -- About the Author -- Introduction: Why Did I Write the Book? -- Part I Setting the Stage -- Chapter 1 What Are the Shared Beliefs of Brand Driven Companies? -- Chapter 2 What Will Help the Reader Have a Successful Experience with This Book? -- Chapter 3 Where Did the Success Model Come from? -- Part II Brand Building Process -- Chapter 4 What Is the Success Model and Why Is It Valid?: The Success Model -- Chapter 5 What Is the Method that Brings the Success Model to Life? | |
| 505 | 8 | |a Chapter 6 Foundation Stage -- Step 1 -- Step 2 -- Step 3 -- Step 4 -- Step 5 -- Step 6 -- Chapter 7 Conceptualization Stage -- Step 7 -- Chapter 8 Implementation Stage -- Step 8 -- Part III Process Validation -- Chapter 9 Guiding Principles -- Chapter 10 Academic Underpinnings -- Chapter 11 Culture and Fundamental Human Beliefs -- Part IV Case Histories -- Chapter 12 Pampers -- What Can the Pampers Case Teach Us about the Process? -- Chapter 13 Lays -- What Can the Global Flat Chips Case Teach Us about the Process? -- Chapter 14 Disney | |
| 505 | 8 | |a What Can the Disney Boys Brand Platform Teach Us about the Process? -- Chapter 15 Godiva -- What Can the Godiva Case Teach Us about the Process? -- Chapter 16 ABC News -- What Can ABC News Teach Us about the Process? -- Chapter 17 Ore Ida -- What Can Ore Ida Teach Us about the Process? -- Chapter 18 ASU -- What Can Arizona State University Teach Us about the Process? -- Chapter 19 Dodge -- What Can Dodge Teach Us about the Process? -- Chapter 20 Lagunitas -- What Can Lagunitas Teach Us about the Brand Building Process? -- Chapter 21 Visa/L'Oreal/Budweiser -- Visa -- L'Oreal -- Budweiser | |
| 505 | 8 | |a Part V Executive Interviews -- Chapter 22 What My Clients Can Teach Us -- Chapter 23 Susan Sanderson-Briggs -- Chapter 24 Irwin Gordon -- Chapter 25 Dick Lochridge -- Chapter 26 Cindy Croatti -- Chapter 27 Bruce Bader -- Chapter 28 Jesper Nordengaard -- Chapter 29 Chris Sinclair -- Chapter 30 Jim Koch -- Chapter 31 Dan Dillon -- Chapter 32 Alan Ives -- Chapter 33 Gary Matthews -- Chapter 34 Tony Magee -- Part VI Consultant Interviews -- Chapter 35 What Can My Consultants Teach Us? -- Chapter 36 Milo Rodriguez -- Chapter 37 Shira Machleder -- Chapter 38 Mike Lubin -- Chapter 39 Sheri Harris | |
| 505 | 8 | |a Chapter 40 Rose Lee -- Chapter 41 Kristin Veley -- Part VII Implementation Techniques and Tactics -- Chapter 42 Focus Group Research -- Chapter 43 The Power of Imagery to Inform Brand Platform Development -- Chapter 44 Gathering Images for Research -- Chapter 45 Developing Verbal Benefits -- Verbal Benefit Statements: How to Develop Benefits with the Potential to Deliver Unique Advantage -- Chapter 46 Three Money Making Strategies -- What Are the Three Money Making Strategies? -- Chapter 47 Personal Brands -- Chapter 48 Helping the Reader Own the Process -- Chapter 49 Pitfalls and Watchouts | |
| 500 | |a Chapter 50 Treat Others with Respect. | ||
| 520 | |a Brand Strategy is the most important marketing talent. A 2020 Gartner Survey of 400 CMO's cited Brand Strategy as the most needed skill, more valuable than analytics, UX, digital commerce. Previous books on the subject analyze the qualities and characteristics of well-regarded brands. What these books don't offer are the "how to's" of branding. This book empowers readers by teaching them the author's unique, time-tested Success Model, and step-by-step, repeatable method for successful brand building. After reading this insightful book, you will learn how to: Develop "big picture" insight that inspires big brand ideas Use imagery to understand the fundamental human values that give our life meaning as well as learn about the feelings that reveal our hopes and dreams. Develop highly motivating brand concepts that link to our values and aspirations. Create the tactical roadmap to implement the concepts. The author clearly shares the: Success Model that defines the world's most successful brands. Case studies that demonstrate the Model in action. Step-by-step method to implement the model. The evidence -- scientific and psychological --.that supports the model and method. Essentially, this book empowers readers to become skilled brand builders enabling them to succeed personally, socially, and professionally | ||
| 545 | 0 | |a Thirty years ago, Larry Lubin co-founded Lubin Lawrence with the mission to help companies invent or re-invent their brands. Larry started his career at Grey Advertising working on the Procter & Gamble account. At the time he joined Grey, the agency had completed a multi-year, multi-brand study that proved that changes in attitudes predict changes in behavior. His P&G team applied the learning to develop a brand strategy to re-invent Jif Peanut Butter and invent Downy Fabric Softener. The strategies changed consumers' attitudes, positively impacting their esteem: Jif moms for making good decisions for their kids well being (Choosy Moms Choose Jif) and kids appreciating Downy moms for all they do for them. Both brands became dominant market leaders and are enjoying decades of growth. Larry developed the Model that explains why a few brands like Jif and Downy enjoy exceptional, long-term success. In essence, these brands are linked to the fundamental human values of the consumers they serve. The brands become more valuable because they honor the values consumers live by. With the Model in place, Larry went on a three-year journey to create the method to apply the model for corporate clients. The journey involved: 1. Understanding the structure of the creative process. 2. Developing visual research techniques to uncover tacit knowledge. 3. Researching academic literature to explain the model's success (Descartes Error by Damasio, Homo Prospectus by Seligman, The Hero Within by Pearson, Hero of a Thousand Faces by Campbell) Larry's process has been applied for global clients who seek to gain a unique competitive advantage for their brands to include Disney, Procter & Gamble, PepsiCo, Heineken, and Colgate Palmolive. The Lubin Lawrence track record is based on branding building success with these and other clients. Larry's role at Lubin Lawrence is to lead client engagements, help client teams and senior management engage with the process and commit to the brand solution. Recently Larry taught his method to MBA's at NYU's School for Professional Studies. The course opened his mind to the idea of helping marketing executives learn to apply the process on their own ... in effect, to "productize" the process. Larry and his wife Sue have three sons, seven grandsons and one granddaughter, Clementine. He and his wife enjoy spending time in any town named Chatham, presently Chatham, NJ and Chatham, MA. Larry graduated with honors from Harvard College. For more info, visit here: https://www.lubinlawrence.com | |
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| 650 | 6 | |a Stratégie de marque. |9 627 | |
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| 655 | 4 | |a Electronic books. | |
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