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...
محفوظ في:
المؤلف الرئيسي: | |
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التنسيق: | الكتروني كتاب الكتروني |
اللغة: | الإنجليزية |
منشور في: |
Milton :
Productivity Press,
2022.
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الموضوعات: | |
الوصول للمادة أونلاين: | ProQuest Ebook Central Taylor & Francis |
جدول المحتويات:
- 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?
- 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
- 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
- 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
- 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