United We Brand
- ISBN13: 9781578517985
- Condition: New
- Notes: BUY WITH CONFIDENCE, Over one million books sold! 98% Positive feedback. Compare our books, prices and service to the competition. 100% Satisfaction Guaranteed
Five Steps to an Unforgettable Brand
Today's customers face a dizzying array of choices, whether they're buying a car, choosing a school, or contributing to a charity. As a result, brand is often the critical differentiating factor in a customer's decision-making process. Yet for most companies, there is a yawning gap between how the brand is viewed within the company-and how it is perceived out in the world.
Marketing veteran Mike Moser argues that the problem isn't that executives don't "get" their brand. It's that they don't know how to funnel that knowledge into a form that is easily communicated and understood by every person-whether employee, partner, customer, or investor-who comes in contact with it.
In United We Brand
, Moser unveils a hands-on tool he has developed over the course of two decades of branding experience with organizations ranging from brand giants like Reebok and Dell Computers to fledgling startups to nonprofit firms. The "Brand Roadmap" puts insights and strategies once available only through top flight consulting and advertising agencies in the hands of every executive, small business owner, and entrepreneur.
Step-by-step, Moser shows readers how to map out the four key components of brand strategy: identifying core values, creating a focused brand message, developing a distinctive brand personality, and choosing a consistent set of brand icons. He then provides a template for unifying these components into a customized Brand Roadmap that ensures:
" The same values and brand message are echoed in every interaction-both in and outside the company
" A consistent brand statement and identity drive all strategic activities and determine the allocation of marketing dollars
" Management and design experts have a common language with which to talk about brand execution
" Marketing materials and communications accurately reflect the core values and brand message
Filled with vivid case examples and practical worksheets, United We Brand
offers a compass for guiding day-to-day branding decisions-and a roadmap for charting a company's path to long-term success.
BACK JACKET: "Mike Moser has written a highly informative and engaging guide to creating powerful brands. He has successfully distilled his years of experience helping build brands for a number of leading organizations into a practical step-by-step process that should be must reading for marketing leaders."
-Michael George, Chief Marketing Officer, Dell Computer Corporation
"Mike Moser's United We Brand
demystifies the world of marketing, unlocking its secrets so that community groups, schools, and other groups without multi-million dollar advertising budgets can follow a step by step guide to create their own brand roadmap-rooted in their core values and imbued with their organizational personality."
-Carla Javits, President and CEO of the Corporation for Supportive Housing
"To be a good creative director, you must often be a teacher. That's exactly the approach Mike Moser takes in this 'textbook' on how to understand, manage, and articulate a company's image and reputation. Simply and clearly, he teaches you how to create a brand."
-Lee Clow, Chairman and Worldwide Creative Director, TBWA\\Chiat\\Day
"The simple steps outlined in United We Brand
help define what a company has accomplished, what it does well, and how others perceive it in order to begin articulating where it wants to go in the future. The book defines a set of steps which allows an organization to articulate-and thus control-something as seemingly mysterious and elusive as a brand."
-Jeanie Kortum, Executive Director, A Home Away From Homelessness
List Price: $ 29.95
Price: $ 7.98
RelatedUnited Products
Other posts like this, by keyword:
United:
History of the United States, Containing All the Events Necessary to Be Committed to Memory: With the Declaration of Independence, the Const ...
How successful has the United States been in creating an equitable society for all? ...
Riparian Management in Forests of the Continental Eastern United States ...
Constitution of the United States of America, with Bill of Rights and Subsequent Amendments Reviews ...
The Internet Marketplace: Learn The Laws Regarding Ecommerce and Online Marketing ...
What region of the United States of America is best to live in? ...
The Birth of the United States: 1763-1816 ...
America’s Half-Century: United States Foreign Policy in the Cold War and After (The American Moment) ...
The Language of Democracy: Political Rhetoric in the United States and Britain, 1790-1900 ...
Foreign Relations of the United States: 1952-1954: Eastern Europe, the Soviet Union, Eastern Mediterranean; Volume VIII ...
Brand:
The Brand Called You: The Ultimate Personal Branding Handbook to Transform Anyone into an Indispensable Brand ...
What’s the best brand of television and place to buy a televison? ...
Brands and Brand Management: Contemporary Research Perspectives (Marketing and Consumer Psychology Series) ...
The Hart Brand (Leisure Western) ...
Cancer drug Gleevec may hold promise against scleroderma: Study ...
Career Distinction: Stand Out by Building Your Brand ...
Career Warfare: 10 Rules for Building a Successful Personal Brand on the Business Battlefield Reviews ...
What is the best brand of hiking boot on the market right now? ...
Strategic Brand Management (3rd Edition) Reviews ...
Design Thinking: Integrating Innovation, Customer Experience, and Brand Value ...
No comments:
Post a Comment