February 2012
Intermediate to advanced
272 pages
6h 49m
English
book
Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty
by Laurence Vincent
Content preview from Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer LoyaltyBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
CHAPTER EIGHTNAMING AND IDENTITYDEVELOPMENT
At the start of this book, I described the difference between brand behavior and brand identity. With each new chapter, I have attempted to persuade you that a brand’s behavior should always be guided by a credible promise that results in a consistently strong experience. Brand identity allows brands to get credit for such an experience by giving them a signature. In the same way that you look to the bottom of a painting to identify the artist, a brand identity helps us connect an experience to a brand.
Identity is not only the sexiest part of branding, it’s also the most accessible aspect of the discipline. You might have a hard time getting people to debate the finer points of a brand’s promise, but ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.