Book description
3 breakthrough guides to building, revitalizing, and sustaining great brands — and profiting from them!
In three indispensable books, you’ll discover powerful new ways to build, rebuild, and sustain any brand — and leverage branding to supercharge profits and growth. In Six Rules for Brand Revitalization, Larry Light and Joan Kiddon teach the invaluable lessons of one of history’s most successful brand revitalizations: the reinvigoration of McDonald’s®. Drawing on that experience, the authors introduce a systematic blueprint for resurrecting any brand, and driving it to unprecedented success. Learn how to refocus your entire organization around common goals and a common brand promise...restore brand relevance based on profound knowledge of your customers... leverage innovation to reinvent your total brand experience… create a “plan to win,” and execute on it. The Truth About Creating Brands People Love reveals 51 bite-size, easy-to-use techniques for building great brands, and keeping them great. Learn powerful truths about positioning brands and developing brand meaning; using brands to drive corporate profits; managing advertising, pricing, and segmentation, and much more. Finally, What’s Your Story?: Storytelling to Move Markets, Audiences, People and Brands shows how to leverage the universal human activity of storytelling: your most powerful, most underutilized tool for competitive advantage. Legendary business thinkers Ryan Mathews and Watts Wacker help you take control of the stories your business tells, make them believable and unforgettable, make them move your customers to act!
From world-renowned leaders and experts, includingLarry Light, Joan Kiddon, Brian D. Till, Donna D. Heckler, Ryan Mathews, and Watts Wacker
Table of contents
- Title Page
-
Six Rules for Brand Revitalization: Learn How Companies Like McDonald’s Can Re-Energize Their Brands
- Copyright Page
- Dedication Page
- Praise for Six Rules for Brand Revitalization
- Contents
- Acknowledgments
- About the Authors
- Preface
- Introduction to the Rules and the Rules-Based Practices
- 1. Background to the Turnaround
- 2. The Six Rules of Revitalization
- 3. Rule #1: Refocus the Organization
-
4. Rule #2: Restore Brand Relevance
- Thorough Knowledge of the Marketplace
- Understanding the Market Segmentation
- Needs-Based Segmentation Profiles
- Prioritizing the Markets
- Synthesis Versus Analysis
- Prioritize, Prioritize
- Leadership Marketing
- McDonald’s Segmentation
- What Is the Brand Promise?
- Brand Pyramid
- Brand Essence
- Paradox Promise
- McDonald’s Paradox Promise
- The Do’s and Don’ts of Restoring Relevance
- 5. Rule #3: Reinvent the Brand Experience
- 6. Rule #4: Reinforce a Results Culture
- 7. Rule #5: Rebuild Brand Trust
- 8. Rule #6: Realize Global Alignment
- 9. Realizing Global Alignment: Creating a Plan to Win
- 10. Do the Six Rules of Revitalization Work?
- Index
-
The Truth About: Creating Brands People Love
- Copyright Page
- Dedication Page
- Praise for The Truth About Creating Brands People Love
- Contents
- Preface
- Truth 1. Managing brands is not common sense
- Truth 2. No one loves your brand as much as you love it
- Truth 3. The brand is not owned by marketing; everyone owns it
- Truth 4. Making more by doing less
- Truth 5. Does your brand keep its promise?
- Truth 6. Price is the communication of the value of your brand
- Truth 7. Brand personality is the emotional connection with your brand
- Truth 8. Does your sales force know the difference between a product and a brand?
- Truth 9. Beware of the discounting minefield
- Truth 10. Packaging protects your product; great packaging protects your brand
- Truth 11. Brand management is association management
- Truth 12. The retail experience is the brand experience
- Truth 13. Corporate ego: Danger ahead
- Truth 14. Brand metrics: Best measure of success?
- Truth 15. Customer complaints are a treasure
- Truth 16. Brand stewardship begins at home
- Truth 17. Market share doesn't matter
- Truth 18. Avoid the most common segmentation mistake
- Truth 19. Public relations and damage control: The defining moment
- Truth 20. Focus equals simplicity
- Truth 21. Marketing is courtship, not combat
- Truth 22. Don't sacrifice brand focus for sales
- Truth 23. The medium is not the message; the message is the message
- Truth 24. Brand development and the small business
- Truth 25. Imitation is an ineffective form of flattery
- Truth 26. Positioning lives in the mind of your target customer
- Truth 27. The value of brand loyalty
- Truth 28. Quality is not an effective branding message
- Truth 29. Effective use of celebrity endorsers: The fit's the thing
- Truth 30. Brand-building consumer promotion
- Truth 31. Advertising built for the long run
- Truth 32. A service brand is a personal brand
- Truth 33. Is your brand the best at something? If so, be satisfied
- Truth 34. Great positionings are enduring
- Truth 35. Effective branding begins with the name
- Truth 36. Your brand makes your company powerful, not the other way around
- Truth 37. Be consistent but not complacent
- Truth 38. Is your brand different? If not, why will someone buy it?
- Truth 39. The three M's of taglines: Meaningful, motivating, and memorable
- Truth 40. Customer service is the touch point of your brand
- Truth 41. Smaller targets are easier to hit
- Truth 42. Beware of the allure of brand extensions
- Truth 43. Keep advertising simple, but not simplistic
- Truth 44. It's a long walk from the focus group room to the cash register
- Truth 45. Repositioning can be a fool's chase
- Truth 46. With advertising, don't expect too much
- Truth 47. Don't let testing override judgment
- Truth 48. Effective advertising is 90% what you say, 10% how you say it
- Truth 49. Compromise can destroy a brand
- Truth 50. Don't let the pizazz outshine the brand
- Truth 51. There are no commodity products, only commodity thinking
- References
- Acknowledgments
- About the Authors
- Financial Times Press
-
What’s Your Story?: Storytelling to Move Markets, Audiences, People, and Brands
- Copyright Page
- Dedication Page
- Praise for What's Your Story?
- Financial Times Press
- Contents
- Acknowledgments
- About the Authors
- Introduction
- Chapter 1. The Story of Stories
- Chapter 2. Truth Stories Versus True Stories
-
Chapter 3. The 10 Functions of Storytelling
- 1. Explain Origins
- 2. Define Individual and Group Identity
- 3. Communicate Tradition and Delineate Taboo
- 4. Simplify and Provide Perspective; Reduce Complex Problems to a Series of Easily Digested Principles
- 5. Illustrate the Natural Order of Things
- 6. Concisely Communicate Complex History
- 7. Communicate Moral and Ethical Positions and the Transference and Preservation of Values
- 8. Illustrate Relationships to, and with, Authority
- 9. Describe Appropriate Responses to Life or Model Behaviors
- 10. Define Reward and Detail the Paths to Salvation and Damnation
- Chapter 4. The Abolition of Context
-
Chapter 5. Who Owns Your Brand?
- You Have to Let Go to Hold On
- The Uncooperative Co-Conspirators
- The Little Bo Peeps Have Lost Their Sheep
- Something's Rotten in Digiville (and Everywhere Else)
- Truth Versus True: Round Two
- "It Floats!"
- Who Am I? Who We Are
- A Hundred Thousand Commandments
- Let Me Tell You Where You Stand
- Letting the Audience Tell the Story
- Can't You Hear That Whistle Blowing?
- What's It All About?
- What's in It for Me?
- Chapter 6. Five Critical Story Themes
- Chapter 7. Five Stages of Business Evolution
- Chapter 8. Applied Storytelling 101: Industries
- Chapter 9. Applied Storytelling 101: The Corporation
- Chapter 10. Applied Storytelling 101: The Brand
- Chapter 11. Applied Storytelling 101: The Individual
- Chapter 12. The Storyteller's Toolbox
- Epilogue: A New Story for a New Century
- Endnotes
- Index
- Prologue: A Whole New World
-
Do You Matter?: How Great Design Will Make People Love Your Company
- Copyright Page
- Praise for Do you matter?
- Contents
- About the Authors
- Dedication
- Acknowledgments
- 1. Design Matters
- 2. Do You Matter?
- 3. How To Matter
- 4. Being Design Driven
- 5. Your Brand Is Not Your Logo
- 6. Products As Portals
- 7. Your Products and Services Are Talking to People
- 8. Building a Design-Driven Culture
- 9. Go Forth and Matter
- Endnotes
- Index
Product information
- Title: Branding Strategies for Success (Collection)
- Author(s):
- Release date: March 2012
- Publisher(s): Pearson
- ISBN: 9780133039030
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