Kellogg on Branding in a Hyper-Connected World

Book description

World-class branding for the interconnected modern marketplace

Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today’s consumer, today’s competition, and the wealth of media at your disposal. In-depth discussion highlights the field’s ever-increasing connectivity, with practical guidance on brand design and storytelling, social media marketing, branding in the service sector, monitoring brand health, and more. Authored by faculty at the world’s most respected school of management and marketing, this invaluable resourceincludes expert contributions on the financial value of brands, internal branding, building global brands, and other critical topics that play a central role in real-world branding and marketing scenarios.

Creating a brand—and steering it in the right direction—is a multi-layered process involving extensive research and inter-departmental cooperation. From finding the right brand name and developing a cohesive storyline to designing effective advertising, expanding reach, maintaining momentum, and beyond, Kellogg on Branding in a Hyper-Connected World arms you with the knowledge and skills to:

  • Apply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more
  • Adopt successful strategies from development to launch to leveraging
  • Build brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace
  • Increase brand value and use brand positioning to build a mega-brand

In today’s challenging and complex marketplace, effective branding has become a central component of success. Kellogg on Branding in a Hyper-Connected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.

Table of contents

  1. Coverpage
  2. Foreword
  3. Preface
    1. Overview of the Book
    2. How to use the Book
  4. Acknowledgments
  5. Introduction: The Power and Challenge of Branding
    1. Branding Defined
    2. Does Digital Mean the End of Brands?
    3. How Brands Add Value
    4. The Modern Challenge for Branding
    5. Summary
    6. Notes
  6. SECTION ONE Thinking Strategically about Your Brand
    1. CHAPTER 1 Brand Positioning: The Foundation for Building a Strong Brand
      1. The Brand Positioning Statement
      2. Sustaining a Brand Position
      3. Repositioning a Brand
      4. Summary
      5. Notes
    2. CHAPTER 2 Leveraging the Power of Brand Purpose
      1. The Case for Purpose
      2. Keys to Making the Model Work
      3. The Purpose Path to Growth Model in Action
      4. Purpose 2.0: What Needs to Be Done
      5. Summary
      6. Notes
    3. CHAPTER 3 Creating a Powerful Brand Portfolio
      1. Brand Portfolio Strategy Definitions
      2. The Power of Brand Portfolios
      3. Making Portfolio Decisions
      4. Brand Portfolio Models
      5. Keys to Success
      6. Summary
      7. Notes
    4. CHAPTER 4 Competitive Brand Strategies: Creating Pioneer, Fast-Follower, and Late-Mover Advantage
      1. Pioneering Advantage
      2. Fast Following: A Different Path to Success
      3. Late Movers: Different but Not Disruptive
      4. Late Movers: The Power of Innovation
      5. Summary
      6. Notes
    5. CHAPTER 5 Leading the Brand: Brand Strategy Orchestration and Implementation
      1. Leadership, Implementation, and Branding
      2. Pitfalls in Brand Strategy Implementation
      3. A Framework for Brand Strategy Orchestration and Implementation
      4. Summary
      5. Notes
    6. CHAPTER 6 The Three Keys to Building Global Brands with Soul
      1. Finding the Common Threads: Winning with Global Insights
      2. Going Glocal: Getting the Right Balance of Global and Local
      3. Orchestrating a Global Rollout
      4. Success Stories and Challenges
      5. Summary
  7. SECTION TWO Bringing Your Brand to Life
    1. CHAPTER 7 Brand Design and Design Thinking
      1. A Design-Thinking Process for Developing a Brand Design
      2. The Components of Brand Design
      3. Holistic Design
      4. Summary
      5. Notes
    2. CHAPTER 8 Leveraging Touchpoints in Today’s Branding Environment
      1. What Is a Brand Touchpoint?
      2. The Challenge: Exponential Growth of Touchpoints
      3. The Customer Journey
      4. A Touchpoint-Specific Approach
      5. Creating a Customer Journey
      6. How to Best Leverage Journeys
      7. Summary
      8. Notes
    3. CHAPTER 9 Building Strong Connections between Brands and the Self
      1. Introduction
      2. The Self
      3. Linking the Brand to the Self
      4. Pulling it Together: the Motive Matrix
      5. Seven Principles for Building Strong Self-Brand Connections
      6. Summary
      7. Notes
    4. CHAPTER 10 Building Strong Brands through Advertising Strategy in the Online Age
      1. Consumer Insight
      2. Creative Strategy: Using Insight to Design Persuasive Messaging
      3. The 4Ms of Media Strategy: Transmitting Message Content
      4. Summary
      5. Notes
    5. CHAPTER 11 Digital Brand Storytelling
      1. The Power of Stories
      2. Brand Storytelling
      3. Becoming a Brand Storyteller
      4. Transmedia Storytelling
      5. Summary
      6. Notes
    6. CHAPTER 12 Branding Services in the Digital Era
      1. The Unique Dynamics of Branding Services
      2. The Digital Transformation of Services Branding and Marketing
      3. Building a Powerful Services Brand
      4. Summary
      5. Notes
  8. SECTION THREE Gaining Insight about Your Brand and Quantifying Its Stature
    1. CHAPTER 13 Digital Transformation and the Evolution of Customer Insights in Brand Building
      1. The Value of the Customer Journey Mindset
      2. Elevating Research Methods to Leverage Customer Journey Insights
      3. In Practice: How to Ensure that Modern Insights Can Deliver for the Brand
      4. Summary
      5. Notes
    2. CHAPTER 14 Using Neuroscience to Assess Brands
      1. The Neuroscience Tool Kit
      2. Neuroscience and Brand Insight
      3. Summary
      4. Notes
    3. CHAPTER 15 Measuring Brand Relevance and Health
      1. Brand Measurement Techniques
      2. Assessing Brand Health and Defining Brand-Building Strategies
      3. Digital Data and the Tracking of Brands
      4. Summary
      5. Notes
    4. CHAPTER 16 Connecting Marketing and Finance via Brand Value
      1. The Different Worlds of Marketing and Finance
      2. Noncost Approaches to the Financial Value of Brands
      3. Brand Performance Evaluations
      4. The Chain of Accountability
      5. Summary
      6. Notes
  9. SECTION FOUR Lessons from Brand Leaders
    1. CHAPTER 17 Has Purpose Lost Its Purpose? McDonald’s Defines Its Style of Marketing
      1. The Rise of Purpose
      2. The Challenges of Brand Purpose
      3. The Challenge of Balance
      4. The McDonald’s Culture, Product, and Brand
      5. Summary
      6. Notes
    2. CHAPTER 18 Ulta Beauty Gets a Branding Makeover
      1. Ulta Beauty’s History
      2. Building the Ulta Beauty Brand
      3. A Successful Makeover
      4. What We Learned
      5. Going Forward
      6. Summary
    3. CHAPTER 19 Transforming a Historic Brand for a Hyper-Connected World: The John Deere Story
      1. The John Deere Story
      2. Introducing ECAP
      3. Taking a Marketing-Focused Approach
      4. Summary: Results and Looking Ahead
    4. CHAPTER 20 Rebranding an Organization: The Novant Health Story
      1. The Issue: a Fragmented Brand Portfolio
      2. Rebranding a Complex Portfolio
      3. Lessons Learned
      4. Summary
    5. CHAPTER 21 Repositioning a Country Brand: Changing the Conversation about Mexico
      1. The Challenge
      2. The Insight: We Needed to Change the Conversation
      3. The Plan: A Holistic Approach
      4. The Results: Closing the Gap Between Perception and Reality
      5. Summary: Five Lessons Learned
      6. Notes
    6. CHAPTER 22 Managing Brand Communications in a Digital World
      1. Recommendation 1: Choose Fewer Digital Media Partners and Develop Deep Relationships with Them
      2. Recommendation 2: Creative Content Must Work In a Mobile Environment
      3. Recommendation 3: Tie Your Metrics for Success to the Medium and to Your Business Goals
      4. Summary
      5. Notes
    7. CHAPTER 23 Customer Experience: The New Frontier of Branding
      1. Experience: The Heart of a Brand
      2. Impact on the Four Ps
      3. Hiring for a Customer-Centric World
      4. Summary
    8. CHAPTER 24 Brand New: Creating a Brand from Scratch
      1. Four Steps to Creating a Brand that Wins
      2. Summary
  10. Index

Product information

  • Title: Kellogg on Branding in a Hyper-Connected World
  • Author(s): Alice M. Tybout, Tim Calkins
  • Release date: March 2019
  • Publisher(s): Wiley
  • ISBN: 9781119533184