CHAPTER 3
Building Brilliant Brands
Chapter Overview
This chapter describes the brand-building process from the ground up. It sets out the key stages and steps of a sequential methodology for brand creation and development. It presents an essential, practical “how-to” of branding and then goes further to explain the relationship and fit of this process with brand investment, marketing media, living the brand internally, and design. The chapter unveils and discusses the importance of specific research approaches, tools, and techniques in keeping close to the customer, their brand experiences, needs, and expectations.
The How-To from the Get-Go
Branding a company or its products and services is a powerful and proven persuader of stakeholders, market ...
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