Book description
Branding: secrets revealed, best practices explained, pitfalls exposed!
• The truth about positioning brands and developing brand meaning
• The truth about brands as corporate profit drivers
• The truth about advertising, pricing, segmentation, and more
Simply the best thinking
the truth and nothing but the truth
This book reveals the 51 bite-size, easy-to-use techniques for building great brands–and keeping them great.
“I recommend this punchy, provocative book that uses vivid case studies to remind us of 51 truths about brands.”
DAVID AAKER, Vice-Chairman, Prophet and Author of Building Strong Brands and Spanning Silos
Table of contents
- Copyright
- Praise for The Truth About Creating Brands People Love
- Preface
- 1. Managing brands is not common sense
- 2. No one loves your brand as much as you love it
- 3. The brand is not owned by marketing; everyone owns it
- 4. Making more by doing less
- 5. Does your brand keep its promise?
- 6. Price is the communication of the value of your brand
- 7. Brand personality is the emotional connection with your brand
- 8. Does your sales force know the difference between a product and a brand?
- 9. Beware of the discounting minefield
- 10. Packaging protects your product; great packaging protects your brand
- 11. Brand management is association management
- 12. The retail experience is the brand experience
- 13. Corporate ego: Danger ahead
- 14. Brand metrics: Best measure of success?
- 15. Customer complaints are a treasure
- 16. Brand stewardship begins at home
- 17. Market share doesn’t matter
- 18. Avoid the most common segmentation mistake
- 19. Public relations and damage control: The defining moment
- 20. Focus equals simplicity
- 21. Marketing is courtship, not combat
- 22. Don’t sacrifice brand focus for sales
- 23. The medium is not the message; the message is the message
- 24. Brand development and the small business
- 25. Imitation is an ineffective form of flattery
- 26. Positioning lives in the mind of your target customer
- 27. The value of brand loyalty
- 28. Quality is not an effective branding message
- 29. Effective use of celebrity endorsers: The fit’s the thing
- 30. Brand-building consumer promotion
- 31. Advertising built for the long run
- 32. A service brand is a personal brand
- 33. Is your brand the best at something? If so, be satisfied
- 34. Great positionings are enduring
- 35. Effective branding begins with the name
- 36. Your brand makes your company powerful, not the other way around
- 37. Be consistent but not complacent
- 38. Is your brand different? If not, why will someone buy it?
- 39. The three M’s of taglines: Meaningful, motivating, and memorable
- 40. Customer service is the touch point of your brand
- 41. Smaller targets are easier to hit
- 42. Beware of the allure of brand extensions
- 43. Keep advertising simple, but not simplistic
- 44. It’s a long walk from the focus group room to the cash register
- 45. Repositioning can be a fool’s chase
- 46. With advertising, don’t expect too much
- 47. Don’t let testing override judgment
- 48. Effective advertising is 90% what you say, 10% how you say it
- 49. Compromise can destroy a brand
- 50. Don’t let the pizazz outshine the brand
- 51. There are no commodity products, only commodity thinking
- References
- Acknowledgments
- About the Authors
- Financial Times Press
Product information
- Title: The Truth About Creating Brands People Love
- Author(s):
- Release date: October 2008
- Publisher(s): Pearson
- ISBN: 9780136064336
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