How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty
Author: Laurence Vincent
Pub Date: March 2012
Print Edition: $25.00
Print ISBN: 9780814416761
Page Count: 272
e-Book ISBN: 9780814416778
Buy the book:
To create an exceptional brand experience, remember that sometimes
less is more.
To create an exceptional brand experience, remember that sometimes less is more.
Selected by Strategy+Business as One of the Best Business Books for 2012
Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take their business elsewhere.
Brand Real is a business strategy guide for making a brand’s promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies.
Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brands—logos, advertising, imagery, communications—directly to the core elements of business strategy and forge a powerful and lasting connection with their customers.
About the Author
LAURENCE VINCENT leads the strategy practice at the Los Angeles office of Siegel+Gale, one of the world’s premier strategic branding companies. His clients have included Coca-Cola, MasterCard, Microsoft, National Football League, Qualcomm, Sony Playstation, Southwest Airlines, The Four Seasons, The Home Depot, and vitaminwater.
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