Branding Strategies for Success (Collection)
Published on 12. March 2012
Book
Mixed media product
978-0-13-303902-3 (ISBN)
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 (R). 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, including Larry Light, Joan Kiddon, Brian D. Till, Donna D. Heckler, Ryan Mathews, and Watts Wacker
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 (R). 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, including Larry Light, Joan Kiddon, Brian D. Till, Donna D. Heckler, Ryan Mathews, and Watts Wacker
More details
Language
English
Place of publication
Boston
United States
Publishing group
Pearson Education (US)
Target group
College/higher education
Weight
1 gr
ISBN-13
978-0-13-303902-3 (9780133039023)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Larry Light is CEO of Arcature, LLC, a leading global brand consultancy. He was Global CMO for McDonald's during the crucial years of its marketing turnaround. Working with organizations ranging from Nissan and 3M to IBM, he has developed breakthrough principles, concepts, techniques, and processes for nurturing, managing, and building enduring, highly profitable brands. Light previously served as Executive VP at BBDO; Chairman/CEO of the international division of Bates Worldwide; and on Bates' Board of Directors. Joan Kiddon is president, COO of Arcature, LLC. She consulted on McDonald's key strategic projects during its brand turnaround, and served as BBDO/West's Director of Market Research. Brian D. Till, Associate Professor and Department Chair of Marketing at Saint Louis University, teaches marketing strategy and advertising management, and researches brand equity, celebrity endorsements, and advertising creativity. Donna D. Heckler is VP of Marketing and Branding for Monsanto. Ryan Mathews, founder and CEO of Black Monk Consulting, is a globally recognized futurist, speaker, strategist, storyteller, author, consultant, and pioneer in the field of corporate cultural ecology. Watts Wacker, lecturer, best-selling author, political commentator, and social critic, served as futurist at SRI International, and spent ten years as resident futurist at the preeminent social research organization, Yankelovich Partners. He now directs FirstMatter LLC. The Financial Times named him "one of the 50 most influential business thinkers in the world."
Content
Six Rules for Brand Revitalization: Learn How Companies Like McDonald' Can Re-Energize Their Brands
Acknowledgments xiii
About the Authors xv
Preface xvii
Introduction to the Rules and the Rules-Based Practices 1
Chapter 1 Background to the Turnaround 3
Chapter 2 The Six Rules of Revitalization 31
Chapter 3 Rule #1: Refocus the Organization 41
Chapter 4 Rule #2: Restore Brand Relevance 59
Chapter 5 Rule #3: Reinvent the Brand Experience 89
Chapter 6 Rule #4: Reinforce a Results Culture 143
Chapter 7 Rule #5: Rebuild Brand Trust 161
Chapter 8 Rule #6: Realize Global Alignment 181
Chapter 9 Realizing Global Alignment: Creating a Plan to Win 189
Chapter 10 Do the Six Rules of Revitalization Work? 201
Index 207
The Truth About Creating Brands People Love
Preface ix
Truth 1 Managing brands is not common sense 1
Truth 2 No one loves your brand as much as you love it 5
Truth 3 The brand is not owned by marketing; everyone owns it 9
Truth 4 Making more by doing less 13
Truth 5 Does your brand keep its promise? 17
Truth 6 Price is the communication of the value of your brand 21
Truth 7 Brand personality is the emotional connection with your brand 25
Truth 8 Does your sales force know the difference between a product and a brand? 29
Truth 9 Beware of the discounting minefield 33
Truth 10 Packaging protects your product; great packaging protects your brand 37
Truth 11 Brand management is association management 41
Truth 12 The retail experience is the brand experience 45
Truth 13 Corporate ego: Danger ahead 49
Truth 14 Brand metrics: Best measure of success? 53
Truth 15 Customer complaints are a treasure 57
Truth 16 Brand stewardship begins at home 61
Truth 17 Market share doesn't matter 65
Truth 18 Avoid the most common segmentation mistake 69
Truth 19 Public relations and damage control: The defining moment 73
Truth 20 Focus equals simplicity 77
Truth 21 Marketing is courtship, not combat 81
Truth 22 Don't sacrifice brand focus for sales 85
Truth 23 The medium is not the message; the message is the message 89
Truth 24 Brand development and the small business 93
Truth 25 Imitation is an ineffective form of flattery 97
Truth 26 Positioning lives in the mind of your target customer 101
Truth 27 The value of brand loyalty 105
Truth 28 Quality is not an effective branding message 109
Truth 29 Effective use of celebrity endorsers: The fit's the thing 113
Truth 30 Brand-building consumer promotion 117
Truth 31 Advertising built for the long run 121
Truth 32 A service brand is a personal brand 125
Truth 33 Is your brand the best at something? If so, be satisfied 129
Truth 34 Great positionings are enduring 133
Truth 35 Effective branding begins with the name 137
Truth 36 Your brand makes your company powerful, not the other way around 141
Truth 37 Be consistent but not complacent 145
Truth 38 Is your brand different? If not, why will someone buy it? 149
Truth 39 The three M's of taglines: Meaningful, motivating, and memorable
Truth 40 Customer service is the touch point of your brand 157
Truth 41 Smaller targets are easier to hit 161
Truth 42 Beware of the allure of brand extensions 165
Truth 43 Keep advertising simple, but not simplistic 169
Truth 44 It's a long walk from the focus group room to the cash register 173
Truth 45 Repositioning can be a fool's chase 177
Truth 46 With advertising, don't expect too much 181
Truth 47 Don't let testing override judgment 185
Truth 48 Effective advertising is 90% what you say, 10% how you say it 189
Truth 49 Compromise can destroy a brand 193
Truth 50 Don't let the pizazz outshine the brand 197
Truth 51 There are no commodity products, only commodity thinking 201
References 205
Acknowledgments 209
About the Authors 211
What's Your Story?: Storytelling to Move Markets, Audiences, People, and Brands
Introduction 1
1 The Story of Stories 5
2 Truth Stories Versus True Stories 17
3 The 10 Functions of Storytelling 26
4 The Abolition of Context 38
5 Who Owns Your Brand? 45
6 Five Critical Story Themes 66
7 Five Stages of Business Evolution 83
8 Applied Storytelling 101: Industries 98
9 Applied Storytelling 101: The Corporation 112
10 Applied Storytelling 101: The Brand 132
11 Applied Storytelling 101: The Individual 154
12 The Storyteller's Toolbox 168
Epilogue A New Story for a New Century 185
Endnotes 189
Acknowledgments xiii
About the Authors xv
Preface xvii
Introduction to the Rules and the Rules-Based Practices 1
Chapter 1 Background to the Turnaround 3
Chapter 2 The Six Rules of Revitalization 31
Chapter 3 Rule #1: Refocus the Organization 41
Chapter 4 Rule #2: Restore Brand Relevance 59
Chapter 5 Rule #3: Reinvent the Brand Experience 89
Chapter 6 Rule #4: Reinforce a Results Culture 143
Chapter 7 Rule #5: Rebuild Brand Trust 161
Chapter 8 Rule #6: Realize Global Alignment 181
Chapter 9 Realizing Global Alignment: Creating a Plan to Win 189
Chapter 10 Do the Six Rules of Revitalization Work? 201
Index 207
The Truth About Creating Brands People Love
Preface ix
Truth 1 Managing brands is not common sense 1
Truth 2 No one loves your brand as much as you love it 5
Truth 3 The brand is not owned by marketing; everyone owns it 9
Truth 4 Making more by doing less 13
Truth 5 Does your brand keep its promise? 17
Truth 6 Price is the communication of the value of your brand 21
Truth 7 Brand personality is the emotional connection with your brand 25
Truth 8 Does your sales force know the difference between a product and a brand? 29
Truth 9 Beware of the discounting minefield 33
Truth 10 Packaging protects your product; great packaging protects your brand 37
Truth 11 Brand management is association management 41
Truth 12 The retail experience is the brand experience 45
Truth 13 Corporate ego: Danger ahead 49
Truth 14 Brand metrics: Best measure of success? 53
Truth 15 Customer complaints are a treasure 57
Truth 16 Brand stewardship begins at home 61
Truth 17 Market share doesn't matter 65
Truth 18 Avoid the most common segmentation mistake 69
Truth 19 Public relations and damage control: The defining moment 73
Truth 20 Focus equals simplicity 77
Truth 21 Marketing is courtship, not combat 81
Truth 22 Don't sacrifice brand focus for sales 85
Truth 23 The medium is not the message; the message is the message 89
Truth 24 Brand development and the small business 93
Truth 25 Imitation is an ineffective form of flattery 97
Truth 26 Positioning lives in the mind of your target customer 101
Truth 27 The value of brand loyalty 105
Truth 28 Quality is not an effective branding message 109
Truth 29 Effective use of celebrity endorsers: The fit's the thing 113
Truth 30 Brand-building consumer promotion 117
Truth 31 Advertising built for the long run 121
Truth 32 A service brand is a personal brand 125
Truth 33 Is your brand the best at something? If so, be satisfied 129
Truth 34 Great positionings are enduring 133
Truth 35 Effective branding begins with the name 137
Truth 36 Your brand makes your company powerful, not the other way around 141
Truth 37 Be consistent but not complacent 145
Truth 38 Is your brand different? If not, why will someone buy it? 149
Truth 39 The three M's of taglines: Meaningful, motivating, and memorable
Truth 40 Customer service is the touch point of your brand 157
Truth 41 Smaller targets are easier to hit 161
Truth 42 Beware of the allure of brand extensions 165
Truth 43 Keep advertising simple, but not simplistic 169
Truth 44 It's a long walk from the focus group room to the cash register 173
Truth 45 Repositioning can be a fool's chase 177
Truth 46 With advertising, don't expect too much 181
Truth 47 Don't let testing override judgment 185
Truth 48 Effective advertising is 90% what you say, 10% how you say it 189
Truth 49 Compromise can destroy a brand 193
Truth 50 Don't let the pizazz outshine the brand 197
Truth 51 There are no commodity products, only commodity thinking 201
References 205
Acknowledgments 209
About the Authors 211
What's Your Story?: Storytelling to Move Markets, Audiences, People, and Brands
Introduction 1
1 The Story of Stories 5
2 Truth Stories Versus True Stories 17
3 The 10 Functions of Storytelling 26
4 The Abolition of Context 38
5 Who Owns Your Brand? 45
6 Five Critical Story Themes 66
7 Five Stages of Business Evolution 83
8 Applied Storytelling 101: Industries 98
9 Applied Storytelling 101: The Corporation 112
10 Applied Storytelling 101: The Brand 132
11 Applied Storytelling 101: The Individual 154
12 The Storyteller's Toolbox 168
Epilogue A New Story for a New Century 185
Endnotes 189