United we brand : how to create a cohesive brand that's seen, heard, and remembered

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Title:

Author:

Moser, Mike, 1953-

ISBN:

9781578517985

Personal Author:

Moser, Mike, 1953-

Publication Information:

Physical Description:

xvii, 165 pages : illustrations ; 25 cm

Contents:

You're five steps away from having a customized brand -- Core brand values -- Core brand message -- Brand personality -- Brand icons -- Your brand roadmap.

Abstract:

"Today's customers face a dizzying array of choices, whether they're buying a car, choosing a school, or contributing to a charity. As a result, brand is often the critical differentiating factor in a customer's decision-making process. Yet for most companies, there is a yawning gap between how the brand is viewed within the company - and how it is perceived out in the world." "Marketing veteran Mike Moser argues that the problem isn't that executives don't "get" their brand. It's that they don't know how to funnel that knowledge into a form that is easily communicated and understood by every person - whether employee, partner, customer, or investor - who comes in contact with it." "In United We Brand, Moser unveils a hands-on tool he has developed over the course of two decades of branding experience with organizations ranging from brand giants like Reebok and Dell Computers to fledgling startups to nonprofit firms. The "Brand Roadmap" puts insights and strategies once available only through top-flight consulting and advertising agencies in the hands of every executive, small business owner, and entrepreneur."--Jacket.

Subject Term:

Brand name products.

New products -- Management.

Electronic Access:

Table of contents http://catdir.loc.gov/catdir/toc/fy042/2002152610.html

Copies:

Available:*

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Summary

Most executives know their company's values and brand message, but often they fail to make sure that everyone else knows them too. The result? A weak brand that conveys different messages inside the company--and out in the marketplace. United We Brand offers a hands-on action plan for building a cohesive brand strategy from the ground up.

Drawing from two decades of experience creating brand identities for companies including Dell, Cisco, and Kia Motors, Mike Moser provides a proven template for transforming disparate, "fuzzy" brand information into a concrete guidepost for making day-to-day branding decisions. Called the "Brand Roadmap," this valuable tool enables organizations of all sizes and kinds to leverage insights and strategies once only available through big-gun consulting and ad agencies.

Step by step, it guides readers through the four key components of brand strategy: identifying core values, creating a focused brand message, developing a distinctive brand personality, and choosing a consistent set of brand icons. Filled with vivid case examples and practical worksheets, United We Brand is essential for anyone involved in charting a company's distinctive path to success. Winner of five Clio Awards and two Cannes Lions.