Brand real how smart companies live their brand promise and inspire fierce customer loyalty
"To create an exceptional brand experience, remember that sometimes less is more. 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 bra...
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| Format: | eBook |
| Language: | English |
| Published: |
New York
American Management Association
2012
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| Collection: | O'Reilly - Collection details see MPG.ReNa |
Table of Contents:
- Includes bibliographical references and index
- Acknowledgments
- Introduction
- Reality check : it's time to move from brandlore to promising brands
- Winning the memory game
- The benefit of your brand
- Preserving brand value
- Positioning brands for context
- Brand attachment : the barefoot bandit and our sense of self
- Expressing the promise : brand narrative, brand voice, and communications strategy
- Naming and identity development
- The touching experience : how to deliver on a promise at meaningful touch points
- Brand inside : why people are the key to your brand strategy
- Endnotes
- Index