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Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyaltyby Laurence Vincent
Synopses & Reviews
Your brand is obviously more than a catchy logo or striking website. But often the concept of a “brand” gets stuck in this visual playland, removed from the realities of what truly makes a business successful and sustainable.
Brands stand for value. An aesthetically pleasing logo might identify the brand (think Apple), but great brands aren’t always stylish (think Google). At its core, branding is far deeper, richer, and more integral to the health of an enterprise than design. It is a promise to deliver results at every interaction with the customer: through your product, customer service, outward communications, and even internal relationships with employees and stakeholders.
Seasoned brand strategist Larry Vincent gives organizations a fresh and compelling way to think about branding and powerful new tools for connecting businesses to people. In Brand Real he explores “the simplicity principle,” which asserts that while the brand might reduce a complex array of expectations and experiences into a simple logo as an identifier, it is those expectations and experiences that matter most.
Brand Real uncovers real world strategies for creating positive, lasting memories that build loyalty, as well as examples highlighting the fine points of branding from heavyweights such as Facebook, Walmart, Dove, The Body Shop, Microsoft, the Twilight franchise, and dozens more. It helps you focus your own efforts fine-tuning your message, clarifying your benefits, cultivating your markets, and developing a real brand that starts on the inside and infuses every customer touch point.
You’ll learn how to:
• Build specificity, repetition, and consistency into your branding and win the memory game
• Narrow your message into one of six themes that provide a brand’s reason for being accessibility, functionality, approach to quality, personality, lifestyle, or cause
• Create a brand architecture the purposeful organization of brands and sub brands that provides room for growth, without sacrificing the customer bond
• Understand how people use brands to validate their sense of self, and put your insights to work building a brand that elicits attachment
• Use the power of storytelling, voice, and simple messages to bind real brands with people.
• And much more!
Great branding lies at the heart of every great business. It is a strategic discipline that simplifies how people think about your organization, and an operating system that informs every action of your people. Brand Real helps you align your branding with your business practices—a critical juncture for connecting with your customer to build lasting success.
Laurence Vincent has developed strategies for some of the world’s most beloved brands, including Disney, MasterCard, Microsoft, the National Football League, Sony PlayStation, Southwest Airlines, Four Seasons, and VitaminWater. He is head of The Brand Studio at United Talent Agency and lives in Los Angeles.
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.
Organizations are forever pouring creative energy into their branding strategies, tweaking their logos and websites, and building identities that range from warm and fuzzy to ultracool and edgy. But many forget that a brand, at its heart, is a promise to deliver results. If your brand experience fails to live up to that promise, customers will take their business elsewhere.
Brand Real is a unique business strategy guide for making a brand’s promise stand up at every customer touchpoint. Packed with proven, repeatable management practices, the book shows you how to establish a sound, simple brand platform while avoiding the needless complexity that has tripped up many promising companies.
Author Larry Vincent presents cautionary tales from brands that have sputtered and failed, as well as instructive practices from brand giants such as Four Seasons, Apple, Google, Southwest Airlines, Flickr, and many others. With Brand Real you’ll learn how to connect the outward-facing elements of your brand logos, advertising, imagery, communications directly to the core elements of business strategy, and forge a powerful and lasting connection with your 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.
Table of Contents
Chapter 1: Reality Check: It’s Time to Move from Brandlore to Promising Brands 5
Chapter 2: Winning the Memory Game 28
Chapter 3: The Benefi t of Your Brand 50
Chapter 4: Leveraging Portfolio Value 70
Chapter 5: Positioning Brands for Context 100
Chapter 6: Brand Attachment: The Barefoot Bandit and Our Sense of Self 119
Chapter 7: Expressing the Promise: Brand Narrative, Brand Voice, and Communications Strategy 145
Chapter 8: Naming and Identity Development 168
Chapter 9: The Touching Experience: How to Deliver on a Promise at Meaningful Touch Points 187
Chapter 10: Brand Inside: Why People Are the Key to Your Brand Strategy 210
About the Author 258
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