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Other titles in the Jossey-Bass Business & Management series:
Building the Brand Driven Business: Operationalize Your Brand to Drive Profitable Growth (Jossey-Bass Business & Management)by Scott M. Davis
Synopses & Reviews
"Scott Davis and Michael Dunn deliver a clear and realistic road map for developing a powerful brand-driven organization. A must-read for all executives wanting to infuse employees with a passion for building their brand and creating long-term sustainable growth."
-- Donald F. Calhoon, executive vice president, Marketing, Wendy's International, Inc.
"This book does a tremendous job of helping business executives see that business and brand strategy are indeed one and the same."
-- Marc Shmuger, vice chairman, Universal Pictures
"This is a wonderful book for those truly interested in building a company around great brands. A template for the great companies of the future!"
-- Howard Lester, chairman of the board, Williams-Sonoma, Inc.
"Building the Brand-Driven Business allows companies to build powerful brands throughout their organization and across every interaction and touchpoint the brand has with the customers and stakeholders."
-- Yutaka Narita, chairman and CEO, Dentsu, Inc.
"Brand building goes far beyond creating awareness of your name and your customer promise. It is a voyage of building your corporate soul and infectiously communicating it inside and outside the company to all your partners so that your customers truly get what your brand promised. Davis and Dunn successfully bring these ideas to life in this new book."
-- Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
"Thousands of books are written about brand building, but few provide detail on how it's done. Davis and Dunn do a remarkable job of translating the stories of how brand magic occurs."
-- Anna Catalano, chief marketing officer, BP
"Davis and Dunn have given us one of the most holistic views I have seen to date on managing the entire customer-brand relationship. This is a must- read for those who are serious about moving beyond 'traditional' brand-building approaches and into an approach of building deep, loyalty-based customer relationships."
-- Tim Yaggi, senior vice president and general manager, Brand Portfolio Group, Whirlpool Corporation
Book News Annotation:
Davis (managing partner of Prophet in Chicago; adjunct instructor at Northwestern U.) and Dunn (president and CEO of Prophet) show companies how to "jump-start the brand-building process" by determining the best ways to deliver their brand across all interactions with customers and other stakeholders, and through every employee in the company. The principles are applicable to all range of companies—product and service, privately- and publicly-held, for-profit and nonprofit, big and small. Case studies of a number of established, successful companies are included. Annotation (c)2003 Book News, Inc., Portland, OR (booknews.com)
"Every time an employee gets to touch a customer or a customer gets to touch the brand, that company gets the opportunity to either reinforce its brand promise or totally denigrate it."
In Building the Brand-Driven Business, authors Scott M. Davis and Michael Dunn— two of the nation's foremost experts on brands— map out a strategy that can help an entire organization manage and live (not just think about) its brand. They show how to develop brand-building programs that are the most cost efficient, effective, and credible. And just as vital, they reveal how to create a brand-driven culture within an organization so that building the brand becomes everyone's job.
Building the Brand-Driven Business shows how to recognize all of the touchpoints that affect the brand and how to take control of those touchpoints, whether at pre-purchase, during the purchase, or post-purchase.
Filled with illustrative examples and case studies from many of the world's leading brands companies, such as Eastman Kodak, Bell South, General Electric, Xerox, and VISA, Building the Brand-Driven Business clearly demonstrates how to bring a brand to life and increase the bottom line.
Building the Brand-Driven Business helps companies recognize, appreciate and ultimately operationalize the mantra of "every time an employee gets to touch a customer or a customer gets to touch the brand, that company gets the opportunity to either reinforce their brand promise or totally denigrate it." This book helps the entire organization manage and live (not just think about) the brand. Written by two experts on the topic, the lead author wrote the best-selling book Brand Asset Management (0-7879-5077-7) that is available in paperback (0-7879-6394-1).
About the Author
Scott M. Davis is a managing partner at the Chicago office of Prophet, and a former marketing and distribution manager at Procter and Gamble. He is an adjunct professor at Northwestern University's Kellogg School of Management, a contributing editor to Brandweek, and an editorial board member of the Journal of Consumer Marketing. His work has been featured in such publications as the Wall Street Journal, Fortune, and USA Today. Davis is the author of Brand Asset Management (Jossey-Bass).
Michael Dunn is president and CEO of Prophet. He has provided insights for clients such as AT&T, Williams-Sonoma, UBS, and BP. He has written articles for publications including Marketing News and has been featured in Business Week, Business 2.0, and Brand Marketing Magazine. Dunn has served as CEO for other high-growth services companies and currently sits on the board of RedEnvelope.
Table of Contents
Foreword (David A. Aaker).
Introduction: Taking Control of Your Brand's Destiny.
Part One: Making "Operationalizing the Brand" Your New Mantra.
1. Understanding the Brand's Powerful New Role.
2. Connecting Business Strategy to Brand Strategy.
Part Two: Controlling Your Touchpoints by Operationalizing Your Brand.
3. Understanding and Prioritizing High-Impact Brand Touchpoints.
4. The Pre-Purchase Experience:Making the Brand-Prospect Connection.
5. The Purchase Experience: The First Step in Delivering on the Promise.
6. The Post-Purchase Experience: Solidifying the Brand-Customer Relationship.
Part Three: Organizing Your Company Around the Brand.
7. Developing a Brand Metrics System: Driving Brand Building by What You Measure.
8. Building a Brand-Based Culture.
9. Establishing a Brand-Based Organization: Focusing on the Structure and Roles to Support Brand-Driven Change.
Notes and Sources.
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