Delivering The Promise Of Your Brand

Author : Duane Knapp
Publisher : McGraw Hill Professional
Page : 290 pages
File Size : 54,5 Mb
Release : 2008-04-13
Category : Business & Economics
ISBN : 9780071641425

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The Brand Promise: How Ketel One, Costco, Make-A-Wish, Tourism Vancouver, and Other Leading Brands Make and Keep the Promise That Guarantees Success by Duane Knapp Pdf

Brand expert, popular speaker, and Fortune 500 advisor Duane Knapp presents The BrandPromise®, his secret formula for becoming a Genuine Brand. Making the right promise, keeping it, and fulfilling your BrandPromise commitment will transform your business or organization into a “one-of-a-kind” brand that customers, employees, and shareholders will trust and support for years to come. “A brand's promise is the new currency for success,” says Knapp, who teaches from personal experience, having built or advised hundreds of successful brands worldwide. Duane Knapp's Promise philosophy has been highly acclaimed and extensively referenced and quoted in hundreds of publications and books. Brand success rests on three principles: 1) Provide a unique experience with products or services that enhance your customer's lives 2) Inspire employee partnership, passion, and support 3) Create a perception of exceptional value and distinctive benefits and deliver on your promise. Genuine Brands make a promise and keep it. This promise begins with a different mindset than business as usual. It's not just about doing a good job-it's about optimizing the emotional and functional benefits from a customer's perspective. The BrandPromise applies to every type of organization, from associations, philanthropic enterprises (charities and non-profits), and personal brands (celebrities, athletes and executives), to professional service firms (doctors), entrepreneurs, small businesses, and member-centric businesses (credit unions and co-ops). Knapp provides insights from a wide range of executives and leaders with in-depth analyses of many Genuine Brands, including Ketel One, Costco, the Make-A-Wish Foundation, Destination Marketing Association International, SAFE Credit Union, Annika Sorenstam, Callison Architecture, RK Dixon, Bartell Hotels, and Tourism Vancouver. The BrandPromise book reveals the secrets that all kinds of organizations including associations, philanthropic enterprises (charities and non-profits), and personal brands (celebrities, athletes and executives), to professional service firms, such as doctors, entrepreneurs, small businesses, and member-centric businesses such as credit unions and co-ops. The BrandPromise also explains how celebrities can utilize the secrets of BrandScience to enhance their image and perceptions and features a Brand Profile on Annika Sorenstam. According to Knapp, “Annika’s strategy is a perfect guide for any individual or celebrity that is interested in optimizing their success. “Great stars may be born, but it’s the celebrities that embrace the principles of BrandScience that enjoy long term brand success.” The BrandPromise features insights from other celebrities including Oprah, Greg Norman, and Rachael Ray.

Author : Laurence Vincent
Publisher : AMACOM
Page : 364 pages
File Size : 48,6 Mb
Release : 2012-03-28
Category : Business & Economics
ISBN : 9780814416778

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Brand Real by Laurence Vincent Pdf

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. Most importantly, they’ll explore the correlation between a succinct, efficient brand and powerful, lasting connections with their customers.Companies are becoming increasingly creative in their branding strategies--building identities ranging from the warm and fuzzy to the ultra cool and edgy. But it seems many of these enterprises forget that a brand, at its heart, is a promise to deliver. Brand Real ensures your customers’ experiences lives up to that promise and that their loyalties stay with you.

Author : Bill Chiaravalle,Barbara Findlay Schenck
Publisher : John Wiley & Sons
Page : 386 pages
File Size : 47,8 Mb
Release : 2011-03-01
Category : Business & Economics
ISBN : 9781118052846

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Branding For Dummies by Bill Chiaravalle,Barbara Findlay Schenck Pdf

Why do consumers pay a premium for a Dell or Hewlett-Packard laptop, when they could get a generic machine with similar features for a lower price? The answer lies in the power of branding. A brand is not just a logo. It is the image your company creates of itself, from your advertising look to your customer interaction style. It makes a promise for your business, and that promise becomes the sticking point for customer loyalty. And that loyalty and trust is why, so to speak, your laptops sell and your competitors’ don’t. Whatever your business is, whether it’s large or small, global or local, Branding For Dummies gives you the nuts and bolts know-how to create, improve, or maintain a brand. This plain-English guide will help you brand everything from products to services to individuals. It gives you step-by-step advice on assembling a top-notch branding team, positioning your brand, handling advertising and promotion, avoiding blunders, and keeping your brand viable, visible, and healthy. You’ll get familiar with branding essentials like: Defining your company’s identity Developing logos and taglines Launching your brand marketing plan Managing and protecting your brand Fixing a broken brand Making customers loyal brand champions Filled with easy-to-navigate icons, charts, figures, top ten lists, and humor, Branding For Dummies is the straight-up, jargon-free resource for making your brand stand out from the pack—and for positioning your business to reap the ensuing rewards.

Author : Stephen Lynch
Publisher : STEBIAN.com
Page : 304 pages
File Size : 43,5 Mb
Release : 2013-04-15
Category : Business & Economics
ISBN : 9780989064804

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Business Execution for RESULTS by Stephen Lynch Pdf

Ready for Better Business RESULTS?In this practical guide for small to mid-sized companies, Stephen Lynch takes you through the proven strategic planning and business execution processes you need to drive better business RESULTS. This is not just theory. Stephen works in the trenches. As Chief Operating Officer of RESULTS.com - the Business Execution Experts - he knows what it's like to run and grow a business. Business Execution for RESULTS sets out a framework that utilizes best-of-breed concepts and tools. It's a process that thousands of RESULTS.com clients all around the world use to get RESULTS. RESULTS.com's business model gives it a unique and privileged insight into what really works and what doesn't when creating and executing a winning strategy. To save you from spending several lifetimes trying to figure it out on your own, this book will show you:- Why it all starts with a big goal- The importance of strategy (and why Jim Collins was wrong)- How to analyze your industry the right way- How to choose your game and play that game to win- Why most companies get their SWOT analyses wrong- How to make your performance visible- How to really hold your people accountable In Business Execution for RESULTS, Stephen replicates the methodology he personally uses when he works with leadership teams of small and mid-sized firms globally. It incorporates the best of dozens of effective business practices modified to work together in a process that will help you get RESULTS.

Author : Lee W. Frederiksen,Sylvia S. Montgomery,Aaron E. Taylor,Elizabeth Harr
Publisher : Unknown
Page : 172 pages
File Size : 48,8 Mb
Release : 2013-09
Category : Business & Economics
ISBN : 0982881967

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Inside the Buyer's Brain by Lee W. Frederiksen,Sylvia S. Montgomery,Aaron E. Taylor,Elizabeth Harr Pdf

Author : Ken Mosesian
Publisher : Bowker Identifier Services
Page : 154 pages
File Size : 42,8 Mb
Release : 2018-09-27
Category : Business & Economics
ISBN : 1732789509

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The Power of Promise: How to Win and Keep Customers by Telling the Truth about Your Brand by Ken Mosesian Pdf

Trust lies at the heart of every good customer experience. But how do you create trust and deliver on the promise of your brand? Whether you are a business owner or an employee deeply invested in delivering on your organization's brand promise, the most powerful way to fulfill that promise begins with becoming aligned with who you really are. The Power of Promise teaches you how to understand, declare, map, train, and deliver exactly what you've promised your customers, which enhance your bottom line, meet and exceed the expectations of your customers and improve the work experience for you and your staff. In this informative, practical, inspirational book, Ken Mosesian shows you not only how to identify the promise of your brand, but also how to deliver it to your customers. Mosesian combines more than 20 years of experience in the field of business consulting with real-life examples to provide actionable steps that will improve leadership, communication and conflict resolution skills, and help you to effectively evaluate and improve your customers' experiences, converting them into advocates. Humans are experiential beings and collectors of experiences. You're not just selling a computer, or an accounting service, or a sandwich. You're selling the totality of the experience, the emotion that goes with it, and the promise underlying it all. The Power of Promise is the perfect book for anyone who wants to ensure their brand evokes the kind of emotion in their customers that delights them and inspires them to return again and again.

Author : David Magellan Horth,Lynn B. Miller,Portia R. Mount
Publisher : Center for Creative Leadership
Page : 34 pages
File Size : 54,8 Mb
Release : 2016-12-15
Category : Business & Economics
ISBN : 9781604916294

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Leadership Brand by David Magellan Horth,Lynn B. Miller,Portia R. Mount Pdf

Author : Scott Deming
Publisher : John Wiley & Sons
Page : 228 pages
File Size : 51,6 Mb
Release : 2010-11-30
Category : Business & Economics
ISBN : 9781118036761

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The Brand Who Cried Wolf by Scott Deming Pdf

PRAISE FOR THE BRAND WHO CRIED "WOLF" "Powerful brands command. Read this insightful book and allow Scott to share how to make your brand stand out and deliver you buckets of money!" —Mark Victor Hansen, bestselling author of the Chicken Soup for the Soul(r) series "Deming's approach to branding is not about gimmicks. It's about relationships-the real formula for building and sustaining your brand and your business." —Rieva Lesonsky, Editorial Director, Entrepreneur magazine "It doesn't matter what you sell. We're all selling service. Deming's book shows businesses of all sizes how to create incredible brand power through innovative service levels. The Brand Who Cried Wolf will not end up on your book shelf; it will stay in your briefcase or on your desk as a daily reference guide. If you want to grow your business, get this book!" —John Valletta, President, Super 8 Motels "Deming's revelations on creating an emotionally engaging experience between you and your customer are without equal!" —Joel Bauer, bestselling coauthor of How to Persuade People Who Don't Want to Be Persuaded "The Brand Who Cried Wolf explains how every customer interaction, large or small, impacts your brand's image and reputation. This is an easy-to-read book— everyone in your organization needs to own." —Patrick Sweeney, coauthor of the New York Times bestseller Succeed on Your Own Terms; cohost of the nationally syndicated radio show Winning in Business "Deming delivers an essential message to businesses and delivers in a way you won't forget. You know the fairy tales, just adapt it to your unique brand: you!" —Wayne Kandas, CFP and host of nationally syndicated Bloomberg Radio "Stories sell, and that's what helps sell the ideas in this brilliant book. If you're in business-any business-you need this book. Get it now!" —Robert G. Allen, bestselling coauthor of Cracking the Millionaire Code; CEO of The Enlightened Millionaire Institute

Author : Graham Robertson
Publisher : Createspace Independent Publishing Platform
Page : 228 pages
File Size : 49,7 Mb
Release : 2018-01-06
Category : Electronic
ISBN : 1983625884

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Beloved Brands by Graham Robertson Pdf

"Beloved Brands is a book every CMO or would-be CMO should read." Al Ries With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising or event marketing. "Most books on branding are really for the MARCOM crowd. They sound good, but you find it's all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book." Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable. You will learn how to think, define, plan, execute and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand. My promise to help make you smarter so you can realize your full potential.

Author : David Aaker
Publisher : Morgan James Publishing
Page : 219 pages
File Size : 51,6 Mb
Release : 2014-07-15
Category : Business & Economics
ISBN : 9781614488323

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Aaker on Branding by David Aaker Pdf

An expert presents in a compact form the 20 essential principles of branding that will lead to the creation of strong brands.

Author : Ken Mosesian
Publisher : Bowker Identifier Services
Page : 154 pages
File Size : 52,9 Mb
Release : 2018-09-27
Category : Business & Economics
ISBN : 1732789509

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The Power of Promise: How to Win and Keep Customers by Telling the Truth about Your Brand by Ken Mosesian Pdf

Trust lies at the heart of every good customer experience. But how do you create trust and deliver on the promise of your brand? Whether you are a business owner or an employee deeply invested in delivering on your organization's brand promise, the most powerful way to fulfill that promise begins with becoming aligned with who you really are. The Power of Promise teaches you how to understand, declare, map, train, and deliver exactly what you've promised your customers, which enhance your bottom line, meet and exceed the expectations of your customers and improve the work experience for you and your staff. In this informative, practical, inspirational book, Ken Mosesian shows you not only how to identify the promise of your brand, but also how to deliver it to your customers. Mosesian combines more than 20 years of experience in the field of business consulting with real-life examples to provide actionable steps that will improve leadership, communication and conflict resolution skills, and help you to effectively evaluate and improve your customers' experiences, converting them into advocates. Humans are experiential beings and collectors of experiences. You're not just selling a computer, or an accounting service, or a sandwich. You're selling the totality of the experience, the emotion that goes with it, and the promise underlying it all. The Power of Promise is the perfect book for anyone who wants to ensure their brand evokes the kind of emotion in their customers that delights them and inspires them to return again and again.

Author : Peter Murley
Publisher : Gower Publishing, Ltd.
Page : 660 pages
File Size : 41,8 Mb
Release : 1997
Category : Business & Economics
ISBN : 0566076888

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Gower Handbook of Customer Service by Peter Murley Pdf

This new Gower Handbook covers an area of management that is now regarded as fundamental to the success of any organization, whether it is in the private or the public sector. A team of experienced professionals and practising managers have pooled their expertise to provide nearly 50 chapters of current best practice in all aspects of customer service management, making this a valuable addition to the renowned Gower Handbook series.

Author : Laura Patterson
Publisher : Violetear Press
Page : 228 pages
File Size : 42,6 Mb
Release : 2020-01-28
Category : Business & Economics
ISBN : 0971008620

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Fast-Track Your Business by Laura Patterson Pdf

In Fast-Track Your Business, author Laura Patterson offers step-by-step guidance for acquiring customer insights, creating customer-centric outcomes, and developing strategies and measurable executable plans.

Author : Joe Tawfik
Publisher : Greenleaf Book Group
Page : 368 pages
File Size : 50,6 Mb
Release : 2017-03-28
Category : Business & Economics
ISBN : 9781632991287

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Experience My Brand by Joe Tawfik Pdf

Author Joe Tawfik presents an assured collection of valuable insights in Experience My Brand that are based on his 25-plus years in senior management. His expertise as CEO of business services companies in particular underlies his assertion that to differentiate itself in the age of digital disruption, a company must make branded customer experience part of its corporate strategy. Rather than relegate customer experience management to any one department, such as marketing, it must become “embedded within a company’s DNA.” You will learn through detailed analysis and real-world illustrations how to: • Analyze, Design, and Measure Customer Experience • Implement Superior Customer Experience Initiatives • Consider how Customer Experience Will Change and Transform the Future ​With its plentiful tables and figures to complement his text, Experience My Brand puts theory into practice in a way that will keep you alert and engaged. Experience My Brand’s unique message makes it a must-have guide for senior managers and their teams who seek to strengthen this critical aspect of their businesses as well as anybody wanting to learn about this increasingly important field.

Author : Aleksej Heinze,Gordon Fletcher,Tahir Rashid,Ana Cruz
Publisher : Taylor & Francis
Page : 346 pages
File Size : 40,9 Mb
Release : 2016-11-18
Category : Business & Economics
ISBN : 9781317422129

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Digital and Social Media Marketing by Aleksej Heinze,Gordon Fletcher,Tahir Rashid,Ana Cruz Pdf

Digital and Social Media Marketing: A Results-Driven Approach is an exciting new industry-led, research-informed and results-driven guide to digital commerce. Its examples draw from SMEs and from Europe to offer a unique perspective for those learning about digital marketing and, having been developed in close collaboration with the Search Engine Marketing Trade Association (SEMTA), it is a reliable source of prevailing industry standards for practitioners at the cutting edge of their trade. Unlike other digital marketing texts, this accessible textbook gives special consideration to the ethical challenges raised by an increasingly digital world. Equally unique is the book’s Digital Business Maturity Model, which offers organisations a clear roadmap for understanding their relative levels of technology adoption. Embracing the true spirit of Digital and Social Media Marketing, the book will be the first of its kind in this field with digital learning materials, case studies and exercises available in a supporting Massive Open Online Course (MOOC). The MOOC will enhance learners’ experience and create an interactive international learning community. This book will provide a hands on, accessible and user friendly platform to turn skills and knowledge into strategic advantage. Ideal for postgraduate learners, instructors interested in providing a unique and up-to-date learning experience and for SMEs and practitioners aiming to be at the cutting edge of Digital and Social Media Marketing.