Brand Real How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty (Audible Audio Edition) Laurence Vincent Joe Geoffrey LLC Gildan Media Books
Download As PDF : Brand Real How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty (Audible Audio Edition) Laurence Vincent Joe Geoffrey LLC Gildan Media Books
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 audiobook 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.
Brand Real How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty (Audible Audio Edition) Laurence Vincent Joe Geoffrey LLC Gildan Media Books
In today's world a strong brand is sometimes all you have to distinguish yourself from the competition. How people think about your business is much more than just your logo and your TV or Print ads. How people experience your business from pre-purchase interactions to post purchase customer service -- all of it is part of your "brand". This book gives you a fundamental way to think about how to define and create your brand -- your business.I think anyone that is in charged with strategic thinking for a business should put this book at the top of their reading list. I highly recommend it.
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Brand Real How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty (Audible Audio Edition) Laurence Vincent Joe Geoffrey LLC Gildan Media Books Reviews
Brand Real
How Smart Companies Live their Brand Promise and Inspire Fierce Customer Loyalty
By Laurence Vincent
Copyright 2012 by AMOCOM
Price $25.00
Pages 257 with index.
There has never been a better time to read this book. If one were to give the proverbial "elevator talk" about this book it would be a shorter version of the book's subtitle, "live your brand." That's it. This is what this book is about, making sure that you live up to your brand identity; that you develop your brand honestly, based on what you do really well and what your company is really and then you convey that to your customers. In this age of over communicating we are in danger of knowing how to develop and send a brand, bit not knowing how to live our brand. We have to make sure that what we are saying about our company and its products is true and not just so much, well so much fluff.
Drawing on a number of real life examples, author Laurence Vincent takes us through a step by step process of how to not only develop a brand identity but also to make sure that it is backed by reality. The book teaches us how to make our brand memorable, by making us ask ourselves why a brand is memorable. Why do we love Apple? What goes through our minds when we see their logo on anything?
He shows us that our brand is all about the entire experience that we provide to our customers from the way our phones are answered to the way we tell our customer about our products, the way our sales people make calls, to the product and even how it is packaged. Yes how it is packaged! Think of the first time you opened that box containing your first I-Pod for example...I bet you probably still have it.
What was most important to me in this book was how everything comes into play when you are branding your company. From the company culture, to the products functionality, to the brand architecture you develop and thus to yes the entire brand experience.
I have to admit that the most fun, yes I said fun I had with this book was reading the section about making our behavior part of the brand experience. Like the fact the people have to assembly IKEA furniture; or the way Flickr which allows the users to do certain things that they couldn't do before. The author talks about when he worked at Disneyland and was part of the photo offering called Honey I shrunk the audience which was actually a very moving slide show set to music showing real people doing real things. People were so touched they are actually crying with emotion. The show had been developed by Kodak (if they had done more of this kind of stuff I'm sure they'd be healthier today).
We love to experience brands, we love to feel a part of a brand; think Virgin Airlines and Southwest Airlines both on opposite sides of the spectrum but both delivering brand experiences powerful enough to create incredible brand loyalty from their fans.
Think about your company, what do your customers think about you? Do they love what you do for them? Do they love the experience that you give them? I bet not, I bet it's time your picked up this book and found out how to create a brand identity that will not only stand for something that will make your customers loyal for life.
Nice companion to Legendary Brands!
A great book recommended by a friend, really glad I read it. Very engaging read.
No matter if you are or aren't a specialist.
I can recommend this book to brand managers, marketting, HR and Operations staff.
Very easy to follow. Clear and nicely articulated.
Make no mistake limiting it to marketing staff, as the very own author insists!
As a brand consultant myself, the main aspect of this book that I find invaluable is the focus on a company "Living the Brand", or "walk the walk" as well as "talk the talk". If you are not familiar with this any of this brand concept, then this book is critical for you.
Larry's writing style is very engaging - much more entertaining and easy read compared to many other dry brand books.
Another specific aspect of this book I liked is the organization of the categories of brand positioning options - there are many ways to do this but Larry's approach in Brand Real is easy to grasp and implement.
I work for a large corporation with thankfully a great brand name and I also try to invest in companies that are brand leaders. This book is a great read for investors and also for small business owners who want to help build their brand. I thoroughly enjoyed this book from the start to finish and I would recommend it to anyone who wants to understand the benefits of a great brand.
A very well written and comprehensive book on the basics of branding. Uses plenty of relevant, real life examples, anecdotes, and case studies to keep the reading interesting and informative. There's plenty of insightful branding philosophies in here that helped me understand business situations in my professional life. I would definitely recommend this book if you want a simple and educational read.
In today's world a strong brand is sometimes all you have to distinguish yourself from the competition. How people think about your business is much more than just your logo and your TV or Print ads. How people experience your business from pre-purchase interactions to post purchase customer service -- all of it is part of your "brand". This book gives you a fundamental way to think about how to define and create your brand -- your business.
I think anyone that is in charged with strategic thinking for a business should put this book at the top of their reading list. I highly recommend it.
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