- Publication Date: Mon Apr 15 2019 00:00:00 GMT+0000 (Coordinated Universal Time)
- Language: English
- ISBN: Randolph House Press (April 15, 2019)
- FileSize: 5765KB
- total Page: 324 pages
What makes your brand indispensable? Increasing market share, commanding premium price points, enhancing profit margins--the overall growth and enduring success of your business is inextricably linked to the strength of your brands. Whether it is a corporate, business unit, or product brand in question, your challenge is to identify a meaningfully differentiated positioning, and to bring that positioning to life in the market in ways that are consistent with its compelling point of difference. However, today we are faced with a condition that can only be described as brand monotony--consumer's inability to distinguish between brands within practically any industry or category. If you were to remove your brand name from packaging, advertising or any other piece of marketing collateral--while leaving every other communication element in place--would consumers be able to identify it as coming from your brand? In most cases, the answer is a resounding "no!" The Indispensable Brand is your guide to crafting a brand strategy and rising above the noise and monotony in your industry... to move your brands and business from indistinguishable to indispensable. In this book you'll learn: - The five key components that comprise any comprehensive brand strategy - The four ways for identifying a brand positioning that is meaningfully differentiated - How to ensure every aspect of the customer experience is consistent with brand positioning - The five sources of inspiration that can drive transformative brand extension and growth - The seven types of brand stories, and their role in fostering enduring customer relationships - How to ensure digital activation not only drives transactions, but builds long-term brand equity - How to measure and track your brand's effectiveness and grow its influence over time Your brands are more than a logo, identity, or tagline. They are among the most valuable assets of your company. They also represent the promise you make to, and fulfill with, your customers. Whether your business is B2B or B2C; large or small, product- or service-based--and regardless of industry or sector--the principals put forward in The Indispensable Brand will help you build and maintain a portfolio of strong, profitable and enduring brands. Read The Indispensable Brand to move your brand from Invisible to Invaluable! --This text refers to the Paperback edition.