How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty.
Branding has become synonymous with design. Tweak a logo. Coin a new name. Launch new advertising. From warm and fuzzy to edgy and cool, many companies have forgotten that a brand, at its heart, is a promise to deliver predictable value. If your brand experience fails to fulfill that promise, customers will take their business elsewhere.
Brand Real is a business strategy guide to help you make your brand's promise stand up at every customer touch point. Packed with proven management practices, the book shows how to avoid the complex-but-stylish approaches that have tripped up many promising companies.
Author Laurence Vincent presents repeatable 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.
Marketers often speak about a brand position and a brand promise as if they are interchangeable. But they aren't. A promise is a covenant with stakeholders.
We brand to be remembered in moments that matter. But there are two sides to the memory game: getting memorized and being recalled. Both matter.
Most people think of branding as an externally-focused endeavor. But the best brands rally the people inside the brand so that they consistently behave in a branded way.
Laurence Vincent has developed strategies for some of the world's most beloved brands, including Disney, MasterCard, Microsoft, the NFL, Sony Playstation, Four Seasons, and vitaminwater. He is head of The Brand Studio at United Talent Agency and lives in Los Angeles. His first book, Legendary Brands was published in 2001 and translated into 7 languages.
Branding lies at the heart of every great business. It is a strategic discipline that simplifies how people think about your organization, your products and your services. It is an operating system that informs every action of your people. Brand Real will help you align your branding with your business practices—a critical driver of customer loyalty and lasting success.