Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take their business elsewhere. "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 and forge a powerful and lasting connection with their customers.
About the Author
LAURENCE VINCENT leads The Brand Studio at United Talent Agency. Over the past two decades he has developed strategies for some of the world's most beloved brands, including Coca-Cola, MasterCard, Microsoft, National Football League, Qualcomm, Sony Playstation, Southwest Airlines, The Four Seasons, The Home Depot, and vitaminwater.
Mỗi một công ty có một chiến lược xây dựng thương hiệu khác nhau, nhưng để trở thành một thương hiệu mạnh và bền vững, bạn phải có một lời hứa thương hiệu. Khi bạn thực hiện lời hứa đó xuyên suốt thì sẽ nhận được sự trung thành hoàn toàn từ khách hàng. Đồng thời bạn phải có logo, quảng cáo, truyền thông trực tiếp đến các yếu tố cốt lõi của chiến lược kinh doanh để tạo một kết nối mạnh mẽ và lâu dài với khách hàng của mình.
