Building Better Brands : a Comprehensive Guide to Brand Strategy and Identity Development

Building Better Brands is the essential guide to creating and evolving brands. Leveraging three decades of brand consulting for legendary companies like Caterpillar, Harley-Davidson, 3M, Owens-Illinois, National Australia Bank, and American Express, as well as middle-market and new-media startups, Scott Lerman shares the processes and frameworks needed to build great brands. This book is for you if you're a CEO seeking to enhance your knowledge of the branding process, a marketing/communications specialist who wants to take a leadership role in advancing an organizations brand, a brand consultant who is striving to sharpen and extend your skills, or a student who wants to jump-start a career in branding. Whatever its starting point--market leader or struggling competitor--any organization that follows this step-by-step guide will end up with a better brand. "[This] is [a] guide to creating and evolving brands. Leveraging three decades of brand consulting for legendary companies like Caterpillar, Harley-Davidson, 3M, Owens-Illinois, National Australia Bank, and American Express, as well as middle-market and new-media startups, Scott Lerman shares the processes and frameworks needed to build great brands. This book is for you if you're a CEO seeking to enhance your knowledge of the branding process, a marketing/communications specialist who wants to take a leadership role in advancing an organizations brand, a brand consultant who is striving to sharpen and extend your skills, or a student who wants to jump-start a career in branding. Whatever its starting point--market leader or struggling competitor -- any organization that follows this step-by-step guide will end up with a better brand."--Back cover Intro Dedication Introduction Building Better Brands? Building Better Brands That . . . Elements of Building Better Brands Champions Carol Gee Carmenchu Mendiola Fernández Van Perry Discovery Discovery Work Plan Character Start with Character What's in Character? Defining Character? Character Workshop Arena A Simple Question Don't Use Your Imagination Focused Versus Expansive Arena Workshop Positioning Brand Positioning Brand Territory-A Simple Framework. Positioning Attributes. Positioning Workshop. Experience Experience is Undeniable. (re)Model the Experience. Experience Workshop. Identity What is Brand Identity? Brand Architecture Look and Feel Names Logos Identity Work Plan Help! Afterword More Thanks! A Brief Bio Permissions Index Copyright