The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company Review

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The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company ReviewBrand Mindset is an excellant book! Duane shares his insight and branding expertise in a very easy manner. Many business, and marketing books are "lecture focused", the written version of listen and dictation. Duane's Brand Mindset is written in a conversational manner. You feel included in a discussion, not just black & white text. The case studies used, help put the principles of each chapter into real life context. This book certainly belongs in the library of anyone interested in marketing, branding, or building a strong business. A very important book.The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company OverviewHow Starbucks became Starbucks and other secrets of branding success. Aimed at managers, nt just marketers, a famed consultant presents a powerful prescription for understanding, building, and sustaining brand equity. Duane Knapp demonstrates, from a management perspective, why "a company's brand is the most valuable asset it can have." heshows how the very best practitioners - contemporary household names like Starbucks, Citicorp, Whirlpool, Lexus, Hallmark, and others - shrewdly develop and maintain their brands even in the face of ferocious competition.
Readers can assess and improve their own efforts by adopting Knapp's five proven components of the Brand Mindset that is for brand success: Make a promise to the consumer; make all decisions with the brand in mind; make sure the entire company supports the brand's message; make the brand bigger than the business, and build one specific image for the brand and stick with it always.

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Brandjam: Humanizing Brands Through Emotional Design. Review

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Brandjam: Humanizing Brands Through Emotional Design. ReviewGobe can be very wordy and hard to read. Fortunately, he has little insights section at the end of every chapter and summarize the main points for you. It's an excellent book on how design affects marketing and consumer behavior.Brandjam: Humanizing Brands Through Emotional Design. OverviewBrandjam, the follow-up to the groundbreaking best-seller Emotional Branding, presents a powerful new concept from renowned designer and business guru Mark Gobe. The Brandjam concept is about innovation, intuition, and risk. Gobe explains how design is the "instrument" companies can use for jazzing up a brand—how design puts the face on the brand and creates an irresistible message that connects buyers to the product in a visceral way. Using jazz as his metaphor, he shows how the instinctive nature of the creative process leads to unusual solutions that make people gravitate toward a brand and make brands resonate with people by bringing more joy into their lives. It explores how design represents the personality of a company and provides its window to the world. Brandjam is an inspiration for brands and people as it reveals the transforming impact brands have on their audience. •Follow-up to Emotional Branding—50,000 copies sold in nine languages•Insider's look at creating powerful, compelling brands and identities•Exciting new ideas for using design to drive consumers to embrace brands

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