United We Brand

How to Create a Cohesive Brand That's Seen, Heard and Remembered

Mike Moser

166 pages, parution le 13/05/2003

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Résumé

Most executives know their company's values and brand message, but often they fail to make sure that everyone else knows them too. The result? A weak brand that conveys different messages inside the company--and out in the marketplace. United We Brand offers a hands-on action plan for building a cohesive brand strategy from the ground up.

Drawing from two decades of experience creating brand identities for companies including Dell, Cisco, and Kia Motors, Mike Moser provides a proven template for transforming disparate, "fuzzy" brand information into a concrete guidepost for making day-to-day branding decisions. Called the "Brand Roadmap," this valuable tool enables organizations of all sizes and kinds to leverage insights and strategies once only available through big-gun consulting and ad agencies.

Step by step, it guides readers through the four key components of brand strategy: identifying core values, creating a focused brand message, developing a distinctive brand personality, and choosing a consistent set of brand icons. Filled with vivid case examples and practical worksheets, United We Brand is essential for anyone involved in charting a company's distinctive path to success. Winner of five Clio Awards and two Cannes Lions.

Contents

You're Five Steps Away from Having A Customized Brand
Core Brand Values
Core Brand Message
Brand Personnality
Brand Icons
Your Brand Roadmap

Notes
Index

Caractéristiques techniques

	PAPIER
Éditeur(s)	Harvard Business School Press (HBS)
Auteur(s)	Mike Moser
Parution	13/05/2003
Nb. de pages	166
Format	16 x 24
Couverture	Broché
Poids	482g
Intérieur	Noir et Blanc
EAN13	9781578517985
ISBN13	978-1-57851-798-5