United We Brand - 9781578517985
Un libro in lingua di Mike Moser edito da Harvard Business School Pr, 2003
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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.
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.
Informazioni bibliografiche
- Titolo del Libro in lingua: United We Brand
- Sottotitolo: How to Create a Cohesive Brand That's Seen, Heard, and Remembered
- Lingua: English
- Autore: Mike Moser
- Editore: Harvard Business School Pr
- Collana: Harvard Business School Pr (Hardcover)
- Data di Pubblicazione: 01 Aprile '03
- Genere: BUSINESS and ECONOMICS
- Argomenti : Brand name products New products Management
- Pagine: 192
- Dimensioni mm: 241 x 165 x 20
- ISBN-10: 1578517982
- EAN-13: 9781578517985