Integrated Branding: Becoming Brand-Driven through Companywide Action

Integrated Branding: Becoming Brand-Driven through Companywide Action

Integrated Branding: Becoming Brand-Driven through Companywide Action

Integrated Branding: Becoming Brand-Driven through Companywide Action

Synopsis

For deeper, more loyal customer relationships and enhanced profit margins, companies must actually "live" the brands they sell. This approach is called "integrated branding" and it's not just a communications strategy. It is a way of operating, an overall way of doing business, and a way to make certain a company's products are based on two mutually reinforcing concerns: what do customers value and what does the company do best in relation to what customers want? The tools to accomplish this are called "drivers." LePla and Parker show clearly and comprehensively how drivers work and how to apply them. Marketing professionals will find this essential, as will corporate strategists and others who make decisions that ultimately determine the organization's future.

Excerpt

Many studies confirm the benefits of strong brands: a clear companywide focus, higher margins, deep customer loyalty, and a higher success rate with new product launches. While the tangible benefits of a strong brand are obvious, the problem most companies face is, How do I reveal and build a strong brand, one that is integrated throughout my organization? This book answers that question. In the model of branding covered here, integrated means that your brand is built on your company's actual strengths and customers' values, and that you implement brand throughout the organization, through both words and deeds. An integrated brand, rather than one that is communications-driven only, will provide long-lasting benefits in the areas of market leadership, company focus, and profitability.

It's useful to build a strong brand, no matter what size a company is. Beginning the process of integrating brand when a company is small gives it an immediate market advantage and can save both money and heartache later on. Using integrated branding can help medium-sized companies build market leadership more effectively and at less cost. Large companies can use the integrated branding process to bring to light the practices that have made them successful, and then manage these practices for even greater effectiveness.

You will also find value from this book even if you already have made progress toward building your brand. Because the brand model described here is holistic, rather than a communications-only model, you will learn how to get every employee living and breathing the brand.

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