Brand Real is a business strategy guide for making a brand's
promise stand up at every customer touch point. Packed with proven,
repeatable management practices, the book shows how to establish a
clean brand architecture while avoiding the needless complexity
that has tripped up many promising companies. Author Laurence
Vincent presents cautionary tales of supposed brand superstars as
well as instructive case studies of genuine brand giants like
American Express, Apple, Cisco, Google, Qualcomm, Virgin, and
others. Readers will learn how to connect the outward-facing
elements of their brands--logos, advertising, imagery,
communications--directly to the core elements of business strategy.
Most importantly, they'll explore the correlation between a
succinct, efficient brand and powerful, lasting connections with
their customers.Companies are becoming increasingly creative in
their branding strategies--building identities ranging from the
warm and fuzzy to the ultra cool and edgy. But it seems many of
these enterprises forget that a brand, at its heart, is a promise
to deliver. Brand Real ensures your customers' experiences lives up
to that promise and that their loyalties stay with you.
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