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Brand Enigma : Decoding the Secrets of your Brand

Book Description

Brand Enigma provides a refreshing antidote to tired, conventional approaches to business development, marketing and innovation. The premise for this book is that the brand embodies the spirit of the business and, properly understood, can enable the enterprise to raise innovation, business development and performance to new levels.

Based on a proven method for deconstructing and rebuilding brands, the book outlines an alternative but stimulating, and highly effective method of putting the brand at the centre of the business.

At the heart of this approach is the Brand Dream Model. Developed and perfected over several years, the model has helped to generate breakthroughs for many of the world's leading brands and corporations. It has also been applied to educational establishments and as part of a strategy development programme for a government department.

Using deceptively simple methods based on experiential, as opposed to analytical, techniques, the Brand Dream Process reveals the past strengths of the brand, its current characteristics and future potential. When the process involves everyone from the board to the marketing department and front line staff, it also generates a shared understanding of the business, its values and goals.

Brand Enigma gives you the tools to put your brand and business in a class apart from the competition.

"... for breaking the norm and looking at a brand from a team perspective, this is one of the best. There's no breakthrough point with more conventional approaches to brand development. This immerses you. It's a still-hidden gem that many other companies should try."

Chris Priest, VP Marketing Europe Digital Appliances, LG

"What an extraordinary learning experience for our company. The Brand Dream let us express ourselves and get to a meaningful result unlike any other event that I have ever been a part of."

Kenny Kahn, Chief Strategic Officer, Iverify

"We have never done anything like this before! We found the experience enlightening, our objective was our brand image, which we feel we achieved admirably. However the unexpected benefit was an emotional and adrenalin-filled roller coater of a team-building exercise."

Andrew Jankel, Managing Director, Jankel Armouring

"It brought people together in a way that other brand development approaches would not ... If you have a brand in the doldrums, it's an outstanding tool to reinvigorate it."

Nick Shepherd, former senior marketing executive, Kraft Foods

"When you give anyone a mechanism for analysing the world, you empower them. It's partly because the model is so simple that it is blindingly successful."

David Bott, Director of Innovation Platforms, the Technology Strategy Board

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright
  4. Contents
  5. Acknowledgments
  6. Prelude: Playing with Brands
  7. CHAPTER ONE: GETTING THE BEST FROM THIS BOOK
    1. Brand redefined
    2. How dreams and visions produce hard results
    3. When dreams lose their magic
    4. Discover the genius behind your brand
  8. CHAPTER TWO: NIGHTMARES AND DREAMS: THE NEW WORLD OF BRANDS
    1. Welcome to the era of warp-speed change
    2. Changing everything at Internet speed
    3. Globalisation, fair trade and ethical business
    4. An unstoppable chain reaction
    5. Brands in the dock
    6. The democratisation of power and influence
    7. Brands that run riot
    8. The evolving role of brands
    9. Putting corporate values on the line
    10. Seeing is believing: opening the doors of perception
    11. Dysfunctional brand management: the search for a cure
  9. CHAPTER THREE: ENDURING MYTHS, NEW CHALLENGES AND REALITIES
    1. Myth One: Brands are just about differentiation in the marketplace
    2. Myth Two: What you see is all you get
    3. Myth Three: Brands only concern the marketing department
    4. Myth Four: Customers are the only brand consumers that count
    5. Myth Five: External research will tell you all you need to know about your brand
    6. Myth Six: You can bury the bad news
    7. Myth Seven: With the internationalisation of markets, it is easy for brands to act globally
    8. Challenge One: Do you confuse new product development and innovation with brand extension?
    9. Challenge Two: Do you think that you are the real owner of your brand?
    10. Challenge Three: Is your brand development two paces behind the competition?
    11. Challenge Four: Do you still believe you have a unique selling point?
    12. The new rules of brand engagement
    13. Rule One: Brands are too important to be left to the brand manager
    14. Rule Two: Brands need to be reviewed and renewed
    15. Rule Three: The leader is the brand
    16. Rule Four: Brand reputation may not be easily quantifiable, but it is a major asset
    17. Rule Five: Your brand should be one of the most important drivers of performance at every level of the business
    18. Rule Six: Get in touch with the genius of the brand to discover its transformational power
    19. Get in touch with the current status of your brand
  10. CHAPTER FOUR: HOW THE BRAND DREAM PROCESS TOOK SHAPE
    1. Unravelling the brand enigma
    2. Principle One: If you stay on the surface you will never understand what lies underneath
    3. Principle Two: Location, location, location – never underestimate the magical power of place to energise or demotivate the creative process
    4. Principle Three: Use all your faculties, not just your intellect, to see things in new ways
    5. Principle Four: Conventional methods produce conventional results. Trust your intuition to I lead you where you need to go
    6. Principle Five: If you are not enjoying yourself and thinking intuitively, then you are not going to be creative
    7. Principle Six: Once you change the way you feel about the whole brand experience, you can change the way the brand behaves
    8. The personal dividend
    9. Stories with a point
  11. CHAPTER FIVE: FITTING THE PIECES TOGETHER: THE BRAND DREAM MODEL
    1. An inclusive process for everyone from CEO to floor sweeper
    2. Raising the curtain on the brand dream event
    3. Rediscovering the legacy and traditions of the brand
    4. The play's the thing
    5. Brand behaviour and the personal connection
    6. Phase Four: The dream and the guiding principle for brand development
    7. A process that embeds the brand in the organisational psyche
  12. CHAPTER SIX: TAKING THE BRAND DREAM MEDICINE
    1. Polishing up a brand's diamond qualities
    2. Building a multicultural consensus around a brand
    3. First impressions of the brand dream model
    4. Understanding brand chemistry of the brand
  13. CHAPTER SEVEN: DECONSTRUCTING BRANDS: A NEW WAY OF SUSSING OUT THE COMPETITION
    1. I had a dream ...
    2. Nike: best is never good enough
    3. Virgin: the people's fearless champion
    4. Lost and found: how Marks & Spencer rediscovered what made it great
    5. Ryanair: come f ... ly with me
    6. What Google did next ...
    7. Tough choices at the BBC
    8. Oxfam: BINGO with an awesome prize
    9. Try it yourself
  14. CHAPTER EIGHT: ENGAGING STAFF IN THE EMPLOYER BRAND
    1. The rise of employer branding
  15. CHAPTER NINE: WEB THREATS AND OPPORTUNITIES
    1. Power to the people
  16. CHAPTER TEN: AN INSPIRATIONAL APPROACH TO INNOVATION
    1. The blocks to effective innovation
    2. The innovation tunnel: a trip into the unknown
    3. Getting into the spirit of innovation
    4. Why consumer boot camps turn up better answers
  17. CHAPTER ELEVEN: RENEWING THE DREAM
  18. INDEX