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The Truth About Creating Brands People Love

Book Description

Branding: secrets revealed, best practices explained, pitfalls exposed!

• The truth about positioning brands and developing brand meaning

• The truth about brands as corporate profit drivers

• The truth about advertising, pricing, segmentation, and more

Simply the best thinking

the truth and nothing but the truth

This book reveals the 51 bite-size, easy-to-use techniques for building great brands–and keeping them great.

“I recommend this punchy, provocative book that uses vivid case studies to remind us of 51 truths about brands.”

DAVID AAKER, Vice-Chairman, Prophet and Author of Building Strong Brands and Spanning Silos

Table of Contents

  1. Copyright
    1. Dedication
  2. Praise for The Truth About Creating Brands People Love
  3. Preface
  4. 1. Managing brands is not common sense
  5. 2. No one loves your brand as much as you love it
  6. 3. The brand is not owned by marketing; everyone owns it
  7. 4. Making more by doing less
  8. 5. Does your brand keep its promise?
  9. 6. Price is the communication of the value of your brand
  10. 7. Brand personality is the emotional connection with your brand
  11. 8. Does your sales force know the difference between a product and a brand?
  12. 9. Beware of the discounting minefield
  13. 10. Packaging protects your product; great packaging protects your brand
  14. 11. Brand management is association management
  15. 12. The retail experience is the brand experience
  16. 13. Corporate ego: Danger ahead
  17. 14. Brand metrics: Best measure of success?
  18. 15. Customer complaints are a treasure
  19. 16. Brand stewardship begins at home
  20. 17. Market share doesn’t matter
  21. 18. Avoid the most common segmentation mistake
  22. 19. Public relations and damage control: The defining moment
  23. 20. Focus equals simplicity
  24. 21. Marketing is courtship, not combat
  25. 22. Don’t sacrifice brand focus for sales
  26. 23. The medium is not the message; the message is the message
  27. 24. Brand development and the small business
  28. 25. Imitation is an ineffective form of flattery
  29. 26. Positioning lives in the mind of your target customer
  30. 27. The value of brand loyalty
  31. 28. Quality is not an effective branding message
  32. 29. Effective use of celebrity endorsers: The fit’s the thing
  33. 30. Brand-building consumer promotion
  34. 31. Advertising built for the long run
  35. 32. A service brand is a personal brand
  36. 33. Is your brand the best at something? If so, be satisfied
  37. 34. Great positionings are enduring
  38. 35. Effective branding begins with the name
  39. 36. Your brand makes your company powerful, not the other way around
  40. 37. Be consistent but not complacent
  41. 38. Is your brand different? If not, why will someone buy it?
  42. 39. The three M’s of taglines: Meaningful, motivating, and memorable
  43. 40. Customer service is the touch point of your brand
  44. 41. Smaller targets are easier to hit
  45. 42. Beware of the allure of brand extensions
  46. 43. Keep advertising simple, but not simplistic
  47. 44. It’s a long walk from the focus group room to the cash register
  48. 45. Repositioning can be a fool’s chase
  49. 46. With advertising, don’t expect too much
  50. 47. Don’t let testing override judgment
  51. 48. Effective advertising is 90% what you say, 10% how you say it
  52. 49. Compromise can destroy a brand
  53. 50. Don’t let the pizazz outshine the brand
  54. 51. There are no commodity products, only commodity thinking
  55. References
    1. Truth 3
    2. Truth 4
    3. Truth 5
    4. Truth 6
    5. Truth 7
    6. Truth 11
    7. Truth 16
    8. Truth 17
    9. Truth 20
    10. Truth 22
    11. Truth 25
    12. Truth 26
    13. Truth 27
    14. Truth 29
    15. Truth 31
    16. Truth 35
    17. Truth 36
    18. Truth 38
    19. Truth 42
    20. Truth 43
    21. Truth 44
    22. Truth 46
    23. Truth 49
  56. Acknowledgments
  57. About the Authors
  58. Financial Times Press