Brand managers, marketers, and executives have long turned to the
trusted principles in Brand Aid to troubleshoot their branding
problems.
A catchy business name and a smart logo may get you a few clicks, but to
create a sustaining image for your organization and build continual
success will require the perfect branding statement. The essence of an
organization begins with establishing its brand; therefore, it is
essential to get it right.
With over 30 years of experience building world-class brands, branding
expert Brad Vanauken covers topics ranging from research and positioning
to brand equity management and architecture strategy. This invaluable
guide has collected illuminating case studies, best practices, and the
latest research to offer invaluable advice on every aspect of brand
management, including:
- The 6 most powerful sources of brand differentiation
- 5 elements that trigger brand insistence
- Turning brand strategy into advertising
- Online branding
- Social responsibility, sustainability, and storytelling
- 60 nontraditional marketing techniques
An organization cannot afford to get their branding wrong. With the
treasure trove of techniques, templates, and rules of thumb found in
Brand Aid, it won't!