Brand Harmony presents a fresh and revealing approach to branding and
explains how companies of all types and sizes can achieve dynamic
results by orchestrating their customers' total experience. Brand
Harmony is a breakthrough concept that aligns everyone in a company to
deliver a powerful, harmonious message to customers.Full of common-sense
wisdom, Brand Harmony dispels the myths about branding and shows how
companies can successfully create Brand Harmony in the minds of their
customers by aligning the entire organization to tell one cumulative
story. Brand Harmony takes marketing beyond the marketing department by
showing how people throughout an organization need to be the brand in
order to create comprehensive, company-wide messages that customers will
understand and believe. Brand Harmony includes 10 how-to exercises based
on Yastrow's proven methods and real-life examples which walk the reader
through each stage of the branding process.