Myths of Branding: Dispel the Misconceptions and Become a Brand Expert

ISBN-13: 9781398608153 / Angielski / Miękka / 2022 / 280 str.

Andy Milligan

Opis

Debunk the most pervasive myths about the world of branding, with this expert overview that separates the facts from the falsehoods.

Spis treści

• • Chapter - 01: Myth 1 - Brands are just a way of charging you more for the same product;
  • Chapter - 02: Myth 2 - Once lost, brand trust can never be rebuilt;
  • Chapter - 03: Myth 3 - A good brand can prop up a bad business;
  • Chapter - 04: Myth 4 - Technology is diminishing the power of brands;
  • Chapter - 05: Myth 5 - Branding is just about identity;
  • Chapter - 06: Myth 6 - Brands don't have any real economic value;
  • Chapter - 07: Myth 7 - There is no such thing as brand loyalty;
  • Chapter - 08: Myth 8 - The customer is always right;
  • Chapter - 09: Myth 9 - It takes large resources and years of effort to build a global brand;
  • Chapter - 10: Myth 10 - A brand is 'owned' by the marketing department;
  • Chapter - 11: Myth 11 - Brand purpose is about effective corporate social responsibility;
  • Chapter - 12: Myth 12 - Customers are seeking a conversation with your brand;
  • Chapter - 13: Myth 13 - There are no real tools to help you manage your brand;
  • Chapter - 14: Myth 14 - In certain businesses, brands really don't matter;
  • Chapter - 15: Myth 15 - Branding has nothing to do with the customer experience;
  • Chapter - 16: Myth 16 - Branding is all about the product

O autorze

Simon Bailey is partner at The Caffeine Partnership, an award-winning strategic consultancy which specialists in brand-led business growth. He is an experienced business leader, consultant and brand specialist who advises CEOs and senior professionals on how to use their brands to drive business growth. Simon Bailey was formerly the European CEO of Interbrand; prior to that he was the UK CEO of WPP agency the Brand Union. Simon has successfully led several businesses turn-arounds, helping to restore both profitability and market reputation. His agencies have twice been awarded 'Agency of the Year' by Marketing Magazine. Andy Milligan is a leading international consultant on brand and business culture. He has worked for almost 20 years advising major organizations on strategies for brand building, customer experience and internal culture. Andy appears regularly in the media to comment on brand issues and as well as Uncommon Practice, he is co-author of Don't Mess with the Logo and author of Brand it Like Beckham.