A sequel to the authors' highly acclaimed book"" Integrated Branding,"" ""Brand Driven"" gives leaders at all levels the tools for integrating their entire organization with their brand. It shows how leaders, from the mailroom to the boardroom, can play an important role in the organization's ability to build and communicate a strong brand.
A sequel to the authors' highly acclaimed book"" Integrated Branding,"" ""Brand Driven"" gives leaders at all levels the tools for integrating their e...
BRAND DRIVEN "Leaders have a unique ability to not only sell a product but to deliver on a promise. Brand Driven provides a thoughtful approach to make the promise an enduring reality." Cheryl Scott, CEO of Group Health Cooperative "This book brought me a radically fresh perspective on how to think about, link, and integrate the broader concept of corporate branding into the leadership dimension of my everyday work. Reading this will help each and every manager think through the unique complexities of their business, and how to take action and lead from a place that adds value from all parts...
BRAND DRIVEN "Leaders have a unique ability to not only sell a product but to deliver on a promise. Brand Driven provides a thoughtful approach to mak...
To get the full benefit of branding, companies must actually live the brands they sell. This approach is called integrated branding and it's not just a communications strategy. Companies must demonstrate to themselves and their customers that its brands are what the company is. The Brand and the company are inseparable, and that realization must pervade the entire organization, from new product development to human resource management. Integrated branding is a way of operating, an overall way of doing business, and a way to make certain a company's products are based on the right answers...
To get the full benefit of branding, companies must actually live the brands they sell. This approach is called integrated branding and it's not ju...
