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...
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...
