Why are some people and organizations more inventive, pioneering and successful than others? And why are they able to repeat their success again and again Because in business it doesn’t matter what you do, it matters why you do it.
Donald Miller uses the seven universal elements of powerful stories to teach readers how to dramatically improve how they connect with customers and grow their businesses.
An essential guide for the whole branding team. The quintessential resource, from research to brand strategy to design execution, launch, and governance, Designing Brand Identity is a compendium of tools for branding success and best practices for inspiration.
This is for anyone with a brand logo, font or colour scheme, and is essential reading for those who have wondered if (or have been told) it’s time for a change. Readers will learn how to set up a long-term strategy to build a strong brand identity, and how to make use of knowledge, metrics and management systems in order to build and protect a brand’s Distinctive Assets.
How to bridge the distance between business strategy and design. All the secrets to creating a brand identity that resonates across every aspect of a business – including its website and overall strategy.
This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands. It is the first book to present these laws in context and to explore their meaning and application.
Jenni Romaniuk, Byron Sharp
Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand’s Distinctive Assets and a framework to underpin your brand’s Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers.
Al Ries, Jack Trout
The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a “position” in a prospective customer’s mind-one that reflects a company’s own strengths and weaknesses as well as those of its competitors.
In Branding, Johnson strips everyday brands down to their basic components, with case studies that enable us to understand why we select one product or service over another and allow us to comprehend how seemingly subtle influences can affect key life decisions.
“When everybody zigs, zag,” says the author, in this fresh view of brand strategy. ZAG follows the ultra-clear “whiteboard overview” style of the author’s first book, THE BRAND GAP, but drills deeper into the question of how brands can harness the power of differentiation.
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