Forging a Great Brand

A brand is much more than a slogan or a logo

A brand is not a slogan, logo, or edgy advertisement, it's the result of the market's and the customers' perceptions and beliefs through their direct and indirect experience of the firm via its people, processes, and offerings. This book is a step-by-step comprehensive guide on how to define and build a brand. It focuses on developing the brand, its meaning and especially on identifying the behaviors and structures needed to deliver the brand promise. Forget about this being another theoretical fluff piece on branding. This is a roll up your sleeves and get your hands dirty workbook by someone with decades of experience in Marketing, Brand Development, and Product Management. The book is packed with information and worksheets to lead you to your objective.



Three things make this book unique. Four, if you count my charm and wit. First, no other book, well few if any, exposes you and takes you through as comprehensive a process as this one. Second, this process was not developed in an ivory tower by someone who hasn't had to be accountable for its outcome. It's the result of twelve years of testing and refinement in the day-to-day business of brand management. Third, this process is built to reflect business in the twenty-first century; where customers and markets are no longer things to exploit or wage war over. Instead the book encourages the development of a brand built on relationship and a community of mutual support and respect. I believe, firms embracing this approach and brand co-creation will experience long-lasting success.



This is the second of two books. The first, with the same first title, is the leader's guide on how to conduct a brand workshop. The worksheets in this book make up the student manual for the workshop. However, this book is built to stand alone. If you plan on running a workshop within your firm or as a consultant then I suggest getting the instructor's guide too.