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OverviewPoints are good because they stick into things. This book helps you find yours. Every brand needs a point, a sharp definition of its purpose that will stick in people’s minds. It stands to reason that a company that is aligned behind a shared point will have a better chance of success than one that isn’t. However, this means making a choice about what that one point is, and making that choice can be can fiendishly hard to do. A Brand Strategy can do this. This book introduces the Brand Arrow, an easy to follow process to enable every reader to write their own brand strategy. Each Brand Arrow contains the vision, proposition, values, key messages and customer profiles that will ensure your brand’s logo, website, social media, brochures and sales pitches find their target. Full Product DetailsAuthor: Bruce M McKinnonPublisher: Malcolm Down Publishing Ltd Imprint: Malcolm Down Publishing Ltd Dimensions: Width: 14.00cm , Height: 1.30cm , Length: 21.60cm ISBN: 9781912863235ISBN 10: 1912863235 Pages: 208 Publication Date: 18 October 2019 Audience: General/trade , General Format: Paperback Publisher's Status: Active Availability: In Print  This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us. Table of ContentsForeword Introduction: The Role of This Book and How to Use It 1. Brand: An Exploration of What the Term Actually Means 2. Why Brand is Important: The Point of Having a Point 3. Vision: Defining Your Destination 4. Positioning: Describing the Essence of the Brand 5. Brand Proposition: Communicating the Essence of the Brand 6. Values: Capturing the Character of the Brand 7. Name: A Wide Open Door to Your Organization 8. Logo: Expressing the Point of the Brand in an Instant 9. Audience: Who the Brand Will Engage With 10. Messaging: What the Brand Will Say to Its Audience 11. Marketing: Getting the Brand Into the Right Hands 12. Sales: Everybody Needs to Sell Conclusion Appendix: Building Your Brand Arrow Acknowledgements ReferencesReviewsAuthor InformationBruce M McKinnon is a brand consultant and author, and has developed winning brand strategies for clients in the US and Europe for over 25 years. As well as speaking to audiences around the world on all things brand, Bruce runs his own successful brand consultancy and holds an MBA from the UK’s Cranfield School of Management and the Chartered Institute of Marketing Postgraduate Diploma. Tab Content 6Author Website:Countries AvailableAll regions |
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