By Duncan Bruce
Brand Enigma offers a fresh antidote to drained, traditional methods to enterprise improvement, advertising and marketing and innovation. the basis for this booklet is that the emblem embodies the spirit of the enterprise and, thoroughly understood, can let the company to elevate innovation, enterprise improvement and function to new levels.
Based on a confirmed approach for deconstructing and rebuilding manufacturers, the publication outlines another yet stimulating, and powerful approach to placing the emblem on the centre of the business.
on the middle of this strategy is the logo Dream version. constructed and perfected over numerous years, the version has helped to generate breakthroughs for plenty of of the world’s top manufacturers and companies. It has additionally been utilized to academic institutions and as a part of a method improvement programme for a central authority department.
utilizing deceptively easy equipment in line with experiential, instead of analytical, options, the emblem Dream technique unearths the earlier strengths of the logo, its present features and destiny power. whilst the method includes each person from the board to the promoting division and entrance line employees, it additionally generates a shared realizing of the enterprise, its values and goals.
Brand Enigma delivers the instruments to place your model and enterprise in a category except the competition.
"… for breaking the norm and looking out at a model from a staff point of view, this can be the most effective. there is not any leap forward aspect with extra traditional methods to model improvement. This immerses you. it is a still-hidden gem that many different businesses should still try."
--Chris Priest, vice president advertising and marketing Europe electronic home equipment, LG
"What a rare studying event for our corporation. the emblem Dream allow us to convey ourselves and get to a significant outcome in contrast to the other occasion that i've got ever been an element of."
--Kenny Kahn, leader Strategic Officer, Iverify
"We have by no means performed whatever like this sooner than! We came across the adventure enlightening, our target was once our model snapshot, which we consider we completed admirably. but the unforeseen profit was once an emotional and adrenalin-filled curler coater of a team-building exercise."
--Andrew Jankel, coping with Director, Jankel Armouring
"It introduced humans jointly in a manner that different model improvement techniques wouldn't … when you've got a model within the doldrums, it’s a good software to reinvigorate it."
--Nick Shepherd, former senior advertising govt, Kraft Foods
"When you supply somebody a mechanism for analysing the realm, you empower them. It’s partially as the version is so easy that it's blindingly successful."
--David Bott, Director of Innovation structures, the expertise procedure Board
Read or Download Brand enigma : decoding the secrets of your brand PDF
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Additional info for Brand enigma : decoding the secrets of your brand
However, just becoming well known and highly visible does not guarantee brand success. When Marketing magazine and the communications consultancy Joshua ran their 2006 most-loved and most-hated brand survey they came up with some revealing findings. Topping the most-loved category was Google. Most-hated was Pot Noodle, which had the distinction of emulating its previous year’s performance, but with even more votes. The distance between fame and notoriety can be small. 32 Nightmares and Dreams: The New World of Brands Harley Davidson found the road back to renewed growth 33 Brand Enigma Welcome to the era of warp-speed change If businesses operate in a world of radical discontinuity and confusion, it is also one that generates extraordinary new opportunities.
In the early days of the growth of commerce and consumerism, brands became a valuable means of distinguishing between reliable and unreliable goods. In the case of food, packaged goods from a branded source provided one way in which consumers could be reassured that what they were buying was safe and wholesome, compared with unbranded alternatives. That purpose continues up to the present day. People are used to relying on brand reputation to sift the good from the bad. Rankings of brand price/performance for everything from utilities to financial services, cars to washing machines have become a staple of consumer decisionmaking.
The chapter concludes with a self-assessment test to highlight brand issues in your organisation. • Chapter Three Enduring myths, new challenges and realities Effective development of brands is only going to take place once companies accept that there is some housekeeping to be done before moving on to the exciting stuff. — Myth One: Brands are just about differentiation in the marketplace. — Myth Two: What you see is all you get. — Myth Three: Brands only concern the marketing department. 20 Getting the Best from This Book — Myth Four: Customers are the only brand consumers that count.