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FusionBranding - How To Forge Your Brand For The Future
A book by Nick Wreden.
Review by Bridgette Crispin
Wreden's concept for FusionBranding was bourne out of the frustration and prevalence of business and branding practitioner's referencing traditional marketing and brand concepts that no longer apply to today's dynamic environment. This content rich book explores the shift in branding and the need to apply a new brand paradigm if you want to be competitive.
Specifically he argues because customers, not companies, define brands today, better branding and other paybacks come from emphasising customer equity, accountability and operational excellence running from the supply chain to the customer. He then sets about demonstrating how.
Wreden provides ten brand concepts to enable one to transform their brand
into that of a "FusionBrand": - Brands are built by organizations and supply chains not marketing departments
- Everyday operational excellence is key. Before you establish a relationship with a customer, you have to be a company the customer wants to have a relationship with.
- Branding demands and delivers accountability
- Brands must establish relationships with five core constituencies: customers, investors, employees, suppliers, media/analysts
- Brands are defined by customers and other core constituencies, not "positioned" by companies
- Without customer economic or psychic value, there is no brand
- Brands are created through unified emotion, experiences and functionality across all media and channels
- Brands require an international perspective
- Products offer promises. Brands honour commitments
- Customer equity is more important than market share
By providing a vast array of brand examples to convey such principals, the reader is able to quickly understand them and see their relevant application to their own particular situation.
An added benefit of FusionBranding is the inclusion of bonus features, which provide extra information such as "Future View" providing insight into the future position of branding, "Takeaways" questions that help one to apply FusionBranding in a practical sense, and "Resources", tools to further ones learning on FusionBranding.
The difference between Wreden's book from other brand books is that it is both highly practicable in applying business concepts of today and it also takes a future look into branding, what to expect, and how to prepare for such a new branding era, where the brand is driven by the customer and the economy.
FusionBranding is a worthy read, for both students and business practitioners alike.
Reviewed by Bridgette Crispin
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