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Evangelista! - creating customer evangelists when nobody really gives a crap
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Brands of the future will be those who are able to surround their products and services with ardent advocates, loyalists: passion brands. Everyone else will be left to beat it out in the price wars. The author shares a framework of looking at brands as belief systems and demonstrates how this can apply to any brand.
Contributor: Patrick Hanlon
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Brand Genetics. What is the magic of brands?
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Author Peter Fisk, of 'Marketing Genius' looks at ten brands which have had the vision and power to shape their markets, maintain their focus and principles over time, and combine intelligence and creativity in order to drive success competitively and financially. In the process he identifies the genetics on which such brands are built, and through which they grow and thrive.
Contributor: Peter Fisk
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Marketing Genius: Finding the big idea that defines you
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'Genius' lies in the ability to connect markets and business, creativity and analysis, customers and shareholders, promises and reality, today and tomorrow. This extract from business best seller 'Marketing Genius' explores what creates a great brand and guides you in developing your own brand strategy - providing a clear brand architecture, illustrating how it is brought to life inside and out, referencing such iconic brands as Virgin, Pret a Manger and BMW.
Contributor: Peter Fisk
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Building a Strong Brand: The ID Branding Framework
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Brand building activity can be difficult to plan, develop and manage without a strong foundation. In this paper, ID Branding presents their framework as a continuous and holistic process that impacts upon every facet of the business. Focusing upon four core brand disciplines - Brand Strategy, Brand Identity, Brand Experience and Brand Management - the role and inter relationships of each discipline is examined. A comprehensive brand glossary is also provided.
Contributor: Dennis Hahn
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Identity-Driven Branding: Branding from the Inside Out
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By examining what some of the world's foremost branding experts have to say, and taking a look at real-world examples of branding, businesses will be better prepared to undertake their own branding initiatives with success.
Contributor: Dennis Hahn
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Create Enticing Brands, not 'Lovemarks'
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Kevin Roberts, CEO of Saatchi & Saatchi, promises that he knows how to create brands that people fall in love with and remain loyal to 'beyond reason'. Judging by his books, dozens of published articles and numerous lectures - he has no clue on how it is done. He disregards the most vital elements that make brands successful.
Contributor: Dan Herman
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Primal Branding
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Why do some products mean something to us, while others do not? This article
explains the Primal Branding construct - how pieces of 'primal code' attract
people to brands and create robust communities of consumers who
believe...and belong.
Contributor: Patrick Hanlon
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The Surprising Secret of Successful Differentiation
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When you improve upon core benefits, considered important in your market, your competitors can't afford not to imitate you. In order to create a successful differentiation, you must think Off-Core Differentiation. Then, while your differentiation may appear misleadingly irrelevant, it can be compelling enough to provide you with a sustainable competitive advantage.
Contributor: Dan Herman
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The ABC's of Great Brands
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Great brands encompass three characteristics that possess a winning combination when executed correctly.
The voyage from obscurity to trusted products/services occurs by analyzing
the ABC's of your offering and applying the Appreciable Brand Triad Model to
achieve brand greatness
Contributor: Bill Nissim
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