Bring Your Brand to Life helps companies recognize, appreciate and ultimately operationalize the mantra of “every time an employee gets to touch a customer or a customer gets to touch the brand, that company gets the opportunity to either reinforce their brand promise or totally denigrate it.” Davis and Dunn help the entire organization manage and live (not just think about) the brand. They concentrate on helping companies recognize all of the touchpoints that impact the brand and how to take control of those touchpoints, whether it is pre-sell, during the sell, or post sell. They show readers that building a brand has to be a holistic approach that is directly tied to the bottomline. Through tangible examples such as case studies, best-practices exploration, and specific to-dos, the authors demonstrate how to bring your brand to life. This book leverages new state-of-the-art best-practices research as well as dozens of interviews with practitioners to learn from their real-life experiences, lessons learned and “branding in the trenches.”
Book Details:
- Author: Scott M. Davis
- ISBN: 9780470330623
- Year Published: 2002
- Pages: 320
- BISAC: BUS058000, BUSINESS & ECONOMICS/Sales & Selling / General
About the Book and Topic:
Bring Your Brand to Life helps companies recognize, appreciate and ultimately operationalize the mantra of “every time an employee gets to touch a customer or a customer gets to touch the brand, that company gets the opportunity to either reinforce their brand promise or totally denigrate it.” Davis and Dunn help the entire organization manage and live (not just think about) the brand. They concentrate on helping companies recognize all of the touchpoints that impact the brand and how to take control of those touchpoints, whether it is pre-sell, during the sell, or post sell. They show readers that building a brand has to be a holistic approach that is directly tied to the bottomline. Through tangible examples such as case studies, best-practices exploration, and specific to-dos, the authors demonstrate how to bring your brand to life. This book leverages new state-of-the-art best-practices research as well as dozens of interviews with practitioners to learn from their real-life experiences, lessons learned and “branding in the trenches.”
A guide for managers to manage and live their brand as an asset. * Helps companies recognize all of the touchpoints that impact their brand and how to take control of those touchpoints. * Shows how building a brand-driven organization is directly linked to the bottom line. * Provides helpful case studies, best practices, and specific to-dos that will ultimately increase your bottom line.
About the Author
Scott M. Davis is a managing partner at the Chicago office of Prophet, and a former marketing and distribution manager at Procter and Gamble. He is an adjunct professor at Northwestern University’s Kellogg School of Management, a contributing editor to Brandweek, and an editorial board member of the Journal of Consumer Marketing. His work has been featured in such publications as the Wall Street Journal, Fortune, and USA Today. Davis is the author of Brand Asset Management (Jossey-Bass). Michael Dunn is president and CEO of Prophet. He has provided insights for clients such as AT&T, Williams-Sonoma, UBS, and BP. He has written articles for publications including Marketing News and has been featured in Business Week, Business 2.0, and Brand Marketing Magazine. Dunn has served as CEO for other high-growth services companies and currently sits on the board of RedEnvelope.