Epub books for mobile download United We Brand: How to Create a Cohesive Brand That's Seen, Heard, and Remembered 9781578517985 (English Edition) ePub

United We Brand: How to Create a Cohesive Brand That's Seen, Heard, and Remembered

United We Brand: How to Create a Cohesive Brand That's Seen, Heard, and Remembered

by Mike Moser

Publisher: Harvard Business Review Press
ISBN: 9781578517985
Pages: 192
Format: pdf, ePub, mobi, fb2
File size: 5 Mb
Date posting: 2021-04-12


Five Steps to an Unforgettable Brand Today's customers face a dizzying array of choices, whether they're buying a car, choosing a school, or contributing to a charity. As a result, brand is often the critical differentiating factor in a customer's decision-making process. Yet for most companies, there is a yawning gap between how the brand is viewed within the company-and how it is perceived out in the world. Marketing veteran Mike Moser argues that the problem isn't that executives don't "get" their brand. It's that they don't know how to funnel that knowledge into a form that is easily communicated and understood by every person-whether employee, partner, customer, or investor-who comes in contact with it. In United We Brand, Moser unveils a hands-on tool he has developed over the course of two decades of branding experience with organizations ranging from brand giants like Reebok and Dell Computers to fledgling startups to nonprofit firms. The "Brand Roadmap" puts insights and strategies once available only through top flight consulting and advertising agencies in the hands of every executive, small business owner, and entrepreneur. Step-by-step, Moser shows readers how to map out the four key components of brand strategy: identifying core values, creating a focused brand message, developing a distinctive brand personality, and choosing a consistent set of brand icons. He then provides a template for unifying these components into a customized Brand Roadmap that ensures: The same values and brand message are echoed in every interaction-both in and outside the company A consistent brand statement and identity drive all strategic activities and determine the allocation of marketing dollars Management and design experts have a common language with which to talk about brand execution Marketing materials and communications accurately reflect the core values and brand message Filled with vivid case examples and practical worksheets, United We Brand offers a compass for guiding day-to-day branding decisions-and a roadmap for charting a company's path to long-term success. About the Author: Mike Moser, cofounder of Goldberg Moser O'Neill advertising agency, has worked in the industry for over twenty-five years serving a variety of corporations, startups, and nonprofit organizations. He has won over 300 national and international marketing awards.