9780071494410

The Brand Promise: How Ketel One, Costco, Make-A-Wish, Tourism Vancouver, and Other Leading Brands Make and Keep the Promise That Guarantees Success

by
  • ISBN13:

    9780071494410

  • ISBN10:

    0071494413

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2008-04-11
  • Publisher: McGraw-Hill Education
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Summary

Tap into the new currency for brand success and customer satisfaction Brand strategy expert and Fortune 500 consultant Duane Knapp presents his secret formula for becoming a brand that delivers on its promise, showing how to make the right promise, how to keep it-and how fulfilling that promise will turn any business into one that people will admire, trust, and support for years to come. Knapp explains the steps for finding and forming a solid promise, and shows how to implement three key principles that ensure business success. First-hand case studies and compelling interviews of successful business leaders illustrate how to put these strategies into action.

Author Biography

Duane Knapp is the Chairman and Founder of BrandStrategy, Inc. and has advised more than 300 brands in 14 countries. He is the authority on building Genuine Brands and has been a senior executive officer with Westin Hotels, Holiday Corporation (Holiday Inn, Holiday Club, Residence Inn, Perkins Family Restaurants), The Promus Companies (Embassy Suites, Hampton Inn, Homewood Suites, Harrah's Casinos), and Cinnabon World Famous Cinnamon Rolls as well as a member of many boards of directors.

Duane Knapp can be contacted at www.brandpromise.com or www.brandstrategy.com

Table of Contents

Foreword
Preface
Acknowledgments
Brandictionary: Definitions to Help You Deliver a Brandpromise Commitment
The BrandMindset Philosophyp. 1
Thinking Like a Genuine Brandp. 1
Genuine Brand Expectationsp. 5
The Trust Factorp. 8
The Promise Is the Foundation of a Brand's Experiencep. 11
Enhancing Customers' Livesp. 12
Passionate Associatesp. 14
Associate Partnershipp. 17
Creating Exceptional Perceived Valuep. 18
Brand Profile: Ketel One Vodkap. 21
Thought Guide: Thinking Like a Genuine Brandp. 25
The PromiseRule: Enhancing People's Livesp. 27
Service Compared to a Promisep. 27
Promises Compared to Missions or Visionsp. 30
It's All about How You Want People to Feelp. 30
Are You Ready to Make a Genuine Promise?p. 35
The PromiseRulep. 36
A Guarantee That's Realp. 39
Brand Profile: Costcop. 43
Thought Guide: The PromiseRule-Enhancing People's Livesp. 48
The Roadmap to a BrandPromise Commitmentp. 51
A Promise Focusp. 51
The Brand Balancep. 51
Changing the Decision Hierarchyp. 56
The Promise Processp. 59
Assessing Customers' Feelingsp. 61
Making a Promisep. 65
Defining a Brand's Experiencep. 67
Distinctive Products and Servicesp. 71
Superior Valuep. 72
Brand Profile: RK Dixon Companyp. 74
Thought Guide: The Roadmap to a BrandPromise Commitmentp. 77
Promises Are Delivered by People, Not Policiesp. 79
People Are Keyp. 79
Internal Promisesp. 81
Engaging Experiencesp. 83
The Board's Responsibilityp. 85
Creating a Paradigm Shiftp. 88
Transformationp. 91
Brand Profile: Bartell Hotelsp. 96
Thought Guide: Promises Are Delivered by People, Not Policiesp. 99
Five Ways to Keep Promisesp. 101
Keeping Promisesp. 101
Whom Can You Trust?p. 102
Frustrating Experiencesp. 103
Example: Rebatesp. 103
Example: Telephone Call Centersp. 106
What's Fair?p. 107
Example: Credit Card Refunds and Warrantiesp. 107
The Right Promise Is Keyp. 108
Enhancing Customers' Expectationsp. 116
Brand Profilep. 118
Thought Guide: Five Ways to Keep Promisesp. 118
Predicting Brand Successp. 121
Predicting a Brand's Futurep. 121
Brand Psychep. 123
Measuring a Brand's Perceptual Energyp. 124
Brand Visualizationp. 127
Reading Customers' Mindsp. 128
Convenience Is the Futurep. 130
Optimize Positive Energyp. 132
Spending Time on the Right Thingsp. 133
Investing in a Brand's Futurep. 134
Minimize Negative Energyp. 135
Thought Guide: Predicting Brand Successp. 138
Community Brands: The Destination BrandPromisep. 141
Detailed Example of the BrandPromise Methodologyp. 141
Community Brandsp. 141
Destination Strategyp. 142
Destination BrandSciencep. 144
Promising an Experiencep. 147
What Is a Destination BrandPromise?p. 149
Destination Brand Assessmentp. 151
Creating a Destination BrandPromisep. 154
A Slogan Is Not a Strategyp. 156
Destination Brand Blueprintp. 159
Developing a Destination's Culturep. 160
Brand Profile: Tourism Vancouverp. 164
Thought Guide: Community Brands: The Destination BrandPromisep. 168
Personal Brandsp. 171
Thinking about Your Brandp. 171
Caring about Perceptionsp. 174
What's Your Personal Promise?p. 176
Living Your Promisep. 178
Professionalp. 179
Specialp. 181
Celebrity Brand Philosophyp. 182
Building a Celebrity Brand Is Hard Workp. 185
Greg Normanp. 185
Rachael Rayp. 186
Celebrity Brand Assessmentp. 188
The Power of a Real Promisep. 191
Brand Profile: Annika Sorenstamp. 194
Thought Guide: Personal Brandsp. 201
Specialized BrandPromise Applicationsp. 203
Member-Centric Businessesp. 205
Brand Profile: SAFE Credit Unionp. 207
Charitable and Philanthropic Organizationsp. 211
Brand Profile: Make-A-Wish Foundationp. 213
Professional Service Firmsp. 219
Brand Profile: Callison Architecturep. 220
Association BrandSciencep. 223
Brand Profile: Destination Marketing Association Internationalp. 226
Thought Guide: Specialized BrandPromise Applicationsp. 230
Promise Perspectives: The Detailed Process for Building Genuine Brandsp. 233
Conclusionp. 233
The Genuine Brand Processp. 234
Being Distinctive Is Not Optionalp. 234
The Brand Assessmentp. 235
The BrandPromisep. 237
Brand Blueprintp. 238
Genuine Every Day: Brand Culturalizationp. 241
Brand Advantagep. 244
Thought Guide: Promise Perspectivesp. 245
Endnotesp. 247
Brand Indexp. 255
Indexp. 259
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