Inside the Minds : CEOs from BBDO, Cohn and Wolfe, PepperCom and More on the Secrets Behind Successful Branding Strategies: the Art of Building a Brand

by Hughes, Jo Alice

• ISBN13: 9781587621222
• ISBN10: 1587621223
• Format: Paperback
• Copyright: 2003-02-01
• Publisher: West Group

Summary

The Art of Building a Brand is the most authoritative book ever written on brand building, written by an unprecedented collection of chief marketing/brand officers from the biggest name companies in the world such as Home Depot, Ford and Pepsi. These brand building visionaries reveal the secrets for companies of all sizes to build a brand, take a brand to the next level, maintain awareness, re-create a brand, keep a brand fresh, get a brand noticed, take a brand international and to establish value for a brand in the marketplace. Topics also covered include the everlasting effects of the Internet and technology, the importance of the media, guerrilla marketing, working in teams, customer feedback and proven methods for brand building. An unprecedented look inside the minds of the world's best brand building visionaries makes for critical reading for every executive, entrepreneur and anyone in the marketing, public relations and advertising world.

Table of Contents

Changes in Advertising	p. 11
Bountiful Brands Need Careful Cultivation	p. 39
Building a Viable Brand for Today and Tomorrow	p. 63
High-Value Branding in Business-to-Business Markets	p. 77
Challenges in Building a Brand Today	p. 97
Public Relations: Tomorrow's Dominant Brand-Building Discipline	p. 109
The "New" Art of Brand-Building: The Enduring Qualities of People, Foundation, and Time	p. 137
Merging a Brand in an Emerging Market	p. 161
The Art (and Science) of Building a Brand	p. 181
Capturing Mind Share in the Financial Space	p. 199
The Brand Positioning Idea	p. 213
New Tools for Brand Building	p. 239
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