Summary

The quick, complete, easy-to-use guide to brand management!- 51 bite-size, fast-paced insights and realistic solutions for building any brand in any marketplace.- Coverage of everything that matters, from positioning through packaging, marketing through metrics.- Easy to read, up-to-date, and practical: distils the entire field of brand management into what you need to succeed!

Author Biography

Dr. Brian D. Till is the Steber Professor of Marketing and Chair of the Marketing Department at Saint Louis University. He holds a B.S. in Advertising and an M.B.A. from the University of Texas at Austin. His Ph.D. is from the University of South Carolina. At Saint Louis University, he teaches primarily marketing strategy and advertising courses to M.B.A. students. His research is in the areas of celebrity endorsements, associative learning, and brand equity. He has published in Journal of Advertising, Journal of Advertising Research, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Consumer Marketing, Journal of Current Issues and Research in Advertising, Sport Marketing Quarterly, Journal of Product & Brand Management, and Psychology & Marketing. Dr. Till serves on the editorial review boards of Journal of Advertising and Psychology & Marketing.

Prior to his university career, Dr. Till worked in brand management at Purina. He continues to serve as a marketing strategy and advertising consultant. Previous clients include Energizer, Monsanto, AT&T, Boa Construction, Charter Communication, Concordia Publishing House, Squeaky Clean Car Wash, and Medicine Shoppe International. He is active in the community, with recent nonprofit board appointments with the Stella Maris Child Center (where he recently completed four years as board president) and Forest ReLeaf of Missouri. Dr. Till is also a founding principal of the Brand Cartography Group, a market research firm that specializes in research designed to provide strategic insight into the structure of brands.

Dr. Till is single, and in his free time enjoys travel, his historic home, and outdoor activities such as running, flying, and motorcycle riding.

Donna Heckler is the Brand Strategy Lead for Monsanto, where she leads the company in its brand building and brand portfolio management. Ms Heckler has a B.A. in Zoology from DePauw University and an M.B.A. in Marketing from Indiana University.

Ms. Heckler has provided strategic brand guidance for a variety of firms. She has worked for Energizer Batteries to lead brand efforts both domestically and internationally. She led the brand marketing domestically and internationally for a division of Cardinal Health. She also led brand activities for Kimball Office.

Ms. Heckler had a brand strategy consulting firm for a number of years, where she supported such clients as The Clorox Company, Emerson Electric, Maritz, Inc., The American Red Cross, and Ralston Purina.

Ms. Heckler is actively involved in the community and supports a number of art institutions. She currently serves on the Alumni Board for the Kelley School of Business at Indiana University. She is a board member for the Center for Brand Leadership and The International Institute of Greater St. Louis. She also sits on the Alumni Board for Indiana University.

Ms. Heckler loves traveling, experiencing new cultures, and art. An avid animal lover, she lives with two cats–Honey and Muffin.

Preface	p. ix
Managing brands is not common sense	p. 1
No one loves your brand as much as you love it	p. 5
The brand is not owned by marketing; everyone owns it	p. 9
Making more by doing less	p. 13
Does your brand keep its promise?	p. 17
Price is the communication of the value of your brand	p. 21
Brand personality is the emotional connection with your brand	p. 25
Does your sales force know the difference between a product and a brand?	p. 29
Beware of the discounting minefield	p. 33
Packaging protects your product; great packaging protects your brand	p. 37
Brand management is association management	p. 41
The retail experience is the brand experience	p. 45
Corporate ego: Danger ahead	p. 49
Brand metrics: Best measure of success?	p. 53
Customer complaints are a treasure	p. 57
Brand stewardship begins at home	p. 61
Market share doesn't matter	p. 65
Avoid the most common segmentation mistake	p. 69
Public relations and damage control: The defining moment	p. 73
Focus equals simplicity	p. 77
Marketing is courtship, not combat	p. 81
Don't sacrifice brand focus for sales	p. 85
The medium is not the message; the message is the message	p. 89
Brand development and the small business	p. 93
Imitation is an ineffective form of flattery	p. 97
Positioning lives in the mind of your target customer	p. 101
The value of brand loyalty	p. 105
Quality is not an effective branding message	p. 109
Effective use of celebrity endorsers: The fit's the thing	p. 113
Brand-building consumer promotion	p. 117
Advertising built for the long run	p. 121
A service brand is a personal brand	p. 125
Is your brand the best at something? If so, be satisfied	p. 129
Great positionings are enduring	p. 133
Effective branding begins with the name	p. 137
Your brand makes your company powerful, not the other way around	p. 141
Be consistent but not complacent	p. 145
Is your brand different? If not, why will someone buy it?	p. 149
The three M's of taglines: Meaningful, motivating, and memorable	p. 153
Customer service is the touch point of your brand	p. 157
Smaller targets are easier to hit	p. 161
Beware of the allure of brand extensions	p. 165
Keep advertising simple, but not simplistic	p. 169
It's a long walk from the focus group room to the cash register	p. 173
Repositioning can be a fool's chase	p. 177
With advertising, don't expect too much	p. 181
Don't let testing override judgment	p. 185
Effective advertising is 90% what you say, 10% how you say it	p. 189
Compromise can destroy a brand	p. 193
Don't let the pizazz outshine the brand	p. 197
There are no commodity products, only commodity thinking	p. 201
References	p. 205
Acknowledgments	p. 209
About the Authors	p. 210
Table of Contents provided by Ingram. All Rights Reserved.

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Excerpts

Preface Praise forThe Truth AboutCreating Brands People Love"I recommend this punchy, provocative book that uses vivid case studies to remind us of 51 truths about brands." David Aake r, Vice-Chairman, Prophet and Author ofBuilding Strong BrandsandSpanning Silos"Brian Till and Donna Heckler have captured the key proven principles of creating strong brands and managing them effectively over the long-run. Their work is practical and applicable to companies across a wide range of industries. They offer concrete marketing strategy guidelines necessary for creating sustainable brand commitment. Their ideas are expressed in an engaging fashion, and the book is divided into concise chapters that can stand alone to make powerful points during brand strategy planning sessions." Dan Smith, Ph.D. , Professor of Marketing and Dean, Kelley School of Business, Indiana University"Utilizing a broad range of examples, anecdotes, and case history-style narrative, the authors answer many of the recurring questions brand managers and their agencies face every day in marketing consumer and business-to-business products and services. The truth about The Truth About Creating Brands People Love is that it offers sound, actionable advice that anyone in the business of building, managing, and stewarding brands can put into effective use immediately." Joe Osborn , Partner, Osborn & Barr Communications"This is an enjoyable read of spirited and engaging 'Truths' regarding effective brand building. Importantly, it is filled with wisdom and insights that apply to all brands and all businesses." Patricia Seybold , Author of Customers.com, The Customer Revolution, and Outside Innovation"Brian and Donna have peeled back the secrets of how to make great brands. Filled with countless real life examples, it's an easy and "relatable" read. A great primer for the marketer just starting out or for the established manager who thinks he knows it all." M. Paul Kravitz , Manager, New Products and Business Development, Nestleacute; Purina PetCare"A must read for corporate execs. It brings the basics back to branding." Brian Abrahams , General Manager, U.S. Sales Division, Anheuser-Busch, Inc."A very easy to read-and-apply text that relates well to the new marketing 'guru' and the seasoned vet. A must read for all marketers." Larry Brayman , Manager of Marketing, Dunkin Brands, Inc PrefaceCreating brands people love seems so easy. Just look around at all the wonderful brands that we experience every day. Yet, creating brands people love requires more than simply love of a product and spectacularly creative advertising--it requires intelligent, strategic, and coordinated decisions in many areas of marketing. Packaging, promotion, advertising, positioning, distribution, and pricing are just some of the important functions that, when successfully managed, lead to profitable brands that matter to consumers.The purpose of this book is to illustrate universal truths about brand management that cover the range of brand-building activities. These truths transcend context, providing important insights irrespective of industry-specific dynamics. The guidelines here are as relevant to a marketing manager for a steel producer as for a cereal maker; as meaningful to a brand manager for coffee machines as for a ski resort; as useful to someone running an art gallery as to someone managing a high-end hotel.For experienced and well-trained marketing managers