60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals

Overview

Praise for 60-Minute Brand Strategist

"A fresh take on the wisdom of putting brand strategy at the heart of corporate strategy. Brilliant insights for a fast-moving world."
—Angela Ahrendts, CEO, Burberry

"Idris Mootee paints a sharp, comprehensive, and finely articulated analysis of the potential of meaningful brands in the 21st century's cultural scenario and business landscape. The result is a smart manual that reminds you and your company ...

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Overview

Praise for 60-Minute Brand Strategist

"A fresh take on the wisdom of putting brand strategy at the heart of corporate strategy. Brilliant insights for a fast-moving world."
—Angela Ahrendts, CEO, Burberry

"Idris Mootee paints a sharp, comprehensive, and finely articulated analysis of the potential of meaningful brands in the 21st century's cultural scenario and business landscape. The result is a smart manual that reminds you and your company how to build relevant, authentic, sustainable, and successful brands in an evolving society."
—Mauro Porcini, Chief Design Officer, PepsiCo Inc.

"Idris's book teaches us how to engage today's increasingly cynical consumers on a deeper emotional level to build real equity and leadership. He demonstrates how to break out of the box and connect business strategy to brand strategy, and how the right brand story never really ends!"
—Blair Christie, SVP and CMO, Cisco Systems, Inc.

"It's rare to find a book that's both inspiring and practical but Idris nailed it! He has crafted the ultimate guide to brand building in the connected world with visual clarity and thought-provoking strategy."
—Eric Ryan, cofounder, Method Products, Inc.

This book is about one thing only: branding. Period. In this economy ruled by ideas, the only sustainable form of leadership is brand leadership.

60-Minute Brand Strategist offers a fast-paced, field-tested view of how branding decisions happen in the context of business strategy, not just in marketing communications. With a combi-nation of perspectives from business strategy, customer experience, and even anthropology, this new and updated edition outlines the challenges traditional branding faces in a hyper-connected world. This essential handbook of brand marketing offers an encyclopedia of do's and don'ts, including new case studies of how these concepts are being used by the world's most successful and valuable brands. 60-Minute Brand Strategist is your battle plan, filled with powerful branding tools and techniques to win your customers' hearts and defeat the competition.

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Product Details

  • ISBN-13: 9781118625163
  • Publisher: Wiley
  • Publication date: 5/13/2013
  • Edition number: 1
  • Pages: 256
  • Sales rank: 422,744
  • Product dimensions: 6.00 (w) x 9.10 (h) x 0.70 (d)

Meet the Author

IDRIS MOOTEE is the CEO of Idea Couture, a global innovation firm with offices in San Francisco, Shanghai, Toronto, London, Dubai, and Mexico City. He has worked with clients such as Amex, Burberry, BMW, Boeing, Cisco, De Beers, Kraft, Nike, Samsung, and Pepsi. A leading expert on applied design thinking, Idris speaks on strategic innovation, developing strategic foresights, and business model design through the application of Design Thinking.

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Table of Contents

Introduction ix

01 All About Brands 1

02 Branding in a Postmodern Culture 39

03 Strategic Perspective of Branding 55

04 Managing Brand Value 85

05 Brand Leadership 127

06 Luxury Brand Marketing 143

07 Strategic Brand Processes 175

08 Strategic Brand Assessment 213

09 Strategic Brand Audit 221

Glossary 231

About the Author 235

Index 237

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