Brand Harmony: Achieving Dynamic Results by Orchestrating Your Customer's Total Experience

Overview

Brand Harmony presents a fresh and revealing approach to branding and explains how companies of all types and sizes can achieve dynamic results by orchestrating their customers' total experience. Brand Harmony is a breakthrough concept that aligns everyone in a company to deliver a powerful, harmonious message to customers. Full of common-sense wisdom, Brand Harmony dispels the myths about branding and shows how companies can successfully create Brand Harmony in the minds of their customers by aligning the entire...

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Brand Harmony: Achieving Dynamic Results by Orchestrating Your Customer's Total Experience

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Overview

Brand Harmony presents a fresh and revealing approach to branding and explains how companies of all types and sizes can achieve dynamic results by orchestrating their customers' total experience. Brand Harmony is a breakthrough concept that aligns everyone in a company to deliver a powerful, harmonious message to customers. Full of common-sense wisdom, Brand Harmony dispels the myths about branding and shows how companies can successfully create Brand Harmony in the minds of their customers by aligning the entire organization to tell one cumulative story. Brand Harmony takes marketing beyond the marketing department by showing how people throughout an organization need to 'be the brand' in order to create comprehensive, company-wide messages that customers will understand and believe. Brand Harmony includes 10 how-to exercises based on Yastrow's proven methods and real-life examples which walk the reader through each stage of the branding process.

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Product Details

  • ISBN-13: 9781590791998
  • Publisher: Select Books, Incorporated
  • Publication date: 5/1/2010
  • Pages: 176
  • Product dimensions: 6.00 (w) x 8.90 (h) x 0.50 (d)

Meet the Author

Steve Yastrow is president of Yastrow Marketing, a consulting firm whose clients include McDonald's Corporation, The Tom Peters Company, The Cayman Islands Department of Tourism, Wyndham Hotels & Resorts, and Reed Business Information. Previously, he was vice-president of resort marketing for Hyatt Hotels & Resorts. He earned an MBA from the J.L. Kellogg School of Management at Northwestern University.

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Sort by: Showing all of 6 Customer Reviews
  • Anonymous

    Posted August 13, 2004

    Execllent Melatonin Replacement!

    If you are having trouble sleeping I strongly suggest keeping this book by your bedside. Extremely boring read. As if creativity can be invented by just willing it into existence! Steve Yasarow needs to jump down off the pedital for a minute and get in touch with the working world. I am always looking for the next big thing but after reading cover to cover there is nothing here to recommend.

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  • Anonymous

    Posted November 5, 2003

    The definite Branding process handbook

    If Seth Godin is the most intuitive marketer today and Jesper Kunde the most analytical, Steve Yastrow is indeed the 'best option' for everyone involved with developing a Brand -and that is in fact Marketing-. He understands Brands as a rich reality, the whole aggregate of the customer´s interactions with a company´s activity. Beyond advertising and even physical product, everything counts when it comes to build a great brand. But the true merits of the book rely on it´s pedagogic value: - He shows a whole working dynamic which includes analysis, planning, execution and even a way of being so exciting that few books resist the comparison. - You will understand where he wants to reach because his explaining method is easy to follow. It´s the simplicity of the one who masters a subject. Great buying!

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  • Anonymous

    Posted November 6, 2003

    This book goes way beyond ads and other...

    ...more conventional marketing methods. It shows how customer interfaces with sales and customer service people are at least as important and how ALL components of the organization need to be in sync with the organization's marketing policy. Sound simple? As Yastow's book shows, it's not simple it all, but it IS of absolutely focal importance to any organization.

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  • Anonymous

    Posted October 2, 2003

    A Must Read for Anyone in Business

    Steve Yastrow gets marketing and gets branding, and he knows how to explain why companies -- large and small -- need to get it too. This is a book that every individual who works in the business world should read -- from the CEO to the receptionist and beyond. It is also worthwhile for board members and individuals working in not-for-profit organizations. I found Brand Harmony to be interesting, user-friendly, and extremely useful in my marketing efforts on behalf of my clients. I also found the exercises Steve presents to be worthwhile. I have already shared it with my clients and know that it will be a staple in my business library.

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  • Anonymous

    Posted September 29, 2003

    A branding guide for the rest of us

    Here's a book about branding you don't have to be an advertising or marketing professional to understand. If you've ever thought that maybe branding was something more than a cool logo, a catchy slogan, or a big advertising campaign, this book is definitely for you. In 'Brand Harmony,' Steve Yastrow shows how all the experiences customers have with a company color their impression of its brand--a fact which is just as true for a mom-and-pop flower shop as it is for McDonald's and Coca-Cola. In fact, this book is probably more relevant to smaller companies that don't have enormous ad budgets, because it demonstrates how advertising is really only a small part of how brand impressions are formed--not even the most important part. If this book doesn't get you thinking about the importance of branding and how you can do a better job of creating positive impressions in your customers' minds, you weren't paying attention. 'Brand Harmony' isn't just the management fad of the week--it's a business philosophy that will impact every area of your business (if you do it right). Kudos to Steve, and hats off to all the business owners and managers who 'get it.'

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  • Anonymous

    Posted September 23, 2003

    Marketing for Everyone

    Brand Harmony shows clearly how marketing is for everyone-- not just the marketing department and certainly not just for large corporations. Author Steve Yastrow kept with his theme by writing a book that is accessible to all audiences, from the CEO to the service technicians. The book is filled with examples and practical advice of how to practice brand harmony in your own business. Anyone in business should read this book. In fact, I distributed copies of it to my colleagues throughout my small organization and would recommend others do the same.

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