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Delivering the Promise of Your Brand: Keeping the Promise. . .and Other Keys to Creating Brands People Love
     

Delivering the Promise of Your Brand: Keeping the Promise. . .and Other Keys to Creating Brands People Love

by Brian D. Till, Donna D. Heckler
 

This Element is an ecerpt from The Truth About Creating Brands People Love (ISBN: 9780137128167) by Brian D. Till and Donna Heckler. Available in print and digital formats.

 

Build a brand that everyone in the organization owns, lives, loves--and shines through in every customer interaction.

 

A brand is a

Overview

This Element is an ecerpt from The Truth About Creating Brands People Love (ISBN: 9780137128167) by Brian D. Till and Donna Heckler. Available in print and digital formats.

 

Build a brand that everyone in the organization owns, lives, loves--and shines through in every customer interaction.

 

A brand is a promise you make to your consumers. That promise has two parts: what you say you are promising, and what you actually deliver. Don’t assume the brand is owned by marketing. Marketing is the quarterback, calling plays for the brand, but every person and department is crucial to its success.

Product Details

ISBN-13:
9780132143325
Publisher:
Pearson Education
Publication date:
10/16/2009
Series:
FT Press Delivers Elements
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
8
File size:
378 KB

Meet the Author

Brian D. Till is Associate Professor and Department Chair of Marketing at Saint Louis University. His teaching interests include marketing strategy and advertising management; his research interests include brand equity, celebrity endorsements, and creativity in advertising. Till holds a Ph.D. from the University of South Carolina and an M.B.A. from the University of Texas at Austin. Donna Heckler is Vice President of Marketing and Branding for Monsanto, a multinational agricultural biotechnology corporation with annual revenue of more than $7 billion.

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