The Brand Promise: How Ketel One, Costco, Make-A-Wish, Tourism Vancouver, and Other Leading Brands Make and Keep the Promise That Guarantees Success

Overview

Brand expert, popular speaker, and Fortune 500 advisor Duane Knapp presents The BrandPromise®, his secret formula for becoming a Genuine Brand. Making the right promise, keeping it, and fulfilling your BrandPromise commitment will transform your business or organization into a “one-of-a-kind” brand that customers, employees, and shareholders will trust and support for years to come.

“A brand's promise is the new currency for success,” says Knapp, who teaches from personal experience, having built or advised ...

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The Brand Promise: How Ketel One, Costco, Make-A-Wish, Tourism Vancouver, and Other Leading Brands Make and Keep the Promise That Guarantees Success: How Ketel One, Costco, Make-A-Wish, Tourism Vancouver, and Other Leading Brands Make and Keep the Promise

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Overview

Brand expert, popular speaker, and Fortune 500 advisor Duane Knapp presents The BrandPromise®, his secret formula for becoming a Genuine Brand. Making the right promise, keeping it, and fulfilling your BrandPromise commitment will transform your business or organization into a “one-of-a-kind” brand that customers, employees, and shareholders will trust and support for years to come.

“A brand's promise is the new currency for success,” says Knapp, who teaches from personal experience, having built or advised hundreds of successful brands worldwide. Duane Knapp's Promise philosophy has been highly acclaimed and extensively referenced and quoted in hundreds of publications and books.

Brand success rests on three principles:

1) Provide a unique experience with products or services that enhance your customer's lives

2) Inspire employee partnership, passion, and support

3) Create a perception of exceptional value and distinctive benefits and deliver on your promise.

Genuine Brands make a promise and keep it. This promise begins with a different mindset than business as usual. It's not just about doing a good job-it's about optimizing the emotional and functional benefits from a customer's perspective.

The BrandPromise applies to every type of organization, from associations, philanthropic enterprises (charities and non-profits), and personal brands (celebrities, athletes and executives), to professional service firms (doctors), entrepreneurs, small businesses, and member-centric businesses (credit unions and co-ops). Knapp provides insights from a wide range of executives and leaders with in-depth analyses of many Genuine Brands, including Ketel One, Costco, the Make-A-Wish Foundation, Destination Marketing Association International, SAFE Credit Union, Annika Sorenstam, Callison Architecture, RK Dixon, Bartell Hotels, and Tourism Vancouver.

The BrandPromise book reveals the secrets that all kinds of organizations including associations, philanthropic enterprises (charities and non-profits), and personal brands (celebrities, athletes and executives), to professional service firms, such as doctors, entrepreneurs, small businesses, and member-centric businesses such as credit unions and co-ops.

The BrandPromise also explains how celebrities can utilize the secrets of BrandScience to enhance their image and perceptions and features a Brand Profile on Annika Sorenstam.

According to Knapp, “Annika’s strategy is a perfect guide for any individual or celebrity that is interested in optimizing their success.

“Great stars may be born, but it’s the celebrities that embrace the principles of BrandScience that enjoy long term brand success.”

The BrandPromise features insights from other celebrities including Oprah, Greg Norman, and Rachael Ray.

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Product Details

  • ISBN-13: 9780071494410
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 4/18/2008
  • Edition number: 1
  • Pages: 288
  • Sales rank: 1,354,024
  • Product dimensions: 6.30 (w) x 9.30 (h) x 1.02 (d)

Meet the Author

Duane Knapp is the Chairman and Founder of BrandStrategy, Inc. and has advised more than 300 brands in 14 countries. He is the authority on building Genuine Brands and has been a senior executive officer with Westin Hotels, Holiday Corporation (Holiday Inn, Holiday Club, Residence Inn, Perkins Family Restaurants), The Promus Companies (Embassy Suites, Hampton Inn, Homewood Suites, Harrah's Casinos), and Cinnabon World Famous Cinnamon Rolls as well as a member of many boards of directors.

Duane Knapp can be contacted at www.brandpromise.com or www.brandstrategy.com

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Table of Contents

Foreword
Preface
Acknowledgments
Brandictionary: Definitions to Help You Deliver a Brandpromise Commitment
The BrandMindset Philosophy     1
Thinking Like a Genuine Brand     1
Genuine Brand Expectations     5
The Trust Factor     8
The Promise Is the Foundation of a Brand's Experience     11
Enhancing Customers' Lives     12
Passionate Associates     14
Associate Partnership     17
Creating Exceptional Perceived Value     18
Brand Profile: Ketel One Vodka     21
Thought Guide: Thinking Like a Genuine Brand     25
The PromiseRule: Enhancing People's Lives     27
Service Compared to a Promise     27
Promises Compared to Missions or Visions     30
It's All about How You Want People to Feel     30
Are You Ready to Make a Genuine Promise?     35
The PromiseRule     36
A Guarantee That's Real     39
Brand Profile: Costco     43
Thought Guide: The PromiseRule-Enhancing People's Lives     48
The Roadmap to a BrandPromise Commitment     51
A Promise Focus     51
The Brand Balance     51
Changing the Decision Hierarchy     56
The Promise Process     59
Assessing Customers' Feelings     61
Making a Promise     65
Defining a Brand's Experience     67
Distinctive Products and Services     71
Superior Value     72
Brand Profile: RK Dixon Company     74
Thought Guide: The Roadmap to a BrandPromise Commitment     77
Promises Are Delivered by People, Not Policies     79
People Are Key     79
Internal Promises     81
Engaging Experiences     83
The Board's Responsibility     85
Creating a Paradigm Shift     88
Transformation     91
Brand Profile: Bartell Hotels     96
Thought Guide: Promises Are Delivered by People, Not Policies     99
Five Ways to Keep Promises     101
Keeping Promises     101
Whom Can You Trust?     102
Frustrating Experiences     103
Example: Rebates     103
Example: Telephone Call Centers     106
What's Fair?     107
Example: Credit Card Refunds and Warranties     107
The Right Promise Is Key     108
Enhancing Customers' Expectations     116
Brand Profile      118
Thought Guide: Five Ways to Keep Promises     118
Predicting Brand Success     121
Predicting a Brand's Future     121
Brand Psyche     123
Measuring a Brand's Perceptual Energy     124
Brand Visualization     127
Reading Customers' Minds     128
Convenience Is the Future     130
Optimize Positive Energy     132
Spending Time on the Right Things     133
Investing in a Brand's Future     134
Minimize Negative Energy     135
Thought Guide: Predicting Brand Success     138
Community Brands: The Destination BrandPromise     141
Detailed Example of the BrandPromise Methodology     141
Community Brands     141
Destination Strategy     142
Destination BrandScience     144
Promising an Experience     147
What Is a Destination BrandPromise?     149
Destination Brand Assessment     151
Creating a Destination BrandPromise     154
A Slogan Is Not a Strategy     156
Destination Brand Blueprint     159
Developing a Destination's Culture     160
Brand Profile: Tourism Vancouver      164
Thought Guide: Community Brands: The Destination BrandPromise     168
Personal Brands     171
Thinking about Your Brand     171
Caring about Perceptions     174
What's Your Personal Promise?     176
Living Your Promise     178
Professional     179
Special     181
Celebrity Brand Philosophy     182
Building a Celebrity Brand Is Hard Work     185
Greg Norman     185
Rachael Ray     186
Celebrity Brand Assessment     188
The Power of a Real Promise     191
Brand Profile: Annika Sorenstam     194
Thought Guide: Personal Brands     201
Specialized BrandPromise Applications     203
Member-Centric Businesses     205
Brand Profile: SAFE Credit Union     207
Charitable and Philanthropic Organizations     211
Brand Profile: Make-A-Wish Foundation     213
Professional Service Firms     219
Brand Profile: Callison Architecture     220
Association BrandScience     223
Brand Profile: Destination Marketing Association International     226
Thought Guide: Specialized BrandPromise Applications      230
Promise Perspectives: The Detailed Process for Building Genuine Brands     233
Conclusion     233
The Genuine Brand Process     234
Being Distinctive Is Not Optional     234
The Brand Assessment     235
The BrandPromise     237
Brand Blueprint     238
Genuine Every Day: Brand Culturalization     241
Brand Advantage     244
Thought Guide: Promise Perspectives     245
Endnotes     247
Brand Index     255
Index     259

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Sort by: Showing all of 6 Customer Reviews
  • Posted January 20, 2010

    The case studies are a validated roadmap!

    The Brand Promise is packed with real world examples that bring the dynamics of a promise into sharp focus and offers a validated roadmap. Any business, no matter the size, can profit richly from understanding and applying the promise principles outlined in the book. The author's style is best characterized as providing frank guidance in a highly common sense and enthusiastic manner. I enjoyed the book very much and will be recommending it to my colleagues.

    2 out of 2 people found this review helpful.

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  • Posted January 11, 2010

    The Shortest Path to Customer Loyalty!

    This book was a welcomed departure from what I typically read as an owner of an Interactive Web Development and SEO Firm. We are fortunate to have achieved success each year without an articulated customer promise, however, I have been searching for the right ingredient to substantially grow the company. A business colleague gave me a copy of the book over the holiday and said it has the ingredient I need. After reading this book, I am thoroughly convinced that the shortest path to sustained customer loyalty and success is to embrace the Brand Promise philosophy and develop a promise for my business. The action plans and checklists in the book will serve as my road map. The Brand Promise has earned its place as the only brand book I need. Towards the end of the book, Duane Knapp provides solid evidence that a customer promise works. He shares several powerful examples of people and organizations that have applied it. Don't skip this part, you'll miss some very compelling and inspiring case studies.

    2 out of 2 people found this review helpful.

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  • Posted January 11, 2010

    I Also Recommend:

    Chapter 6: "Predicting Brand Success" is excellent!

    I own and operate an Aerospace Company in Seattle and we serve over 2,000 customers around the world and on 6 continents. The Brand Promise was a real eye opener for me. I am applying the information to my business in 3 ways:

    1) We support several famous name brand businesses and I will be looking into each of them to better understand their promise commitments, (if they exist)

    2) Chapter 6 "Predicting Brand Success" is EXCELLENT and provided the most value. It is required reading for our team as we focus on the question presented by the author: "What is your brands convenience strategy"? We have one now but we are eager to use the brand promise principles and turn it into a promise for further differentiation.

    3) We operate primarily through the web and phone and we will execute the branding principles offered in the book in those two areas first.

    I was pleasantly surprised that the author provided all the detailed tools and checklists which are easily adoptable to our area of business. The glossary of brand definitions are exceptional and helped our team quickly get up to speed on the concepts of brand to get everyone on the same page and in the same mindset.

    I highly recommend this book to any business owner who wants their company to be admired for having and executing a customer promise.

    2 out of 2 people found this review helpful.

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  • Posted January 11, 2010

    I Also Recommend:

    This book has significantly enhanced my business success

    I love this book! The Brand Promise is exactly what all business leaders need. I found it to be inspiring, empowering, and immediately useful.

    Duane Knapp hits the mark that all the other brand books have fundamentally missed. The mark is deeply rooted in the promise principles and eloquently articulated early in the book on pages 12 and 13: "the difference between genuine brands and all the other businesses is that genuine brands are determined to enhance their customers' lives". Page 12 and 13 of my book have a date on them, supported by my signature, it's marked as the moment I made the commitment to applying the promise principles to my business and my client's business and the blessings have since been abundant.

    Duane Knapp has certainly exceeded the standard. He shares his genuine desire to make other people happy as an individual and in business and built the Brand Promise methodology for others to experience.

    As a result of reading this book, I discovered 7 breakthrough insights. Those 7 breakthrough insights serve as guiding principles for my business. The pages are dog-eared, extensively annotated, and often referenced in meetings with my clients and business partners. The Brand Promise book was the critical factor in my own success.

    I am enthusiastically recommending this book to all my business colleagues and encouraging them to read it and apply the promise principles with a sense of urgency.

    I firmly believe that developing a customer promise for your business is your largest growth opportunity and your competitor's most significant vulnerability.

    1 out of 1 people found this review helpful.

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  • Posted August 8, 2010

    With No Reservations Brand Promise is the Most Comprehensive Book on Brand Strategy.

    As an executive of a destination marketing organization I have used this book as a guide through our own community branding process. Duane Knapp's book, "The Brand Promise" is the most comprehensive book on the subject I have found. I used the book as a guide in developing a 3 hour educational session for the Council on Chamber of Commerce Excellence. The book is easy to read and understand. I highly recommend it for anyone involved in the branding process.

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  • Posted February 18, 2010

    I Also Recommend:

    A Promise Warrior

    Duane Knapp is a promise warrior in the pursuit to help any business come up with the right promise and keep it, in order to earn customer loyalty. Throughout the Brand Promise book, you will experience the author's unwavering passion for the subject. For me, the key takeaway is this: "the promises you make and keep in both your business life and personal life are quite simply the defining element that separates loyalty from indifference". This is a fantastic book that I will be sharing with others.

    Was this review helpful? Yes  No   Report this review
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