United We Brand: How to Create a Cohesive Brand That's Seen, Heard, and Remembered

Overview


Most executives know their company's values and brand message, but often they fail to make sure that everyone else knows them too. The result? A weak brand that conveys different messages inside the company--and out in the marketplace. United We Brand offers a hands-on action plan for building a cohesive brand strategy from the ground up.

Drawing from two decades of experience creating brand identities for companies including Dell, Cisco, and Kia Motors, Mike Moser provides a ...

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United We Brand: How to Create a Cohesive Brand That's Seen, Heard, and Remembered

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Overview


Most executives know their company's values and brand message, but often they fail to make sure that everyone else knows them too. The result? A weak brand that conveys different messages inside the company--and out in the marketplace. United We Brand offers a hands-on action plan for building a cohesive brand strategy from the ground up.

Drawing from two decades of experience creating brand identities for companies including Dell, Cisco, and Kia Motors, Mike Moser provides a proven template for transforming disparate, "fuzzy" brand information into a concrete guidepost for making day-to-day branding decisions. Called the "Brand Roadmap," this valuable tool enables organizations of all sizes and kinds to leverage insights and strategies once only available through big-gun consulting and ad agencies.

Step by step, it guides readers through the four key components of brand strategy: identifying core values, creating a focused brand message, developing a distinctive brand personality, and choosing a consistent set of brand icons. Filled with vivid case examples and practical worksheets, United We Brand is essential for anyone involved in charting a company's distinctive path to success. Winner of five Clio Awards and two Cannes Lions.

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Editorial Reviews

Michael George
Mike Moser has written a highly informative and engaging guide to creating powerful brands. He has successfully distilled his years of experience helping build brands for a number of leading organizations into a practical step-by-step process that should be must reading for marketing leaders.
Chief Marketing Officer, Dell Computer Corporation
Carla Javits
Mike Moser's United We Brand demystifies the world of marketing, unlocking its secrets so that community groups, schools, and other groups without multi-million dollar advertising budgets can follow a step by step guide to create their own brand roadmap-rooted in their core values and imbued with their organizational personality.
President and CEO of the Corporation for Supportive Housing
Lee Clow
To be a good creative director, you must often be a teacher. That's exactly the approach Mike Moser takes in this 'textbook' on how to understand, manage, and articulate a company's image and reputation. Simply and clearly, he teaches you how to create a brand.
Chairman and Worldwide Creative Director, TBWA\Chiat\Day
Jeanie Kortum
The simple steps outlined in United We Brand help define what a company has accomplished, what it does well, and how others perceive it in order to begin articulating where it wants to go in the future. The book defines a set of steps which allows an organization to articulate-and thus control-something as seemingly mysterious and elusive as a brand.
Executive Director, A Home Away From Homelessness
Publishers Weekly
Ad exec Moser, a veteran of some of the industry's highest profile campaigns, has composed an admirably simple guide for creating a powerful and enduring brand. This is a hands-on, forward-thinking workbook for executives who want a fast, clear primer on the basics of contemporary brand marketing, told in plain language rather than B-school jargon, mixing checklists and exercises with Moser's firsthand observations of what works. His focus is entirely on the initial stages of the branding process-defining what your brand stands for and the best way to tell customers about it-in which advertising agencies typically play a key role. His ideas aren't revolutionary; indeed, experienced marketers will recognize most as industry standards. Companies are assigned human values and personality traits, which in turn shape the way they sell and communicate. Or, as Moser exhorts, "Poof! You're a person, not a company," one who can be characterized as "honest," "aggressive," "nurturing" or "passionate." Those traits then establish an emotionally charged core message, to be echoed in the brand's name, logo and advertising. It's this holistic approach, in which a company's vision becomes part of the product itself, that's propelled brands like Nike, Apple and Saturn to superstardom. While Moser's book makes little attempt to explore the messy business of implementing this approach, it remains a delightfully breezy introduction to how marketers transform an ordinary sneaker into a statement of who we are and who we want to be. (Apr. 4) Copyright 2003 Reed Business Information.
Soundview Executive Book Summaries
Mike Moser, founder of his own advertising agency and a veteran of 25 years in the industry, offers marketers tools, insights and strategies to help them build a brand by: identifying core values; creating a focused brand message; developing a distinctive brand personality; and choosing a consistent set of brand icons. He also demonstrates the importance of a consistent brand statement and identity, and how marketing materials and communications must accurately reflect the core values and brand message. Copyright © 2003 Soundview Executive Book Summaries
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Product Details

  • ISBN-13: 9781578517985
  • Publisher: Harvard Business Review Press
  • Publication date: 2/20/2003
  • Pages: 192
  • Sales rank: 1,435,508
  • Product dimensions: 6.36 (w) x 9.72 (h) x 0.80 (d)

Table of Contents

Preface
1 You're Five Steps Away from Having a Customized Brand 1
2 Core Brand Values 11
3 Core Brand Message 37
4 Brand Personality 67
5 Brand Icons 91
6 Your Brand Roadmap 129
Notes 153
Index 157
About the Author 165
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