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

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

by Mike Moser
 

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ISBN-10: 1578517982

ISBN-13: 9781578517985

Pub. Date: 02/20/2003

Publisher: Harvard Business Review Press


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

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.

Product Details

ISBN-13:
9781578517985
Publisher:
Harvard Business Review Press
Publication date:
02/20/2003
Pages:
192
Sales rank:
1,230,804
Product dimensions:
6.36(w) x 9.72(h) x 0.80(d)

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