Branding always seems to be shrouded with mystery. What is branding? How do we brand anything? Why can’t we just leave it to the marketing guys?
Are You Brand Dead? is a light-hearted and essential guide book for brand owners to help them unravel the mystery of branding and build a brand through a tried and proven methodology – the Creativeans BrandBuilder™. A brainchild of brand consultants Kimming Yap and Yulia Saksen, and writer Judy Tham, this self-guide is a practical companion for every CEO, entrepreneur, marketer, communication specialist and business student. It ensures that those who want to learn about branding can do so easily, less the industry jargon.
The book also features step-by-step instructions on how to build a brand, self-assessments at the end of each chapter, and case studies on successful brands that offer insights on how branding has helped these companies in their respective industries.
If you are looking to breathe new life into your brand or desperately seeking help to revive what is almost or already dead, Are You Brand Dead? is the answer to your problem.
"...the book's brevity and focus will make it a valuable read." Publishers Weekly
|Publisher:||Creativeans Pte Ltd|
|Product dimensions:||5.51(w) x 8.27(h) x 0.30(d)|
About the Author
JUDY THAM is a writer, entrepreneur and adjunct lecturer. Her passion in writing has led her to establish One Elephant (www.one-elephant.com), a copywriting firm based in Singapore. She received her Bachelor in Business Administration from the National University of Singapore.
KIMMING YAP is a designer, brand consultant, educator and the managing director of Creativeans, an interdisciplinary creative company based in Singapore, Milan and Jakarta. Kimming is a leading expert on brand and design strategies, and has served clients in a broad range of industries, including lifestyle, fast moving consumer goods, healthcare, beauty, food & beverage, furniture, consumer electronics and government. He conducts lectures on the subject of branding and design regularly and sits on the judging panel for Singapore Prestige Brand Awards. He holds a Master Degree in Design.
Table of Contents
1 - Introduction
2 - So, What Is Branding?
Case Study: The Sakae Brand
3 - Why Branding Is Important
4 - Five Steps To Building Your Brand
Case Study: Ya Kun Kaya Toast
5 - Brand Audit
6 - Brand Positioning
Case Study: AirPlus International
7 - Creating Brand Identity
8 - Brand Touchpoints
Case Study: LHN Limited
9 - Systemising Your Brand
Case Study: Kingsmen Creatives Limited
10 - Nurturing Your Brand