Description
In this book, leading branding researcher Brian D. Till brings together the 51 absolutely crucial facts and insights you must know to successfully manage and build brands in any industry or market environment. The Truth About Creating Brands People Love doesn't deliver abstract theory: it delivers quick, bite-size, just-the-facts information and plain-English explanations you can actually use, no matter what business you're in, consumer or B2B. You'll learn how to define your brand promise...name and position new brands...determine when, if, and how to reposition existing brands...package products to support your brands...manage the retail experience...even measure the power of brands and the effectiveness of campaigns. Along the way, Till reveals how to avoid the disastrous branding blunders too many companies make: mistakes in research, promotion, advertising, brand extension, segmentation, market share strategies, and more. Unlike some books on brand management, this one's simple to read, simple to use, up-to-date, and complete: it's the only guide to managing brands you'll ever need!
Read More
Branding: secrets revealed, best practices explained, pitfalls exposed! • The truth about positioning brands and developing brand meaning • The truth about brands as corporate profit drivers • The truth about advertising, pricing, segmentation, and more Simply the best thinking the truth and nothing but the truth This book reveals the 51 bite-size, easy-to-use techniques for building great brands–and keeping them great. “I recommend this punchy, provocative book that uses vivid case studies to remind us of 51 truths about brands.” DAVID AAKER, Vice-Chairman, Prophet and Author of Building Strong Brands and Spanning Silos In this book, leading branding researcher Brian D. Till brings together the 51 absolutely crucial facts and insights you must know to successfully manage and build brands in any industry or market environment. The Truth About Creating Brands People Love doesn't deliver abstract theory: it delivers quick, bite-size, just-the-facts information and plain-English explanations you can actually use, no matter what business you're in, consumer or B2B. You'll learn how to define your brand promise...name and position new brands...determine when, if, and how to reposition existing brands...package products to support your brands...manage the retail experience...even measure the power of brands and the effectiveness of campaigns. Along the way, Till reveals how to avoid the disastrous branding blunders too many companies make: mistakes in research, promotion, advertising, brand extension, segmentation, market share strategies, and more. Unlike some books on brand management, this one's simple to read, simple to use, up-to-date, and complete: it's the only guide to managing brands you'll ever need!
Read Less