How to Build Your Brand

Implementing a Proven and Effective Process

Inbunden, Engelska, 2022

Av Laurence Lubin

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Brand Strategy is the most important marketing talent. A 2020 Gartner Survey of 400 CMO's cited Brand Strategy as the most needed skill, more valuable than analytics, UX, digital commerce. Previous books on the subject analyze the qualities and characteristics of well-regarded brands. What these books don't offer are the "how to's" of branding. This book empowers readers by teaching them the author's unique, time-tested Success Model, and step-by-step, repeatable method for successful brand building. After reading this insightful book, you will learn how to: Develop "big picture" insight that inspires big brand ideas Use imagery to understand the fundamental human values that give our life meaning as well as learn about the feelings that reveal our hopes and dreams. Develop highly motivating brand concepts that link to our values and aspirations. Create the tactical roadmap to implement the concepts. The author clearly shares the: Success Model that defines the world's most successful brands. Case studies that demonstrate the Model in action.Step-by-step method to implement the model. The evidence -- scientific and psychological --.that supports the model and method. Essentially, this book empowers readers to become skilled brand builders enabling them to succeed personally, socially, and professionally.For more information on this book, please visit: www.howtobuildyourbrand.net

Produktinformation

Utgivningsdatum2022-04-22
Mått178 x 254 x 20 mm
Vikt453 g
FormatInbunden
SpråkEngelska
Antal sidor196
FörlagTaylor & Francis Ltd
ISBN9781032121499

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Thirty years ago, Larry Lubin co-founded Lubin Lawrence with the mission to help companies invent or re-invent their brands. Larry started his career at Grey Advertising working on the Procter & Gamble account. At the time he joined Grey, the agency had completed a multi-year, multi-brand study that proved that changes in attitudes predict changes in behavior. His P&G team applied the learning to develop a brand strategy to re-invent Jif Peanut Butter and invent Downy Fabric Softener. The strategies changed consumers' attitudes, positively impacting their esteem: Jif moms for making good decisions for their kids well being (Choosy Moms Choose Jif) and kids appreciating Downy moms for all they do for them. Both brands became dominant market leaders and are enjoying decades of growth. Larry developed the Model that explains why a few brands like Jif and Downy enjoy exceptional, long-term success. In essence, these brands are linked to the fundamental human values of the consumers they serve. The brands become more valuable because they honor the values consumers live by. With the Model in place, Larry went on a three-year journey to create the method to apply the model for corporate clients. The journey involved: 1. Understanding the structure of the creative process. 2. Developing visual research techniques to uncover tacit knowledge. 3. Researching academic literature to explain the model’s success (Descartes Error by Damasio, Homo Prospectus by Seligman, The Hero Within by Pearson, Hero of a Thousand Faces by Campbell) Larry’s process has been applied for global clients who seek to gain a unique competitive advantage for their brands to include Disney, Procter & Gamble, PepsiCo, Heineken, and Colgate Palmolive. The Lubin Lawrence track record is based on branding building success with these and other clients. Larry’s role at Lubin Lawrence is to lead client engagements, help client teams and senior management engage with the process and commit to the brand solution. Recently Larry taught his method to MBA’s at NYU’s School for Professional Studies. The course opened his mind to the idea of helping marketing executives learn to apply the process on their own...in effect, to “productize” the process. Larry and his wife Sue have three sons, seven grandsons and one granddaughter, Clementine. He and his wife enjoy spending time in any town named Chatham, presently Chatham, NJ and Chatham, MA. Larry graduated with honors from Harvard College. For more info, visit here: https://www.lubinlawrence.com/

Acknowledgements Author Biography Introduction. Why did I write the book? Part I: Setting The Stage Chapter 1. What are the shared beliefs of brand driven companies Chapter 2. How the reader can get the most value from the book Chapter 3. What led to The Development Of The Success Model Part II: Brand Building Process Chapter 4.What Is The Success Model And Why Does It Work Chapter 5.What Method Brings The Success Model To LIfe Chapter 6.What Is The Foundation Stage Of The Method Chapter 7.hat Is The Conceptualization Stage Of The Method Chapter 8. What Is The Implementation Stage Of the Method Part III: Process Validation Chapter 9.Guiding Principles Chapter 10. Academic Underpinnings Chapter 11. Cultural Beliefs vs Fundamental Human Beliefs Part IV: Case Histories 12. Pampers 13. Lays 14. Disney XD 15. Godiva 16. ABC News 17. Ore Ida 18. ASU 19. Dodge 20. Lagunitas 21. Visa/L’Oreal/Budweiser Part V: Executive Interviews 22. What my clients can teach us 23. Susan Sanderson Briggs 24. Irwin Gordon 25. Dick Lochridge 26. Cindy Croatti 27. Bruce Bader 28. Jesper Nordengaard 29. Chris Sinclair 30. Jim Koch 31. Dan Dillon 32. Alan Ives 33. Gary Matthews 34. Tony Magee Part VI: Consultant Interviews 35. What my consultants can teach us 36. Milo Rodriguez 37. Shira Machleder 38. Mike Lubin 39. Sheri Harris 40. Rose Lee 41. Kristin Veley Part VII: Implementation Techniques and Tactics 42, Focus Group Research 43. The Power Of Imagery 44. Gathering Image Benefits 45. Developing Verbal Benefits 46. Three Money Making Strategies 47. Personal Brands 48. Owning The Process 49. The Book As A Lab 50. Pitfalls And Watchouts 51. Treat Others With Respect 52. Learning Skills Part VIII: Expanding The Lens 53. David Brooks 54. A Peek Into The Future 55. Artificial Intelligence 56. Why StartUps Fail 57. Where The Process Fits In The Corporate Landscape 58. From Brand Purpose To Corporate Purpose 59. Keep Your Competition Close And Your Consumer Closer Appendix: Tools Of The Research Process