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Branding Strategies for Success (Collection)

Branding Strategies for Success (Collection)

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Contents

Table of Contents

Six Rules for Brand Revitalization: Learn How Companies Like McDonald’s Can Re-Energize Their Brands

The Truth About: Creating Brands People Love

Dedication Page

Praise for The Truth About Creating Brands People Love

Truth 1. Managing brands is not common sense

Truth 2. No one loves your brand as much as you love it

Truth 3. The brand is not owned by marketing; everyone owns it

Truth 4. Making more by doing less

Truth 5. Does your brand keep its promise?

Truth 6. Price is the communication of the value of your brand

Truth 7. Brand personality is the emotional connection with your brand

Truth 8. Does your sales force know the difference between a product and a brand?

Truth 9. Beware of the discounting minefield

Truth 10. Packaging protects your product; great packaging protects your brand

Truth 11. Brand management is association management

Truth 12. The retail experience is the brand experience

Truth 13. Corporate ego: Danger ahead

Truth 14. Brand metrics: Best measure of success?

Truth 15. Customer complaints are a treasure

Truth 16. Brand stewardship begins at home

Truth 17. Market share doesn't matter

Truth 18. Avoid the most common segmentation mistake

Truth 19. Public relations and damage control: The defining moment

Truth 20. Focus equals simplicity

Truth 21. Marketing is courtship, not combat

Truth 22. Don't sacrifice brand focus for sales

Truth 23. The medium is not the message; the message is the message

Truth 24. Brand development and the small business

Truth 25. Imitation is an ineffective form of flattery

Truth 26. Positioning lives in the mind of your target customer

Truth 27. The value of brand loyalty

Truth 28. Quality is not an effective branding message

Truth 29. Effective use of celebrity endorsers: The fit's the thing

Truth 30. Brand-building consumer promotion

Truth 31. Advertising built for the long run

Truth 32. A service brand is a personal brand

Truth 33. Is your brand the best at something? If so, be satisfied

Truth 34. Great positionings are enduring

Truth 35. Effective branding begins with the name

Truth 36. Your brand makes your company powerful, not the other way around

Truth 37. Be consistent but not complacent

Truth 38. Is your brand different? If not, why will someone buy it?

Truth 39. The three M's of taglines: Meaningful, motivating, and memorable

Truth 40. Customer service is the touch point of your brand

Truth 41. Smaller targets are easier to hit

Truth 42. Beware of the allure of brand extensions

Truth 43. Keep advertising simple, but not simplistic

Truth 44. It's a long walk from the focus group room to the cash register

Truth 45. Repositioning can be a fool's chase

Truth 46. With advertising, don't expect too much

Truth 47. Don't let testing override judgment

Truth 48. Effective advertising is 90% what you say, 10% how you say it

Truth 49. Compromise can destroy a brand

Truth 50. Don't let the pizazz outshine the brand

Truth 51. There are no commodity products, only commodity thinking

Acknowledgments

About the Authors

Financial Times Press

What’s Your Story?: Storytelling to Move Markets, Audiences, People, and Brands

Do You Matter?: How Great Design Will Make People Love Your Company

URL

Help

Truth 5

Aaker, David A., and Erich Joachimsthaler. Brand Leadership. The Free Press, 2000.

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