Brand Constellations - Silverman, Steven
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Brand leaders often struggle to maximize their investments. It's not always clear where to invest the next dollar. "Brand Constellations" guides smarter marketing investments that increase value. "Brand Constellations" revolutionizes brand management by integrating all key elements for a strong brand. The book uses the Brand Constellations Framework to explain how brands are complex mental objects in consumers' minds. Brands are formed by consistently creating eight dimensions or "stars." Chapters explore how the eight dimensions shape a brand's identity and consumer perceptions. The book…mehr

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Produktbeschreibung
Brand leaders often struggle to maximize their investments. It's not always clear where to invest the next dollar. "Brand Constellations" guides smarter marketing investments that increase value. "Brand Constellations" revolutionizes brand management by integrating all key elements for a strong brand. The book uses the Brand Constellations Framework to explain how brands are complex mental objects in consumers' minds. Brands are formed by consistently creating eight dimensions or "stars." Chapters explore how the eight dimensions shape a brand's identity and consumer perceptions. The book highlights the significance of brands as constellations of meaning. Through case studies and examples, the book illustrates brand alignment for a strong brand presence. For brand managers, marketers, and business leaders, "Brand Constellations" serves as both a guide and a strategic tool. It helps achieve customer loyalty, competitive advantage, and long-term brand equity through brand constellation management. The book also highlights the risks of neglecting any dimension, stressing the need for a holistic approach to brand management. With its clear structure and practical advice, "Brand Constellations" is an essential read for anyone looking to deepen their understanding of brand strategy and enhance their brand's performance in today's competitive market. Whether you are building a brand from scratch or refining an existing one, this book provides the tools and knowledge needed to create and sustain a stellar brand that resonates with consumers and drives business success.
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Autorenporträt
Steven Silverman, Ph.D. helps marketing and branding leaders from startups to multibillion dollar companies to build brands that stand out, mean more in the market's mind, and sell more year after year. He brings an approach that is both familiar and innovative to drive marketing and branding strategy and execution. Steven works with a range of organizations from technology builders to product providers. He has delivered measurable results for directors, vice presidents, and CMOs at Microsoft, Amazon, Mars, Bose, DuPont and others, as well as startups. As the Principal Consultant at Brand Constellations LLC, Steven uses the Brand Constellations Framer to build brands based on the eight dimensions people use to comprehend them. He has applied this framework in organizational and consulting roles driving brand success. Steven brings a strong academic background, including a PhD and MBA in Marketing to his strategic consulting approach. Combining his education and teaching experience with over three decades of management and consulting expertise, he creates clear and captivating marketing and branding strategies. These strategies detect opportunities, inspire engaging brand narratives, and drive impactful campaigns that not only attract new customers but also nurture loyalty and engagement among existing ones.