Mike Moser

United We Brand

How to Create a Cohesive Brand That's Seen, Heard, and Remembered

• Buch mit Leinen-Einband

Produktbeschreibung

Most executives know their company's values and brand message, but often they fail to make sure that everyone else knows them too. The result? A weak brand that conveys different messages inside the company--and out in the marketplace. United We Brand offers a hands-on action plan for building a cohesive brand strategy from the ground up. Drawing from two decades of experience creating brand identities for companies including Dell, Cisco, and Kia Motors, Mike Moser provides a proven template for transforming disparate, "fuzzy" brand information into a concrete guidepost for making day-to-day branding decisions. Called the "Brand Roadmap," this valuable tool enables organizations of all sizes and kinds to leverage insights and strategies once only available through big-gun consulting and ad agencies. Step by step, it guides readers through the four key components of brand strategy: identifying core values, creating a focused brand message, developing a distinctive brand personality, and choosing a consistent set of brand icons. Filled with vivid case examples and practical worksheets, United We Brand is essential for anyone involved in charting a company's distinctive path to success. Winner of five Clio Awards and two Cannes Lions.

---

Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.

Produktdetails

• Verlag: Harvard Business School Press / McGraw-Hill Professional
• Seitenzahl: 192
• Erscheinungstermin: 1. April 2003
• Englisch
• Abmessung: 247mm x 162mm x 20mm
• Gewicht: 460g
• ISBN-13: 9781578517985
• ISBN-10: 1578517982
• Artikelnr.: 11409287

Autorenporträt

Mike Moser was a principal in the US $500MM San Francisco agency Goldberg Moser ONeil for 16 years.