Before the Brand - Wisnom, David; Perry, Alycia
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Before the Brand details the elements that comprise a brand identity and how to create a powerful, unique identity first before a product or company ever reaches the image building stages of marketing, pr and advertising. Knowing one`s true identity makes it easier to speak the right message to intended audiences and allows for a strong, consistent, relevant and differentiated brand. With experience stemming from consumer companies such as Gatorade to business initiatives for Hewlett-Packard, Perry and Wisnom draw on their combined 30 years of trench experience. The result is an engaging,…mehr

Produktbeschreibung
Before the Brand details the elements that comprise a brand identity and how to create a powerful, unique identity first before a product or company ever reaches the image building stages of marketing, pr and advertising. Knowing one`s true identity makes it easier to speak the right message to intended audiences and allows for a strong, consistent, relevant and differentiated brand. With experience stemming from consumer companies such as Gatorade to business initiatives for Hewlett-Packard, Perry and Wisnom draw on their combined 30 years of trench experience. The result is an engaging, contemporary primer on identity creation for real-world use. The authors clarify how to create a brand identity versus how to create image building strategies, making Before the Brand a must-have "prequel" to bestselling brand building books such as Brand Warfare. The book explains how to use symbols and colors (The Yin and Yang) to create a visual identity how to leverage unique new identity opportunities through co-branding, the concept of stretching your companies identity to other business initiatives (Identity Elasticity), avoiding merger and acquisition schizophrenia, the latest valuation and ROI methodologies to assess what your brand`s worth, and much more. The book features insightful case studies into the identity creation at some of the most premier companies in the world including Nutrasweet, Intel, Oreo cookies, Disney and Touchstone Pictures, Virgin Airlines, Ben & Jerry`s, The Body Shop, Starbucks, HP, among others.