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This book provides a seven-day insight into the principles of brand management. It takes you through the conceptual stage to planning and implementation. It’s packed with tips and insights to help you jump start your brand and give you the tools and confidence to manage it through the hurdles of the business landscape.
Successful Brands are like famous personalities, they have ways of doing things that we instantly recognise and expect. They have a distinctive look, feel and tone of voice that we associate with them. If you consider your brand as a living personality you will find it easier to bring it to life and have meaning. Managing a successful brand is about knowing the brand thoroughly so that you can instinctively guide it through the stages of growth to provide a consistent experience to its audience. The Walt Disney Company has an Institute dedicated to best practices in leadership; culture; customer experience; brand loyalty; creativity and innovation. The success of a brand is largely due to employees who share a commitment to the brands ethos and ideals and are empowered to act intuitively to deliver the brand promise. As the employees or ‘cast members’ at Disney would say ‘what would Walt do?
Each of the seven chapters in Brand Management In A Week covers a different aspect: