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United We Brand: How to Create a Cohesive Brand That’s Seen, Heard, and Remembered

United We Brand: How to Create a Cohesive Brand That’s Seen, Heard, and Remembered

  • 作者: Moser, Mike
  • 原文出版社:Harvard Business School Pr
  • 出版日期:2003/04/01
  • 語言:英文
  • 定價:1048
  • 運送方式:
  • 臺灣與離島
  • 海外
  • 可配送點:台灣、蘭嶼、綠島、澎湖、金門、馬祖
  • 可取貨點:台灣、蘭嶼、綠島、澎湖、金門、馬祖
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內容簡介

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.

 

詳細資料

  • ISBN:9781578517985
  • 規格:精裝 / 192頁 / 24.6 x 16.3 x 2 cm / 普通級

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