Brand Admiration: Building a Business People Love Hardcover - 2016

From the rear cover

Think about a few well-known brands like Nike, Apple, Disney, Google, and Salesforce. What do they have in common? They're well-known brands with good products or services ... and they are admired. Brand Admiration gives you a versatile and dependable system for solving customers' problems in a way that makes them feel empowered, gratified, and inspired. They, thus, develop a personal connection to your brand and think of it first.

The short-term sprint tactics you used to hit all your fourth-quarter goals won't necessarily fuel next quarter's results, unless you take an overarching perspective on the vital goals of brand management and actively set out to achieve them. Inside, a luminous authorial team with broad experience in academia and practice lays out a detailed road map for building, strengthening, and leveraging brand admiration in specific ways to produce value to customers and companies over the long term. The highly innovative framework draws on decades of expert research on fundamental human needs, goals, emotions, and motivations, as well as empirical instances of the findings driving brand admiration. It's never too early or too late to position your brand to attract customers' love, trust, and respect. As you'll see in the vivid and plentiful examples from actual companies throughout the book, it's well within your reach to satisfy short-term goals and build on them to craft, strengthen, and leverage brand equity. All the insight and tools you need to generate and track the value of a brand are inside, including:

• Broad applicability across companies and industries to produce exponential appeal for a brand by continuously working to enable, entice, and enrich customers
• Innovative ways to approach brand architecture design, including how businesses and products within a firm's portfolio can be branded to deliver the maximum benefit to profits, asset building, and the overall organizational benefits
• An original, easy-to-use metric to measure brand equity and a set of dashboard metrics to diagnose what is--and isn't--driving successful brand performance

Complete guidance takes you through bringing your brand value to market by going in-depth into the dos and don'ts of building, strengthening, and leveraging an admired brand. Brand Admiration is the formula to customer admiration that generates continuous profit and growth.