60-Minute Brand Strategist. The Essential Brand Book for by Idris Mootee

By Idris Mootee

Praise for 60-Minute model Strategist

"A clean tackle the knowledge of placing model process on the center of company approach. magnificent insights for a fast-moving world."
--Angela Ahrendts, CEO, Burberry

"Idris Mootee paints a pointy, entire, and finely articulated research of the potential for significant manufacturers within the twenty first century's cultural situation and company panorama. the result's a wise handbook that reminds you and your organization how one can construct proper, genuine, sustainable, and profitable manufacturers in an evolving society."
--Mauro Porcini, leader layout Officer, PepsiCo Inc.

"Idris's booklet teaches us how one can have interaction modern day more and more cynical shoppers on a deeper emotional point to construct genuine fairness and management. He demonstrates how one can escape of the field and fix enterprise technique to model approach, and the way the best brand...

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Extra resources for 60-Minute Brand Strategist. The Essential Brand Book for Marketing Professionals

Example text

Decision Map for Brand Choices Decision Map for Brand Leveraging Branding Challenges The challenge for brand management is finding ways of connecting with customers that provide value, substance, significance, meaning, and usefulness beyond their current product and service definition and those offered competitively. This requires deep understanding of people’s lives. It means being smarter at developing real relationships. It also must be a dynamic process in keeping up with changes in ever-changing customer wants and needs.

You must understand the whole beast. What Is a Brand? The trust-based, value-producing relationship called a brand is proof that the company is organizationally aligned to repeat the process and sustain the values. 01 Find and establish your niche. Clarify your distinct ability to make an impact. 02 Determine the desired relationship between your customers/prospects and your product. 03 Create intangible, emotional bonds through every customer interaction. 04 Like people, a brand requires a name, a personality, a character, and a reputation.

If you happen to own a Zombie Brand, what can you do? 01 Invest and attempt to revitalize it 02 Milk it 03 Position it for the emerging market 04 Sell it for whatever it’s worth 05 Dump it Consumers with special relationships with Zombie Brands often have sentimental reasons for continuing to make purchases or giving them a second chance. But the cost and risk of bringing a brand back to life is enormous. If this is your choice, make sure the decision to do so is based on sound logic. If you run a large portfolio, the questions will be: Which brands are worth the revitalization effort?

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