How to Build Your Brand : Implementing a Proven and Effective Process book cover
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How to Build Your Brand
Implementing a Proven and Effective Process




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ISBN 9781032121468
April 7, 2022 Forthcoming by Productivity Press
136 Pages

 
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Book Description

Brand Strategy is the most important marketing talent. A 2020 Gartner Survey of 400 CMO's cited Brand Strategy as the most needed skill, more valuable than analytics, UX, digital commerce.

Previous books on the subject analyze the qualities and characteristics of well-regarded brands. What these books don't offer are the "how to's" of branding. This book empowers readers by teaching them the author's unique, time-tested Success Model, and step-by-step, repeatable method for successful brand building.

After reading this insightful book, you will learn how to:

  • Develop "big picture" insight that inspires big brand ideas
  • Use imagery to understand the fundamental human values that give our life meaning as well as learn about the feelings that reveal our hopes and dreams.
  • Develop highly motivating brand concepts that link to our values and aspirations.
  • Create the tactical roadmap to implement the concepts.

The author clearly shares the:

  • Success Model that defines the world's most successful brands.
  • Case studies that demonstrate the Model in action.Step-by-step method to implement the model.
  • The evidence -- scientific and psychological --.that supports the model and method.

Essentially, this book empowers readers to become skilled brand builders enabling them to succeed personally, socially, and professionally.

Table of Contents

Table of Contents

Acknowledgements

Author Biography

Introduction. Why did I write the book?

Part I: Setting The Stage

Chapter 1. What are the shared beliefs of brand driven companies

Chapter 2. How the reader can get the most value from the book

Chapter 3. What led to The Development Of The Success Model

Part II: Brand Building Process

Chapter 4.What Is The Success Model And Why Does It Work

Chapter 5.What Method Brings The Success Model To LIfe

Chapter 6.What Is The Foundation Stage Of The Method

Chapter 7.hat Is The Conceptualization Stage Of The Method

Chapter 8. What Is The Implementation Stage Of the Method

Part III: Process Validation

Chapter 9.Guiding Principles

Chapter 10. Academic Underpinnings

Chapter 11. Cultural Beliefs vs Fundamental Human Beliefs

Part IV: Case Histories

12. Pampers

13. Lays

14. Disney XD

15. Godiva

16. ABC News

17. Ore Ida

18. ASU

19. Dodge

20. Lagunitas

21. Visa/L’Oreal/Budweiser

Part V: Executive Interviews

22. What my clients can teach us

23. Susan Sanderson Briggs

24. Irwin Gordon

25. Dick Lochridge

26. Cindy Croatti

27. Bruce Bader

28. Jesper Nordengaard

29. Chris Sinclair

30. Jim Koch

31. Dan Dillon

32. Alan Ives

33. Gary Matthews

34. Tony Magee

 

Part VI: Consultant Interviews

35. What my consultants can teach us

36. Milo Rodriguez

37. Shira Machleder

38. Mike Lubin

39. Sheri Harris

40. Rose Lee

41. Kristin Veley

Part VII: Implementation Techniques and Tactics

42, Focus Group Research

43. The Power Of Imagery

44. Gathering Image Benefits

45. Developing Verbal Benefits

46. Three Money Making Strategies

47. Personal Brands

48. Owning The Process

49. The Book As A Lab

50. Pitfalls And Watchouts

51. Treat Others With Respect

52. Learning Skills

 

 

 

 

Part VIII: Expanding The Lens

53. David Brooks

54. A Peek Into The Future

55. Artificial Intelligence

56. Why StartUps Fail

57. Where The Process Fits In The Corporate Landscape

58. From Brand Purpose To Corporate Purpose

59. Keep Your Competition Close And Your Consumer Closer

Appendix: Tools Of The Research Process

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Author(s)

Biography

Thirty years ago, Larry Lubin co-founded Lubin Lawrence with the mission to help companies invent or re-invent their brands.

Larry started his career at Grey Advertising working on the Procter & Gamble account. At the time he joined Grey, the agency had completed a multi-year, multi-brand study that proved that changes in attitudes predict changes in behavior. His P&G team applied the learning to develop a brand strategy to re-invent Jif Peanut Butter and invent Downy Fabric Softener.

The strategies changed consumers' attitudes, positively impacting their esteem: Jif moms for making good decisions for their kids well being (Choosy Moms Choose Jif) and kids appreciating Downy moms for all they do for them. Both brands became dominant market leaders and are enjoying decades of growth.

Larry developed the Model that explains why a few brands like Jif and Downy enjoy exceptional, long-term success. In essence, these brands are linked to the fundamental human values of the consumers they serve. The brands become more valuable because they honor the values consumers live by. With the Model in place, Larry went on a three-year journey to create the method to apply the model for corporate clients.

The journey involved:

1. Understanding the structure of the creative process.

2. Developing visual research techniques to uncover tacit knowledge.

3. Researching academic literature to explain the model’s success (Descartes Error by Damasio, Homo Prospectus by Seligman, The Hero Within by Pearson, Hero of a Thousand Faces by Campbell)

Larry’s process has been applied for global clients who seek to gain a unique competitive advantage for their brands to include Disney, Procter & Gamble, PepsiCo, Heineken, and Colgate Palmolive. The Lubin Lawrence track record is based on branding building success with these and other clients.

Larry’s role at Lubin Lawrence is to lead client engagements, help client teams and senior management engage with the process and commit to the brand solution.

Recently Larry taught his method to MBA’s at NYU’s School for Professional Studies. The course opened his mind to the idea of helping marketing executives learn to apply the process on their own...in effect, to “productize” the process.

Larry and his wife Sue have three sons, seven grandsons and one granddaughter, Clementine. He and his wife enjoy spending time in any town named Chatham, presently Chatham, NJ and Chatham, MA. Larry graduated with honors from Harvard College.

For more info, visit here: https://www.lubinlawrence.com/