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
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
14. Disney XD
16. ABC News
17. Ore Ida
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
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/