1st Edition

How to Build Your Brand Implementing a Proven and Effective Process

By Laurence Lubin Copyright 2022
    212 Pages
    by Productivity Press

    212 Pages
    by Productivity Press

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    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.

    For more information on this book, please visit: www.howtobuildyourbrand.net 

    Table of Contents


    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


    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/