Brand Harmony : Achieving Dynamic Results by Orchestrating Your Customer's Total Experience

• Record Nr.: UNINA9910159428103321
• Autore: Yastrow Steve
• Pubbl/distr/stampa: Cork, : BookBaby, 2010
• ISBN: 1-59079-282-3
• Descrizione fisica: 1 online resource (211 p.)
• Disciplina: 658.8/27
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Description based upon print version of record.
• Nota di contenuto: Front Cover; Title Page; Copyright; Contents; Acknowledgements; How to Use This Book; 1 The Parable of the Concert; How Was Your Experience?; 2 How Brand Impressions Are Formed... and Why It Matters; Everything Is Marketing; 3 Brute Force Branding...and Why It Doesn't Work; Bigger, Louder, More Clever. Who Cares?; 4 Brand Harmony; What Does It Sound Like to Be Your Customer?; 5 Designing Brand Harmony; Forget Your "Unique Selling Proposition." What's Your "Desired Brand Perception?"; 6 Be the Brand!; 7 The Will to Create Brand Harmony; Conclusion: Marketing's Copernican Revolution; Appendix; EndnotesGlossary
• Sommario/riassunto: Brand Harmony presents a fresh and revealing approach to branding and explains how companies of all types and sizes can achieve dynamic results by orchestrating their customers' total experience. Brand Harmony is a breakthrough concept that aligns everyone in a company to deliver a powerful, harmonious message to customers.Full of common-sense wisd