Brand real how smart companies live their brand promise and inspire fierce customer loyalty
To create an exceptional brand experience, remember that sometimes less is more.
| Autor principal: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
New York :
American Management Association
2012.
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| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628021806719 |
Tabla de Contenidos:
- Acknowledgments
- Introduction
- Reality check : it's time to move from brandlore to promising brands
- Winning the memory game
- The benefit of your brand
- Preserving brand value
- Positioning brands for context
- Brand attachment : the barefoot bandit and our sense of self
- Expressing the promise : brand narrative, brand voice, and communications strategy
- Naming and identity development
- The touching experience : how to deliver on a promise at meaningful touch points
- Brand inside : why people are the key to your brand strategy
- Endnotes
- Index.
