BRAND DRIVEN: The Route to Integrated Branding Through Great Leadership [Paperback]

Lynn Parker (Author)

Book Description

Publication Date: April 5, 2007

BRAND DRIVEN "Leaders have a unique ability to not only sell a product but to deliver on a promise. Brand Driven provides a thoughtful approach to make the promise an enduring reality."Cheryl Scott, CEO of Group Health Cooperative "This book brought me a radically fresh perspective on how to think about, link, and integrate the broader concept of corporate branding into the leadership dimension of my everyday work. Reading this will help each and every manager think through the unique complexities of their business, and how to take action and lead from a place that adds value from all parts of the organization."Ronan O'Loan, Senior Organizational Consultant, Microsoft "Every organization needs to know how to deliver on its promise. Brand Driven gives leaders at every level a compass and tools for effectively working toward organizational goals and building company value."Jill Neuville, Human Resources Director, Arlington County, Virginia "The concepts in Brand Driven underline the importance of leaderships' responsibility to deliver their organization's brand promise. Brand Driven is required reading for those who seek long-term customer relationships, repeat business and a legacy of consistent profitability."Thomas Schillar, PhD, Director, Business Leadership Program, University of Puget Sound "Building recruiting and retention strategies around the corporate brand is a brilliant concept, but until now, has been overlooked, misunderstood or undervalued. LePla, Davis and Parker capture the essence of how branding drives strategic decisions, tactics and actions at every level, starting and ending with employees. This is a book that will serve as an invaluable reference for HR and recruiting professionals."Shannon Anderson, Principal, Ignition Partners Venture Capital

Editorial Reviews

Review

"This book demystifies the concept and re-defines the boundaries of Branding from seeing it as a specialized marketing term to a broad holistic framework within which to consider every dimension of my business." -- Roanan O'Loan, Senior Organizational Consultant, Microsoft

--This text refers to the Hardcover edition.

About the Author

F. Joseph LePla has 26 years' experience in integrated branding, marketing and business consulting. He works with executive teams to help them tie their brands to customers' experiences that generate higher ROIs. He co-founded Parker LePla, an integrated branding business consultancy, with Lynn Parker in 1994, and has since grown it into a multi-million dollar agency serving national and international clients in a variety of industries including business-to-business, high technology, healthcare, real estate/resort, government, retail/food and not for profit. Clients have included Group Health, IDX, Blue Cross and Blue Shield, Microsoft, Imation, Weyerhauser, Apple Computer, Attachmate, Hewlett Packard, Tektronix, Avanade, Bastyr University and Newhall Land and Farming. In the early 1990s, he created the concept and coined the term "integrated branding" in conjunction with Lynn Parker. He co-authored the best selling Integrated Branding: Becoming Brand Driven Through Companywide Action. He is also a contributing author to Cracking the New E-conomy, a compendium of practical advice for high-tech start-ups. Susan Voeller Davis is a leadership and organizational development consultant, trainer, coach and public speaker. She is founder and principal consultant at Leadership Designs (www.leadershipdesigns.com) a consultancy based in Seattle Washington. For nearly 15 years, she has developed executives and leaders at all levels, and helped organizations re-align around strategic shifts, mergers and acquisitions. She also helps companies new and old create or change corporate cultures to adapt to fast moving markets. She has extensive experience with Microsoft and other companies such as Corbis, Avanade, QPass, and Getty Images. Susan holds a Bachelor of Science degree in management and marketing from University of Oregon. Her masters degree is in Applied Behavioral Science from the Leadership Institute of Seattle, Bastyr University. Previous to co-authoring this book, Susa

Product Details

• Paperback: 388 pages
• Publisher: AuthorHouse (April 5, 2007)
• Language: English
• ISBN-10: 142593708X
• ISBN-13: 978-1425937089
• Product Dimensions: 9 x 6 x 0.9 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.1 out of 5 stars  See all reviews (8 customer reviews)
• Amazon Best Sellers Rank: #825,109 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

4 of 4 people found the following review helpful:

5.0 out of 5 stars Finally a "how-to" application for branding, May 28, 2004

By 

John A. Maurer (Rochester Hills, MI) - See all my reviews

This review is from: Brand Driven: The Route to Integrated Branding Through Great Leadership (Hardcover)

Reading Brand Driven filled in a big question mark I've always had about improving quality organization-wide. The question of how branding relates to programs such as Six Sigma and ISO.

While improving quality using these processes helps the customer experience, how can it be done in a way that differentiates us from competitors? If a competitor puts the same investment into quality that we do, won't we just be creating a very expensive (albeit high quality) commodity?

Brand Driven shows how a company can have a unique approach to its products or services that customers will recognize and value. Moreover, it provides a roadmap for how to accomplish this and align company practices to it based on the authors' own experiences.

Brand Driven is vsery usefull as a management resource.

6 of 7 people found the following review helpful:

5.0 out of 5 stars Points to what you need to know, July 10, 2003

By A Customer

This review is from: Brand Driven: The Route to Integrated Branding Through Great Leadership (Hardcover)

I recommend this book to anyone who is implementing a new brand strategy, or problem-solving the strategy they now have. It reminded me of what is behind successful branding efforts: a leader who makes the brand come alive. It is something I thought I knew, but didn't really "get" until I read the book. It is written in a clear, intelligent voice - not too cutesy, and very straightforward. There are a number examples of why branding did or did not work for specific companies, and how leadership impacted their success or failure. I found it extremely helpful, as it broadened my thoughts about how to use branding to its fullest extent in my own firm.

2 of 2 people found the following review helpful:

5.0 out of 5 stars Brand Driven, June 4, 2004

By 

Christie Hedman (Seattle, WA United States) - See all my reviews

This review is from: Brand Driven: The Route to Integrated Branding Through Great Leadership (Hardcover)

As director of a nonprofit association that is beginning a strategic planning process, I found Brand Driven a great resource. Its step by step description of the internal process necessary to ensure that organizations integrate the branding process at all organizational levels and the necessary role of leadership in overseeing the process was especially valuable. The chapter specific to nonprofits was an unexpected bonus. I highly recommend this book to organizations seeking to focus their mission and services through the branding process.