The Brand Promise: How Ketel One, Costco, Make-A-Wish, Tourism Vancouver, and Other Leading Brands Make and Keep the Promise That Guarantees Success [Hardcover]

Duane Knapp (Author)

Book Description

Publication Date: March 21, 2008

Brand expert, popular speaker, and Fortune 500 advisor Duane Knapp presents The BrandPromise®, his secret formula for becoming a Genuine Brand. Making the right promise, keeping it, and fulfilling your BrandPromise commitment will transform your business or organization into a “one-of-a-kind” brand that customers, employees, and shareholders will trust and support for years to come.

“A brand's promise is the new currency for success,” says Knapp, who teaches from personal experience, having built or advised hundreds of successful brands worldwide. Duane Knapp's Promise philosophy has been highly acclaimed and extensively referenced and quoted in hundreds of publications and books.

Brand success rests on three principles:

1) Provide a unique experience with products or services that enhance your customer's lives

2) Inspire employee partnership, passion, and support

3) Create a perception of exceptional value and distinctive benefits and deliver on your promise.

Genuine Brands make a promise and keep it. This promise begins with a different mindset than business as usual. It's not just about doing a good job-it's about optimizing the emotional and functional benefits from a customer's perspective.

The BrandPromise applies to every type of organization, from associations, philanthropic enterprises (charities and non-profits), and personal brands (celebrities, athletes and executives), to professional service firms (doctors), entrepreneurs, small businesses, and member-centric businesses (credit unions and co-ops). Knapp provides insights from a wide range of executives and leaders with in-depth analyses of many Genuine Brands, including Ketel One, Costco, the Make-A-Wish Foundation, Destination Marketing Association International, SAFE Credit Union, Annika Sorenstam, Callison Architecture, RK Dixon, Bartell Hotels, and Tourism Vancouver.

The BrandPromise book reveals the secrets that all kinds of organizations including associations, philanthropic enterprises (charities and non-profits), and personal brands (celebrities, athletes and executives), to professional service firms, such as doctors, entrepreneurs, small businesses, and member-centric businesses such as credit unions and co-ops.

The BrandPromise also explains how celebrities can utilize the secrets of BrandScience to enhance their image and perceptions and features a Brand Profile on Annika Sorenstam.

According to Knapp, “Annika’s strategy is a perfect guide for any individual or celebrity that is interested in optimizing their success.

“Great stars may be born, but it’s the celebrities that embrace the principles of BrandScience that enjoy long term brand success.”

The BrandPromise features insights from other celebrities including Oprah, Greg Norman, and Rachael Ray.

Editorial Reviews

From the Back Cover

Praise for

The BrandPromise

“As the world's largest owner of private golf and dining clubs, we strongly recommend the 'BrandPromise® Philosophy.' Without a genuine promise most businesses are likely to find themselves merely a commodity.”-Eric Affeldt, President and Chief Executive Officer, ClubCorp

“Genuine Brands begin with passion and a promise; The BrandPromise is the practical guide to accomplishing both.”-William L. Eldien, President and Chief Executive Officer, Nolet Spirits U.S.A./Ketel One Vodka

“If you're really sincere about creating a personal brand, The BrandPromise is your key to success.”-Annika Sorenstam, President, ANNIKA

“It's more important than ever for nonprofits to make a promise. The BrandPromise provides the roadmap.”-David Williams, President and Chief Executive Officer, Make-A-Wish Foundation of America

“The BrandPromise methodology is fundamental for communities that strive to create exceptional destinations for visitors, businesses, and residents.”—Rick Antonson, President and Chief Executive Officer,Tourism Vancouver

“Every brand needs to answer the fundamental question, ‘What’s our promise?’ Then it should measue the delivery. The BrandPromise provides the right strategy.”—Warren Bryant, Chairman, President, and Chief Executive Officer, Longs Drug Stores

About the Author

Duane Knapp is the Chairman and Founder of BrandStrategy, Inc. and has advised more than 300 brands in 14 countries. He is the authority on building Genuine Brands and has been a senior executive officer with Westin Hotels, Holiday Corporation (Holiday Inn, Holiday Club, Residence Inn, Perkins Family Restaurants), The Promus Companies (Embassy Suites, Hampton Inn, Homewood Suites, Harrah's Casinos), and Cinnabon World Famous Cinnamon Rolls as well as a member of many boards of directors.

Duane Knapp can be contacted at www.brandpromise.com or www.brandstrategy.com

Product Details

• Hardcover: 288 pages
• Publisher: McGraw-Hill; 1 edition (March 21, 2008)
• Language: English
• ISBN-10: 0071494413
• ISBN-13: 978-0071494410
• Product Dimensions: 9.3 x 6.5 x 1 inches
• Shipping Weight: 2.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.6 out of 5 stars  See all reviews (25 customer reviews)
• Amazon Best Sellers Rank: #142,260 in Books (See Top 100 in Books)
  • #49 in Books > Business & Investing > Marketing & Sales > Marketing > Product Management
  • #64 in Books > Business & Investing > Marketing & Sales > Marketing > Direct

More About the Author

Duane Knapp is recognized as the authority on building Genuine Brands. He is a pioneer in the field of BrandScience as well as in developing and implementing transformation strategies. He has served on dozens of organizations' boards of directors, including Federated Western Properties, Inc., was director emeritus of Longs Drug Stores (now CVS), and has held a variety of senior executive positions, including chief executive officer, president, executive vice president, vice president of corporate marketing, vice president corporate development and corporate strategist at public and private companies. These include Westin Hotels (Westin Enterprises and Discoveries retail stores and catalogs), Holiday Corporation (Holiday Inn and Holiday Clubs, Perkins Family Restaurants), The Promus Companies (Embassy Suites, Residence Inn, Hampton Inn, Homewood Suites and Harrah's Casinos) and Cinnabon World Famous Cinnamon Rolls. He advises leading law firms relating to high-profile brand and intellectual property matters and has specific expertise in the fields of travel and hospitality, food and beverage products, restaurants, retailing, health care, financial services and real estate development. He has been approved as a Senior Gaming Officer by both the New Jersey and Las Vegas Gaming Authorities.

He has taught and lectured widely at universities and graduate schools throughout the United States, including Vanderbilt, Stanford, the University of California, the University of Colorado at Boulder and Seattle University. Mr. Knapp is the leading keynote speaker on the subject of building Genuine Brands. He has published, quoted or featured in hundreds of publications, including BusinessWeek, Brandweek, CFO Magazine, Association Management, Marketing, Washington CEO, Bankers Magazine, Design Forum, Focus Magazine, Risk Management , Forbes Magazine Travel, Distribution Reports, Private Clubs Magazine, Fortune Magazine and International Journal of Medical Marketing, as well as The Seattle Times, The Journal of Commerce and many private corporate and association publications, plus television and radio talk shows.

His current book, The BrandPromise® has just been recently published by McGraw Hill. The BrandMindset®, was selected by IBM and American Express as the "must read" book for their top 400 executives. It is now available in seven languages and is considered the definitive guide to building Genuine Brands. He is also the co-author of Destination BrandScience™, published by the Destination Marketing Association International, the guide book for developing Genuine Brands for convention and visitor bureaus, tourism boards and destinations.

Duane Knapp's BrandPromise philosophy is highly acclaimed and has been extensively referenced and quoted in many books and publications, including Tim Sanders' bestseller, Love is the Killer App, Nick Wreden's FusionBranding, Michael Levine in A Branded World, David Aaker's, Building Strong Brands, and Tony Simons, The Integrity Dividend. Knapp also wrote the foreword for the License to Serve.

Knapp is Founder and Chairman of BrandStrategy, Inc., which has advised over 300 brands in 14 countries worldwide including corporations, communities, societies, professional associations, institutions, countries, world-class professionals, celebrities and successful individuals who desire to optimize their perception, image and success. Selected clients include AT&T, Worldspan Reservation Systems (Delta and Northwest Airlines), Callison Architecture, Raffles International, Ltd., Destination Marketing Association International, PCMA (Professional Convention Management Association), Graham & Dunn (Attorneys), QFC (Quality Food Centers, Inc.), Associated Grocers, Inc., Pacific Foods of Oregon, Inc., Restaurants Unlimited, Inc., American Society of Association Executives (ASAE), AAA (American Automobile Association), American Academy of Ophthalmology, American Academy of Family Physicians, Santa Monica Convention & Visitors Bureau, Tourism Vancouver, Community Action Agency, Federated Department Stores, Inc. (Bloomingdales and Macy's), Longs Drug Stores, Annika Sorenstam and Sunkist. He has also advised many leading brand design and consulting firms, including: Girvin Strategic Branding and Design, Diefenbach Elkins, GMA Research and FutureBrand.

Knapp received his BA in Business Administration from Western Michigan University and his MBA from the University of Toledo. He also completed a postgraduate program in Strategic Marketing at the Stanford University Graduate School of Business.

Customer Reviews

Most Helpful Customer Reviews

5 of 5 people found the following review helpful:

5.0 out of 5 stars The Shortest Path to Customer Loyalty!, January 11, 2010

By 

William Skitt (Denver, CO) - See all my reviews

This review is from: The Brand Promise: How Ketel One, Costco, Make-A-Wish, Tourism Vancouver, and Other Leading Brands Make and Keep the Promise That Guarantees Success (Hardcover)

This book was a welcomed departure from what I typically read as an owner of an Interactive Web Development and SEO Firm. We are fortunate to have achieved success each year without an articulated customer promise, however, I have been searching for the right ingredient to substantially grow the company. A business colleague gave me a copy of the book over the holiday and said it has the ingredient I need. After reading this book, I am thoroughly convinced that the shortest path to sustained customer loyalty and success is to embrace the Brand Promise philosophy and develop a promise for my business. The action plans and checklists in the book will serve as my road map. The Brand Promise has earned its place as the only brand book I need. Towards the end of the book, Duane Knapp provides solid evidence that a customer promise works. He shares several powerful examples of people and organizations that have applied it. Don't skip this part, you'll miss some very compelling and inspiring case studies.

5 of 5 people found the following review helpful:

5.0 out of 5 stars The Brand Promise is essential reading for marketing and branding executives, December 22, 2009

By 

D. Wilson - See all my reviews
(REAL NAME)   

This review is from: The Brand Promise: How Ketel One, Costco, Make-A-Wish, Tourism Vancouver, and Other Leading Brands Make and Keep the Promise That Guarantees Success (Hardcover)

I discovered Duane Knapp's book - The Brand Promise - while in the process of leading marketing and brand development for a new vodka product at a luxury spirits start-up company. Our organization has turned to a number of resources in the process of building our brand (consultants, designers, industry experts, articles, books) and Knapp's book -- and Knapp himself - has had a powerful impact on our success and understanding of our own brand.

Knapp provided us with terminology, concepts and an outline for action that has helped take our brand to the next level. Creating an authentic brand with a genuine "brand promise" is essential for success in today's marketplace - the modern consumer increasingly won't accept or embrace anything less.

Easy-to-read and filled with examples, case studies, and extremely helpful "thought guides" at the end of each chapter, Knapp's book is a practical guidebook to building a unique and lasting brand (and organization around it).

The Brand Promise is an essential read for any marketing/branding executive or anyone interested in what it takes to create an authentic brand.

-- Devin Wilson, VP Marketing and Brand Development for Double Cross Vodka.

5 of 5 people found the following review helpful:

5.0 out of 5 stars The Brand Promise - A Provocative Exploration of Branding, November 18, 2009

By 

Scratchgolfer - See all my reviews

This review is from: The Brand Promise: How Ketel One, Costco, Make-A-Wish, Tourism Vancouver, and Other Leading Brands Make and Keep the Promise That Guarantees Success (Hardcover)

The BrandPromise book is a treasure trove of authentic stories and practical applications related to the development of successful brands. While there are dozens of brand related books, this text provides the formula for how any for-profit or non-profit enterpirse can create and implement a promise based on success. It's one thing to write about brands, as anyone can, however the author has actually been involved in the development of many genuine brands personally. Knapp forces one to think outside the nine dots and focus on what ultimately makes a brand work (or not). Someday, we will think about auditing a business's brand, just like we audit their financial records. And Knapp's thinking will lay the groundwork for how to actually do this.