“…it’s time you picked up this book and found out how to create a brand identity that will… make your customers loyal for life.” --SMTonline
“For anyone looking to brand or re-brand their company Brand Real is the book for you. This is the branding bible.”
“…if you have any interest in branding and reputation management, check out Brand Real -- it is well worth your time.”
“This book will place your brand on the right track for building a real brand that is memorable and powerful in the marketplace.” --Blog Business World
“It’s instructive, including back-to-basics on how to make your brand memorable and accessible, and consistent across all the places it touches a customer." --MarketingDaily.com
“…dives deep into the elements that can make a brand real…shows the how and why behind the successes and missteps of familiar brands.” --Jim Pawlak, Biz Books Columnist
Selected by Strategy+Business as One of the Best Business Books for 2012
“…Vincent reminds us that branding is first and foremost a strategic act…that’s why Brand Real is as relevant to the CEO as it is to the CMO.” --Strategy+Business
Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take their business elsewhere.
Brand Real is a business strategy guide for making a brand’s promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies.
Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brands—logos, advertising, imagery, communications—directly to the core elements of business strategy and forge a powerful and lasting connection with their customers.