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Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty Hardcover – March 28, 2012


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Frequently Bought Together

Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty + Grow: How Ideals Power Growth and Profit at the World's Greatest Companies + Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future
Price for all three: $59.78

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Product Details

  • Hardcover: 272 pages
  • Publisher: AMACOM (March 28, 2012)
  • Language: English
  • ISBN-10: 0123739462
  • ISBN-13: 978-0123739469
  • ASIN: 0814416764
  • Product Dimensions: 9.3 x 6.3 x 1.1 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Best Sellers Rank: #809,474 in Books (See Top 100 in Books)

Editorial Reviews

Review

“…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.”

--Actionable Books



“…if you have any interest in branding and reputation management, check out Brand Real -- it is well worth your time.”

--Genuine Curiosity



“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

Book Description

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.


More About the Author

Laurence Vincent has developed strategy for some of the world's most beloved brands. His clients have included CBS, Coca-Cola, Four Seasons Hotels, MasterCard, McAfee, Microsoft, Qualcomm, Southwest Airlines, Sony Playstation, The Home Depot, the National Football League, and vitaminwater. He currently heads up The Brand Studio at United Talent Agency.

Customer Reviews

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See all 7 customer reviews
This book gives you a fundamental way to think about how to define and create your brand -- your business.
KDT
I have to admit that the most fun, yes I said fun I had with this book was reading the section about making our behavior part of the brand experience.
Daniel B. Beaulieu
I thoroughly enjoyed this book from the start to finish and I would recommend it to anyone who wants to understand the benefits of a great brand.
Robert Kirk

Most Helpful Customer Reviews

1 of 1 people found the following review helpful By Daria Steigman on May 14, 2012
Format: Hardcover
The book jacket characterizes Brand Real as a "business strategy guide," which pretty much defines what I did (and did not) like about the book.

Laurence Vincent knows his stuff. The book is a terrific primer on how to think about branding, what's involved in developing and nurturing a successful brand, and the many things to think about along the way.

This is a good book if you're looking to dive into the branding process. It's not terribly useful if you are looking for takeaways for rethinking how your brand can better connect with your customer base. As a business owner, I would have liked to have seen more examples and case studies that illustrate the material. I would also have liked to have had pull-out boxes to give the reader guidance on where to start and where to go next.
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1 of 1 people found the following review helpful By Dave K on March 30, 2012
Format: Hardcover Verified Purchase
As a brand consultant myself, the main aspect of this book that I find invaluable is the focus on a company "Living the Brand", or "walk the walk" as well as "talk the talk". If you are not familiar with this any of this brand concept, then this book is critical for you.

Larry's writing style is very engaging - much more entertaining and easy read compared to many other dry brand books.

Another specific aspect of this book I liked is the organization of the categories of brand positioning options - there are many ways to do this but Larry's approach in Brand Real is easy to grasp and implement.
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1 of 1 people found the following review helpful By Jim Estill on March 22, 2012
Format: Hardcover
I love Branding. Brand to a company is like reputation is to a person. Like reputation - it can be invaluable and like reputation, it can be easily destroyed.

Reputation requires consistency. Brand does also.

I liked the cover "Ingredients of Success Hype 0%, Trendiness 0%, Gimmicks 0%, authenticity 100% and Experience 100%"

Vincent talks about brand identity (how the brand looks and feels - like logo, color, name, slogan etc) and brand behavior (what brands do and why it matters). Many people who think brand think about the former but it is the latter that really matters.

"Real brands make promises that they keep". And this is why we pay more for trusted brands. We like consistency and good brands (like many franchises) deliver that comfort. Consistency in many cases is worth more than being great.

I like to think I am a sophisticated consumer who is not influenced by marketing and brand. Not true. I will often buy from someplace I know will treat me fairly even without trying somewhere else.

I liked the chapter on "Brand Inside - Why People are the Key to your Branding Strategy". It is the people but it is also to training, coaching, mentoring, tools and processes that are in place to make the people great and consistent with the brand.

The gist of the book - work on what your brand really stands for.

Good book - worth reading.
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Format: Kindle Edition Verified Purchase
I work for a large corporation with thankfully a great brand name and I also try to invest in companies that are brand leaders. This book is a great read for investors and also for small business owners who want to help build their brand. I thoroughly enjoyed this book from the start to finish and I would recommend it to anyone who wants to understand the benefits of a great brand.
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