Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth [Hardcover]

Scott M. Davis (Author), Michael Dunn (Author), David A. Aaker (Foreword)

Book Description

ISBN-10: 0787962554 | ISBN-13: 978-0787962555 | Publication Date: September 17, 2002 | Edition: 1

In Building the Brand-Driven Business, authors Scott M. Davis and Michael Dunn-- two of the nation's foremost experts on brands-- map out a strategy that can help an entire organization manage and live (not just think about) its brand. They show how to develop brand-building programs that are the most cost efficient, effective, and credible. And just as vital, they reveal how to create a brand-driven culture within an organization so that building the brand becomes everyone's job.

Editorial Reviews

Review

“…This book is highly recommended for all forward-thinking executives—and those aiming to join that group.” (The Journal of Product & Brand Management, vol. 14, no. 3, 2005)

From the Inside Flap

"Every time an employee gets to touch a customer or a customer gets to touch the brand, that company gets the opportunity to either reinforce its brand promise or totally denigrate it."

In Building the Brand-Driven Business, authors Scott M. Davis and Michael Dunn— two of the nation's foremost experts on brands— map out a strategy that can help an entire organization manage and live (not just think about) its brand. They show how to develop brand-building programs that are the most cost efficient, effective, and credible. And just as vital, they reveal how to create a brand-driven culture within an organization so that building the brand becomes everyone's job.

Building the Brand-Driven Business shows how to recognize all of the touchpoints that affect the brand and how to take control of those touchpoints, whether at pre-purchase, during the purchase, or post-purchase.

Filled with illustrative examples and case studies from many of the world's leading brands companies, such as Eastman Kodak, Bell South, General Electric, Xerox, and VISA, Building the Brand-Driven Business clearly demonstrates how to bring a brand to life and increase the bottom line.

See all Editorial Reviews

Product Details

• Hardcover: 320 pages
• Publisher: Jossey-Bass; 1 edition (September 17, 2002)
• Language: English
• ISBN-10: 0787962554
• ISBN-13: 978-0787962555
• Product Dimensions: 9.3 x 6.3 x 1 inches
• Shipping Weight: 7 pounds (View shipping rates and policies)
• Average Customer Review: 3.5 out of 5 stars  See all reviews (11 customer reviews)
• Amazon Best Sellers Rank: #374,877 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

5 of 5 people found the following review helpful:

4.0 out of 5 stars "Operationalizing" aside, October 29, 2002

By A Customer

This review is from: Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth (Hardcover)

Don't let the somewhat intimidating word "operationalize" keep you from investigating the pages of Building The Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth (Jossey-Bass, 2002). What authors Scott Davis and Michael Dunn show is that brand-building can and should be supported through more than just MarCom initiatives. The retail clerk who actually smiles at and is helpful to customers does far more to support the brand than the priciest ad campaigns - as Wal-Mart has long-since discovered and McDonald's apparently has yet to grasp. The authors posit that building those supporting behaviors and mind-sets (not to mention systems and processes) and then using the brand promise as an integral measure for business decisions is what "operationalizing" is all about. It's interesting positioning that's perhaps ahead of its time - but certainly one that non-marketing, senior decision makers should relate to. There's a lot of confusion among non-marketers as to what "brand" is and isn't. The authors make a case for elevating it to an entirely different level in the organization.

6 of 7 people found the following review helpful:

5.0 out of 5 stars Moves branding to the next level, November 4, 2002

By A Customer

This review is from: Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth (Hardcover)

Before I read this book, I never thought of a retail clerk or a customer service representative as a company's brand ambassador. But what the authors explain is that brand building should be supported by more than just the people in the marketing department. Certainly, brand has become the strategy du jour among marketing people these days, as evidenced by the number of books on the market. However, this book treats brand in a different context, defining it through the concept of "operationalizing" it, bringing it to life through a company's processes, systems and employees. It makes a great deal of sense that a company's senior executives must embrace the brand and its promise by linking it to the company's corporate strategy, so it becomes part of the culture. Several case studies in the book are helpful for understanding why so many well-known brand names have been successful by using similar techniques to bring their brand to life across the organization.

1 of 1 people found the following review helpful:

4.0 out of 5 stars Making it Real, October 28, 2002

By A Customer

This review is from: Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth (Hardcover)

There are so many books out there which talk about 'brand' -- finally here's one that will really help me connect the dots between brand and business strategy. As competitive advantages become harder and harder to maintain -- knowing how to 'operationalize' the brand will be the key difference for the future.