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.
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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.
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Most Helpful Customer Reviews
5 of 5 people found the following review helpful
Format: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
Format: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
Format: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.
Most Recent Customer Reviews
A book for you to reflect about your business
This book was write during a time when the term brand was growthing on the world. Talk abou "brand touch-points" today is easier to understand, than 2001/2002. Read more
Published 12 months ago by Paulo Peres
More smoke and mirrors
Oh, the poor trees that suffered at the hands of this book.
What was said in this book could have been said in fewer than three pages. Read more
What was said in this book could have been said in fewer than three pages. Read more
Published on September 9, 2003
What is new here???
What is new here...that's the quesiton I have after reading the book. I prefer his previous book. I found the chapter on connecting business strategy to brand strategy to be... Read more
Published on September 5, 2003
350 Pages of 'Everyone Live the Brand Now'
That's the Cliff Note version for those of you, like me, who have this as required reading before a big 'brand summit'. Read more
Published on April 14, 2003
CEOs shoud read this book
Building The Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth (Jossey-Bass, 2002) is an excellent tool for organizations looking to drive bottom-line... Read more
Published on October 29, 2002
CEOs shoud read this book
Building The Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth (Jossey-Bass, 2002) is an excellent tool for organizations looking to drive bottom-line... Read more
Published on October 29, 2002
Recycled Material at Best!
This book says a lot without ever really saying anything. One thing is for sure, you have to give these guys credit-Prophet has created yet another book which is more about... Read more
Published on October 29, 2002 by Michael Porter
Graduate Level Branding
Davis and Dunn lay it all out in their new book, Building the Brand-Driven Business. If Davis' Brand Asset Management is branding 101, this is the graduate level text for those... Read more
Published on October 17, 2002 by Barton Tretheway
Inside This Book
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First Sentence:
Ten years ago, most companies thought that focusing on the brand really meant focusing on the latest and greatest advertising campaign. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
brand touchpoints, touchpoint assessment, brand asset manager, credibility footprint, touchpoint wheel, touchpoint activities, final consideration set, purchase consideration set, brand metrics, portfolio relevance, brand assimilation, touchpoint strategy, brand lens, brand versus the competition, brand asset management, effective brand building, brand goals, brand relevance, operational delivery, brand delivery, usage experience, purchase experience, relationship with the brand, customer contact centers, brand promise Key Phrases - Capitalized Phrases (CAPs): (learn more)
Primary Goal, Pottery Barn, Home Depot, Brand Value Pyramid, Rowe Price, Wall Street, Bob Greenberg, Chapters Four, Jam Cam, Kenneth Cole, New York City, North America, Owner's Circle, Southwest Airlines, Brand Coach Brand, Denise Yohn, Goldman Sachs, State of the Art New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Ten years ago, most companies thought that focusing on the brand really meant focusing on the latest and greatest advertising campaign. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
brand touchpoints, touchpoint assessment, brand asset manager, credibility footprint, touchpoint wheel, touchpoint activities, final consideration set, purchase consideration set, brand metrics, portfolio relevance, brand assimilation, touchpoint strategy, brand lens, brand versus the competition, brand asset management, effective brand building, brand goals, brand relevance, operational delivery, brand delivery, usage experience, purchase experience, relationship with the brand, customer contact centers, brand promise Key Phrases - Capitalized Phrases (CAPs): (learn more)
Primary Goal, Pottery Barn, Home Depot, Brand Value Pyramid, Rowe Price, Wall Street, Bob Greenberg, Chapters Four, Jam Cam, Kenneth Cole, New York City, North America, Owner's Circle, Southwest Airlines, Brand Coach Brand, Denise Yohn, Goldman Sachs, State of the Art New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 4
books:
3
books
cite this book:
- Brand Asset Management: Driving Profitable Growth Through Your Brands (Jossey-Bass Business & Management) by Scott M. Davis in Front Matter, page 272, and Back Matter
- Built to Last: Successful Habits of Visionary Companies (Harper Business Essentials) by Jim Collins in Back Matter
- The Balanced Scorecard: Translating Strategy into Action by Robert S. Kaplan on page 196
- Built to Last by James C Collins in Back Matter
- Branded Customer Service: The New Competitive Edge by Janelle Barlow in Back Matter
- Innengerichtetes identitätsbasiertes Markenmanagement (German Edition) by Sabrina Zeplin in Back Matter
- Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management by Tim Calkins on page 243
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