Klaus Schmidt has been a pioneer in the concept and process of inclusive, or holistic, branding as an integral element in corporate strategy. This book explains the genesis and characteristics of the holistic approach, including its dimensions, structure and methodology, then demonstrates its startling relevance to today's pressing global business issues. Compelling case studies from leading organizations in a variety of industries show the practical necessity of holistic brand thinking, and its results.
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'Well designed, easy to use and proves it point with real-life studies ... we tested it (the approach) and found it delivered strong results, quickly.' - Marketing
About the Author
Klaus Schmidt is co-founder and now CEO of Henrion Ludlow Schmidt, leading European brand creation and management consultants based in London and Hamburg.
Chris Ludlow is a co-founder of Henrion Ludlow Schmidt, is now a consultant to the company and is a frequent contributor and broadcaster on branding subjects.
Chris Ludlow is a co-founder of Henrion Ludlow Schmidt, is now a consultant to the company and is a frequent contributor and broadcaster on branding subjects.
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Inside This Book
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Key Phrases - Statistically Improbable Phrases (SIPs):
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inclusive branding, holistic positioning, brand performance indicators, holistic branding, brand proposition, personal health service, brand promise, basic design elements Key Phrases - Capitalized Phrases (CAPs): (learn more)
Manchester United, Dunlop Sport, Proud Brand, Old Trafford, Richard Branson, Continuity Through Change, Professional Image, Team Approach, Brand Without Limits, Changing Preconceptions, Bright Brand Future, Pressing Issues, Virgin Atlantic, France Telecom, United States, Inclusive Solutions, Gottlieb Daimler, Hong Kong, Austria Benelux Portugal, Virgin Group, Total Britain France Germany, Fred the Red, British Airways, Virgin Music, Red Café Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Surprise Me!
inclusive branding, holistic positioning, brand performance indicators, holistic branding, brand proposition, personal health service, brand promise, basic design elements Key Phrases - Capitalized Phrases (CAPs): (learn more)
Manchester United, Dunlop Sport, Proud Brand, Old Trafford, Richard Branson, Continuity Through Change, Professional Image, Team Approach, Brand Without Limits, Changing Preconceptions, Bright Brand Future, Pressing Issues, Virgin Atlantic, France Telecom, United States, Inclusive Solutions, Gottlieb Daimler, Hong Kong, Austria Benelux Portugal, Virgin Group, Total Britain France Germany, Fred the Red, British Airways, Virgin Music, Red Café Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Surprise Me!
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