Customer Reviews

Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding (Wiley Desktop Editions)

5 star:		(3)
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this book is a healthy holistic view of a corporate brand, emphasizing the importance of alignment for internal, external and strategic elements in order to create and sustain a powerful brand. Good examples are used throughout.

This is an excellent, well-researched and written book. The authors present a simple(though not simplistic) vision-culture-image model that define brand or corporate identity. Schisms or friction between these three shifting factors that are not addressed, is what causes enterprises to lose brand value, as illustrated through many case studies. This is more of a theoretical study and while the implications and suggestions of how to put this models into practice are there, I hope there will be a follow up that provides more tools that build upon the principles presented.

Taking Brand Initiative is hands-down one of the top five books on brand development. The authors provide the reader with a series of case studies of organizations that have been successful in developing brands that the authors refer to as the enterprise mind-set, and those that have fallen short or are not quite there yet. I love what the authors refer to as the Culture, Vision and Images alignment model of brand development. This is a must read for anyone engaged in their organization's brand building efforts.