Brand Harmony: Achieving Dynamic Results by Orchestrating Your Customer's Total Experience (Hardcover)

~ (Author) "Imagine yourself attending a symphony orchestra concert..." (more)
Key Phrases: brand harmony, brand dissonance, brand impression, Southwest Airlines, Seven Service Basics, Touch-points During the Customer Life Cycle (more...)

Editorial Reviews

Review

"...required reading for all of our employees" -- Craig Dwight, Chairman & CEO, Horizon Bancorp

"Clear, compelling and powerful. Branding – in all its power and glory – made accessible and exciting." -- Tom Peters, Tom Peters Company

An important read for the young practitioner to the most senior executive, this common sense approach for business is timeless. -- Paul D. Schrage, Senior Executive Vice President of Marketing, Retired, McDonald’s Corporation

If your marketing person won’t spend the time to do the exercises in this book, it's time to replace her. -- Seth Godin, Author, Purple Cow

Steve completely changed the way our company looks at marketing. This book will be a must-read for my employees. -- Carsten Pederson, President, Club 8 USA

Product Description

"Your brand is not what you say you are...Your brand is what your customers think you are."

Any company could perform better if it followed the principles of Brand Harmony, but those who actually succeed at Brand Harmony are those who are willing to question their past marketing practices and have a strong, active desire to improve their company's performance. They are willing to believe that there is a better way to do things, and they refuse to let any bureaucracy get in the way of making changes that will improve their organization's results. They are willing to admit that their customers have great power, and that these customers will scrutinize any and all interactions with the company, and, for that reason, they are committed to involving their entire organization in the marketing process. They refuse to let internal turf wars and parochial interests get in the way of creating an experience of Brand Harmony for their customers.

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Product Details

• Hardcover: 150 pages
• Publisher: Select Books (NY); 1st edition (September 2003)
• Language: English
• ISBN-10: 1590790537
• ISBN-13: 978-1590790533
• Product Dimensions: 9.3 x 6.3 x 0.8 inches
• Shipping Weight: 13.8 ounces (View shipping rates and policies)
• Average Customer Review: 4.6 out of 5 stars  See all reviews (9 customer reviews)
• Amazon.com Sales Rank: #721,034 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

6 of 6 people found the following review helpful:

5.0 out of 5 stars Best-ever book on branding bar none, September 29, 2003

By	David Greusel "urban architect" (Kansas City, MO United States) - See all my reviews (REAL NAME)

If you've ever thought that maybe branding was something more than a cool logo, a catchy slogan, or a big advertising campaign, this book is definitely for you. In "Brand Harmony," Steve Yastrow shows how all the experiences customers have with a company color their impression of its brand--a fact which is just as true for a mom-and-pop flower shop as it is for McDonald's and Coca-Cola. In fact, this book is probably more relevant to smaller companies that don't have enormous ad budgets, because it demonstrates how advertising is really only a small part of how brand impressions are formed--not even the most important part. If this book doesn't get you thinking about the importance of branding and how you can do a better job of creating positive impressions in your customers' minds, you weren't paying attention. "Brand Harmony" isn't just the management fad of the week--it's a business philosophy that will impact every area of your business (if you do it right). Kudos to Steve, and hats off to all the business owners and managers who "get it."

3 of 3 people found the following review helpful:

5.0 out of 5 stars Buy this book before you spend another dime on marketing!, February 14, 2004

By	Merit Gest (Chicago, IL) - See all my reviews

In spite of the fact that I've been involved in advertising, sales & marketing for the past 12 years, I learned so much from this well written book. Steve Yastrow solves the frustrations companies (large & small) feel with every dollar they spend on marketing wondering if it will work and if it's sending the right message. Unlike most marketing books, Yastrow reminds readers about the importance of internal marketing and the stories he shares as examples are eye opening.

I really thought I knew what marketing was, but Yastrow put a new spin on things for me and had me think in ways that are going to impact my business for years to come. It's unfortunate that it will be tough to put a dollar figure to what I learned and will now incorporate into my small business, but if I had to guess, I'd say reading his $20 book will put tens of thousands of dollars into my pocket in the coming years (I can only imagine what the numbers could be for a large corporation!).

3 of 3 people found the following review helpful:

5.0 out of 5 stars This book contains some of the best strategies ..., November 6, 2003

By	"sammyhenry" (San Francisco, CA) - See all my reviews

...for marketers of all kinds. As a small business owner in the Bay Area, my associates, and friends have been struggling to "get the word out" in a cost-efficient way, about our businesses. Mr. Yastrow's work has been just what the doctor ordered. He covers everything from marketing brainstorming sessions to direct mail campaigns, but mostly he helps tie it all together with cohesive visions of our organizations' core missions. I'm hoping that, in exchange for writing this review, Mr. Yastrow will keep me on his mailing list.