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Integrated Branding: Becoming Brand-Driven Through Companywide Action

4.2 out of 5 stars 5 customer reviews
ISBN-13: 978-1567202380
ISBN-10: 1567202381
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Editorial Reviews

Review

"[LePla and Parker] are two people that have led us beyond what we normally do into the realm of what we are capable of doing. I'm not alone in this; their organization's work with the software industry was awarded recognition by the Governor of Washington. I would recommend this book to any organization that is serious about finding its focus."-Kathleen P. Wilcox, J.D. President, Washington Software Alliance

"Integrated Branding is a guiding hand to those companies who wish to build a lasting brand advantage. More than abstract theory, the chapters in this book are like recipes that smart executives can follow to take brand practices off the page and into their organizations. [They] speak to the head, heart and real life choices that separate the long-term market leaders from the also-rans."-Katherine James Schuitemaker Vice President, Marketing PhotoDisc, Inc.

"[Their] Integrated Brand Model is a comprehensive yet practical tool for any organization seeking competitive advantage in the increasingly sophisticated and crowded marketplace of the modern world. Based on their own consulting experience and extensive interviews with top branding professionals, the authors have developed a set of guiding principles focused on the benefits of building a brand-first mindset and culture. If you have brand management responsibility in your organization--you should read this book!"-David Reyes-Guerra Manager, Corporate Identity & Product Naming Xerox Corporation

From the Publisher

F. Joseph LePla has worked with a broad range of companies for more than 20 years helping to develop their brands. He now runs the Parker/LePla consultancy which shows companies how to implement their Integrated Branding Model. --This text refers to the Paperback edition.
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Product Details

  • Hardcover: 320 pages
  • Publisher: Praeger (October 30, 1999)
  • Language: English
  • ISBN-10: 1567202381
  • ISBN-13: 978-1567202380
  • Product Dimensions: 6.1 x 0.8 x 9.2 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Best Sellers Rank: #2,199,829 in Books (See Top 100 in Books)

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Top Customer Reviews

Format: Hardcover
Integrated Branding is loaded with great tips for businesses of all sizes to effectively develop and use brand tools. Parker and LePla speak with authority on what works, and what doesn't work, in creating messages that resonate with customers and employees. They take brand out of the company handbook and into the everyday actions of employees. This book gives lots of entertaining examples of how to make sure everyone in the company is using the same principles to guide the way they represent the company--through customer interactions, product development, corporate communications, and more.
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Format: Paperback
What is branding? A common misconception is that branding in the business world is like branding on the cattle ranch. Company A hires company B to brand them. Company B rustles up some research and then proceeds to place a brand on Company A. Nothing could be less effective, or farther from the truth. Parker and LePla do a great service in clearly and simply explaining this in their excellent book, Integrated Branding.
Integrated Branding shows that every company has a brand waiting to be revealed. What a company doesn't need is a "brand" presented to them by an ad agency. What that company needs, and what this book will teach it, is learning how to recognize and develop their existing brand and then live that brand all the time.
Integrated Branding maps out a process that merges research of what an organization's customers/audiences want/need/expect, with the strengths and assets that a company has to offer. With that process the author's show you step-by-step how to develop (and use) all of the brand tools at the core of the integrated brand - principle, mission, values, personality, story, and association
Integrated Branding also explains how to introduce the brand from top to bottom into every level of the company, and to every employee --from CEO to receptionist-so that they learn to live that brand.
Following the Integrated Branding process will help your organization to reveal what brand assets it already has, and some that it may choose to aspire to. It helps provide each employee with tools to guide them throughout every decision and communication -- from announcing company news, to hiring, to product development.
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Format: Hardcover
Confused about what branding actually is? Not convinced of how important it is in the success of your organization? Integrated Branding provides a comprehensive view on what branding can do when properly implemented. The unique view on how branding is more than consistent marketing collateral and a fancy logo, Integrated Branding takes the branding process (and results) to a whole different level. This book discusses the process of driving your brand from every facet of the company, and more importantly, why it works.
If you are looking for the best place to start in building your company's brand equity, this is the book for you.
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Format: Hardcover
Lepla and Parker are the kings of branding how to. I've read all the latest literature from ries, etc. but this book guides my efforts.
I have gone so far as to contact them in Seatle, however the events of the past few weeks have kept me out of contact.
If you are developing a brand and need guidance, this is the book for you.
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Format: Hardcover
There is so much of this book taken from the work of others, the writers should be embarrased.
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