Description
Book SynopsisFinalist in the Business: Marketing & Advertising category of the Best Book Awards 2023 awarded by American Book Fest and also in the Marketing - Branding category of the Goody Business Book Awards 2023
Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies – the development of brands that deliver profit with purpose, are sustainable, and create mutually beneficial meaning.
It fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning–from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups. Brand Fusion: Purpose-driven brand strategy is an in-depth analysis of the philosophy and practice behind creating a purposeful brand.
Table of Contents Chapter 1 Overview
Section 2 The Foundations of Theory and Practice
Chapter 2 Developing brand strategy: roots, resources and relationships
Chapter 3 Managing meaning: social dominant logic
Section 3 The Development of Strategy
Chapter 4 Managing the alignment of strategy: purpose, proposition and positioning
Chapter 5 Managing customer-company fusion: customer experience management
Chapter 6 Managing strategic segementation: customer insights from data
Chapter 7 Managing the customer journey: strategic service approaches to the consumption experience
Chapter 8 Managing the conversation: integrated marketing communications
Chapter 9 Managing brand equity: tangbile results from intangible assets
Section 4 The Application of Purpose and Practice
Chapter 10 Legal & Genereal: inclusive capitalism - change, sustainability and purpose
Chapter 11 Inspired Villlages: purpose, values and alignment
Chapter 12 Small is beautiful: big ambitions for SMEs
Chapter 13 Festival of Thrift: sustainability through brand community
Chapter 14 Headspace: immersive digital meditation and mindfulness
Chapter 15: Freedome: building franchise equity
Chapter 16 University of Cumbria: brand anchor, pledge and persona
Chapter 17 Dell Technologies: person to person in B2B
