Description
Book SynopsisThis is one of the most thoughtful books on branding I''ve come across. Most such books are either quickly-crafted how-to books or academic tomes over-burdened with references. This book is thoughtful because it raises questions which deal with the ''why'' rather than just ''how'' of branding. The reference to brutal truth as the truth which will set us freeto examine ourselves without self-illusionsis liberating. The notion that Asia has many good, but no great brands, is also not a put-down but a clarion call for Asian CEOs to rise to the challenge and create lasting, meaningful, committed brands.
Ho Kwon Ping, Chairman/CEO; Banyan Tree and Board of Trustees, SMU; 2010 recipient of the Lifetime Achievement Award by the American Creativity Association
A cold shower to wake people up. Joe Baladi''s Brand Blueprint is a great tool for anyone involved in Sovereign Relationship Marketing or brand building anywhere.
Timothy Love, Vice Chairman; Chief Execu
Trade Review
"The book delves into such insights to provide relevant information on the Asian market for all players." (Global Innovation Report, July 2011)
Table of ContentsIntroduction.
1. A Time of Profound Change.
The old world order.
The new world order.
The rest of Asia.
Toll-gates and vision.
2. Five Reasons Why There are Very Few Great Asian brands.
1. Myopic CEO leadership.
2. Corporate culture is by default, rather than by design.
3. Charlatan brand practitioners.
4. Performance of government agencies.
5. Advertising agencies’ lack of branding competencies.
Conclusion.
3. Redefining Brand, Branding, and Advertising.
Brand and branding: Thinking differently.
Branding made easy: The People Analogy.
The brand blueprint.
The brand proposition.
The relationship between branding and advertising.
4. Pre-Branding.
Overview of the business and branding flowchart.
Business goals and business strategy.
The role of corporate guiding principles.
Summary: Charting the road to a successful business
5. Brand Strategy.
If you don’t make a choice, the choice makes you.
Differentiation.
Emotional dimension.
Focused target audience.
Ability to innovate and stay relevant.
CEO involvement and leadership.
Employee involvement and commitment.
Intelligent brand architecture.
CSR: The new branding imperative.
Summary.
6. Methodology instead of Mythology.
Positioning or repositioning?
Preparing for a (positioning or repositioning) branding project.
The strategy-centric brand development methodology.
Costing the project proposal.
7. Brand into Action: Delivering against Your Promise.
Be careful what you promise.
Making the brand come alive.
Summary.
8. Conclusion.
The future is here.
Caught up in a good thing.
The "Asian/Chinese Century".
Everything is connected; the rest is conceptual.
Summary: Tomorrow’s Asian CEO today.
Index.
