Description
Book SynopsisAdvance Praise for The Masterbrand Mandate The Masterbrand Mandate is an exceptional book that successfully demonstrates why it is the responsibility of the entire enterprise, led by senior management, to drive the masterbrand throughout the company as a critical part of its strategy. -Bruce L. Claflin President and COO, 3Com Corporation The Masterbrand Mandate shows why successful brands must both reflect and guide the organizational values, culture, and business strategy in this Internet age. It is a ''now'' book that anyone managing an organization should read. -David Aaker Vice Chairman, Prophet Brand Strategy and Coauthor of Brand Leadership The Masterbrand Mandate is a superb read for anyone involved in the management or building of brands. -Steven McMillan President and COO, Sara Lee Corporation The Masterbrand Mandate is on the money-literally and figuratively! Both visionary and practical, it successfully tackles the modern challenges of brand-building head-on. This book is an
Table of ContentsBuilt to Change.
MANDATE: BUILD THE CUSTOMER'S COMMUNITY.
Grow the Masterbrand Community.
Interactivate the Brand.comm.
Extend the Online Community.
Masterbrand: Sun Microsystems.
THE INSIDE JOB: COACH THE CUSTOMER'S TEAM.
Coach the Customer's Team.
Organize to Brand-Build.
Masterbrand: Charles Schwab & Co.
Unify the Diverse Community.
THE WORLD OUTSIDE: MANEUVER THE MASTERBRAND.
Outbrand the Competition.
Masterbrand: America Online.
Interglocalize the Masterbrand.
Moving Forward with the Mandate.
Epilogue.
Endnotes.
Additional Sources.
Acknowledgments.
Index.
About the Authors.
