Aha! Moments in brand management
Subtitle: commonsense insights to a stronger, healthier brand
By: Larry Checco
Published: 2011
Place of publication: [United States] : Trafford Publishing
Language: eng
Number of pages: 131
ISBN-13: 9781426997686
Subjects: Public relations; Branding (Marketing)
Description: CEOs, executive directors, board members, politicians, religious leaders, and others continue to make the same mindless mistakes. When people consciously make bad decisions, it's even more disturbing. These individuals hurt the organizations they're supposed to lead. They are also hurting clients, customers, and followers of their respective groups. In this guidebook on reputation management, author Larry Checco, a longtime branding expert, explores how leaders can avoid these kinds of mistakes. You'll discover proven ways to improve your organization's brand. You'll also learn why branding is all about trust; how marketing and branding are not the same; how even great companies sometimes get it wrong; and why branding is the responsibility of every employee. The truth is that branding is not just about an attractive logo, marketing, or public relations. It's about managers making good decisions, and brand management starts with you. Step back and take an honest, introspective, and contemplative look at how management and an organization's brand are integrally related with a series of Aha Moments in Brand Management.
Notes: "Trafford rev. 11/22/2011."
Table of contents: title: A bit about branding; title: Aha! Moment #1 : Branding isn't just about trust - it's ALL about trust!; title: Aha! Moment #2 : Good branding is not about marketing. It's about meeting customer expectations; title: Aha! Moment #3 : Your logo is not your brand; title: Aha! Moment #4 : Branding is not the sole responsibility of your communications, marketing or public relations departments; title: Aha! Moment #5 : Nothing escapes the public's eye; title: Aha! Moment #6 : Everyone in your organization needs to be singing from the same song sheet; title: Aha! Moment #7 : Test your messages; title: Aha! Moment #8 : If you're the leader, focus on others; title: Aha! Moment #9 : When leadership fails; title: Aha! Moment #10 : A disgruntled workforce can be a branding nightmare; title: Aha! Moment #11 : Even the best thinkers can lose track of their goals; title: Aha! Moment #12 : Exercise due diligence; title: Aha! Moment #13 : A good brand is dynamic, not static; title: Aha! Moment #14 : Accept the new normal; title: Aha! Moment #15 : Keep your eye on the ball.