In this economy ruled by ideas, the only sustainable form of leadership
is brand leadership. To build a brand promise that consumers will value
and, in doing so, help build brand equity, it is essential for everyone
in the continuum to understand the progression of branding from
management to leadership.
In his new book, 60-Minute Brand Strategist: The Essential Brand Book
for Marketing Professionals, Idris Mootee, offers a fast-paced,
field-tested view of how branding decisions happen in the context of
business strategy, not just in marketing communications. With a
combination of perspectives from business strategy, customer experience,
and even anthropology, Mootee outlines the challenges traditional
branding faces in a hyper-connected world. This essential handbook of
brand marketing offers an encyclopedia of do's and don'ts, including
case studies of how these concepts are being used by the world's most
successful and valuable brands.
“There are a lot of myths about branding and brand strategy, including
the right way to grow financial and strategic value of a brand and the
notion that brand strategy should always align with business strategy,”
says Mootee. “People often place too much value in the power of a logo
or a name, but rarely enough on their branding strategy and many also
assume only large, global companies can afford or create robust branding
strategies– this is far from the truth.”
Many assume a brand’s opportunity is only within its product/service
category and often forget the biggest opportunity for growth may exist
outside or adjacent to the current definition of the market. All brands
should be fighting two wars at the same time – growing existing market
share within a defined product category and investing a new one. For a
brand to grow, it requires steeping back from the current situation to
develop a systematic way of looking at it from a different viewpoint,
then aligning that with business strategy and the competitive context –
a robust brand strategy.
Mootee adds, “Everyone is busy with little time to read, so this
60-minute read, which includes beautiful example illustrations and
photos, is meant to be read in quick sitting and debunk branding myths
just as fast.”
For example pages and case studies please visit - http://www.ideacouture.com/sixtybook/
