World-class branding for the interconnected modern marketplace
Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today’s consumer, today’s competition, and the wealth of media at your disposal. In-depth discussion highlights the field’s ever-increasing connectivity, with practical guidance on brand design and storytelling, social media marketing, branding in the service sector, monitoring brand health, and more. Authored by faculty at the world’s most respected school of management and marketing, this invaluable resourceincludes expert contributions on the financial value of brands, internal branding, building global brands, and other critical topics that play a central role in real-world branding and marketing scenarios.
Creating a brand - and steering it in the right direction - is a multi-layered process involving extensive research and inter-departmental cooperation. From finding the right brand name and developing a cohesive storyline to designing effective advertising, expanding reach, maintaining momentum, and beyond, Kellogg on Branding in a Hyper-Connected World arms you with the knowledge and skills to:
- Apply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more
- Adopt successful strategies from development to launch to leveraging
- Build brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace
- Increase brand value and use brand positioning to build a mega-brand
In today’s challenging and complex marketplace, effective branding has become a central component of success. Kellogg on Branding in a Hyper-Connected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.
Table of Contents
Foreword ix
Jim Stengel
Preface xi
Alice M. Tybout and Tim Calkins
Acknowledgments xvii
Introduction: The Power and Challenge of Branding xix
Tim Calkins
Section One Thinking Strategically about Your Brand
Chapter 1 Brand Positioning: The Foundation for Building a Strong Brand 3
Alice M. Tybout
Chapter 2 Leveraging the Power of Brand Purpose 20
Jim Stengel, Matt Carcieri, and Renée Dunn
Chapter 3 Creating a Powerful Brand Portfolio 37
Tim Calkins
Chapter 4 Competitive Brand Strategies: Creating Pioneer, Fast-Follower, and Late-Mover Advantage 53
Gregory S. Carpenter and Kent Nakamoto
Chapter 5 Leading the Brand: Brand Strategy Orchestration and Implementation 67
Eric Leininger
Chapter 6 The Three Keys to Building Global Brands with Soul 78
Sanjay Khosla
Section Two Bringing Your Brand to Life
Chapter 7 Brand Design and Design Thinking 93
Bobby J. Calder
Chapter 8 Leveraging Touchpoints in Today’s Branding Environment 110
Kevin McTigue
Chapter 9 Building Strong Connections between Brands and the Self 129
Neal J. Roese and Wendi L. Gardner
Chapter 10 Building Strong Brands through Advertising Strategy in the Online Age 143
Brian Sternthal
Chapter 11 Digital Brand Storytelling 161
Mohanbir Sawhney
Chapter 12 Branding Services in the Digital Era 177
Tom O’Toole
Section Three Gaining Insight about Your Brand and Quantifying Its Stature
Chapter 13 Digital Transformation and the Evolution of Customer Insights in Brand Building 193
Bridgette Braig
Chapter 14 Using Neuroscience to Assess Brands 207
Moran Cerf
Chapter 15 Measuring Brand Relevance and Health 218
Julie Hennessy
Chapter 16 Connecting Marketing and Finance via Brand Value 234
Bobby J. Calder
Section Four Lessons from Brand Leaders
Chapter 17 Has Purpose Lost Its Purpose? McDonald’s Defines Its Style of Marketing 249
Silvia Lagnado and Colin Mitchell
Chapter 18 Ulta Beauty Gets a Branding Makeover 256
Mary Dillon and Dave Kimbell
Chapter 19 Transforming a Historic Brand for a Hyper-Connected World: The John Deere Story 263
Denny Docherty and Mike Porter
Chapter 20 Rebranding an Organization: The Novant Health Story 271
Scott Davis and David Duvall
Chapter 21 Repositioning a Country Brand: Changing the Conversation about Mexico 279
Gloria Guevara
Chapter 22 Managing Brand Communications in a Digital World 287
Cindy Halvorsen
Chapter 23 Customer Experience: The New Frontier of Branding 294
Sergio Pereira
Chapter 24 Brand New: Creating a Brand from Scratch 301
Paul Earle
Index 311
