TY  - BOOK
AU  - Mandel,Jay
TI  - Brand strategy in three steps: a purpose-driven approach to branding 
SN  - 9781398609808
U1  - 658.827 
PY  - 2023///
CY  - London
PB  - Kogan Page, Limited
KW  - Electronic books
N1  - Cover -- Contents -- 01 The Meaningful Marketing Mindset -- Mindset matters -- words matter. Actions speak louder than words -- Question everything-embrace the power of questioning and disruption -- Do you act like a marketer? -- Brands and people -- "Unscripted. Vulnerable. Real." The future of media is unscripted and vulnerable -- Grow with guidance -- How can we do this? -- Section 1 Identity -- 02 Light Up Your Journey -- The baseline: What's your mindset? -- Do you have a fixed mindset or a growth mindset? -- Unlock your potential with a growth mindset -- Extrinsic motivation-be inspired to be motivated -- Unlock the story inside you -- Discover yourself with your personal SWOT -- Thinking inclusively with an openness to change -- Hard skills vs. soft skills-what are the key differences? -- Soft skills, value, and values-share your story with confidence -- Speaking of value and values, let's talk about AI -- Make it yours and give your customers a reason to make it theirs -- Trust is earned -- Tech augments values -- Are values enough? No! -- Grow together with reciprocity -- Be you. Make an impression -- Endnotes -- 03 Your Brand -- Define your brand identity -- Intentions guide your brand -- Implementation is about delivering experiences that fulfill your promise to a specific audience -- A journey of exploration-is your career transactional or relational? -- Big ideas don't fit small minds -- 04 Your Core Values -- Your brand starts with you and your contribution -- Your identity exemplifies who you are -- What is your identity? -- Let's get started with your core values -- Live your values -- Be unapologetically you! -- Beware of imposter syndrome -- Unlock a world of possibilities -- Design your values -- Choose your adventure -- Endnote -- Section 2 Intention -- 05 Setting Values-Based Intentions; Your intention: What do you want to become? -- Channeling your brand ambition -- Deconstructing the simple marketing promise -- What's your movement? -- Bottom line -- Endnotes -- 06 Bridging the Gap -- Are you emotionally invested in your brand? -- How did we get here? -- Modern-day marketing -- Strategize for success -- Are you thinking critically? -- The future starts now-we must use our power to create positive change and progress, but only with responsibility and caution, as with great power comes great responsibility -- Create products and services by genuinely understanding customer needs and valuing their contribution to our business -- Build genuine, lasting relationships with your customers by connecting meaningfully with influencers whose opinion matters -- Join the movement-sign the Meaningful Marketer's Pledge -- Did you see what I did there? -- What's your company's no-BS product? -- Case in point: Wally Health -- So, what are you waiting for? -- Endnotes -- Section 3 Implementation -- 07 The Meaningful Brand Plan -- Where does your brand stand? -- Your brand's maturity defines everything you do -- Creating precise and relevant brand guidelines -- 08 Building Your Team -- Logistics for the planning process -- Your team -- Agencies -- Budget -- Thinking globally -- Some thoughts on timing -- Some thoughts on the scope -- Building your team -- Charter time -- 09 Research and Measurement -- Think like an anthropologist -- A clear research plan with stated objectives and methodologies agreed upon by everyone involved -- Identify an issue -- So, what is your research problem? -- Unlock insight by documenting your research plan -- Your marketing intelligence outline and recommendations -- Choose appropriate market research techniques -- Gather information -- Marketing research analysis -- The 5C analysis -- In-depth interviews -- Keep digging; Organize, interpret, and analyze data -- Create an environment that leads to recommendations -- Data democratization: Unlocking the power of data for your brand -- From insights to recommendations -- Show and tell -- Gauge and measure attainable goals -- Endnotes -- 10 Your Company's Movement -- Movements are not campaigns -- Embody and promote your company's values: Start with your company's movement -- Leverage successful case studies as a source of knowledge -- Nike's Dream Crazier campaign -- Dove's Real Beauty Sketches campaign -- Absolut Vodka Pride bars and lounges campaign -- Your belief statement, your promise, and your potential -- The facets of your brand movement -- Connect with customers with the nesting doll -- Who is your audience? -- Personas convey how audience segments interact with your brand -- Jobs-to-be-done framework -- Don't create followers. Be in it with your customers -- Stories need structure to have maximum impact -- Prompts -- Personalization-are you talking to me? -- White space and recommendations -- Now is your time to make your mark -- Endnotes -- Conclusion: Executing Your Plan -- Index
N2  - Cultivate a meaningful brand strategy using a three-step, values-driven branding framework focused on connecting with customers by clarifying, integrating and communicating the values of the company
UR  - https://ebookcentral.proquest.com/lib/uwestlon/detail.action?docID=30549158
ER  -