United we brand : how to create a cohesive brand that's seen, heard, and remembered / [printed text] / Mike Moser . - Boston, MA : Harvard Business School Press, 2003 . - xvii, 165 p. : ill. ; 25 cm.
ISBN : 978-1-57851-798-5

Class number:	658.827
Abstract:	Today's customers face a dizzying array of choices,whether they're buying a car,choosing a school,or contributing to a charity.As a results, brand is often the critical differentiating factor in a customer's decision making process.Yet for most companies,there is a yawning gap between how the brand is viewed within the company-and how it is perceived out in the world. Marketing veteran Mike Moser argues that the problem isn't that executives don't "get" their brand.It's that they don't know how to funnel that knowledge into a form that is easily communicated and understood by every person-whether employee,partner,customer,or investor-who comes in contact with it. In United We Brand, Moser unveils a hands-on tool he has developed over the course of two decades of branding experience with organizations ranging from brand giants like Reebok and Dell computers to fledging startups to nonprofit firms.The "Brand Roadmap" puts insights and strategies once available only through top-flight consulting and advertising agencies in the hands of every executive, small business owner, and entrepreneur. Step-by-step, Moser shows readers how to map out the four key components of brand strategy:identifying core values,creating a focused brand message,developing a distinctive brand.
Contents note:	Chapter 1.You're five steps away from having a customized brand; Chapter 2.Core brand vlaues; Chapter 3.Core brand messages; Chapter 4.Brand personality; Chapter 5.Brand icons; Chapter 6.Your brand roadmap; Index.