Brand management just got easier
Successful brands provide meaning: a higher purpose, a vision of a better future, a code of values, and a culture that drives performance. Brands with meaning stand out in their marketplace and attract like-minded people: customers, employees, suppliers and investors. Successful brand management clearly differentiates organizations, products and services from their competitors and inspires advocacy from all stakeholders.
Building a strong brand takes much more than a week: it requires an on-going commitment to excellence. This updated second edition of Brand Management In A Week provides a proven seven-day program on the principles of brand management. It takes you from the conceptual and planning stage through to implementation and sustainability. It's packed with tips and insights gained from decades of industry experience to help you jump-start your brand and give you the tools and confidence to manage it through the hurdles of the business landscape.
Each of the seven chapters in Brand Management In A Week covers a different aspect:
- Sunday: Determine your brand focus
- Monday: Define your brand strategy
- Tuesday: Express your brand through its identity
- Wednesday: Evolve your brand culture
- Thursday: Build your employer brand
- Friday: The importance of design
- Saturday: Sustaining the brand
Paul Hitchens and Julia Hitchens have over 50 years' combined experience in the creative industries, working in advertising, branding, design and marketing. They are the husband and wife team behind Verve Brand Consultancy. Since 1996 Paul and Julia have helped hundreds of businesses to realize their brand's potential through consultancy, seminars and training workshops. Their brand name 'Verve' means 'energy, enthusiasm and dynamism', all values required for brand building. Paul and Julia are co-authors of Create the Perfect Brand, a Teach Yourself guide to branding. Together they have also written and presented a series of brand training workshops for executive education. Their specialist courses include Brand Strategy, Core Values Brand Identity, Brand Touchpoints and Employer Branding. Paul Hitchens is a Course Director for the Chartered Institute of Marketing and presents the CIM Brand Masterclass. For more information about Verve Brand Consultancy, visit:verve.co.uk.
1: Introduction 2: Sunday - Determine your brand focus 3: Monday - Define your brand strategy 4: Tuesday - Express your brand through its identity 5: Wednesday - Evolve your brand culture 6: Thursday - Build your employer brand 7: Friday - The importance of design 8: Saturday - Sustaining the brand 9: Further reading 10: Surviving in tough times 11: Answers