United We Brand

by Mike Moser

Most executives know their company's values and brand message, but often they fail to make sure that everyone else knows them too. The result? A weak brand that conveys different messages inside the company--and out in the marketplace. United We Brand offers a hands-on action plan for building a cohesive brand strategy from the ground up.

Drawing from two decades of experience creating brand identities for companies including Dell, Cisco, and Kia Motors, Mike Moser provides a proven template for transforming disparate, "fuzzy" brand information into a concrete guidepost for making day-to-day branding decisions. Called the "Brand Roadmap," this valuable tool enables organizations of all sizes and kinds to leverage insights and strategies once only available through big-gun consulting and ad agencies.

Step by step, it guides readers through the four key components of brand identifying core values, creating a focused brand message, developing a distinctive brand personality, and choosing a consistent set of brand icons. Filled with vivid case examples and practical worksheets, United We Brand is essential for anyone involved in charting a company's distinctive path to success. Winner of five Clio Awards and two Cannes Lions.

Genres: Business

192 pages, Hardcover

First published April 1, 2003

Reviews

[Harish B · Rating 5 out of 5]

One of the best books on branding. Gives a step by step guide to build a powerful brand. Must read for marketers.

[Craig Davison · Rating 3 out of 5]

For marketers, this is a timeless reference to keep on hand for creating a brand roadmap. Brand values, message, personality traits, icons and more are carefully explained and there are helpful, systematic approaches outlined for creating all of them. The references are older and the book was written prior to the explosion of brand engagement thanks to social media, but the fundamentals are still relevant and simple to understand. Advice for e-book readers: get the hard copy so that you can get the most value out of the diagrams, samples, and checklists.

[Andri · Rating 3 out of 5]

Menarik untuk mereka yg bergelut dengan marketing. Mike menguraikan secara lumayan terperinci mengenai konsep branding, dan bagaimana bisa membuat sebuah brand yang mumpuni.

Peta jalan merek adalah kunci pembuka untuk merintis sebuah brand yang kuat. Meski sebenarnya brand saja tidak cukup. Tetap 4P (dan sekarang diperluas menjadi 7P), adalah kunci utama dalam pemasaran.

in brand we trust!

-andri-

[Mikeverville]

Good book for marketing or sales or general business people on how to brand a company, product or service. Takes you through steps and processes.

[Nanaku · Rating 3 out of 5]

this is a very good book for those who wants to create a new brand. Learn more from this book about how to create a brand which is seen, heard, and remembered.

[kate · Rating 3 out of 5]

Recommended by a branding specialist and for good reason.

[Justine · Rating 4 out of 5]

Informative and practical. Presents lots to think about!