Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty

Brand Real is a business strategy guide for making a brand’s promise stand up at every customer touch point. Packed with proven repeatable management practices the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies. Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express Apple Cisco Google Qualcomm Virgin and others. Readers will learn how to connect the outward-facing elements of their brands--logos advertising imagery communications--directly to the core elements of business strategy. Most importantly they’ll explore the correlation between a succinct efficient brand and powerful lasting connections with their customers.Companies are becoming increasingly creative in their branding strategies--building identities ranging from the warm and fuzzy to the ultra cool and edgy. But it seems many of these enterprises forget that a brand at its heart is a promise to deliver. Brand Real ensures your customers’ experiences lives up to that promise and that their loyalties stay with you.