60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals

“Your vision will become clear only when you look into your heart . . . Who looks outside, dreams. Who looks inside, awakens.” —Carl Jung

Managing brand is about how marketers and consumers collaborate to create meaning.

To build a successful brand you must do the following four things: 01 Make a promise 02 Communicate your promise 03 Keep your promise 04 Strengthen your promise

Three key requirements for building strong brands: 01 Trust between brand and consumer 02 Common identity between brand and consumer 03 Point of difference between brands in a set

the biggest opportunity for growth may exist outside or adjacent to the current definition of the market.

All brands should be fighting two wars at the same time—growing existing market share within a defined product category and inventing a new one.

Branding is a strategic point of view, not a select set of marketing activities.

Thanks to the Internet and wireless technologies, information is so abundant that consumers are overloaded. They have more information than they can digest, use, need, or even want.

A brand is built in trust and relationships