- Hardcover: 224 pages
- Publisher: Palgrave Macmillan (22 Oct 2002)
- Language English
- ISBN-10: 0333980794
- ISBN-13: 978-0333980798
- Product Dimensions: 24.5 x 15.8 x 1.8 cm
- Average Customer Review: 4.7 out of 5 stars See all reviews (3 customer reviews)
- Amazon Bestsellers Rank: 717,830 in Books (See Top 100 in Books)
- See Complete Table of Contents
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More About the Author
Product Description
Review
'Well designed, easy to use and proves it point with real-life studies ... we tested it (the approach) and found it delivered strong results, quickly.' - Marketing
Product Description
Klaus Schmidt has been a pioneer in the concept and process of inclusive, or holistic, branding as an integral - indeed leading - element in corporate strategy. This book explains the genesis and characteristics of the holistic approach, including its dimensions, structure and methodology, then demonstrates its startling relevance to today's pressing global business issues. Compelling case studies from leading organisations in a variety of industries show the practical necessity of holistic brand thinking, and its results.
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Most Helpful Customer Reviews
5 of 7 people found the following review helpful:
5.0 out of 5 stars
Holistic Branding,
By A Customer
This review is from: Inclusive Branding: The Why and How of a Holistic Approach to Brands (Hardcover)
This book describes in detail what 'holistic branding' means in a clear, lucid and easy-to-understand style. It's true that everyone seems to have an opinion on brands and branding - usually coming from an uninformed view or their own self-interest. This book is informative, knowledgeable and frankly a 'breath of fresh air' as it seeks to define how companies can focus on defining and realizing their 'brand promise". I especially liked the case studies from such notable brands as Manchester United, Virgin and Orange - this combined the theory with the practice, thus squaring the circle. As the book says " if the brand is the key to success, then the brand-led company is the corollary."
1 of 2 people found the following review helpful:
4.0 out of 5 stars
An idea whose time has come,
By A Customer
This review is from: Inclusive Branding: The Why and How of a Holistic Approach to Brands (Hardcover)
The Holistic approach seems to be an idea whose time has come at last, and this book does a brilliant job, not only in expounding a thesis, but also by providing a host of examples of how the application of a holistic approach to brands is viable and practical. Indeed, the case histories (which are wide-ranging) show many familiar brands from an unfamiliar point-of-view, thus demonstrating that a holistic view has been taken, even if it didn't always go under that name. I found the section on 'Pressing issues' particularly convincing, and especially the bit about costs - a holistic approach it would seem is almost always more cost-effective in the medium to long run - a lesson for many CEOs.
1 of 2 people found the following review helpful:
5.0 out of 5 stars
'Inclusive branding': a review,
By A Customer
This review is from: Inclusive Branding: The Why and How of a Holistic Approach to Brands (Hardcover)
'There are now so many books on brands and branding. I haven't read them all but I'm sure that this one is different. Mercifully free of the worst jargon and cliches it explains the historical evolution and convergence of brands and corporate identity, the puts a clear and compelling case for a holistic approach. It counterbalances wonderfully the negative view of brands as manipulative tools, extolling an involving process with staff and other stakeholders. Interesting case histories complete the picture. Refreshing!'
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