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Paul has over 25 years experience in the Creative Industries working in Advertising, Branding, Design and Marketing. Together with Julia Hitchens he Co-Authored two Teach Yourself guidebooks published by Hodder Education: 'Create the Perfect Brand' and 'Brand Management - In a Week'.
Paul is a founding partner of Verve Brand Consultancy [http://www.verve.co.uk]. Since 1996 Verve has helped hundreds of businesses to realise their brand's potential through Strategic Consultancy, Creative Services, Seminars and Training Workshops. Their brand name 'Verve' means 'energy, enthusiasm and dynamism', all values required for brand building.
Paul is a TEDx speaker and his TEDxWoking talk 'Innovate your brand experience through Purpose and Values' explores the values and purpose that drive successful organisations. He regularly contributes branding commentary to television, radio, national and trade press including the BBC, ITV and Channel 5.
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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
Do you see branding as the key to the success of your business but aren't sure where to start? This book, written by enthusiastic experts, will help you to maximise your brand, even in a downturn. All aspects of branding are covered including brand creation and protection. Fascinating case studies of famous brands, including the disaster stories, nail their advice in the real world.
All aspects of branding are covered including:
- what is a brand and why it is heart, soul and core of a business
- brands in a recession, including the success stories
- methods to value a brand
- brand focus
- brand creation and structure
- brand audience and brand vision
-importance of creativity
- brand implementation
- personal branding - brand protection- trademark, intellectual property
- brand delivery
Throughout the book the authors include their own extensive experiences and guidance. A multitude of fascinating case studies include Harley Davidson, IKEA, Aldi, Lego, Cadbury and the Apple iPod plus the disaster stories such as Woolworths and MFI are given throughout the book to nail the advice given in the real world. Even examples of branding behaviour such as Susan Boyle, banks and MPS are analysed!
NOT GOT MUCH TIME?
One, five and ten-minute introductions to key principles to get you started.
Lots of instant help with common problems and quick tips for success, based on the author's many years of experience.
Tests in the book and online to keep track of your progress.
FIVE THINGS TO REMEMBER
Quick refreshers to help you remember the key facts.
Innovative exercises illustrate what you've learnt and how to use it.