Overview

Branding is more than a great logo. A brand is the essence of an organization--its DNA--impacting its continual success. It is absolutely essential to get it right. Brand managers, marketers, and executives have long turned to this trusted guide to troubleshoot their branding problems. Written by an acknowledged expert with 30 years of experience building world-class brands, Brand Aid covers topics ranging from research and positioning to brand equity management and architecture strategy. Bringing together illuminating case studies, best practices, and the latest research, this edition offers invaluable advice on every aspect of brand management including: The 6 most powerful sources of brand differentiation - 5 elements that trigger brand insistence - Turning brand strategy into advertising - Online branding - Private label brands - Creating ""category of one"" brands - Social responsibility, sustainability, and storytelling - 60 nontraditional marketing techniques - Metrics - And more A treasure trove of techniques, templates, and rules of thumb, Brand Aid is the ideal resource for anyone responsible for building their organization's brand.

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Brad VanAuken is the president and founder of BrandForward, Inc, a brand strategy consultancy with clients throughout the world. Previously he was director of brand management and marketing for Hallmark Cards and vice president of marketing for Element K. An active speaker and writer, VanAuken has been interviewed regularly in the national media, including Adweek, CNN, Entrepreneur, and Investor's Business Daily. Erik Synnestvedt has recorded nearly two hundred audiobooks for trade publishers as well as for the Library of Congress Talking Books for the Blind program. They include The Day We Found the Universe by Marcia Bartusiak, A Game as Old as Empire edited by Steven Hiatt, and Twitter Power by Joel Comm.

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