Overview

Brand Stance is packed with inspiring exercises and easy-to-follow frameworks to help you build a strong and lasting brand. It is a modern-day manual for any business or organizational champion who is ready to break through marketplace barriers, elevate their brand position, stand out from the crowd, make a difference and reach greater rewards. Brand Stance was crafted for a wide range of organizational types: + Nonprofits that are cultivating and nurturing members and donors+ Startups searching for white space in new categories+ Companies going through a merger and acquisition seeking a new voice+ Established corporations needing to pivot for customer relevancy

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9781543987089

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Scott Hauman believes that the most revered brands of tomorrow will be the ones that embrace and embody strategic valor, creativity and imagination today. He has dedicated himself to helping companies transform their brands and future-proof their operations through the integration of fresh insight, bold strategy and holistic design thinking. During a career in both agency-side and client-side environments, Hauman has helped propel such category-leading brands forward as AT&T, Bosch, Coca-Cola, ExxonMobil, FedEx, Ford, E. & J. Gallo, Purina, Toshiba and Wells Fargo, as well as such revered institutions as Yale University and the University of Michigan.An adventurous and agile whole-brain thinker, his passions and specialties include brand research, positioning and product development; commerce marketing and promotions; customer experience mapping and planning; and brand culture and team building.As Senior Vice President, Insight & Strategy at The Integer Group Dallas, Hauman's role is to provide leadership, inspiration and senior-level perspective on commerce-driving strategies that raise the level of agency work across all client brands. And as the Strategy Director at Sky Bench, a retail experience design consultancy that is part of The Integer Group, he and his team are leading the new retail renaissance by crafting empathy-led environments, measurable shopping moments and sensory-filled brand spaces that build real customer lifetime value.Hauman also co-founded NewFoundry, a pioneering innovation studio designing and deploying original, brand-building tools and experiences for emerging enterprises and global brands.

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