Brand Real by Laurence VINCENT
How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty

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Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take their business elsewhere. Brand Real is a business strategy guide for making a brand’s promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies. Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brands—logos, advertising, imagery, communications—directly to the core elements of business strategy and forge a powerful and lasting connection with their customers.

About Laurence VINCENT

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LAURENCE VINCENT leads the strategy practice at the Los Angeles office of Siegel+Gale, one of the world’s premier strategic branding companies. His clients have included Coca-Cola, MasterCard, Microsoft, National Football League, Qualcomm, Sony Playstation, Southwest Airlines, The Four Seasons, The Home Depot, and vitaminwater.
Published February 15, 2012 by AMACOM. 273 pages
Genres: Business & Economics, Professional & Technical. Non-fiction

Unrated Critic Reviews for Brand Real

Dallas News

As Vincent dives deep into the elements that can make a brand real, he shows the “how and why” behind the successes and missteps of familiar brands.

Jul 07 2012 | Read Full Review of Brand Real: How Smart Compani...

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