United We Brand by Mike Moser

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Synopsis

Most executives know their company's values and brand message, but often they fail to make sure that everyone else knows them too. The result? A weak brand that conveys different messages inside the company--and out in the marketplace. United We Brand offers a hands-on action plan for building a cohesive brand strategy from the ground up.

Drawing from two decades of experience creating brand identities for companies including Dell, Cisco, and Kia Motors, Mike Moser provides a proven template for transforming disparate, "fuzzy" brand information into a concrete guidepost for making day-to-day branding decisions. Called the "Brand Roadmap," this valuable tool enables organizations of all sizes and kinds to leverage insights and strategies once only available through big-gun consulting and ad agencies.

Step by step, it guides readers through the four key components of brand strategy: identifying core values, creating a focused brand message, developing a distinctive brand personality, and choosing a consistent set of brand icons. Filled with vivid case examples and practical worksheets, United We Brand is essential for anyone involved in charting a company's distinctive path to success. Winner of five Clio Awards and two Cannes Lions.
 

About Mike Moser

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Mike Moser was a principal in the US $500MM San Francisco agency Goldberg Moser O’Neil for 16 years.
 
Published April 1, 2003 by Harvard Business Review Press. 192 pages
Genres: Business & Economics. Non-fiction

Unrated Critic Reviews for United We Brand

Publishers Weekly

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Ad exec Moser, a veteran of some of the industry's highest profile campaigns, has composed an admirably simple guide for creating a powerful and enduring brand.

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Reader Rating for United We Brand
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