By Idris Mootee
Praise for 60-Minute model Strategist
"A clean tackle the knowledge of placing model method on the middle of company technique. extraordinary insights for a fast-moving world."
--Angela Ahrendts, CEO, Burberry
"Idris Mootee paints a pointy, accomplished, and finely articulated research of the potential for significant manufacturers within the twenty first century's cultural situation and enterprise panorama. the result's a wise handbook that reminds you and your organization how you can construct appropriate, real, sustainable, and profitable manufacturers in an evolving society."
--Mauro Porcini, leader layout Officer, PepsiCo Inc.
"Idris's publication teaches us the right way to interact trendy more and more cynical shoppers on a deeper emotional point to construct actual fairness and management. He demonstrates the best way to escape of the field and attach company technique to model method, and the way the perfect brand...
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Extra resources for 60-Minute Brand Strategist. The Essential Brand Book for Marketing Professionals
Brands A product is built in a factory . . A brand is built in trust and relationships A product is easily copied by a competitor . . A brand is unique A product is an object . . A brand is a personality A product is sold by a merchant . . A brand is bought by a customer A product is quickly outdated . . A brand is timeless Mind over Matter Without their brand, Apple would have died. The power of their brand kept them alive during the mid-1990s when their products were lackluster. Their brand bought them time until they came out with the next runaway hit—the iMac.
One of the real keys to long-term brand success is investing so customers like us, trust us, value us, keep coming back to us, are willing to pay a premium for us, and choose to take us into their lives. For the most part, however, today’s organizations work against this type of brand success. The designs of most business organizations are disaggregated. Customers don’t think or act in organizational silos, but organizations do. This often blocks true understanding. How can we ever hope to understand customers when we only concern ourselves with a small part of their lives, attitudes, and behaviors (that are defined by our organizational role and responsibilities)?
A brand is an intangible asset that resides in people’s hearts and minds. It’s defined by the expectations people have about tangible and intangible benefits that they develop over time through communications and, more important, actions! To build a successful brand you must do the following four things: 01 Make a promise 02 Communicate your promise 03 Keep your promise 04 Strengthen your promise The tangible aspect of your brand is a promise. What do you do best? What’s the payoff? What can your consumer count on?