Brand Harmony presents a fresh and revealing approach to branding and explains how companies of all types and sizes can achieve dynamic results by orchestrating their customers' total experience. Brand Harmony is a breakthrough concept that aligns everyone in a company to deliver a powerful, harmonious message to customers.Full of common-sense wisdom, Brand Harmony dispels the myths about branding and shows how companies can successfully create Brand Harmony in the minds of their customers by aligning the entire organization to tell one cumulative story. Brand Harmony takes marketing beyond the marketing department by showing how people throughout an organization need to qbe the brandq in order to create comprehensive, company-wide messages that customers will understand and believe. Brand Harmony includes 10 how-to exercises based on Yastrow's proven methods and real-life examples which walk the reader through each stage of the branding process.If your largest competitor is going after your most important customers, do you need to set quantifiable, measurable objectives ... If the weather will restrict your availability to sources of supply for certain products, should you change your forecasted product sales mix to reflect this? ... things that can go wrong as you try to a#39;pan for golda#39; and create a picture of success: ac Saying aquot;noaquot; too soon Many issues willanbsp;...
|Publisher||:||SelectBooks, Inc. - 2003-01|