"Every time an employee gets to touch a customer or a customer gets to touch the brand, that company gets the opportunity to either reinforce its brand promise or totally denigrate it."In Building the Brand-Driven Business, authors Scott M. Davis and Michael Dunn— two of the nation’s foremost experts on brands— map out a strategy that can help an entire organization manage and live (not just think about) its brand. They show how to develop brand-building programs that are the most cost efficient, effective, and credible. And just as vital, they reveal how to create a brand-driven culture within an organization so that building the brand becomes everyone’s job.

Building the Brand-Driven Business shows how to recognize all of the touchpoints that affect the brand and how to take control of those touchpoints, whether at pre-purchase, during the purchase, or post-purchase.

Filled with illustrative examples and case studies from many of the world’s leading brands companies, such as Eastman Kodak, Bell South, General Electric, Xerox, and VISA, Building the Brand-Driven Business clearly demonstrates how to bring a brand to life and increase the bottom line.


TABLE OF CONTENTS

Foreword
Acknowledgments
Introduction: Taking Control of Your Brand’s Destiny

Part. 1 Making "Operationalizing the Brand" Your New Mantra
1 Understanding the Brand’s Powerful New Role
2 Connecting Business Strategy to Brand Strategy

Part. 2 Controlling Your Touchpoints by Operationalizing Your Brand
3 Understanding and Prioritizing High-Impact Brand Touchpoints
4 The Pre-Purchase Experience: Making the Brand-Prospect Connection
5 The Purchase Experience: The First Step in Delivering on the Promise
6 The Post-Purchase Experience: Solidifying the Brand-Customer Relationship

Part. 3 Organizing Your Company Around the Brand
7 Developing a Brand Metrics System: Driving Brand Building by What You Measure
8 Building a Brand-Based Culture
9 Establishing a Brand-Based Organization: Focusing on the Structure and Roles to Support Brand-Driven Change

Notes and Sources
The Authors
Index