The Truth About Brands

Table of Contents

1. Great Products Make Great Brands
2. The Brand is Not Owned by Marketing; Everyone Owns It
3. Making More by Doing Less
4. Does Your Brand Keep Its Promise?
5. Price is the Communication of the Value of Your Brand
6. Brand Personality is the Emotional Connection with Your Brand
7. Does Your Sales Force Know the Difference Between a Product and a Brand?
8. No One Loves Your Brand as Much as You Love It
9. Beware the Discounting Minefield
10. Packaging Protects Your Product; Great Packaging Protects Your Brand
11. Brand Management is Association Management
12. The Retail Experience is the Brand Experience
13. Corporate Ego: Danger Ahead
14. Brand Metrics: Best Measure of Success?
15. Customer Complaints are a Treasure
16. Brand Stewardship Begins at Home
17. Market Share Doesn’t Matter
18. Avoid the Most Common Segmentation Mistake
19. Public Relations and Damage Control: The Defining Moment
20. Focus Equals Simplicity
21. Marketing is Courtship, Not Combat
22. Don’t Sacrifice Brand Focus for Sales
23. The Medium is Not the Message; The Message is the Message
24. Brand Development and the Small Business
25. Imitation is an Ineffective Form of Flattery
26. Positioning Lives in the Mind of Your Target Customer
27. The Value of Brand Loyalty
28. Quality is Not an Effective Branding Message
29. Effective Use of Celebrity Endorsers: The Fit’s the Thing
30. Brand Building Consumer Promotion
31. Advertising Built for the Long Run
32. A Service Brand is a Personal Brand
33. Is Your Brand the Best at Something? If So, be Satisfied
34. Great Positionings are Enduring
35. Effective Branding Begins with the Name
36. Your Brand Makes Your Company Powerful, Not the Other Way Around
37. Be Consistent But Not Complacent
38. Is Your Brand Different? If Not, Why Will Someone Buy It?
39. The Three M’s of Taglines: Meaningful, Motivating, and Memorable
40. Customer Service is the Touch Point of Your Brand
41. Smaller Targets are Easier to Hit
42. Beware the Allure of Brand Extension
43. Keep Advertising Simple, but Not Simplistic
44. It’s a Long Walk from the Focus Group Room to the Cash Register
45. Repositioning can be a Fool’s Chase
46. With Advertising Don’t Expect Too Much
47. Don’t Let Testing Override Judgment
48. Effective Advertising is 90% What You Say, 10% How You Say It
49. Compromise Can Destroy a Brand
50. Don’t Let the Pizzazz Outshine the Brand
51. There are No Commodity Products, Only Commodity Thinking
52. Managing Brands Is Not Common Sense
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