Brand Strategy in Three Steps: A Purpose-Driven Approach to Branding 9781398609815, 9781398609792, 9781398609808, 2023013913, 1398609811

Table of contents :
Cover
Contents
01 The Meaningful Marketing Mindset
Mindset matters; words matter. Actions speak louder than words
Question everything—embrace the power of questioning and disruption
Do you act like a marketer?
Brands and people
“Unscripted. Vulnerable. Real.” The future of media is unscripted and vulnerable
Grow with guidance
How can we do this?
Section 1 Identity
02 Light Up Your Journey
The baseline: What’s your mindset?
Do you have a fixed mindset or a growth mindset?
Unlock your potential with a growth mindset
Extrinsic motivation—be inspired to be motivated
Unlock the story inside you
Discover yourself with your personal SWOT
Thinking inclusively with an openness to change
Hard skills vs. soft skills—what are the key differences?
Soft skills, value, and values—share your story with confidence
Speaking of value and values, let’s talk about AI
Make it yours and give your customers a reason to make it theirs
Trust is earned
Tech augments values
Are values enough? No!
Grow together with reciprocity
Be you. Make an impression
Endnotes
03 Your Brand
Define your brand identity
Intentions guide your brand
Implementation is about delivering experiences that fulfill your promise to a specific audience
A journey of exploration—is your career transactional or relational?
Big ideas don’t fit small minds
04 Your Core Values
Your brand starts with you and your contribution
Your identity exemplifies who you are
What is your identity?
Let’s get started with your core values
Live your values
Be unapologetically you!
Beware of imposter syndrome
Unlock a world of possibilities
Design your values
Choose your adventure
Endnote
Section 2 Intention
05 Setting Values-Based Intentions
Your intention: What do you want to become?
Channeling your brand ambition
Deconstructing the simple marketing promise
What’s your movement?
Bottom line
Endnotes
06 Bridging the Gap
Are you emotionally invested in your brand?
How did we get here?
Modern-day marketing
Strategize for success
Are you thinking critically?
The future starts now—we must use our power to create positive change and progress, but only with responsibility and caution, as with great power comes great responsibility
Create products and services by genuinely understanding customer needs and valuing their contribution to our business
Build genuine, lasting relationships with your customers by connecting meaningfully with influencers whose opinion matters
Join the movement—sign the Meaningful Marketer’s Pledge
Did you see what I did there?
What’s your company’s no-BS product?
Case in point: Wally Health
So, what are you waiting for?
Endnotes
Section 3 Implementation
07 The Meaningful Brand Plan
Where does your brand stand?
Your brand’s maturity defines everything you do
Creating precise and relevant brand guidelines
08 Building Your Team
Logistics for the planning process
Your team
Agencies
Budget
Thinking globally
Some thoughts on timing
Some thoughts on the scope
Building your team
Charter time
09 Research and Measurement
Think like an anthropologist
A clear research plan with stated objectives and methodologies agreed upon by everyone involved
Identify an issue
So, what is your research problem?
Unlock insight by documenting your research plan
Your marketing intelligence outline and recommendations
Choose appropriate market research techniques
Gather information
Marketing research analysis
The 5C analysis
In-depth interviews
Keep digging
Organize, interpret, and analyze data
Create an environment that leads to recommendations
Data democratization: Unlocking the power of data for your brand
From insights to recommendations
Show and tell
Gauge and measure attainable goals
Endnotes
10 Your Company’s Movement
Movements are not campaigns
Embody and promote your company’s values: Start with your company’s movement
Leverage successful case studies as a source of knowledge
Nike’s Dream Crazier campaign
Dove’s Real Beauty Sketches campaign
Absolut Vodka Pride bars and lounges campaign
Your belief statement, your promise, and your potential
The facets of your brand movement
Connect with customers with the nesting doll
Who is your audience?
Personas convey how audience segments interact with your brand
Jobs-to-be-done framework
Don’t create followers. Be in it with your customers
Stories need structure to have maximum impact
Prompts
Personalization—are you talking to me?
White space and recommendations
Now is your time to make your mark
Endnotes
Conclusion: Executing Your Plan
Index