Building the Brand Driven Business

"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.