The Brutal Truth About Asian Branding

1. Auflage 2011
ISBN: 978-0-470-82647-8
Verlag: Wiley

Buch, Englisch, 250 Seiten, Format (B × H): 159 mm x 231 mm, Gewicht: 572 g

"This is one of the most thoughtful books on branding I've come across. Most such books are either quickly-crafted "how-to" books or academic tomes over-burdened with references. This book is thoughtful because it raises questions which deal with the 'why' rather than just 'how' of branding. The reference to brutal truth as the truth which will set us free—to examine ourselves without self-illusions—is liberating. The notion that Asia has many good, but no great brands, is also not a put-down but a clarion call for Asian CEOs to rise to the challenge and create lasting, meaningful, committed brands."
—Ho Kwon Ping, Chairman/CEO; Banyan Tree and Board of Trustees, SMU; 2010 recipient of the "Lifetime Achievement Award" by the American Creativity Association

"A cold shower to wake people up. Joe Baladi's Brand Blueprint is a great tool for anyone involved in Sovereign Relationship Marketing or brand building anywhere."
—Timothy Love, Vice Chairman; Chief Executive Officer, Omnicom APIMA

"There are many books about branding but few address Asian companies directly. Joe Baladi has been one of the loudest voices to advocate strong branding practices to Asian companies determined to outperform their competitors. The Brutal Truth About Asian Branding is a timely book that all Asian CEOs with global aspirations should read."
—Richard Eu, Group CEO, Eu Yan Sang International

"The Brutal Truth About Asian Branding is the first book that connects branding frameworks to the realities of operating in Asia. It offers a very straightforward perspective on the challenges Asian CEOs face as they build their businesses and their brands, and perhaps the most compelling part of the book is the passionate plea for how Asian CEOs should be thinking different about branding. In true Baladi style, it is straight from the heart."
—Maarten Kelder, Managing Partner (Asia), Monitor Group

"A very interesting and valuable perspective on Asian branding. one that decision makers in the region should read and embrace. Well done Joe!"
—Ron Sim, Founder & CEO, OSIM International

"Brands mean Business, anywhere in the world! The focus on Asia, at this time, is natural since the developing nations of the region did so much to help the world recover from the global 2008 economic crisis. Baladi's text is timely; it is thoughtful and thought-provoking; putting people and brands center stage with practical insights borne of his breadth of personal experience at the frontline."
—Chris D. Beaumont, Professor, Tokyo University, Global Centre of Excellence; Director, North Asia, Results International

"The brutal truth is that Joe Baladi is right. Asian CEOs must learn the brand skills used so successfully in the rest of the world. It will take a big change in mentality, but the rewards will be vast. This book is a great start to that revolution."
—Michael Newman, Author, 22 Irrefutable Laws of Advertising

Autoren/Hrsg.

Baladi, Joseph

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Introduction 1

1. A Time of Profound Change 7

The old world order 7

The new world order 9

The rest of Asia 14

Toll-gates and vision 16

2. Five Reasons Why There are Very Few Great Asian Brands 19

Myopic CEO leadership 26

Corporate culture is by default, rather than by design 32

Charlatan brand practitioners 33

Performance of government agencies 36

Advertising agencies’ lack of branding competencies 41

Conclusion 45

3. Redefining Brand, Branding, and Advertising 49

Brand and branding: Thinking differently 49

Branding made easy: The People Analogy 57

The brand blueprint 70

The brand proposition 74

The relationship between branding and advertising 79

4. Pre-Branding 87

Overview of the business and branding flowchart 89

Business goals and business strategy 90

The role of corporate guiding principles 97

Charting the road to a successful business 132

5. Brand Strategy 139

If you don’t make a choice, the choice makes you 139

Differentiation 140

Emotional dimension 147

Focused target audience 159

Ability to innovate and stay relevant 165

CEO involvement and leadership 170

Employee involvement and commitment 178

Intelligent brand architecture 193

CSR: The new branding imperative 204

Summary 210

6. Methodology instead of Mythology 215

Positioning or repositioning? 218

Preparing for a (positioning or repositioning) branding project 219

The strategy-centric brand development methodology 224

Costing the project proposal 235

7. Brand into Action: Delivering against Your Promise 241

Be careful what you promise 241

Making the brand come alive 244

Summary 261

8. Conclusion 263

The future is here 263

Caught up in a good thing 264

The “Asian/Chinese Century” 265

Everything is connected; the rest is conceptual 266

Summary: Tomorrow’s Asian CEO today 270

Index 275

Über Autor(innen)

Joseph Baladi was raised in South America and educated in Australia. His working career - which has included postings to New York City, Mexico City, Tokyo, and Singapore - has given him a unique perspective on human values, consumer behavior and the valuable role that brands and branding play in building an organization. During the course of his career, Joseph has provided brand-building advice to leading global companies including Procter & Gamble, Mars, and Coca-Cola. Presently based in Asia, he is considered a leading voice for and an advocate of emerging great Asian brands. He is a prolific writer and a popular speaker at major business and branding forums around the world.
In 2011, Joseph Baladi received the prestigious Ron Frank Fellowship to read the Executive MBA program at Singapore Management University (SMU).