Brand Driven: The Route to Integrated Branding Through Great Leadership

1. Auflage 2003
ISBN: 978-0-7494-3797-8
Verlag: Kogan Page

Buch, Englisch, 288 Seiten, Format (B × H): 157 mm x 235 mm, Gewicht: 675 g

Brand Driven moves the boundaries of branding beyond logos, advertising, and even marketing, and into the responsibility of every leader at every level within the organization. These leaders shape how organizations work and define the customers' experience. This book offers a fresh approach to how leaders can create more customer value using the brand as their guide. F Joseph LePla, Suan V Davis and Lynn M Parker combine their experiences with leading organizations to show the various ways every organization can become brand driven. Each chapter provides focused discussion and tools that leaders can use to direct employees and other stakeholders to create and maintain unbreakable customer relationships. Leaders who read Brand Driven will walk away feeling more knowledgeable and focused on what they can immediately do to manage and increase brand value.

Autoren/Hrsg.

Joseph Le Pla, F.

Davis, Susan V.

Parker, Lynn M.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Außenhandel
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Über Autor(innen)

Parker, Lynn M.
Lynn M Parker has more than 15 years' experience in technology marketing and brand development, and was one of the earliest practitioners of hi-tech public relations and product positioning. Prior to co-founding Parker LePla, she was a creative strategies director and a public relations senior writer. She has also worked as a journalist at three West Coast newspapers.

Joseph Le Pla, F.
F Joseph LePla has worked with a broad range of companies for 20 years to help develop and manage their brands. Prior to co-founding Parker LePla, he was a corporate Vice President of Public Relations, President of a full service marketing agency, and Vice President of Corporate Relations for a national financial services company.

Davis, Susan V.
Susan V Davis is founder and principal of Leadership Designs, a management and organisation development consultancy based in Seattle, Washington. She guides leaders to re-align around fast growth, strategic shifts, mergers and acquisitions.

Susan V Davis has experience with Microsoft, Avanade, QPass and other fast growing high-tech companies and has developed executives and leaders at all levels.

F Joseph LePla, has implemented integrated brands for high technology, healthcare, consumer-based and the Worldwide 2000 companies. He is co-founder of Parker LePla, a boutique integrated brand strategy firm. Susan V Davis is founder and principal of Leadership Designs. She guides leaders to re-align around fast growth, strategic shifts, mergers and acquisitions. She has worked with Microsoft, Avanade, QPass and other fast-growing high-tech companies. Lynn M Parker is co-founder of Parker LePla and co-author of Integrated Branding. She is one of the early practitioners of technology marketing, counselling many industry pioneers including Apple, Microsoft, Intel, Tektronix and Hewlett Packard.