Aim and scope of the book
"Brand Enigma" revolutionises the way companies think about brands and their businesses by showing how an experiential approach to deconstructing and rebuilding brands unlocks undiscovered business value. In the process, it also explains why conventional approaches to brand building all too often deliver conventional results. In this context, the book discusses brands as the embodiment of the business, rather than branding in the narrower marketing sense. It sets out to stimulate fresh thinking and provoke debate about the scope for using the spirituality of the brand as a means of focusing strategy, innovation, corporate culture as well as marketing.
At the heart of this alternative approach is the Brand Dream Model, a proprietary method developed by Duncan Bruce, which has produced performance breakthroughs for many companies including Kraft Foods International, Bosch, ICI, Hozelock and as part of a strategy development programme for a government department.
"Brand Enigma" explains how companies can use the Brand Dream Model to become fully aware of their brand's nature and potential. Above all, it demonstrates that there is a superior way to get to the essence of a brand and turn insights into innovative and performance-improving initiatives.
The content of the book draws on more than two decades' practical field work and experience of helping a wide range of private and public sector organisations to apply the Brand Dream Model. The model is also used to throw new light on the performance of well-known brands.
The book is punctuated with real-life examples of brand success - and failure.
Throughout, key messages, principles andlessons are summarised to provide a means for companies to relate this simple yet powerful set of concepts to their own organisations.
What's different about this book
- Presents an alternative, fresh approach to developing a brand using experiential and intuitive techniques.
- Draws on practical insights into applying The Brand Dream Model - a proven proprietary model - and adds something new and challenging to the literature on brands.
- Is deliberately polemical in advocating the use of experiential, right-brain approaches to understanding and guiding the developments of brands.
How readers will benefit
- Argues that an experiential, intuitive approach to understanding brands is the key to continuing innovation and business development
- Explains how the Brand Dream Model can realise the genius of brands
- Shows how the Brand Dream Model can be used to deconstruct, rebuild and develop any brand
- Explains how these insights can be used to position brands at the heart of strategy, innovation and business development
- Describes practical ways of making the brand come alive for every member of the organisation.
What clients say about the impact of the Brand Dream Model:
""I admit I was sceptical, as I've used numerous consultants in my days in FMCG marketing. Rarely do they promise so much let alone deliver. Well you did. Since that event, neither team spirit nor vision has wavered. We hit the head office on the following Monday like a tornado and have been tearing up trees ever since.""
(Head of Strategy and Development, leading U.K retailer)
""I have been living with this brand positioning for five years and this is the firsttime I have understood properly what it means ""
(Creative Director, major advertising agency - at the end of the Brand Dream event)
""The processes used are unusual and somewhat non-conformist. They did appear to be highly effective in getting a result. They were equally effective at breaking down barriers and creating teamwork. Post the event the Brand Dream Model has created a clear set of guidelines against which all business deliverables and creative can be assessed.""
(European Marketing Director, International Powertool manufacturer)
The audience for this book
While the book is directly relevant to those responsible for brand development, innovation, brand building and breakthrough performance including marketing directors, brand managers as well as anyone charged with brand guardianship, it transcends brand strategy and will appeal to those with a broader, strategic concern for their organisations. It will also appeal to brand consultancies, marketing and advertising agencies and others in the brand development industry.
"Brand Enigma" discusses brands and business on a trans-border scale and has global relevance.
CONTENTS
Chapter One - Getting the best from this book
Chapter Two - Nightmares and dreams: the new world of brands
Chapter Three - Enduring myths, new challenges and realities
Chapter Four - How the brand dream process took shape
Chapter Five - Fitting the pieces together: the brand dream model
Chapter Six - Taking the brand dream medicine
Chapter Seven - Deconstructing brands: a new way of sussing out the competition
Chapter Eight - Engaging staff in the employer brand
Chapter Nine - Web threats andopportunities
Chapter Ten - Making and faking: an inspirational approach to innovation Chapter Eleven - Renewing the dream
