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Index
Title Page Copyright What they are Saying… Contents Introduction
Why Write ‘The Enduring Strategic Brand’? ‘The Enduring Strategic Brand’ System: 13 Vital Imperatives Assembling and Using ‘THE Enduring Strategic Brand’ System Enduring Strategic Brands What to Expect from Reading ‘THE Enduring Strategic Brand’
Chapter 1 Clarity of Purpose
The Inside Story Clarity of Purpose Why a ‘New BP’ Brand? THE Creation of the BP – Beyond Petroleum Brand Twelve Steps to Building a Strategic Brand with Purpose
Chapter 2 Culture Born and Authentic
Key Learnings on Culture The Paramount Impact of National Culture The Japanese Culture The Toyota Strategic Brand Conclusion
Chapter 3 Functional and Emotional
Developing Functional and Emotional Brands BMW, THE Exemplary Strategic Brand for ‘Functional and Emotional’
Chapter 4 Connected
The Strategic Brand Connectedness Diamond An Example of a Connected Brand – Utility Warehouse Airbnb Three Opportunities from Greater Brand Connectedness Building Real Connections
Chapter 5 People Led and People Leading
Organisation’s Workforce: The Brand Associates Inspiring People at RBS The CEO as Brand Champion Reframing The CMO’s Central Role in the Organisation as ‘Chief Value Officer’
Chapter 6 Partnering
Partner, Partner, Partner! Three Main Types of Partnering Brands A Great Partnering Case – and an Invitation to CEOS and CMOS Our Exemplary Strategic Brand for Partnering – IBM
Chapter 7 Customer Centric
10 Key Tenets of Customer Centricity O2 Brand: A Culture and Mindset of ‘Customer as a Partner’ American Express Brand – a 166-Year-Old Branded Customer Centred Service Aldi Brand – A Purpose-Driven Experience for Customers as Partners Platformisation and the Role and Importance of Brands Inspiration from Strategic Brands on Customer Centricity
Chapter 8 Future Embracing
THE Enduring Strategic Brand Superpowers Seeing the Future GE, a B2B and B2G ‘Future Embracing’ Strategic Brand Haier, a B2C Future Embracing Strategic Brand Building a ‘Future Embracing’ Strategic Brand
Chapter 9 Rigorous and Disciplined
Best of European Business and Brands Rigorous and Disciplined Execution The Olympic Brand
Chapter 10 Strategy Guiding
BP and Unilever The BP Brand and Strategy – 2006-2010 Unilever, from Ambition to Implementation
Chapter 11 Trusted
Trust Matters for Strategic Brands The why, what and how of Brand Trust How to Build Trust – a Model Our Exemplary Strategic Brand for Trust: Tata
Chapter 12 High Value and Driving Value
High Value of a Strategic Brand Driving Value from the Strategic Brand Each and Every One of the 13 Strategic Brand Imperatives is a Vital Value Driver
Chapter 13 Crisis Resilient
Brand Crisis The VW Emissions Crisis The Johnson & Johnson Tylenol Crisis The BP Deepwater Horizon Crisis A Strategic Brand Crisis Framework
Conclusion
The Strategic Power of Joy – the 14th Strategic Brand Imperative A Brand is a person, a Person is a Brand: Your Personal Brand The Transformational Advantage of Enduring Strategic Brands My personal take from ‘The Enduring Strategic Brand’
Thank You Wholeheartedly! Notes & References Authors Acknowledgment
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