Disruptive Branding by Benbunan, Jacob -- Read -- Imperial Library of Trantor

Index

About the authors Acknowledgements Introduction: Why it is vital to explore disruptive branding 01 Convergence and divergence: What change means for brands

Introduction From local to global Convergence of consumer and producer Convergence of physical and digital Divergence: Stepping away from the competition In summary References

02 What makes you tick: Define what drives your organization

Introduction What is a brand strategy? Why do you need a brand strategy? Disruption: What happens when you don’t have a brand strategy? How to select the components of a great brand strategy How to define your brand idea How to make your brand strategy work long-term In summary References

03 Strategy made visible: Bring your idea alive through design

Introduction What does design touch? Design starts at the top Believe in the power of design Design disrupts Playing design catch-up How to design your brand Beware the three Ps: Process, politics and power In summary References

04 Help your people to help you: Engage your employees

Introduction Why internal engagement matters Internal engagement in the modern workplace How to engage staff with your brand The hallmarks of an effective engagement programme The phases and structure of a brand engagement programme Two initiatives we recommend In summary References

05 A promise delivered: Shape the brand experience

Introduction What is a ‘brand experience’? Why does experience matter? Brand experience vs customer experience Designing your brand experience Experience touchpoints Making your experience holistic Designing a brand experience: Best-in-class principles In summary References

06 Prove it to succeed: Develop on-brand products and services

Introduction There is no brand without product There is no product without brand How product and brand reinforce each other Launching new products Expanding the range: One brand for many products Ensuring the product is ‘on-brand’ In summary References

07 Building customer loyalty: Disrupt through great service

Introduction Customer service doesn’t just help the brand: It is the brand Customer service as a disruptive tool Designing excellent customer service In summary References

08 Your idea made physical: Create branded environments

Introduction What are branded environments? Designing branded environments Designing branded environments: Key steps In summary References

09 First impressions: Launch your disruptive brand

Introduction Phase one: Pre-launch Phase two: Launch Phase three: Post-launch In summary Reference

10 Measure, improve, repeat: Measure brand performance

Introduction Why is it important to measure brand success? What to measure How to measure Measurement in practice What happens after measurement? In summary References

11 Constant reinvention: Stay ahead in times of change

Introduction Is a rebrand really necessary? How to change your brand In summary References

Index