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Title Details

RRP / List Price: $74.99

Title   Brand Enigma Decoding the Secrets of Your Brand 

ubiq Price: $67.49

Author   BRUCE & HARVEY  ISBN   9780470779606  Add to shopping cart   
Publisher   John Wiley & Sons  Group   Commerce/Law View shopping cart
Binding   Hardback Category   Marketing  Terms and conditions
Edition   1 Type   Go back
Publication Year   2008 
Subject    
Stock Status   Not currently in stock - contact store for availability 
Order Status   Not currently on order 
Synopsis Brand Enigma provides a refreshing antidote to tired, conventional approaches to business development, marketing and innovation. The premise for this book is that the brand embodies the spirit of the business and, properly understood, can enable the enterprise to raise innovation, business development and performance to new levels. Based on a proven method for deconstructing and rebuilding brands, the book outlines an alternative but stimulating, and highly effective method of putting the brand at the centre of the business. At the heart of this approach is the Brand Dream Model. Developed and perfected over several years, the model has helped to generate breakthroughs for many of the world's leading brands and corporations. It has also been applied to educational establishments and as part of a strategy development programme for a government department. Using deceptively simple methods based on experiential, as opposed to analytical, techniques, the Brand Dream Process reveals the past strengths of the brand, its current characteristics and future potential. When the process involves everyone from the board to the marketing department and front line staff, it also generates a shared understanding of the business, its values and goals. Brand Enigma gives you the tools to put your brand and business in a class apart from the competition.

Featured in the February 2009 Business Books newsletter.
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