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Table Of Contents

So That We’re All Talking About the Same Thing
Tink “Reputation”
Branding isn’t Just About Trust— It’s ALL About Trust!
Marketing and Branding are Not the Same
When Even Great Companies Get it Wrong
Remember New Coke?
Expectations Come in all Sizes
I Often Cheat
Your Logo is Not Your Brand
Your Logo is a Banner for Your Brand
It’s What’s Behind Your Logo that Matters
Director of First Brand Impressions
A True Story
But What Really Happened?
Nothing Escapes the Public’s Eye
Pay Attention to Details
What the Public Perceives
Reduce the Noise
Do the Research!
Test Your Messages
Diferent Words for Diferent Folks
If You’re the Leader, Focus on Others
Two Schools of Thought
The Hero’s Journey
A Twist on Campbell’s Model
An Early Lesson in Leadership
Further Thoughts on Leadership
When Leadership Fails
Poor Leadership Often Creates Toxic Work Environments
A Case in Point
The Cascade Efect
The Inability to Speak Truth to Authority
What Can be Done
Value Your Assets
Don’t be Complacent
Heads in the Sand Rather than Ears to the Ground
The World is Not Always What It Appears to be
Remember Bernie Madof?
What is Due Diligence?
Co-branding: You’re Judged by the Company You Keep
It’s only getting faster
Accept the New Normal
Don’t Get Stuck
Keep Your Eye on the Ball
Have We Gone Daft?!
Finally
Acknowledgements
About the Author
P. 1
AHA MOMENTS IN BRAND MANAGEMENT

AHA MOMENTS IN BRAND MANAGEMENT

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Published by Trafford
CEOs, executive directors, board members, politicians, religious leaders, and others continue to make the same mindless mistakes. When people consciously make bad decisions, it’s even more disturbing. These individuals hurt the organizations they’re supposed to lead. They are also hurting clients, customers, and followers of their respective groups. In this guidebook on reputation management, author Larry Checco, a longtime branding expert, explores how leaders can avoid these kinds of mistakes. You’ll discover proven ways to improve your organization’s brand. You’ll also learn why branding is all about trust; how marketing and branding are not the same; how even great companies sometimes get it wrong; and why branding is the responsibility of every employee.The truth is that branding is not just about an attractive logo, marketing, or public relations. It’s about managers making good decisions, and brand management starts with you.Step back and take an honest, introspective, and contemplative look at how management and an organization’s brand are integrally related with a series of Aha Moments in Brand Management.
CEOs, executive directors, board members, politicians, religious leaders, and others continue to make the same mindless mistakes. When people consciously make bad decisions, it’s even more disturbing. These individuals hurt the organizations they’re supposed to lead. They are also hurting clients, customers, and followers of their respective groups. In this guidebook on reputation management, author Larry Checco, a longtime branding expert, explores how leaders can avoid these kinds of mistakes. You’ll discover proven ways to improve your organization’s brand. You’ll also learn why branding is all about trust; how marketing and branding are not the same; how even great companies sometimes get it wrong; and why branding is the responsibility of every employee.The truth is that branding is not just about an attractive logo, marketing, or public relations. It’s about managers making good decisions, and brand management starts with you.Step back and take an honest, introspective, and contemplative look at how management and an organization’s brand are integrally related with a series of Aha Moments in Brand Management.

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Publish date: Nov 29, 2011
Added to Scribd: Dec 07, 2011
Copyright:Traditional Copyright: All rights reservedISBN:9781426997693
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