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Book Image Not Available
Book details
  • Genre:BUSINESS & ECONOMICS
  • SubGenre:Marketing / General
  • Language:English
  • Pages:192
  • eBook ISBN:9781590792827

Brand Harmony

Achieving Dynamic Results by Orchestrating Your Customer's Total Experience

by Steve Yastrow

Book Image Not Available
Overview
Brand Harmony presents a fresh and revealing approach to branding and explains how companies of all types and sizes can achieve dynamic results by orchestrating their customers' total experience. Brand Harmony is a breakthrough concept that aligns everyone in a company to deliver a powerful, harmonious message to customers.Full of common-sense wisdom, Brand Harmony dispels the myths about branding and shows how companies can successfully create Brand Harmony in the minds of their customers by aligning the entire organization to tell one cumulative story. Brand Harmony takes marketing beyond the marketing department by showing how people throughout an organization need to "be the brand" in order to create comprehensive, company-wide messages that customers will understand and believe. Brand Harmony includes 10 how-to exercises based on Yastrow's proven methods and real-life examples which walk the reader through each stage of the branding process.
Description
Brand Harmony presents a fresh and revealing approach to branding and explains how companies of all types and sizes can achieve dynamic results by orchestrating their customers' total experience. Brand Harmony is a breakthrough concept that aligns everyone in a company to deliver a powerful, harmonious message to customers.Full of common-sense wisdom, Brand Harmony dispels the myths about branding and shows how companies can successfully create Brand Harmony in the minds of their customers by aligning the entire organization to tell one cumulative story. Brand Harmony takes marketing beyond the marketing department by showing how people throughout an organization need to "be the brand" in order to create comprehensive, company-wide messages that customers will understand and believe. Brand Harmony includes 10 how-to exercises based on Yastrow's proven methods and real-life examples which walk the reader through each stage of the branding process.
About the author
Steve Yastrow is the author of three books, Ditch the Pitch, We: The Ideal Customer Relationship and Brand Harmony. Management guru Tom Peters said, 'When Steve Yastrow writes, I pay close attention,' and called Brand Harmony 'compelling and powerful,' and We a 'superb book.' Steve's passion is creating revolutionary marketing systems that yield major profit breakthroughs. As a consultant, speaker and writer he challenges his clients, audiences and readers to reinvent the way they look at marketing, offering clear action steps to improve business performance through stronger customer relationships. The concepts behind Steve's ideas were developed in the 'real world' through his work as president of Yastrow Marketing, a consulting firm which has served such clients as McDonald's Corporation, The Tom Peters Company, Kimpton Hotels, the Cayman Islands Department of Tourism, Agilent Technologies, Jenny Craig International, Great Clips for Hair, Cold Stone Creamery, Wyndham Hotels & Resorts, Viacord and many other organizations. Steve was previously vice-president of resort marketing for Hyatt Hotels & Resorts. He is also brand editor for tompeters.com, where he is a regular writer and contributor. He earned an MBA from the J.L. Kellogg School of Management at Northwestern University, and a B.A. from Indiana University. Home is Deerfield, IL, where Steve lives with his wife Arna and three kids, Nurit, Levi & Noah.

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