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Type of bind: Hardcover
Dewey Decimal Number: 658.827
EAN num: 9780787962555
ISBN number: 0787962554
Label: Jossey-Bass
Manufacturer: Jossey-Bass
Quantity: 1
Page Count: 320
Printing Date: September 17, 2002
Publishing house: Jossey-Bass
Sale Popularity Level: 393143
Studio: Jossey-Bass
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Editor's Notes and Comments:
Product Description:
In Building the Brand-Driven Business, authors Scott M. Davis and Michael Dunn-- two of the nation's foremost experts on brands-- map out a strategy that can help an entire organization manage and live (not just think about) its brand. They show how to develop brand-building programs that are the most cost efficient, effective, and credible. And just as vital, they reveal how to create a brand-driven culture within an organization so that building the brand becomes everyone's job.
User popularity level:
Rated by buyers 
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Oh, the poor trees that suffered at the hands of this book.
What was said in this book could have been said in fewer than three pages. (In fact, it has been said in fewer pages in several Harvard Business School publications.)
This book fails in many ways, not the least of which is the manner in which it fails to give any new, substantive, useful or logical way to operationalize branding. Here is the book's central message: if you buy a "brand strategy" logo, identity, etc. from Branding Agency X get everyone to rally around it; otherwise, Branding Agency X will be held accountable for the brand failure which equals no new business for agency.
Save your money. Just re-read the section on branding in a Kotler text because this book is nothing more than hot air...
Rated by buyers 
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What is new here...that's the quesiton I have after reading the book. I prefer his previous book. I found the chapter on connecting business strategy to brand strategy to be particularly useful or helpful and this is the biggest challenge in branding...not designing ..but makeing it real. Quite frnakly I prefer another brand book 60-Minute Brand Strategist by Idris Mootee as it covers a lot more in less than 200 pages....and a lot of less words.
Rated by buyers -
That's the Cliff Note version for those of you, like me, who have this as required reading before a big 'brand summit'.
Everything else was rehashed, renamed, or retreaded.
Read it on the plane in about 30 minutes, regardless of the heft.
Rated by buyers 
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Before I read this book, I never thought of a retail clerk or a customer service representative as a company's brand ambassador. But what the authors explain is that brand building should be supported by more than just the people in the marketing department. Certainly, brand has become the strategy du jour among marketing people these days, as evidenced by the number of books on the market. However, this book treats brand in a different context, defining it through the concept of "operationalizing" it, bringing it to life through a company's processes, systems and employees. It makes a great deal of sense that a company's senior executives must embrace the brand and its promise by linking it to the company's corporate strategy, so it becomes part of the culture. Several case studies in the book are helpful for understanding why so many well-known brand names have been successful by using similar techniques to bring their brand to life across the organization.
Rated by buyers 
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Don't let the somewhat intimidating word "operationalize" keep you from investigating the pages of Building The Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth (Jossey-Bass, 2002). What authors Scott Davis and Michael Dunn show is that brand-building can and should be supported through more than just MarCom initiatives. The retail clerk who actually smiles at and is helpful to customers does far more to support the brand than the priciest ad campaigns - as Wal-Mart has long-since discovered and McDonald's apparently has yet to grasp. The authors posit that building those supporting behaviors and mind-sets (not to mention systems and processes) and then using the brand promise as an integral measure for business decisions is what "operationalizing" is all about. It's interesting positioning that's perhaps ahead of its time - but certainly one that non-marketing, senior decision makers should relate to. There's a lot of confusion among non-marketers as to what "brand" is and isn't. The authors make a case for elevating it to an entirely different level in the organization.
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