Everand Logo

Welcome to Everand!

  • Discover millions of ebooks, audiobooks, and so much more with a free trial

    Only $11.99/month after trial. Cancel anytime.

    Unavailable
    Build a Brand to Change your World
    Unavailable
    Build a Brand to Change your World
    Unavailable
    Build a Brand to Change your World
    Ebook433 pages5 hours

    Build a Brand to Change your World

    By Klaus Heine

    ()

    Currently unavailable

    Currently unavailable

    About this ebook

    Entrepreneurs never just create a business – to succeed, they need to create a brand at the same time. This book is a step-by-step how-to guide for the entire brand-building process – to create a powerful brand from scratch or to rethink your existing branding strategy. Based on the Brand-Building Canvas and a modular system of related brand-building templates, it gives an overview of all the branding tools and concepts needed to build a strong brand. It takes you on a ride from brand vision to mission, from brand spirit and philosophy, brand ethics and values to brand personality and brand lifestyle. You will learn how all the brand identity elements are related and how to practically apply them to your brand – with the help of best-practice examples, role models and case studies, hands-on how-to guides, checklists, and overviews of critical success factors and the major strategic options that you have at various stages of the brand-building process.

     

    Above all, this is about creating BRAND MEANING. It helps you to find out what you want your brand to stand for. Because consumers are increasingly judging brands by what they believe in, stand for, and do in the world, it is vital to establish a compelling brand meaning – and many entrepreneurs also want to work on something they truly believe in. We will go through all the options that you have to underpin your brand with meaning. This can be a compelling higher purpose to improve the world, values and good intentions, authority in a specific field of expertise, the association with an appealing reference group, a specific region-of-origin or old tradition, and an affiliation with a certain art movement, philosophy, or subculture. In this way, you will learn to develop a specific type of brand: A lifestyle brand, driven by a strong identity and a higher purpose, which is often an ethical and sustainable brand, an alternative and spiritual business, or even an activist brand. As this type of brand may contradict with business practices in the mass-market, we will concentrate on the high-end cultural and creative industry, which spans from the arts and craftmanship to high-tech – and also includes people businesses such as artisans, designers, and healing professionals. By connecting brand-building with consumer psychology, the book provides scientifically based practical solutions – so you will learn step-by-step how to build a high-end brand with a higher purpose – to change the world for the better.

    LanguageEnglish
    PublisherUpmarkit
    Release dateJul 20, 2020
    ISBN9789949748723
    Unavailable
    Build a Brand to Change your World
    Author

    Klaus Heine

    Klaus Heine works as marketing professor at Emlyon Business School in Shanghai and as consultant for brand-building in the high-end cultural & creative industries. He has worked and cooperated with a big variety of high-end brands, from Hermès, Dior, Louis Vuitton and Montblanc, to specialist brands such as Bollinger, Breguet, Gaggenau, Hasselblad, Jaeger-LeCoultre and KPM. His main interest is the creation of brand meaning, to give a brand an aura and soul, and a personality all of its own.

    Related to Build a Brand to Change your World

    Related ebooks

    Business For You

    View More
    View More

    Related podcast episodes

    Related articles

    • Article

      Say My Name

      May 16, 2019

      Say My Name
      3 min read

    • Article

      Connecting The Chain

      Sep 23, 2021

      Connecting The Chain
      5 min read

    • Article

      The Future of LUXURY TALENT

      Aug 2, 2019

      The Future of LUXURY TALENT
      10 min read

    • Article

      The New Era Of Luxury

      Jul 27, 2020

      Entrepreneur, Consultant, Professor, Talent and Executive Presence Coach, Donatella has a broad experience in marketing and training, focused on Fashion, Luxury and Hospitality. She is Campus Leader at the European School of Economics in Milan and sh

      2 min read

    • Article

      Branding Is All About Influencing Perceptions

      Aug 28, 2019

      LET’S START by establishing what a brand is. It is a customer’s (or potential customer’s) perception of your business or product or service. So, when we talk about branding, we are trying to influence a customer’s perception. Branding is the act of i

      2 min read

    • Article

      On Strategic Marketing

      Jun 21, 2018

      I’d been asked to write an article on the impact of customer experience on strategic marketing. That was the working title anyway. I paused, and thought about the wave of human centred design practises, wielding their dark art on unsuspecting yet eag

      4 min read

    • Article

      About Branding

      Mar 23, 2020

      Branding is both a complex and exciting subject. Regardless of a farmer’s size or status, decisions about branding should be taken with great care. Branding plays a major role in making a product easily recognisable. When scores of farmers are all se

      1 min read

    • Article

      Making Memories

      Feb 11, 2018

      Making Memories
      5 min read

    • Article

      The Celebrity Effect

      Jun 24, 2020

      Celebrities and influencers have completely transformed the marketing game for luxury brands. Supermodels, socialites and KOLs (not to mention their children) have the ability to shape consumer trends with every snapshot they upload onto the digital

      2 min read

    • Article

      Flipping the Value Creation Model

      May 1, 2018

      HISTORICALLY, MARKETING has been based on an ‘Industrial Age’ approach. Marketers saw what they believed to be a customer need, developed a product bearing what they considered to be ‘value’, and then tried to find buyers seeking that value. This ‘su

      5 min read

    • Article

      Decoding Growth

      Oct 15, 2018

      Decoding Growth
      2 min read

    • Article

      Does The Devil wear Prada?

      Nov 30, 2020

      Does The Devil wear Prada?
      9 min read

    • Article

      The Tools Of Attention

      May 15, 2019

      The technology of the day is of vital importance to marketers. It doesn’t just define how we make what we sell, it defines how we connect with those we sell to. Modern marketing has only been around for a little over 100 years. What many believe to b

      4 min read

    • Article

      On Brand

      Mar 20, 2018

      As advertising philosopher Jeremy Bullmore once observed: “Products are made and owned by companies. Brands, on the other hand, are made and owned by people… by the public… by consumers. A brand image belongs not to a brand – but to those who have kn

      3 min read

    • Article

      Marketing Sustainability

      Dec 16, 2019

      As a fresh produce marketing professional, I obviously write from a marketing perspective. However, I appreciate that all aspects of agriculture have come under the sustainability spotlight. For a fresh produce farmer, this means not only using water

      1 min read

    • Article

      New Breed of Buyers

      Oct 29, 2020

      Luxury — just like the internet — is a truly global phenomenon. Its sellers are global. Its buyers are global. Even the aspirants are truly global. Luxury goods are often bought by buyers outside their home countries because shopping is such an inali

      2 min read

    • Article

      The Future Of Media

      Jun 21, 2018

      STARCOM MEDIAVEST GROUP People are accustomed to paying to remove the ads with services like Netflix and Spotify. Will ads just become a tax on the poor? Will free-to-air TV still exist in 10 years? I think the first thing I would say (politely) is t

      7 min read

    • Article

      THE BRAND-BUILDING CANVAS: How To Build A Business And A Brand In One Go

      Apr 3, 2019

      Most entrepreneurs today do not just wish to make money, but also aim to serve a good purpose. They combine self-discovery with business-modelling and brand-building, but struggle to exploit the full spectrum and true potential of symbolic brand bene

      8 min read

    • Article

      Paying Attention

      Mar 20, 2018

      As the old phrase goes, everyone has a story in them. And that’s where most of them should stay. But with media outlets still cutting back on editorial resource and the rise of new digital tools that have allowed brands to talk directly to consumers

      3 min read

    Reviews for Build a Brand to Change your World

    0 ratings

    0 ratings0 reviews

    What did you think?

    Tap to rate

    Review must be at least 10 words