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| Customer Reviews: | | Average Customer Review: ( 11 customer reviews )
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Most Helpful Customer Reviews
5 of 5 found the following review helpful:
 "Operationalizing" aside Oct 29, 2002
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.
6 of 7 found the following review helpful:
 Moves branding to the next level Nov 04, 2002
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.
1 of 1 found the following review helpful:
Making it Real Oct 28, 2002
There are so many books out there which talk about 'brand' -- finally here's one that will really help me connect the dots between brand and business strategy. As competitive advantages become harder and harder to maintain -- knowing how to 'operationalize' the brand will be the key difference for the future.
A book for you to reflect about your business May 10, 2011
By Paulo Peres
"Brand Planner"
This book was write during a time when the term brand was growthing on the world. Talk abou "brand touch-points" today is easier to understand, than 2001/2002. So for that, Scott Davis and Michael Dunn, were bold.
I believe that some ideas about the book could be easily applicable today, yet. I believe this book for me, works for me like a reference about the building the brand touchpoints, asset and analysis.
I recommend it. But i understand maybe some purposes can be, for me, difficult to implementation. On my job. Instead that works for me like inspiration on application money of my clients.
1 of 2 found the following review helpful:
CEOs shoud read this book Oct 30, 2002
Building The Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth (Jossey-Bass, 2002) is an excellent tool for organizations looking to drive bottom-line business growth. I found the chapter on connecting business strategy to brand strategy to be particularly insightful and helpful. In it the authors talk about developing and applying a brand lens -bringing a brand-based perspective to critical business issues - and how successful brand building efforts must be supported from the highest levels in the organization. That perspective is useful for building a case to get senior managers on board with the brand. This book is a great "how to guide," and the ideas put forth really provide companies the know-how to "take total control of their brand's destiny."
See all 11 customer reviews on Amazon.com
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