Based on the authors' Integrated Branding model, Brand Driven offers leaders and managers at all levels the necessary tools for integrating the entire organization with the brand. Using case studies, it shows how to focus every employee's actions on delivering brand promise.
Brand Driven moves the boundaries of branding beyond logos, advertising, and even marketing, and into the responsibility of every leader at every level within the organization. They shape how organizations work and they define the customers' experience. This book offers a fresh approach to how leaders can create more customer value using the brand as their guide.
F Joseph LePla, Suan V Davis and Lynn M Parker combine their experiences with leading organizations to show the various ways every organization can be brand driven. Each chapter of Brand Driven provides focused discussion and tools that leaders can use to direct employees and other stakeholders to create and maintain unbreakable customer relationships.
Leaders who read this book will walk away feeling more knowledgeable and focused on what they can immediately do to manage and increase brand value.
This book has done the hard work other brand books fail to do.
Jamie Gier, Director of Marketing Communications, IDX Systems Corporation
Leaders have a unique ability to not only sell a product but to deliver on a promise. Brand Driven provides a thoughtful approach to make the promise an enduring reality.
Cheryl Scott, CEO of Group Health Cooperative
This book brought me a radically fresh perspective on how to think about, link, and integrate the broader concept of corporate branding into the leadership dimension of my everyday work. Reading this will help each and every manager think through the unique complexities of their business, and how to take action and lead from a place that adds value from all parts of the organization.
Ronan O'Loan, Senior Organizational Consultant, Microsoft
F Joseph LePla, co-author of Integrated Branding: Becoming Brand Driven through Companywide Action (Kogan Page 2001), has implemented integrated brands for high technology, healthcare, consumer-based and the Worldwide 2000 companies. He is co-founder of Parker LePla, a boutique integrated brand strategy firm.
Susan V Davis is founder and principal of Leadership Designs, a management and organization development consultancy based in Seattle. She guides leaders to re-align around fast growth, strategic shifts, mergers and acquisitions. She has worked with Microsoft, Avanade, QPass and other fast-growing high-tech companies and has developed executives at all levels.
Lynn M Parker is co-founder of Parker LePla and co-author of Integrated Branding. Lynn is one of the early practitioners of technology marketing, counselling many industry pioneers including Apple, Microsoft, Intel, Tektronix and Hewlett Packard.