The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company

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Summary: Praise for The Brand Mindset
Review: "A superb book with real substance and passion that could and should change your organization. A plethora of original concepts and tools illustrated in marvelous case studies provide new insight into brands and their management." David A. Aaker, E.T., Grether Professor of Marketing Strategy at UC Berkeley and author of Building Strong Brands "The BrandMindset is all about building genuine brands; they lead with the heart, nurture with the soul and build one customer at a time." Howard Schultz, Chairman and CEO, Starbucks Coffee Company and bestselling author of Pour Your Heart Into It "The BrandMindset clearly articulates 'how to think like a brand' which is necessary to understand before an organization can act like a brand." Dave Whitwam, Chairman and CEO of Whirlpool Corporation "After reading The BrandMindset you should not only consider the way you do buisness, but you'll also have a real good idea about how to go about it." Robert Shulman, CEO of Copernicus and coauthor of Marketing Myths That Are Killing Business "Today it is not enough to provide a service or a product. Success comes when the product and service are created and delivered through a BrandMindset." Christopher W. Hart, Ph.D., author of Extraordinary Guarantees

Rating:
Summary: The Brand Mindset
Review: Although I am owner and operator of a quaint establishment in a small suburban town, I wanted the community and the world to know about the image I was creating for my product. The Brand Mindset was the vehicle I used to transport my thinking and my product to developing the brand recognition I wanted. It was very informative and clearly instructive. Chapter four, "The Brand Promise" was particularly beneficial. The format , compared to other brand strategy books was superior in conveying the steps to establishing product recognition. An absolute for the serious entrepreneur.

Rating:
Summary: The Brand Mindset
Review: Although I am owner and operator of a quaint establishment in a small suburban town, I wanted the community and the world to know about the image I was creating for my product. The Brand Mindset was the vehicle I used to transport my thinking and my product to developing the brand recognition I wanted. It was very informative and clearly instructive. Chapter four, "The Brand Promise" was particularly beneficial. The format , compared to other brand strategy books was superior in conveying the steps to establishing product recognition. An absolute for the serious entrepreneur.

Rating:
Summary: Right on Target
Review: Any organization that wants to define or redefine its brand, should use The BrandMindset as their "branding bible." The book itself delivers strong, relevant insightful information that not only exceeded my expectations, but left me wanting more after the last page was turned. A must for marketing managers and executives.

Rating:
Summary: Right on Target
Review: Any organization that wants to define or redefine its brand, should use The BrandMindset as their "branding bible." The book itself delivers strong, relevant insightful information that not only exceeded my expectations, but left me wanting more after the last page was turned. A must for marketing managers and executives.

Rating:
Summary: Brand Mindset
Review: Brand Mindset is an excellant book! Duane shares his insight and branding expertise in a very easy manner. Many business, and marketing books are "lecture focused", the written version of listen and dictation. Duane's Brand Mindset is written in a conversational manner. You feel included in a discussion, not just black & white text. The case studies used, help put the principles of each chapter into real life context. This book certainly belongs in the library of anyone interested in marketing, branding, or building a strong business. A very important book.

Rating:
Summary: Brand Mindset
Review: Brand Mindset is an excellant book! Duane shares his insight and branding expertise in a very easy manner. Many business, and marketing books are "lecture focused", the written version of listen and dictation. Duane's Brand Mindset is written in a conversational manner. You feel included in a discussion, not just black & white text. The case studies used, help put the principles of each chapter into real life context. This book certainly belongs in the library of anyone interested in marketing, branding, or building a strong business. A very important book.

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Summary: A Great Introduction to Branding
Review: Duane Knapp provides an excellent discussion of the "mindset" and emotion behind building a brand that fulfills its promise to the customer. I have successfully used The Brand Mindset along with Aaker's Brand Leadership in my MBA course in High Technology Marketing and Brand Management. It is full of great concepts and examples and definitely worth reading.

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Summary: A Marketing Treasure!
Review: Duane shares very valuable insights and lessons learned in this book. All the fundamentals about branding that marketers need to know. To survive in today's white-water environment, it takes more than a brand name; it really needs a lasting brand to capture market shares and generate returns. Read BrandMindset and you can discover the secrets formula to building a brand that lasts.

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Summary: Brand Mindset the Best of Branding Books!
Review: I have been working on branding since last spring, and expect to complete the process next spring...it's quite an undertaking!!! I work for the American Water Resources Association and am in charge of the entire image-building process. I attended an ASAE Brand Science clinic conducted by Duane Knapp, which was excellent. I also have his book and two others: Brand Leadership by Aaker, and 22 Immutable Laws of Branding, by Al and Laura Reis. All 3 books have helped me greatly, but Knapp's book is by far the most helpful.