Rating: 
Summary: The BrandMindset is a Must Read
Review: I purchased The BrandMindset to use as a reference for a marketing project I was working on for my MBA program. However, I wish that I had this book when I was working as a marketing communications manager. The BrandMindset clearly illustrates why brand strategy must be incorporated into every business function. The book demonstrates why in today's competitive environment, a company's brand is crucial in providing product distinction. A brand's promise must be delivered in all aspects of the business, not just promoted in advertisements or logos. As a student, I especially liked the real-world examples and brand-profiles included in each chapter. They helped to present a clear picture of how this process is applied and proof of its success.The treasure lies in the last chapter in which the author has provided several tools and sample documents for a company to use when mapping out their own BrandStrategy. Everyone from the executive to the receptionist should read this book, and I would strongly recommend it as a current resource to anyone studying marketing or management.
Rating:
Summary: A critical tool for any Marketing Executive
Review: If your organization does not have a living Brand Strategy Doctrine--you are dead--period. The Brand Mindset is the best business book on the market today that provides a clear, easy to follow path to focusing your organization's efforts towards a single point of difference. Duane Knapp provides essential insight into the mechanics of building a succesful brand, in order to differentiate your product and service in the market, grow sales and increase shareholder value. A must read for executives of all levels.
Rating:
Summary: Having a hard time understanding the concept of branding?
Review: Most of the time, when someone asks about "brand" they are really talking about marketing or advertising. In fact, most organizations believe that advertising and "brand" are the same things. Unfortunately, this couldn't be further from the truth because advertising is simply one of the many possible messages that a brand could send as opposed to the heart and soul of an organization which is its "brand." The Brand Mindset makes it easy for a small business owner or a corporate executive to understand and develop an effective strategy for their brand. In addition, the book has dozens of easy to understand diagrams and charts which bring the critical concepts to life.
Rating:
Summary: Having a hard time understanding the concept of branding?
Review: Most of the time, when someone asks about "brand" they are really talking about marketing or advertising. In fact, most organizations believe that advertising and "brand" are the same things. Unfortunately, this couldn't be further from the truth because advertising is simply one of the many possible messages that a brand could send as opposed to the heart and soul of an organization which is its "brand." The Brand Mindset makes it easy for a small business owner or a corporate executive to understand and develop an effective strategy for their brand. In addition, the book has dozens of easy to understand diagrams and charts which bring the critical concepts to life.
Rating: 
Summary: Nothing new.
Review: The book has nothing that branding professionals have not heard 1000 times before. The online "chapter" lists to-dos with bullet points. From an average online marketer this task would take appr. 5 minutes. Though, the book has some good branding examples.
Rating: 
Summary: The Brand Mindset
Review: The Brand Mindset by Duane E. Knapp is a very helpful tool in building a brand for a company. Mr. Knapp lays out the method to succesful branding in an easy to follow and easily referenced manner. The examples were very helpful and relevant.If you are considering examining your brand and what you are promising your customers, you should consult this book. I know that I have come away with a whole new view as to how my company's brand should be built.
Rating:
Summary: The Brand Mindset "GETS IT !!!"
Review: The Brand Mindset definitely "Gets It" !!! While I was studying for my business degree at the university, it was one of my dreams to one day be part of a company/organization posessing a culture passionate about TRUE customer service excellence throughout the organization. I say throughout the organization because it is far more than having a customer service 'department' that makes for a GENUINE BRAND, but rather this 'spirit' of customer service excellence must permeate the entire organization - from the top down ! Of course, when you are looking for that 'first job out of college', it is often more about the TYPE of job than it is the CULTURE that typically draws us down one road or another. Then, as we begin to grow in our careers, many of us begin to determine more about WHAT DRIVES US - WHAT WE ARE PASSIONATE ABOUT, and begin searching for that place where we can fully exercise and develop our many talents and abilities, contributing to the overall success of the organization. THE BRAND MINDSET clearly defines what is needed to create such a culture that draws both customer and employee towards GENUINE BRAND loyalty, creating such successful companies as Starbucks, ..., Whirlpool, Maytag, Wal-Mart, and the like. Being one who is passionate about Customer Service Excellence, I was especially impressed with chapter 6 which dug deep into the issue of Customer Service. Among many other highlights was the case study on Starbucks Coffee Company ! IF EVERY COMPANY AND ORGANIZATION ADOPTED THE PRINCIPLES IN THE BRAND MINDSET, our economy would not know what to do with the amount of success generated as a result!!! ***** 5-Stars to THE BRAND MINDSET !!!
Rating:
Summary: The bible of bulding a genuine brand
Review: The Brand Mindset is a must read for any company trying to build a genuine brand. Duane Knapp clearly and concisely guides his readers through the process of developing a blue print for success that will take them well into the future. His knowledge and expertise are invaluable, and his book has become required reading for everyone in our company. An excellent tool for any business!
Rating:
Summary: The bible of bulding a genuine brand
Review: The Brand Mindset is a must read for any company trying to build a genuine brand. Duane Knapp clearly and concisely guides his readers through the process of developing a blue print for success that will take them well into the future. His knowledge and expertise are invaluable, and his book has become required reading for everyone in our company. An excellent tool for any business!
Rating:
Summary: "An absolutely essential tool for any pioneering company"
Review: The BrandMindset is an excellent tool for any company competing in the global marketplace of today. Branding is not simply part of a long term business plan, but a fundamental philosophy that must penetrate every aspect of an organization for it to succeed in the eyes of the consumer. The BrandMindset takes you step by step to give any organization the roadmap and tools necessary to achieve ultimate branding success.
| 
