The BrandPromise: How Costco, Ketel One, Make-A-Wish, Tourism Vancouver, and Other Leading Brands Make and Keep the Promise That Guarant

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The BrandPromise: How Costco, Ketel One, Make-A-Wish, Tourism Vancouver, and Other Leading Brands Make and Keep the Promise That Guarant

Format:  Hardcover,

264 pages

Publisher: McGraw-Hill

Publish Date: Mar 2008

ISBN-13: 9780071494410

ISBN-10: 0071494413

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Book Information

The following content was provided by the publisher.

Brand expert, popular speaker, and Fortune 500 advisor Duane Knapp presents "The BrandPromise(R)," his secret formula for becoming a Genuine Brand. Making the right promise, keeping it, and fulfilling your BrandPromise commitment will transform your business or organization into a "one-of-a-kind" brand that customers, employees, and shareholders will trust and support for years to come.

"A brand's promise is the new currency for success," says Knapp, who teaches from personal experience, having built or advised hundreds of successful brands worldwide. Duane Knapp's Promise philosophy has been highly acclaimed and extensively referenced and quoted in hundreds of publications and books.

Brand success rests on three principles:

1) Provide a unique experience with products or services that enhance your customer's lives

2) Inspire employee partnership, passion, and support

3) Create a perception of exceptional value and distinctive benefits and deliver on your promise.

Genuine Brands make a promise and keep it. This promise begins with a different mindset than business as usual. It's not just about doing a good job-it's about optimizing the emotional and functional benefits from a customer's perspective.

The BrandPromise applies to every type of organization, from associations, philanthropic enterprises (charities and non-profits), and personal brands (celebrities, athletes and executives), to professional service firms (doctors), entrepreneurs, small businesses, and member-centric businesses (credit unions and co-ops). Knapp provides insights from a wide range of executives and leaders with in-depth analyses of many Genuine Brands, including Ketel One, Costco, the Make-A-Wish Foundation, Destination Marketing Association International, SAFE Credit Union, Annika Sorenstam, Callison Architecture, RK Dixon, Bartell Hotels, and Tourism Vancouver.

The BrandPromise book reveals the secrets that all kinds of organizations including associations, philanthropic enterprises (charities and non-profits), and personal brands (celebrities, athletes and executives), to professional service firms, such as doctors, entrepreneurs, small businesses, and member-centric businesses such as credit unions and co-ops.

The BrandPromise also explains how celebrities can utilize the secrets of BrandScience to enhance their image and perceptions and features a Brand Profile on Annika Sorenstam.

According to Knapp, "Annika's strategy is a perfect guide for any individual or celebrity that is interested in optimizing their success.

"Great stars may be born, but it's the celebrities that embrace the principles of BrandScience that enjoy long term brand success."

The BrandPromise features insights from other celebrities including Oprah, Greg Norman, and Rachael Ray.

Specifications

Author:
Publisher: McGraw-Hill
Publish Date: Mar 2008
ISBN-13: 9780071494410
ISBN-10: 0071494413
Format: Hardcover
Number of Pages: 264
Shipping Weight (in pounds): 1.24
Product in Inches (L x W x H): 6.52 x 0.98 x 9.32

Chapter outline

Foreword
Preface
Acknowledgments
Brandictionary: Definitions to Help You Deliver a Brandpromise Commitment
The BrandMindset Philosophy
Thinking Like a Genuine Brand
Genuine Brand Expectations
The Trust Factor
The Promise Is the Foundation of a Brand's Experience
Enhancing Customers' Lives
Passionate Associates
Associate Partnership
Creating Exceptional Perceived Value
Brand Profile: Ketel One Vodka
Thought Guide: Thinking Like a Genuine Brand
The PromiseRule: Enhancing People's Lives
Service Compared to a Promise
Promises Compared to Missions or Visions
It's All about How You Want People to Feel
Are You Ready to Make a Genuine Promise?
The PromiseRule
A Guarantee That's Real
Brand Profile: Costco
Thought Guide: The PromiseRule-Enhancing People's Lives
The Roadmap to a BrandPromise Commitment
A Promise Focus
The Brand Balance
Changing the Decision Hierarchy
The Promise Process
Assessing Customers' Feelings
Making a Promise
Defining a Brand's Experience
Distinctive Products and Services
Superior Value
Brand Profile: RK Dixon Company
Thought Guide: The Roadmap to a BrandPromise Commitment
Promises Are Delivered by People, Not Policies
People Are Key
Internal Promises
Engaging Experiences
The Board's Responsibility
Creating a Paradigm Shift
Transformation
Brand Profile: Bartell Hotels
Thought Guide: Promises Are Delivered by People, Not Policies
Five Ways to Keep Promises
Keeping Promises
Whom Can You Trust?
Frustrating Experiences
Example: Rebates
Example: Telephone Call Centers
What's Fair?
Example: Credit Card Refunds and Warranties
The Right Promise Is Key
Enhancing Customers' Expectations
Brand Profile
Thought Guide: Five Ways to Keep Promises
Predicting Brand Success
Predicting a Brand's Future
Brand Psyche
Measuring a Brand's Perceptual Energy
Brand Visualization
Reading Customers' Minds
Convenience Is the Future
Optimize Positive Energy
Spending Time on the Right Things
Investing in a Brand's Future
Minimize Negative Energy
Thought Guide: Predicting Brand Success
Community Brands: The Destination BrandPromise
Detailed Example of the BrandPromise Methodology
Community Brands
Destination Strategy
Destination BrandScience
Promising an Experience
What Is a Destination BrandPromise?
Destination Brand Assessment
Creating a Destination BrandPromise
A Slogan Is Not a Strategy
Destination Brand Blueprint
Developing a Destination's Culture
Brand Profile: Tourism Vancouver
Thought Guide: Community Brands: The Destination BrandPromise
Personal Brands
Thinking about Your Brand
Caring about Perceptions
What's Your Personal Promise?
Living Your Promise
Professional
Special
Celebrity Brand Philosophy
Building a Celebrity Brand Is Hard Work
Greg Norman
Rachael Ray
Celebrity Brand Assessment
The Power of a Real Promise
Brand Profile: Annika Sorenstam
Thought Guide: Personal Brands
Specialized BrandPromise Applications
Member-Centric Businesses
Brand Profile: SAFE Credit Union
Charitable and Philanthropic Organizations
Brand Profile: Make-A-Wish Foundation
Professional Service Firms
Brand Profile: Callison Architecture
Association BrandScience
Brand Profile: Destination Marketing Association International
Thought Guide: Specialized BrandPromise Applications
Promise Perspectives: The Detailed Process for Building Genuine Brands
Conclusion
The Genuine Brand Process
Being Distinctive Is Not Optional
The Brand Assessment
The BrandPromise
Brand Blueprint
Genuine Every Day: Brand Culturalization
Brand Advantage
Thought Guide: Promise Perspectives
Endnotes
Brand Index
Index

Book description

Brand expert, popular speaker, and Fortune 500 advisor Duane Knapp presents The Brand Promise®, his secret formula for becoming a Genuine Brand. Making the right promise, keeping it, and fulfilling your Brand Promise commitment will transform your business or organization into a “one-of-a-kind” brand that customers, employees, and shareholders will trust and support for years to come.

“A brand's promise is the new currency for success,” says Knapp, who teaches from personal experience, having built or advised hundreds of successful brands worldwide. Duane Knapp's Promise philosophy has been highly acclaimed and extensively referenced and quoted in hundreds of publications and books.

Brand success rests on three principles:

1) Provide a unique experience with products or services that enhance your customer's lives

2) Inspire employee partnership, passion, and support

3) Create a perception of exceptional value and distinctive benefits and deliver on your promise.

Genuine Brands make a promise and keep it. This promise begins with a different mindset than business as usual. It's not just about doing a good job-it's about optimizing the emotional and functional benefits from a customer's perspective.

The Brand Promise applies to every type of organization, from associations, philanthropic enterprises (charities and non-profits), and personal brands (celebrities, athletes and executives), to professional service firms (doctors), entrepreneurs, small businesses, and member-centric businesses (credit unions and co-ops). Knapp provides insights from a wide range of executives and leaders with in-depth analyses of many Genuine Brands, including Ketel One, Costco, the Make-A-Wish Foundation, Destination Marketing Association International, SAFE Credit Union, Annika Sorenstam, Callison Architecture, RK Dixon, Bartell Hotels, and Tourism Vancouver.

The Brand Promise book reveals the secrets that all kinds of organizations including associations, philanthropic enterprises (charities and non-profits), and personal brands (celebrities, athletes and executives), to professional service firms, such as doctors, entrepreneurs, small businesses, and member-centric businesses such as credit unions and co-ops.

The Brand Promise also explains how celebrities can utilize the secrets of BrandScience to enhance their image and perceptions and features a Brand Profile on Annika Sorenstam.

According to Knapp, “Annika’s strategy is a perfect guide for any individual or celebrity that is interested in optimizing their success.

“Great stars may be born, but it’s the celebrities that embrace the principles of BrandScience that enjoy long term brand success.”

The Brand Promise features insights from other celebrities including Oprah, Greg Norman, and Rachael Ray.

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