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Palgrave Macmillan

The Meaningful Brand

How Strong Brands Make More Money

  • Book
  • © 2013

Overview

Authors:
  1. Nigel Hollis

    1. Millward Brown, USA

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Table of contents (15 chapters)

  1. Front Matter

    Pages i-xiii
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  2. What’s it All About?

    1. Front Matter

      Pages 1-7
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    2. How Marketing Adds Financial Value to a Business

      • Nigel Hollis
      Pages 9-23

    3. How Brands Influence Purchase Decisions

      • Nigel Hollis
      Pages 25-37

    4. What Makes Your Brand Meaningfully Different?

      • Nigel Hollis
      Pages 39-51

    5. Linking Meaningful Difference to Financial Outcomes

      • Nigel Hollis
      Pages 53-67

  3. Creating a Meaningfully Different Brand

    1. Front Matter

      Pages 69-70
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    2. Clarity of Purpose

      • Nigel Hollis
      Pages 71-82

    3. Effective Delivery

      • Nigel Hollis
      Pages 83-93

    4. Resonance

      • Nigel Hollis
      Pages 95-103

    5. Differentiation

      • Nigel Hollis
      Pages 105-120

    6. Defining a Meaningfully Different Experience

      • Nigel Hollis
      Pages 121-129

  4. Amplifying a Meaningfully Different Brand

    1. Front Matter

      Pages 131-132
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    2. Findability

      • Nigel Hollis
      Pages 133-144

    3. Credibility

      • Nigel Hollis
      Pages 145-154

    4. Vitality

      • Nigel Hollis
      Pages 155-169

    5. Affordability at a Price Point

      • Nigel Hollis
      Pages 171-181

    6. Extendability

      • Nigel Hollis
      Pages 183-191

    7. Make the Most of Your Brand

      • Nigel Hollis
      Pages 193-205

  5. Back Matter

    Pages 207-225
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Keywords

About this book

Instilling brand loyalty among consumers is the key to long-term success, and requires focusing on meaningful differentiation: functional, emotional, or societal. Supported by data analyses, case studies and interviews, The Meaningful Brand explores the four components of a distinguished brand: purpose, delivery, resonance, and difference.

Reviews

"Nigel Hollis offers one of the most concise and useful texts on not just what a meaningful brand is, but a practical guide and workbook on how to build and cultivate a powerful brand" - B2B Marketing

Authors and Affiliations

  • Millward Brown, USA

    Nigel Hollis

About the author

Nigel Hollis is executive vice president and chief global analyst at Millward Brown. Nigel brings 30 years of research experience to bear on his understanding of how marketing communications can build and maintain brands. Nigel has worked with clients in many different industries and countries, and has been instrumental in developing some of Millward Brown's most successful research solutions. He has a popular brand blog called Straight Talk with Nigel Hollis. A four-time winner of WPP's Atticus Award. He lives in Vermont.

Bibliographic Information

  • Book Title: The Meaningful Brand

  • Book Subtitle: How Strong Brands Make More Money

  • Authors: Nigel Hollis

  • DOI: https://doi.org/10.1007/978-1-137-36559-0

  • Publisher: Palgrave Macmillan New York

  • eBook Packages: Medicine, Medicine (R0)

  • Copyright Information: Palgrave Macmillan, a division of Nature America Inc. 2013

  • Hardcover ISBN: 978-0-230-34226-2Due: 18 October 2013

  • eBook ISBN: 978-1-137-36559-0Published: 30 April 2016

  • Edition Number: 1

  • Number of Pages: XIII, 225

  • Topics: Public Health, Development Economics

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