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- eBook $19.99
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- ISBN 978-1-137-36559-0
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- 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.
- About the authors
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.
"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
Table of contents (15 chapters)
How Marketing Adds Financial Value to a Business
How Brands Influence Purchase Decisions
What Makes Your Brand Meaningfully Different?
Linking Meaningful Difference to Financial Outcomes
Clarity of Purpose
- Bibliographic Information
- Book Title
- The Meaningful Brand
- Book Subtitle
- How Strong Brands Make More Money
- N. Hollis
- Palgrave Macmillan US
- Copyright Holder
- Palgrave Macmillan, a division of Nature America Inc.
- eBook ISBN
- Edition Number
- Number of Pages
- XIII, 225