THE DEFINITIVE BOOK OF BRANDING

The book addresses the needs of branding professionals across the world. The growing body of knowledge on branding has meant that there are now more facets of branding that brand custodians need to know than ever before. While the proliferation of branding literature has ensured that there are many great books on branding available, the number of must-read books on branding in existence is far more than is practical for anyone to seriously consider reading. However in today’s rapidly changing environment it is important to have a contemporary perspective of branding.

The Definitive Book of Branding brings together the most reputed set of authors on branding to ever feature in a collection in what is arguably the most varied comprehensive & contemporary book on branding produced till date.

Each chapter has been written by a branding expert who has already written at least one book on branding. Almost every author has written a chapter based on the same topic as their book thereby allowing them to pack a lot of knowledge into each chapter. This approach also allows them to share their latest discovery of nuances, understanding, examples and cases based on their ongoing research and work on their respective topics. The reader therefore gets to read a wide variety of rich, substantial, well-researched contemporary topics in the same time that it would normally take to read a single book of branding.

The book covers not just marketing topics that are relevant to branding professionals but also the 'organizational' aspects of branding that are relevant to senior management professionals who don’t have a marketing background.

  

THE DEFINITIVE BRAND BLOCKS

HIGHLIGHTS

The Concentrated Wisdom of Branding Masters


Clare Fuller speaks about The Definitive Book of Branding


Patrick Hanlon talks about his chapter in The Definitive Book of Branding

Iconography

Global research at the time indicated that the nature of masculine success was no longer about material wealth, social status, and recognition. It now had an internal quality, and was about Self-improvement, becoming a better man. It was more about the journey than arriving. Recognizing this opportunity, Johnnie Walker would come to stand for personal progress. Instead of a reward at the end of a life, the product would be seen as fuel for the journey. To help anchor this "personal progress" meaning in the brand, Johnnie Walker turned to its iconography—specifically, to its logo and name. The Striding Man logo—an image of a man in midstride decked out in a top hat and boots, and carrying a cane strode from left to right, symbolizing continuous personal advancement, and signifying the determination necessary to realize one’s dreams and goals. Further, the new brand slogan of "Keep walking" echoed the brand name itself. The new campaign thus perfectly integrated a universal human truth about the desire to progress as a person, and a universally meaningful icon. Needless to say, the "Keep walking" campaign was a huge success.Brands that transcend their product categories and become compelling symbols for a set of values and ideals can take their place alongside other cultural icons. Like those cultural icons, they become at once a kind of symbolic shorthand and beacon of meaning within society. Maintaining such a lofty position is the definitive test of meaning management.

From the chapter "Creating Meaningful Brands"
by Mark Batey

Brand Meaning

Meaning is at the heart of consumer behavior, because meaning is at the heart of human behavior.The objects with which we surround ourselves, whether branded consumer goods or common household items, are rich and diverse in meaning. It is important to understand the underlying product and category meanings that brands can successfully tap into. Consider fabrics, for example, and related categories such as laundry detergents. Fabrics hold meaning for women because, from jeans to sheets, they are filled with emotions, stories, feelings, and memories.Smiling children in bright white t-shirts at the end of a TV commercial betoken the care and attention of a dutiful mother. But there is another side to the story.Kids' clothes don’t just display evidence of a doting mom—they carry the signs of a child’s development.The stains and blemishes that come from playing soccer, painting, climbing a tree, and frolicking in the sand or mud are the corollary of a child's mental and physical growth. Getting dirty is part of the process.Declaring that "there's no learning without stains," Unilever encouraged mothers to let their kids go ahead and get dirty while playing, discovering, and learning. Seemingly challenging conventional category wisdom, the global "Dirt is good" campaign from OMO effectively told moms: "You take care of your child's development, we’ll take care of the laundry."

From the chapter "Creating Meaningful Brands"
by Mark Batey

KARTIKEYA KOMPELLA

Kartik is the founder of Purposeful Brands. He is the author of 'Building Brands, Building Meaning', and 'Applying the Branding Iron'. Kartik has written for many websites on branding and run a column on Interbrand’s web portal brandchannel.com for five years. He is a regular contributor of papers to WARC.
Kartik has been associated with brands in various ways from an advertising planner, brand consultant, DM & CRM professional to marketer. He has worked in different roles from a brand consultant in India’s first brand consultancy to President of Lowe & Partner’s DM division. His various roles have helped him look at branding from a somewhat “unique” perspective.
Kartik has spoken at several international conferences on various topics ranging from Cause-related Branding to Market Research to CRM. In 2001, Kartik was nominated for the John & Mary Goodyear Award for Excellence in International Market Research. He has conceived and worked on thought leadership initiatives across disciplines.
He is especially passionate about Cause-related Branding and was responsible for the first ever study on consumer attitudes toward CSR in India.
Kartik is married and lives in Bangalore with his wife Vinitha and daughter Mithya. He is an avid Pink Floyd fan and is passionate about reading and cricket. He can be contacted at kartik@purposefulbrands.in

CONTRIBUTORS

  • Kartikeya Kompella
  • Douglas Atkin

    Douglas Atkin

    The Culting of Brands: How to Turn Customers into True Believers



    » Douglas Atkin is Chief Community Officer and E-staff member at Airbnb. He is Co-Founder of Peers.org, a Global movement for the Sharing Economy. He is Founder of theglueproject, a blog and venture to create social glue through Community. He is Co-Founder of Purpose, an organization that mobilizes millions for social change.
    » Board Member of AllOut.org, the world’s largest LGBT movement. Meetup Fellow and former Partner and Chief Community Officer at Meetup-the world’s largest network of communities.
    » Author of 'The Culting of Brands: How to turn customers into true believers' a book about how to build cult-like community around almost anything.
    » Former Brand Strategist and Partner at leading NY and London Advertising Agencies. Chairman of the U.S. Account Planning Group.
    » Douglas lives in San Francisco with his Partner Matthew and two beagles.

  • Mark Batey

    Mark Batey

    Brand Meaning




    » Mark Batey, through his consultancy BateyConsulting, assists well known national and multi-national companies in developing more compelling and iconic brands using his proprietary IconBuilder® program. His 25 years of experience with major international advertising agencies, handling the brands of companies such as Coca-Cola, Unilever, Nestlé and Mondeléz International (Kraft Foods), have given him keen insight into what makes for a strong brand.
    » A language graduate of Oxford University, he has worked in England, Central Europe, Latin America and the United States. His book Brand Meaning explores how people find and create meaning in brands. The book has been translated in Spanish, (Brazilian) Portuguese and Chinese, and has also been published in India.
    » Besides his brand consultancy activities, Mark is a frequent conference speaker on brands, and also offers executive training workshops with companies big and small. He teaches on brands and brand management at universities in Spain and Brazil, and was recently visiting professor at ESCP business school in Paris, whose Master in Management was ranked Number 1 worldwide by the Financial Times. He can be contacted via www.markbatey.net or at mark@markbatey.net

  • Michael B. Beverland

    Michael B. Beverland

    Building Brand Authenticity: 7 Habits of Iconic Brands




    » Michael Beverland is professor of Brand Management in the School of Management, University of Bath, United Kingdom. He is also an Adjunct Professor with the School of Economics, Finance and Marketing at RMIT University in Melbourne, Australia. Michael’s research interests include consumer culture and brand management, design thinking and innovation, the craft of management and consumer practice, and authenticity.
    » His research has been published in a wide range of journals including (among many others), Design Management Review, European Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Advertising, Journal of Business Research, Journal of Consumer Research, Journal of Management Studies, Journal of Marketing Management, and Journal of Product Innovation Management.
    » His current book, Building Brand Authenticity: 7 Habits of Iconic brands (Palgrave MacMillan) provides a detailed exploration of managing for brand authenticity and is based on a decade of research into the drivers of long-run brand success.

  • Tom Blackett

    Tom Blackett

    Trademarks (1999), Co-Branding (2001), and Brand Medicine (2002)



    » Tom Blackett is a brand advisor. He worked for Interbrand for 25 years, retiring in 2008 as Deputy Chairman.
    » During his time at Interbrand he helped the company grow into an international business, with 32 offices in over 20 countries. Tom carried out assignments for clients throughout the world, spoke at international conferences and contributed to the many books and articles published by Interbrand on brands and branding. He wrote and/or edited ‘Trademarks’ (1999), ‘Co-Branding’ (2001) and ‘Brand Medicine’ (2002).
    » Towards the end of his time at Interbrand, Tom became increasingly involved as an expert witness in legal disputes between brand owners. This is something he continues to do, together with more general consultancy on the development and management of brands.
    » Tom is married and has two sons, both of whom are involved professionally in brand marketing. He is a very keen oarsman, and each week rows the University Boat Race course, between Putney and Mortlake, with like-minded friends. (And, unlike the students, they row their boat back again!)
    » Tom’s earlier career was spent in market research, with companies like Research International. It was there that he acquired his interest in brands, which led to him joining Interbrand in 1983, undoubtedly the best – and luckiest – move that anyone could have made.

  • Derek Day

    Derek Day

    Creating Passion Brands: How to Build Emotional Brand Connection with Customers



    » Derek Day is a founding partner of Passionbrand, and co-author of Creating Passion Brands: how to build emotional brand connection with customers, Kogan Page, 2005. He was previously Global Creative Director, Unilever, JWT. With over 30 years’ experience working with brands, he has created global brand ideas for Unilever, Emirates, Mercedes-Benz, Smith & Nephew and The BBC, winning creative and effectiveness awards on both sides of the Atlantic. He has contributed articles for Marketing and Market Leader on brand-related subjects.

  • Dr. Helen Edwards

    Dr. Helen Edwards

    Author: Creating Passion Brands: How to Build Emotional Brand Connection with Customers



    » Dr. Helen Edwards is a founding partner of Passionbrand, and co-author of Creating Passion Brands: how to build emotional brand connection with customers, Kogan Page, 2005. She has a PhD in marketing and an MBA from London Business School, where she now guest-lectures on the MBA brand management elective. She is an award-winning columnist for Marketing magazine, where her no-nonsense ‘on branding’ column is a must-read for the UK marketing industry. She has over 20 years’ experience working with brands.

  • Clare Fuller

    Clare Fuller

    Author: Brand Together—how co-creation generates innovation and re-energizes brands


    » Based in London but travelling globally, Clare Fuller has worked at Promise Communispace in the area of co-creation for many years, successfully helping brands including Kraft, Barclaycard, British Airways, Samsung and PepsiCo to embrace co-creation and get closer to their customers.
    » Clare has spent the last 30 years working with some of the leading practitioners in the brand, marketing and communications field. Her passion is developing new products and services that positively change people’s experiences of big business. She enjoys helping organisations grow and co-founded Promise in 2004 to do just this - for clients and for herself. She has a Maths degree and an MBA from the London Business School. In her spare time, she enjoys travel, gardening, collecting old rugs and being with people: be they friends, family, colleagues or strangers!

  • Patrick Hanlon

    Patrick Hanlon

    Author: Primal Branding: Create Zealots for Your Brand



    » Patrick Hanlonis recognized as one leading branding practitioners in the world. He is ceo and founder of THINKTOPIA®, a global brand and strategic innovation practice for Fortune 100 clients including American Express, Levis, Kraft Foods, Wrigley, PricewaterhouseCoopers, PayPal, the United Nations and others.
    » His book Primal Branding: Create Zealots For Your Brand, Your Company And Your Future was published by Simon & Schuster/Free Press, is in many languages and is listed as one of the Top 10 books in marketing and branding.
    » Primal Branding is a primer on looking at brands as belief systems—and in 2006 anticipated creating social communities around brands, whether products and services, personality brands, political or civic movements, or actual civic communities. Since 2013, Primal Branding has been actively endorsed and taught by YouTube Next Lab as their recommended construct for designing brand narratives. They have determined that the most-viewed videos on YouTube contain the ‘primal code’ outlined in the book. » Hanlon has been a keynote or guest speaker at IDEO, HP Innovation Series, New York University, American Marketing Association, American Advertising Federation, Syracuse University, Urban Land Institute, and elsewhere. He has also been a featured speaker in emerging geographies around the world including China, India, and South America.
    » Hanlon has been featured, quoted, or interviewed in Fast Company, Entrepreneur, Inc., Advertising Age, National Public Radio, as well as frequent overseas publications. Hanlon is listed as one of the Top 50 people to follow on Twitter, and is also an online contributor for Forbes magazine.

  • Nicholas Ind

    Nicholas Ind

    Author: The Corporate Image, Terence Conran: The Authorised Biography Biography, The Corporate Brand, Living the Brand, and Brand Together

    » Nicholas Ind is an Associate Professor at Oslo School of Management and a partner in Equilibrium Consulting. He is the author of eleven books including The Corporate Image, Terence Conran: The Authorised Biography, The Corporate Brand, Living the Brand and Brand Together.
    » Nicholas is a member of the advisory board of Corporate Reputation Review and the editorial board of the Journal of Brand Management. He is a Visiting Professor at ESADE, Barcelona and Edinburgh Napier University. Nicholas has a PhD from the European Graduate School in Switzerland.

                         
  • Jean-Noël Kapferer

    Jean-Noël Kapferer

    Author: The New Strategic Brand management, Reinventing the Brand, Rumors, and The Luxury Strategy



    » Jean-Noël Kapfereris an internationally renowned expert on branding. A PhD from Northwestern University, and MSc of HEC Paris where he has taught for many years. Jean Noel Kapferer has brought to the field many innovations such as the concept of brand identity, the brand identity prism, the importance of brand architecture, the concept of managing by the brand.
    » Author of The New Strategic Brand management, Reinventing the Brand, Rumors, and The Luxury Strategy, he consults extensively all around the world. He is now strategy advisor at Inseec Business School.

  • Arunima Kapoor

    Arunima Kapoor

    Associate Director, Flamingo



    » Based in London but travelling globally, Arunima has been involved in branding for the past 6 years, and has a special interest in working with big groups to achieve growth and create impact in businesses. She has worked at Promise Communispace in the area of co-creation for many years and have successfully helped brands including Kraft, Barclaycard, British Airways, Samsung and PepsiCo to embrace co-creation and get closer to their customers.
    » She has also previously worked as a journalist, has a masters in English Literature, and an MSc in Media and Gender from the London School of Economics. Arunima was born in India and is fluent in three languages. She loves music, the theatre and art, coupled with a passion for ice cream and dogs

  • Jan Lindemann

    Jan Lindemann

    Author: The Economy of Brands






    » Jan Lindemann is an international expert on the value creation of intangible assets in particular customer franchises and brands. He is a principal consultant at Greenwich Associates advising banks on marketing strategies and tactics. Previously, Jan was Global Managing Director at Interbrand Group where he built the firm’s global brand valuation and analytics practice. Jan was also a Mergers & Acquisitions advisor for The Chase Manhattan Bank. Jan holds an MA in International Economics and International Politics from The School of Advanced International Studies (SAIS) of The Johns Hopkins University, Washington, DC, USA.
    » Jan is the author of several publications on the on the value creation of brands and customer franchises. His book ‘The Economy of Brands’ was published by Palgrave Macmillan in June 2010. Jan has created and managed the ranking of the Best Global Brands league table that was published annually in BusinessWeek magazine. He also contributed several chapters including ‘The Financial Value of Brands’ (Brands and Branding; The Economist, 2009) and ‘Creating Economic Value Trough Co-Branding (Co-Branding; Macmillan, 1999). He was featured on a wide variety of TV and radio programmes on business and marketing issues including CNN, CNBC, BBC and ZDF.

  • Adam Morgan

    Adam Morgan

    Author: Eating the Big Fish: How Challenger Brands Can Compete against Brand Leaders



    » He is the highly respected author of Eating The Big Fish: How Challenger Brands Can Compete Against Brand Leaders’, a seminal work in the world of branding.
    » It not only coined the phrase Challenger Brand, but outlined a process for doing more with less, the principles of which have been widely praised and much imitated around the world.
    » In 1997 Adam founded eatbigfish and established the Challenger Project, a research project into how challenger brands succeed across a variety of different categories.
    » It’s no exaggeration to say that his consultancy has created entirely new ways of thinking about both the development of distinctive brands but also the cultural conditions necessary to support them, reshaping how many large corporations have thought about structuring their businesses for success.
    » His ideas will challenge your habits and the formulas of the past, provide new ways to think about insight, sources of growth, and sources of meaning for modern businesses and the people who run them.

  • Richard Mosley

    Richard Mosley

    Author: The Employer Brand



    »  He is widely recognised as one of the leading world authorities on employer brand development and management. His first book, ‘The Employer Brand’, has become a global best-seller, and the sequel: ‘Employer Brand Management: Practical lessons from the world’s best employers’ is due to be published in August 2014. His thinking draws on over 20 years experience in both brand management and HR consulting. As Executive Vice President of the leading employer brand consultancy, People in Business, and global head of brand consulting for TMP Worldwide, Richard has led major employer brand development projects for Bacardi, Coca-Cola, Ferrero, HSBC, Lafarge, LEGO, L’Oreal, JTI, Nokia-Siemens, PepsiCo, RBS, Santander and Unilever. Richard is a regular key note speaker and chairman at employer brand events around the world, and he was recently awarded by the Asia-Pacific HR Congress in Mumbai for his contribution to Global HR Innovation.
    »  Contact details and links:
    »  Email: richard.mosley@tmp.com
    »  LinkedIn uk.linkedin.com/in/richardmosley
    »  Twitter:@rimosley
    »  Youtube: www.youtube.com/watch?v=dr3ZHrQf36E
    »  www.people-in-business.com

  • Al Ries

    Al Ries

    Author: Positioning: The Battle for Your Mind




    »  He is the author or co-author of 11 books on advertising, including "Positioning: The Battle for Your Mind," a book that has sold more than 1.4 million copies worldwide. In 2009, the readers of Advertising Age, the leading U.S. marketing publication, ranked Positioning as the "best book they've ever read on marketing." Al Ries started his career in the advertising department of General Electric, then went to work for two advertising agencies in New York City. In 1961, he founded his own advertising agency, Ries Cappiello Colwell, which eventually became Trout & Ries. In 1994, he started a marketing consulting firm (Ries & Ries) with his daughter and partner, Laura Ries. Together with affiliates in other countries, Ries & Ries works with a large number of high-profile global companies.

  • Kevin Roberts

    Kevin Roberts

    Author: Lovemarks: The Future Beyond Brands






    » Kevin Robertsis CEO Worldwide of Saatchi & Saatchi. His career was built in sales, marketing, and leadership roles at Mary Quant, Gillette, Procter & Gamble, Pepsi-Co and Lion Nathan. In 2004, Roberts wrote Lovemarks: the future beyond brands, a ground-breaking business book published in 18 languages, showing how emotion can inspire businesses and brands to deliver sustainable value. Lovemarks was named one of the ten Ideas of the Decade by Advertising Age in 2009. Other Kevin Roberts books are sisomo: the future on screen (2005), The Lovemarks Effect: Winning in the Consumer Revolution (2006), and Peak Performance: Business Lessons from the World’s Top Sporting Organizations (2000, co-author). Roberts also wrote the text for Diesel: XXX Years of Communication (2008), and the foreword for Loveworks: How the World’s Top Marketers Make Emotional Connections to win in the Marketplace (2013). Kevin Roberts has honorary appointments and doctorates at several universities. In 2013, he was made a Companion of the New Zealand Order of Merit (CNZM) for services to business and the community.

  • John Simmons

    John Simmons

    Author: 26 Ways of Looking at a Blackberry to Room 121



    » He is an independent consultant on brands and language. He was a director of Interbrand where he established the Verbal Identity consultancy, and has worked with many brands, large and small, public and private, in the UK and internationally. His books include We, Me, Them and It, The Invisible Grail, Dark Angels, 26 Ways of Looking at a Blackberry and Room 121 (with Jamie Jauncey). As series editor of Great Brand Stories he wrote books on Starbucks, Innocent and Arsenal; he co-edited The Economist Guide to Brands and Branding.
    » John is founding director of writers’ group 26 www.26.org.uk and of Dark Angels www.dark-angels.org.uk which trains business writers in more creative writing. He is author of the novel The Angel of the Stories and co-author of the collective novel Keeping Mum published in 2014. The University of Falmouth made him an Honorary Fellow in 2012. He blogs at www.26fruits.co.uk

  • Daryl Travis

    Daryl Travis

    Author: Emotional Branding: How Successful Brands Gain the Irrational Edge


    » Daryl Travis, CEO and Founder, Brandtrust
    » As an advisor to many of the largest and best brands in the world including Coca-Cola, Harley-Davidson, GE, Kraft, General Mills, Nestle and Intel, among others, Daryl helps many leading companies nurture and grow their brands.
    » His groundbreaking book, Emotional Branding: How Successful Brands Gain the Irrational Edge, explores the new realities of growing brands. Daryl advocates the critical need to change the way we think about how people think. “Most customer research discloses what happens,” he says. “However, it often fails to reveal why it happens or the underlying emotional drivers, that are critical for creating a competitive advantage.” He passionately encourages marketers to shift their focus from the “voice of the customer” to the “mind of the customer.”
    » Daryl leverages breakthroughs in the social sciences to improve the customer research process, tapping into the deeper underlying emotions and subconscious motivations to reveal deep insights. He could be described as a professor, detective, journalist, anthropologist and writer all rolled into one.
    » Daryl and his wife are active members of Chicago’s philanthropic community, volunteering time and resources to support education and literacy programs for underprivileged children throughout the city.

  • Sicco Van Gelder

    Sicco Van Gelder

    Author: Global Brand Strategy and City Branding



    » He is one of the world’s leading brand strategists. He is the author of books on Global Brand Strategy and City Branding, and he has contributed numerous chapters and articles to books and journals on branding.
    » Sicco is founder of Placebrands, an international consultancy dedicated to helping cities, regions and countries develop and implement their brand strategies. Sicco is currently Chief Marketing Officer at PharmAccess Group, an organization dedicated to realizing access to quality healthcare for the Base of the Pyramid in Africa

PRAISE

"The Definitive Book of Branding covers many extremely important aspects of branding. The authors are all experts on their respective topics and express their opinions with candor. The diversity of thoughts and opinions makes the book do what a collection should – provoke deep thinking on the subject. This book is a valuable resource for professionals and students."

John Quelch

Charles Edward Wilson Professor of Business Administration at Harvard Business School.

"The Definitive Book of Branding brings together the field’s experts to provide a comprehensive, intelligent overview of the most important strategic and tactical elements of brand management. For marketing and brand managers, The Definitive Book of Branding offers state-of-the art frameworks and best-practice examples to hone their ability to build, understand, and develop brands. A definitive read!"

Professor Simona Botti

London Business School

"Look at the book, its scope and authors are impressive. You will benefit from the amazing scope of content, perspectives, and authors in 'The Definitive Book of Branding'. There are original and useful ideas in every chapter."

David Aaker

Author of Brand Relevance: Making Competitors Irrelevant


"Kartik Kompella has succeeded in an impossible task: editing the ''ultimate" book on branding with great authors, be they professors or practitioners. I read it, loved it and recommend it to all students, marketers or advertisers interested in building, expanding and developing brands."

Maurice Levy

Chairman Publicis Groupe


"For those of you who have managed, over the past five years, to read all of the leading authors, articles and books on modern day marketing and communications, this book might pass simply as a refresher. For the rest of us mere mortals, this book is a superb collection of the world’s best and brightest marketing specialists; and one that I highly recommend. By keeping the unique original style and tone of the contributing authors within a concise chapter format, Kartik is able to deliver an engaging, accessible and enjoyable journey through the best thinking of today’s industry leaders and so avoid the turgidity of what is otherwise often found."

Charles Cadell

President - Asia Pacific, McCann Worldgroup


"The Definitive Book of Branding lives up its name with an absolutely all-star set of contributors who offer key branding insights and guidelines from their unique vantage points. You won’t find a more valuable compendium on branding out there -- this is definitely a book to buy and study!"

Professor Kevin Lane Keller

E.B. Osborn Professor of Marketing, Tuck School of Business


"Kompella has marshalled an outstanding body of Brand thought, both contemporary and timeless, paying into my own beliefs and prejudices. The thesis is that Brands must be at and in the hearts of our organisations. Brands that keep winning are built to make the world a little better every day, built with clarity of purpose and authenticity behind causes which resonate. They create compelling connections and new perspectives which celebrate their unique brand distinctiveness through everything that they do, every day. This book is a great starting point to understanding branding success today."

Phil Chapman

Vice President Equity and Communication-Global Chocolate, Mondelēz International