Brand Aid

A Quick Reference Guide to Solving Your Branding Problems and Strengthening Your Market Position

 Brand Aid

Author: Brad VanAuken
Pub Date: December 2014
Print Edition: $29.95
Print ISBN: 9780814434734
Page Count: 352
Format: Hardback
Edition: Second Edition
e-Book ISBN: 9780814434741

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Excerpt

New in This Revised Edition

While the first edition of the book included a chapter on brand building on the Internet, it did not include reference to blogs or social media, as those came into popular use between 2001 and 2010. (I wrote the original book between 1999 and 2001. It was published in 2003.) So, as you might imagine, I have completely rewritten this chapter, which is now titled "Online Brand Building."

Since I wrote the first edition of the book, shared values, social responsibility, sustainability, brand storytelling, neuromarketing, and big data have surged in popularity with marketers. I have added something about each of these developments in this edition. I added information on private label brands and on upscale consumers and their desires. I also included more in-depth information on basic human needs, fears, and other behavioral motivators.

Based on a burgeoning demand for brand architecture strategy by clients that have grown through mergers and acquisitions, I have expanded my coverage of that topic. I have added information on how to differentiate commodities and how to create "category of one" brands, a particularly powerful but seldom-used branding concept.

I now include brand archetypes and a couple of other new elements in brand positioning statements, which are reflected in the new edition of the book. I have also added a section summarizing the six most powerful sources of brand differentiation. And, finally, I have added many new brand examples featuring more contemporary brands.

I have extensively revised the book, but the importance of branding has not changed, nor have its core tenets, so you will find some older material and examples from the first edition of the book. I have not eliminated "evergreen" material that continues to be relevant today.

Brad VanAuken

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