Brand Atlas: Branding Intelligence Made Visible

1 Dynamics 10

Brand Landscape

Global Sourcing 12

Speed 14

Design Thinking 16

Word of Mouth 18

Conversation 20

Interconnected 22

Open Source 24

Social Networks 26

Experience 28

Passion 30

Transparency 32

The Cloud 34

Sustainability 36

Mobility 38

Crowdsourcing 40

Free 42

Placemaking 44

Choice 46

2 Intelligence 48

Brand Basics

Brand as Identity 50

Vision 52

Needs and Desire 54

Touchpoints 56

Purpose 58

Spirit and Soul 60

Perception 62

Authenticity 64

Positioning 66

Stakeholders 68

Big Idea 70

Brand as Asset 72

Brand Extensions 74

Brand Alignment 76

Brand Architecture 78

Recognition 80

Trademarks 82

3 Drive 84

Brand Management

Names 84

Good and Different 86

Branding 90

Simplicity 92

Culture 94

Collaboration 96

Time Management 98

80/20 100

Competencies 102

Insight 104

Focus 106

Customer Service 108

Customer-centric 110

Growth 112

Metrics 114

Fight or Flight 116

Onliness Exercise 118

Perceptual Mapping 120

SWOT Exercise 122

Flow 124

4 Details 126

Brand Questions 128

Project Management 130

Brand Decisions 131

Branding Process 132

Big Idea Process 133

Bibliography 134

Credits 137

Index 138

Gratitude 141

Authors’ Reflections 142

Diagram Matrix 143

About the Authors 144