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Brand Thinking

Building Brands You Can Believe In
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Brand Thinking

De : Allison J. Steinke, Haseon Park, Marty Brandt - introduction
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What does it mean to make a brand “believable,” and why should we care?

In a world flooded with brand noise, authors Allison J. Steinke and Haseon Park show how authenticity, consistency, innovation, quality, emotional attachment, and credibility builds believability. An essential concept for every marketing professional and student to explore!

This book introduces core brand concepts of belief systems, growth, strategy, and social influence to provide a roadmap for creating, refining, and sustaining responsible and believable brands. This thorough and immediately actionable theory of brand believability is based on rigorous research and case studies from across industry sectors.

Each chapter of Brand Thinking puts theory into practice by presenting problems and solutions, and enables learning through engaging discussion questions and activities. Brand Thinking equips and empowers students, educators, and brand leaders to cultivate purpose and create unique designs and experiences to help brands achieve competitive advantage across the globe. Communication et compétences sociales Développement personnel Marketing et ventes
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Commentaires

Believability is an intriguing new branding umbrella concept that builds on the core of gaining credibility and trust to add confidence and an emotional attachment as a path to loyalty. Believability helps elevate branding and brand building, and this book shows us how! (David Aaker, Vice Chairman at Prophet and E.T. Grether Professor Emeritus of Marketing and Public Policy at the Haas School of Business, University of California Berkeley, USA)
Brand Thinking is more than a how-to manual; it's a manifesto for building brands that matter. Whether you’re leading a team, launching a startup, or diving into branding for the first time, these insights stick. Vivid examples show how meaningful stories and internal belief systems help brands stand out in today’s noisy world. (Tom Suiter, former Creative Director, Apple)
Brand thinking is a crucial skill—but unlike its big brother, design thinking, it’s often stayed vague and under-defined. In this bold and long overdue book, Allison Steinke and Haseon Park bring definition and rigour to the conversation, finally giving brand thinking the structure it deserves. (Anne Miltenburg, author and founder of Brand The Change)
Steinke and Park have successfully identified and articulated the most powerful concepts consistently present in the DNA of all well-branded companies. By introducing the concept of Brand Thinking as the amalgamation of these concepts, they have elevated the idea of brand to the pinnacle of all corporate strategy. A must read for every CEO. (Andrew Farrant, Chief Marketing Officer (CMO), Global Jet Capital)
Brand Thinking: Building Brands You Can Believe In is an essential guide for anyone seeking to understand and master contemporary branding. Steinke and Park present a research-driven framework focused on believability, authenticity and emotional connection, offering actionable strategies and real-world case studies. Their approach empowers students, professionals and leaders to build brands that foster trust and genuine advocacy. This book stands out for its clarity, depth and practical tools for creating brands that make a meaningful impact in today’s marketplace. (Scott Meyer, Outreach Director and Teaching Professor, Hubbard School of Journalism and Mass Communication at the University of Minnesota; former CEO, CMO, and CSO at Shandwick International / Weber Shandwick and the University of Minnesota College of Liberal Arts)
Marty Brandt has been a lifelong mentor to me, and everything we do at Silver traces back to the foundational learning about brand I discovered under his guidance. Brand Thinking is an informative, dynamic and essential read for anyone seeking to build brands with conviction. A masterclass in creating not just recognition, but real impact. (Graham Dodridge, Founder and Chair, Silver)
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