The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company

This book clearly, concisely, and thoroughly explains why a genuine brand is a "way of life" understood and lived by everyone in an organization--not just a superficial marketing or advertising ploy. One must "think like a Brand", make a BrandPromise, communicate, live, and leverage the Brand. A strategic planning mindset is emphasized. Numerous detailed examples and graphics are provided to illustrate key concepts underlying the thought process involved in a BrandStrategy Doctrine. This book is a blueprint for understanding and applying the concept of branding to an organization. Each chapter ends with a one-page action guide. The final two chapters cover topics not found in any other book on branding: branding on the Internet, with evaluation criteria for one's website, and specific tools to aid brand developers in staying connected with customers and stakeholders. These tools include quizzes, questionnaires, and checklists. No stone is left unturned to stress the importance of the brand in achieving excellent customer service, as each employee represents the brand. For example, how to answer the phone and how to most effectively communicate nonverbally are discussed, in order to "live the BrandPromise". This goes well beyond what I would have expected from a book on this subject. If you wish to buy only one book on branding from what is available, buy this one. It is comprehensive yet easy and fun to read, and makes not just the planning, but the execution and continual evaluation of a BrandStrategy seem quite "doable". After reading The Brand MindSet, I believed that any company could follow in the footsteps of other successfully branded companies.

I have been working on branding since last spring, and expect to complete the process next spring...it's quite an undertaking!!! I work for the American Water Resources Association and am in charge of the entire image-building process. I attended an ASAE Brand Science clinic conducted by Duane Knapp, which was excellent. I also have his book and two others: Brand Leadership by Aaker, and 22 Immutable Laws of Branding, by Al and Laura Reis. All 3 books have helped me greatly, but Knapp's book is by far the most helpful.

Brand Mindset is an excellant book! Duane shares his insight and branding expertise in a very easy manner. Many business, and marketing books are "lecture focused", the written version of listen and dictation. Duane's Brand Mindset is written in a conversational manner. You feel included in a discussion, not just black & white text. The case studies used, help put the principles of each chapter into real life context. This book certainly belongs in the library of anyone interested in marketing, branding, or building a strong business. A very important book.

If your organization does not have a living Brand Strategy Doctrine--you are dead--period. The Brand Mindset is the best business book on the market today that provides a clear, easy to follow path to focusing your organization's efforts towards a single point of difference. Duane Knapp provides essential insight into the mechanics of building a succesful brand, in order to differentiate your product and service in the market, grow sales and increase shareholder value. A must read for executives of all levels.

Most of the time, when someone asks about "brand" they are really talking about marketing or advertising. In fact, most organizations believe that advertising and "brand" are the same things. Unfortunately, this couldn't be further from the truth because advertising is simply one of the many possible messages that a brand could send as opposed to the heart and soul of an organization which is its "brand." The Brand Mindset makes it easy for a small business owner or a corporate executive to understand and develop an effective strategy for their brand. In addition, the book has dozens of easy to understand diagrams and charts which bring the critical concepts to life.