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Brand Driven moves the boundaries of branding beyond logos, advertising, and even marketing, and into the responsibility of every leader at every level within the organization. They shape how organizations work and they define the customers' experience. This book offers a fresh approach to how leaders can create more customer value using the brand as their guide. F Joseph LePla, Suan V Davis and Lynn M Parker combine their experiences with leading organizations to show the various ways every organization can be brand driven. Each chapter of Brand Driven provides focused discussion and tools that leaders can use to direct employees and other stakeholders to create and maintain unbreakable customer relationships. Leaders who read this book will walk away feeling more knowledgeable and focused on what they can immediately do to manage and increase brand value.

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Book Details

ISBN: 9780749437978
ISBN-10: 0749437979
Format: Hardback
(233mm x 152mm x 23mm)
Pages: 288
Imprint: Kogan Page Ltd
Publisher: Kogan Page Ltd
Publish Date: 28-Feb-2003
Country of Publication: United Kingdom

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Author Biography - F. Joseph LePla

F Joseph LePla, co-author of Integrated Branding: Becoming Brand Driven through Companywide Action (Kogan Page 2001), has implemented integrated brands for high technology, healthcare, consumer-based and the Worldwide 2000 companies. He is co-founder of Parker LePla, a boutique integrated brand strategy firm. Susan V Davis is founder and principal of Leadership Designs, a management and organization development consultancy based in Seattle. She guides leaders to re-align around fast growth, strategic shifts, mergers and acquisitions. She has worked with Microsoft, Avanade, QPass and other fast-growing high-tech companies and has developed executives at all levels. Lynn M Parker is co-founder of Parker LePla and co-author of Integrated Branding. Lynn is one of the early practitioners of technology marketing, counselling many industry pioneers including Apple, Microsoft, Intel, Tektronix and Hewlett Packard.