The Masterbrand Mandate: The Management Strategy That Unifies Companies and Multiplies Value
Author: Lynn B. Upshaw, Earl L. Taylor, Earl Taylor
List Price: $29.95
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ISBN: 047135659X
Publisher: John Wiley & Sons (September, 2000)
Sales Rank: 182,569
Average Customer Rating: 4.64 out of 5
Customer Reviews
Rating: 5 out of 5
Brand Building Taken to a New Level!
I served as the head of global marketing for The Coca-Cola Company and my regret is that I did not have the insight and approach of The Masterbrand Mandate to guide me during that tenure. This is a superb work that takes the concept of branding to an entirely new level of analysis and understanding. I salute Upshaw and Taylor and encourage anyone involved in branding at the practitioner or academic level to quickly get a copy of this marvelous book. It will become certainly a part of any future course I teach at the University of California at Berkeley.
Rating: 5 out of 5
Mandated Reading
Beyond its many useful strategic insights, *The Masterbrand Mandate* drives home two concepts that all by themselves qualify the book as required reading. First is the idea of creating a "brand community" that empowers customers with a healthy personal "ownership" of your brand -- so that they truly make it "theirs" and serve as an intimate, ongoing feedback loop that not only helps you better manage your brand but also helps drive customer acquisition through satisfied community members. The book offers great guidance in brand community building for marketing executives and CEOs alike. Second is a customer-empathetic philosophy and attitude toward coaching the people in your company who must serve as customer advocates if a successful, sustainable community is to be built. The book is a guide to doing this in ways that will help reduce customer stress to build brand loyalty and create competitive advantage. Many of the book's useful examples clearly come from the first-hand experience of the seasoned consultants who wrote it, rather than over-relying on cases reported by third parties like so many other marketing books. I highly recommend The Masterbrand Mandate.
Rating: 5 out of 5
Worth My Investment Dollar!
Upshaw brings real advice that can be used. Yes, used! This versus so many other authors attempts to sell books rather than offer useful information that can actually move an organization big or small in a forward and focused direction. The authors extensive business background with a world leading company was one of the reasons I intitally looked at this title. Weary of so many "self help" branding books I took pause to review the index for clues as to its research. I wasn't disappointed and nor will you if you invest the time to read this volume of value and practical advice. Similar Products
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