60–Minute Brand Strategist: The Essential Brand Book for Marketing Professionals

Praise for 60–Minute Brand Strategist

"A fresh take on the wisdom of putting brand strategy at theheart of corporate strategy. Brilliant insights for a fast–movingworld."
Angela Ahrendts, CEO, Burberry

"Idris Mootee paints a sharp, comprehensive, and finelyarticulated analysis of the potential of meaningful brands in the21st century′s cultural scenario and business landscape. The resultis a smart manual that reminds you and your company how to buildrelevant, authentic, sustainable, and successful brands in anevolving society."
Mauro Porcini, Chief Design Officer, PepsiCo Inc.

"Idris′s book teaches us how to engage today′s increasinglycynical consumers on a deeper emotional level to build real equityand leadership. He demonstrates how to break out of the box andconnect business strategy to brand strategy, and how the rightbrand story never really ends!"
Blair Christie, SVP and CMO, Cisco Systems, Inc.

"It′s rare to find a book that′s both inspiring and practicalbut Idris nailed it! He has crafted the ultimate guide to brandbuilding in the connected world with visual clarity andthought–provoking strategy."
Eric Ryan, cofounder, Method Products, Inc.

This book is about one thing only: branding. Period. In thiseconomy ruled by ideas, the only sustainable form of leadership isbrand leadership.

60–Minute Brand Strategist offers a fast–paced,field–tested view of how branding decisions happen in the contextof business strategy, not just in marketing communications. With acombi–nation of perspectives from business strategy, customerexperience, and even anthropology, this new and updated editionoutlines the challenges traditional branding faces in ahyper–connected world. This essential handbook of brand marketingoffers an encyclopedia of do′s and don′ts, including new casestudies of how these concepts are being used by the world′s mostsuccessful and valuable brands. 60–Minute Brand Strategistis your battle plan, filled with powerful branding tools andtechniques to win your customers′ hearts and defeat thecompetition.

Introduction ix

01 All About Brands 1

02 Branding in a Postmodern Culture 39

03 Strategic Perspective of Branding 55

04 Managing Brand Value 85

05 Brand Leadership 127

06 Luxury Brand Marketing 143

07 Strategic Brand Processes 175

08 Strategic Brand Assessment 213

09 Strategic Brand Audit 221

Glossary 231

About the Author 235

Index 237

IDRIS MOOTEE is the CEO of Idea Couture, a global innovation firm with offices in San Francisco, Shanghai, Toronto, London, Dubai, and Mexico City. He has worked with clients such as Amex, Burberry, BMW, Boeing, Cisco, De Beers, Kraft, Nike, Samsung, and Pepsi. A leading expert on applied design thinking, Idris speaks on strategic innovation, developing strategic foresights, and business model design through the application of Design Thinking.