Brand Harmony: Achieving Dynamic Results by Orchestrating Your Customer’s Total Experience
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Brand Harmony presents a fresh and revealing approach to branding and explains how companies of all types and sizes can achieve dynamic results by orchestrating their customers’ total experience. Brand Harmony is a breakthrough concept that aligns everyone in a company to deliver a powerful, harmonious message to customers.Full of common-sense wisdom, Brand Harmony dispels the myths about branding and shows how companies can successfully create Brand Harmony in the minds of their customers by aligning the entire organization to tell one cumulative story. Brand Harmony takes marketing beyond the marketing department by showing how people throughout an organization need to be the brand in order to create comprehensive, company-wide messages that customers will understand and believe. Brand Harmony includes 10 how-to exercises based on Yastrow’s proven methods and real-life examples which walk the reader through each stage of the branding process.
Publisher : SelectBooks; First Edition (May 1, 2010)
Language : English
Paperback : 176 pages
ISBN-10 : 1590791991
ISBN-13 : 978-1590791998
Item Weight : 8.8 ounces
Dimensions : 6.08 x 0.5 x 9 inches
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8 reviews for Brand Harmony: Achieving Dynamic Results by Orchestrating Your Customer’s Total Experience
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Joseph Blonsky –
yastrow knows
understand how to utilize solid marketing techniques
Amazon Customer –
great insight
This book was a great eye opener for Brand Creation. I found the book bought some great new ideas to what is traditionally known as branding. Some of the chapters were a bit repetitive.
Felix Gerenabarrena –
The definite Branding process handbook
If Seth Godin is the most intuitive marketer today and Jesper Kunde the most analytical, Steve Yastrow is indeed the ‘best option’ for everyone involved with developing a Brand -and that is in fact Marketing-.He understands Brands as a rich reality, the whole aggregate of the customer’s interactions with a company’s activity. Beyond advertising and even physical product, everything counts when it comes to build a great brand.But the true merits of the book rely on it’s pedagogic value:- He shows a whole working dynamic which includes analysis, planning, execution and even a way of being so exciting that few books resist the comparison.- You will understand where he wants to reach because his explaining method is easy to follow. It’s the simplicity of the one who masters a subject.Great buy!
Newman –
Rather get a root canal than read this book again!
I’m thinking about burning this one. If it wasn’t for the burning sensation in my eyes from reading the same dull, “Be the Brand, Raw, Raw, look at me being the brand!” I would toss this one into the lake but fear it would pollute our water supply. Can you imagine all the brainless Executives running around spewing tag lines from this book? The, “I get it, I want it, I can’t get it anywhere else” line made me vomit. You don’t get it Steve. You just don’t get it, but you CAN get a serious case of hemroids from reading this book.
David Greusel –
Best-ever book on branding bar none
If you’ve ever thought that maybe branding was something more than a cool logo, a catchy slogan, or a big advertising campaign, this book is definitely for you. In “Brand Harmony,” Steve Yastrow shows how all the experiences customers have with a company color their impression of its brand–a fact which is just as true for a mom-and-pop flower shop as it is for McDonald’s and Coca-Cola. In fact, this book is probably more relevant to smaller companies that don’t have enormous ad budgets, because it demonstrates how advertising is really only a small part of how brand impressions are formed–not even the most important part. If this book doesn’t get you thinking about the importance of branding and how you can do a better job of creating positive impressions in your customers’ minds, you weren’t paying attention. “Brand Harmony” isn’t just the management fad of the week–it’s a business philosophy that will impact every area of your business (if you do it right). Kudos to Steve, and hats off to all the business owners and managers who “get it.”
Merit Kahn –
Buy this book before you spend another dime on marketing!
In spite of the fact that I’ve been involved in advertising, sales & marketing for the past 12 years, I learned so much from this well written book. Steve Yastrow solves the frustrations companies (large & small) feel with every dollar they spend on marketing wondering if it will work and if it’s sending the right message. Unlike most marketing books, Yastrow reminds readers about the importance of internal marketing and the stories he shares as examples are eye opening.I really thought I knew what marketing was, but Yastrow put a new spin on things for me and had me think in ways that are going to impact my business for years to come. It’s unfortunate that it will be tough to put a dollar figure to what I learned and will now incorporate into my small business, but if I had to guess, I’d say reading his $20 book will put tens of thousands of dollars into my pocket in the coming years (I can only imagine what the numbers could be for a large corporation!).
S. Ellison –
Steve’s philosophy should be shared by all!
This book outlines in very simple steps how your organization can attain “Brand Harmony.” It appears to be a simple concept, but his book will walk you through this detailed process. This book also shows the importance of everyone in the organization to the branding process. It’s way more than just marketing materials – you have to start internally!
“sammyhenry” –
This book contains some of the best strategies …
…for marketers of all kinds. As a small business owner in the Bay Area, my associates, and friends have been struggling to “get the word out” in a cost-efficient way, about our businesses. Mr. Yastrow’s work has been just what the doctor ordered. He covers everything from marketing brainstorming sessions to direct mail campaigns, but mostly he helps tie it all together with cohesive visions of our organizations’ core missions. I’m hoping that, in exchange for writing this review, Mr. Yastrow will keep me on his mailing list.