Dim Sum Strategy: Bite-Sized Tools to Build Stronger Brands - Hardcover

Peter Wilken

Hardcover

ISBN 10: 1950843025 ISBN 13: 9781950843022

Publisher: Parafine Press, 2019

Synopsis

In the past, brands were the sole domain of owners, advertisers and marketers. Strategies were crafted in smoke-filled boardrooms and rolled out with little to no input from consumers. Times have changed. Today, consumers are the new owners. They have more information, more channels, more power and more choice but less time, less loyalty and less trust than ever before. Brands intersect every aspect of our lives, but the business of building brands is still misunderstood. Dim Sum Strategy presents a carefully curated selection of proven strategic tools, with insights and anecdotes from three decades working with some of the world's leading brands at the world's top agencies. The book is structured to follow the author's proven Brand Centered Management(TM) process, with a smattering of different "tools" split into four parts: Discovery, Definition, Direction, and Delivery. Each tool is presented in bite-sized, standalone chunks; you can read the book in stepwise fashion or cherry-pick in whatever order you wish--just like a dim sum meal.

About this title

About the Author

Peter Wilken is a branding expert with 30 years experience working with some of the world's most prestigious brands, including Coca-Cola, BMW, Disney, FedEx, IBM, McDonald's, Shell, Sony, and Visa. A veteran of agencies such as BBDO, Leo Burnett, and Ogilvy, Peter co-founded The Brand Company in 2002, a Hong Kong-based firm whose clients included AIG, SmarTone-Vodafone, and Shangri-La Hotels. A global gypsy, Peter has lived in England, Scotland, America, the Solomon Islands, Singapore, China, and the Philippines. He moved to Canada in 2007, where he founded the consulting business Dolphin Brand Strategy and the biofuel company BioCube. He now lives in Vancouver with his wife Regina and three sons.

Review

Preface

Introduction: The Brand Centered Management(TM) Model

Own a Territory in the Mind

Branding vs. Brand-Building

The Three Reasons Brands Fail

Putting Your Brand at the Centre of Your Business

The 4 Ds Process

Part 1: Discovery

Johari's Window

Brand Health Check

The Five Stages of Branding

The Diversification Tree

The Law of Entropy

Organisational Lifecycle

Four Corners

Perspective Lenses

Rebel Spaceship

Part 2: Definition

Brand DNA

Brand Blueprints and Brand Books

Make the Right Promise

Brand Driver Matrix

Practical Segmentation

Brand Family Architecture

Defining a New Category

Brand Loyalty Diamond

Part 3: Direction

The Strategic Ladder

The Four-Pillared Parthenon

Impact-Urgency Matrix

Models for Change

Smart BHAGs

Living Your Brand

Part 4: Delivery

The Delivery Doughnut

Do Before Say

Emotional Differentiation

EEEEE!

Focus on the Takeout

Generating, Evaluating and Nurturing Ideas

Selling Ideas

The Camel Caravan

Best Case, Worst Case

The Storyteller

The Rule of Three

The Impossible Triangle

The Three Bucket Test

Conclusion: Keeping Your Brand at the Centre

Overcoming Vested Interest in Inertia (VIII)

Opportunity Cost

Building Your Personal Brand

Givers Gain

Edition details

• Publisher: Parafine Press
• Publication date: 2019
• Language: English
• ISBN 10: 1950843025
• ISBN 13: 9781950843022
• Binding: Hardcover
• Number of pages: 238