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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.
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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
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