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Most business managers really don't understand 'branding'. They usually think this discipline starts with a new, catchy name and then they become fixated with all the media and digital options that exist today. What is lacking in both B2B and B2C circles is the strategic side of branding - i.e. the creativity, customer research and competitive assessments, matched against a realistic examination of a company's strengths and ability to deliver on promises. This involves all the due diligence that will determine the optimal positioning for creating 'content' or a credible benefit/added value to make a brand genuinely relevant and stand out in today's overcrowded, fast paced world.
This book on the 'Basics of Branding' is designed to re-focus the attention of tomorrow's managers on these essential building blocks for successful brand development. It emphasizes the core principles that will enable people to view branding as a tool for a variety of uses (e.g. Corporate and product branding, personal branding, branding a country or a university, etc.). The book is basic, practical, and single-mindedly clear, almost like a handbook that will forever be actionable as a reference guide.
About the author
Jay Gronlund received his BA from Colby College and an MBA from Tuck. He has held positions at Richardson- Vicks, Church & Dwight, Seagrams, and Newsweek. In 1990, Gronlund started The Pathfinder Group, a boutique consulting firm specializing in helping companies expand into foreign markets, plus overseas companies seeking to enter the United States. In 1999, Gronlund created a course on "positioning and brand development" for NYU, which he continues to teach to students from the United States and abroad. He has authored several articles, white papers, and books.
