FusionBranding by noted brand futurist Nick Wreden represents a fresh look at branding imperatives, especially for companies involved in selling to other businesses. These imperatives include customer equity, operational excellence and accountability. Each chapter also includes a "FutureView," which looks at branding in 2005 and beyond, "Takeaways," in-depth questions that can help readers apply FusionBranding principles, and "Resources" that feature books and Web sites about FusionBranding principles
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FusionBrandingargues that companies need to start preparing now for the branding imperatives of the next decade, which will be substantially different from the marketing requirements of the past 30 years.
The imperatives will be based on a new "brandscape" that will incorporate dramatic advances in wireless and other technologies, new production and distribution capabilities, and expanded measurement capabilities. Techniques that worked well in the mass economy won't succeed in today's customer economy and the emerging demand economy of 2005 and beyond. Instead, building brands that customers will embrace requires an emphasis on customer equity, operational excellence and accountability that extends from the CEO to production workers at supplier firms. Most important, companies require the ability to do business on customer terms.
By distilling the successes of today's and tomorrow's top brands, FusionBranding
helps companies avoid expensive mistakes caused by dated marketing myths. It also provides operational, merchandising and marketing road maps that ensure customers receive continuing economic and psychic value from brands. FusionBranding is based on 10 core principles that any company not just large companies selling to consumers can use to establish a perpetual brand.
"Nick Wreden's ideas are theses nailed to the church doors of conventional branding. Companies that continue to depend on static PR and advertising will inevitably fall to those that adopt customer equity, accountability and the ability to do business on customer terms as the cornerstone of their branding efforts."
Nick Morgan, Editor
Harvard Management Communication Letter
"Finally, an intelligent but not overly academic book on branding. I'm looking forward to seeing it stir up the branding community that is largely comprised of
traditionalists and conformists. In the final analysis, the practice of branding has to
achieve some depth... or disappear!"
Thomas Gad, Author
4-D Branding and Managing Brand Me