{"product_id":"9781578517985","title":"United We Brand: How to Create a Cohesive Brand That's Seen, Heard, and Remembered","description":"\u003cp\u003eMost executives know their company's values and brand message, but often they fail to make sure that everyone else knows them too. The result? A weak brand that conveys different messages inside the company—and out in the marketplace. United We Brand offers a hands-on action plan for building a cohesive brand strategy from the ground up.\u003c\/p\u003e\u003cp\u003eDrawing from two decades of experience creating brand identities for companies including Dell, Cisco, and Kia Motors, Mike Moser provides a proven template for transforming disparate, \"fuzzy\" brand information into a concrete guidepost for making day-to-day branding decisions. Called the \"Brand Roadmap,\" this valuable tool enables organizations of all sizes and kinds to leverage insights and strategies once only available through big-gun consulting and ad agencies.\u003c\/p\u003e\u003cp\u003eStep by step, it guides readers through the four key components of brand strategy: identifying core values, creating a focused brand message, developing a distinctive brand personality, and choosing a consistent set of brand icons. Filled with vivid case examples and practical worksheets, United We Brand is essential for anyone involved in charting a company's distinctive path to success. Winner of five Clio Awards and two Cannes Lions.\u003c\/p\u003e","brand":"Harvard Business Review Press","offers":[{"title":"Default Title","offer_id":47049120579824,"sku":"9781578517985","price":29.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781578517985_p0.jpg?v=1763797875","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781578517985","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}