有了心爱的品牌，你会学到你需要知道的一切，这样你就能打造一个你的消费者会喜欢的品牌。我们的手册版在整本书中都有练习，帮助你建立自己的品牌。
我们将向您展示最优秀的营销人员是如何思考、定义、规划、激励和分析的。
无论你是副总裁、首席营销官、总监、品牌经理，还是刚刚开始营销生涯的人，我保证你会学会如何充分发挥自己的潜力。你可以在品牌管理领域为一个组织工作，也可以是管理品牌业务的所有者运营商。
我创造了心爱的品牌作为工具箱，帮助你在工作中的每一天。把它放在你的办公桌上，当你需要写一个品牌计划、创建一个品牌创意、制定一个创意简报、做广告决策或领导一个深入的商业评论时，随时参考它。你甚至可以将这些工具传递给你的团队，这样他们就可以学习如何为你的品牌提供所需的基础知识。
这本书对营销教授来说也是一个很好的资源，他们可以用它作为课堂教材来培养未来的营销人员。它将挑战那些希望更好地管理品牌的通信机构专业人士，包括那些从事广告、公共关系、店内营销、数字广告或活动营销的人。
如果你是一个企业家，有一个伟大的产品，并想把它变成一个品牌，你可以把这本书作为一个剧本。这些小贴士将帮助你充分利用品牌和营销，让你的品牌更强大、更有利可图。
你会从心爱的品牌手册中得到什么？
在过去的二十年里，品牌成功的因素已经发生了变化，你必须随之改变。你将学习管理品牌的基本原理，以品牌之爱为核心。我将向您展示如何改进您的思维，以释放您作为品牌领导者的全部潜力。你将学会如何思考、定义、计划、执行和分析，我将为你提供经营品牌所需的一切工具。你会找到四种战略思维方法的模型和例子，包括核心实力、竞争、消费者和情境战略。为了定义品牌，我将提供一个工具来撰写品牌定位声明、消费者简介和消费者利益阶梯。我已经列出了潜在的功能性和情感性好处，以启动你对品牌定位的思考。我们探索一步一步的过程，提出你的品牌理念，并将其与写作理想品牌概念的工具结合起来。对于品牌计划，我提供了长期品牌战略路线图和年度品牌计划的格式，以及每个计划元素的定义。从这里，我将展示如何建立一个品牌执行计划，包括创意简报、创新过程和销售计划。我提供了如何创建品牌日历和具体项目计划的工具。为了发展你的品牌，我将展示如何围绕创意广告和媒体选择做出明智的执行决策。到了分析的时候，我会提供所有你需要的工具来撰写深入的商业评论，关注市场、消费者、渠道、竞争对手和品牌。写下所有内容，以便易于遵循和实施您的品牌。
Beloved Brands: Playbook for how to create a brand your consumers will love
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. Our workbook edition has exercises throughout the book to help you build your brand.
We will show you how the best marketers think, define, plan, inspire, and analyze.
Whether you are a VP, CMO, director, brand manager, or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business.
I created Beloved Brands as a toolbox to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team so they can learn how to deliver the fundamentals needed for your brands.
This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising, or event marketing.
If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable.
What will you get from the Beloved Brands playbook?
In the past two decades, what makes brands successful has changed, and you must change with it. You will learn the fundamentals of managing your brand, with brand love at the core. I will show you how to improve your thinking to unleash your full potential as a brand leader.You will learn how to think, define, plan, execute, and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer, and situational strategies.To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept.For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar, and specific project plans.To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand.
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