Brand Harmony presents a fresh and revealing approach to branding
and explains how companies of all types and sizes can achieve
dynamic results by orchestrating their customers' total experience.
Brand Harmony is a breakthrough concept that aligns everyone in a
company to deliver a powerful, harmonious message to customers.Full
of common-sense wisdom, Brand Harmony dispels the myths about
branding and shows how companies can successfully create Brand
Harmony in the minds of their customers by aligning the entire
organization to tell one cumulative story. Brand Harmony takes
marketing beyond the marketing department by showing how people
throughout an organization need to "be the brand" in order to
create comprehensive, company-wide messages that customers will
understand and believe. Brand Harmony includes 10 how-to exercises
based on Yastrow's proven methods and real-life examples which walk
the reader through each stage of the branding process.
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