Emotional Branding : How Successful Brands Gain the Irrational Edge

318 Pages·2000·43.97 MB·English

by  Daryl Travis

Acclaim for
Emotional Branding
"In Emotional Branding, Daryl Travis has aptly demonstrated that brand
ing is not a program or activity you can buy off the shelf, but rather the
hundreds of little things an entire organization does well all the time with
every important audience. It embraces the same thinking that the Postal
Service used to turn its culture into one focused on exceptional customer
service. The book is a must for every CEO who is frustrated about how to
capture the hearts and minds of his or her customers and associates."
-Marvin Runyon,
Former U.S. Postmaster General
"This is a 'must-read' for any executive who cares about building and
leveraging their brand. The brand is not part of the business; in many ways
it is the business. And it's just too important to be left to anyone other than
the CEO. Every CEO will want to become a passionate steward of their
brand after they read this book."
-Marguerite Sallee,
chairman and CEO, Frontline Group
"The idea that the brand drives a company is not a new one. But the reality
that the world's most powerful business tool is the least understood may
come as news to many. Every CEO will be enthralled by what's really
behind brand value and success. Through his thoughtful and insightful
Emotional Branding, Daryl Travis offers dozens of practical ideas that can
be used to create extraordinary results for any business."
-Peter Jablow, former executive
Vice President & Chief Operating Officer, National Public Radio
EMOTIONAL
BRANDING
How
Successful
Brands Gain the
Irrational Edge
Daryl Travis
(with help from Harry)
PRIMA VENTURE
An imprint of Prima Publishing
3000 Lava Ridge Court • Roseville, California 95661
[phone] • www.primalifestyles.com
© 2000 by Daryl Travis
All rights reserved. No part of this book may be reproduced or transmitted in any form or by
any means, electronic or mechanical, including photocopying, recording, or by any information
storage or retrieval system, without written permission from Prima Publishing, except for the
inclusion of brief quotations in a review.
All companies mentioned or profiled in this book were selected by the author solely for the pur
pose of illustration. All are successful and reputable companies, to the author's best knowledge,
but in no case should the inclusion of any company in this book be interpreted as an endorse
ment or recommendation by the author or publisher.
PRIMA VENTIJRE and colophon are trademarks of Prima Communications Inc.
PRIMA PUBLISHING and colophon are trademarks of Prima Communications Inc., registered
with the United States Patent and Trademark Office.
Library of Congress Cataloging-in-Publication Data
Travis, Daryl.
Emotional branding: how successful brands gain the irrational edge / Daryl Travis.
p. em.
ISBN 0-7615-2911-X
1. Business names-Psychological aspects. I. Title.
HD69.B7 T69 2000
658.8'343-dc21
00-057436
0001 0203 HH 10 9 8 7654321
Printed in the United States of America
How to Order
Single copies may be ordered from Prima Publishing, 3000 Lava Ridge Court, Roseville,
CA 95661; telephone [phone] ext. 4444. Quantity discounts are also available.
On your letterhead, include information concerning the intended use of the books and
the number of books you wish to purchase.
Visit us online at www.primalifestyles.com
CONTENTS
FOR E WO R D by Richard Branson ........................... ix
ACKNOWLEDGMENTS ................................... xi
INTRODUCTION .......... .............................. xiii
PART ONE-FEELINGS, BRANDS ..• AND PROFITS .. 1
Chapter I-Understanding Feelings in Business .................. 2
Chapter 2-Portrait of a Brand Lover .......................... 8
PART TWO-WHAT BRANDS ARE AND WHY
THEY MATTER ....................................... 13
Chapter 3-What a Brand Is, Isn't, and Can Be .................. 14
Chapter 4-A Little History, a Little Context .................... 23
Chapter 5-The Beautiful Bottom Line of Brand Building ......... 27
PART THREE-BRAND BUILDING: FOUNDATIONS .... 33
Chapter 6-Right Brain, Left Brain, and No Brain atAll. ........... 34
Chapter 7-"But How Does It MakeYou Feel?" ................. 39
Chapter 8-Brands Think Relationships, Not Transactions ......... 51
Chapter 9-Different Is Better. Better Is Different. ............... 67
Chapter to-The Experiential Brand .......................... 78
PART FOUR-BUILDING BRANDS WITH MEANING .... 89
Chapter II-What Your Brand Stands For: The Principles of Principals .. 90
Chapter 12-Missions and Missionaries: Letting Everyone
KnowWhatYour Brand Stands For ......................... 102
vi
Contents vi
Chapter 13-WhatWe Can Learn from a New Generation
of Brand Leaders . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111
PART FIVE-BRAND BUILDING IN THE
DIGITAL ERA ........................................ 125
Chapter 14-Brands in a One-to-One MarketingWorld ............ 126
Chapter 15-HowTechnology Impacts Traditional Brand
Communication ........................................ 137
Chapter 16-The State of Brand Communication Consultants ...... 144
PART SIX-BRAND BUILDING: KEY ELEMENTS ..... 151
Chapter 17-The Power of the Name ......................... 152
Chapter 18-Logos and Other Elements of Style ................ 162
Chapter 19-Advertising: Telling the Brand Story to Customers .... 168
Chapter 20-Telling the Brand Story to Other Stakeholders ........ 182
Chapter 21-Integrated Marketing: There's No BetterTime to
Meet the Future than Now ............................... 188
PART SEVEN-MANAGING YOUR BRAND ............ 195
Chapter 22-Conceiving: Launching a New Brand ............... 196
Chapter 23-Gardening: Bringing on New Shoots from
Existing Roots ......................................... 204
Chapter 24-Virgin: An Exception to the One-Crop Garden ....... 210
Chapter 25-The Gardeners: Managing the People Who
Manage the Brand ...................................... 217
Chapter 26-Nursing: Managing Brand Crises ................... 228
Chapter 27-Palliative Care: Managing Mature
(and Deathbed) Brands .................................. 235
Chapter 28-Constant Care: Managing Brand Equity ............. 246
PART EIGHT-BRANDING BEYOND
THE OBVIOUS ....................................... 251
Chapter 29-Branding Cities and Countries .................... 252
Chapter 30-Should You Be a Brand? ......................... 260
viii Contents
PART NINE-SUMMARY ............................... 271
Chapter 31-Get Branding! ................................. 272
APPENDIX ............................................. 277
REFERENCES .......................................... 283
INDEX .................................................. 291