World-class branding for the interconnected modern marketplaceKellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today's consumer, today's competition, and the wealth of media at your disposal. In-depth discussion highlights the field's ever-increasing connectivity, with practical guidance on brand design and storytelling, social media marketing, branding in the service sector, monitoring brand health, and more. Authored by faculty at the world's most respected school of management and marketing, this invaluable resourceincludes expert contributions on the financial value of brands, internal branding, building global brands, and other critical topics that play a central role in real-world branding and marketing scenarios.Creating a brand--and steering it in the right direction--is a multi-layered process involving extensive research and inter-departmental cooperation. From finding the right brand name and developing a cohesive storyline to designing effective advertising, expanding reach, maintaining momentum, and beyond, Kellogg on Branding in a Hyper-Connected World arms you with the knowledge and skills to:* Apply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more* Adopt successful strategies from development to launch to leveraging* Build brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace* Increase brand value and use brand positioning to build a mega-brandIn today's challenging and complex marketplace, effective branding has become a central component of success. Kellogg on Branding in a Hyper-Connected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.

Foreword ixJim StengelPreface xiAlice M. Tybout and Tim CalkinsAcknowledgments xviiIntroduction: The Power and Challenge of Branding xixTim CalkinsSection One Thinking Strategically about Your BrandChapter 1 Brand Positioning: The Foundation for Building a Strong Brand 3Alice M. TyboutChapter 2 Leveraging the Power of Brand Purpose 20Jim Stengel, Matt Carcieri, and Renée DunnChapter 3 Creating a Powerful Brand Portfolio 37Tim CalkinsChapter 4 Competitive Brand Strategies: Creating Pioneer, Fast-Follower, and Late-Mover Advantage 53Gregory S. Carpenter and Kent NakamotoChapter 5 Leading the Brand: Brand Strategy Orchestration and Implementation 67Eric LeiningerChapter 6 The Three Keys to Building Global Brands with Soul 78Sanjay KhoslaSection Two Bringing Your Brand to LifeChapter 7 Brand Design and Design Thinking 93Bobby J. CalderChapter 8 Leveraging Touchpoints in Today's Branding Environment 110Kevin McTigueChapter 9 Building Strong Connections between Brands and the Self 129Neal J. Roese and Wendi L. GardnerChapter 10 Building Strong Brands through Advertising Strategy in the Online Age 143Brian SternthalChapter 11 Digital Brand Storytelling 161Mohanbir SawhneyChapter 12 Branding Services in the Digital Era 177Tom O'TooleSection Three Gaining Insight about Your Brand and Quantifying Its StatureChapter 13 Digital Transformation and the Evolution of Customer Insights in Brand Building 193Bridgette BraigChapter 14 Using Neuroscience to Assess Brands 207Moran CerfChapter 15 Measuring Brand Relevance and Health 218Julie HennessyChapter 16 Connecting Marketing and Finance via Brand Value 234Bobby J. CalderSection Four Lessons from Brand LeadersChapter 17 Has Purpose Lost Its Purpose? McDonald's Defines Its Style of Marketing 249Silvia Lagnado and Colin MitchellChapter 18 Ulta Beauty Gets a Branding Makeover 256Mary Dillon and Dave KimbellChapter 19 Transforming a Historic Brand for a Hyper-Connected World: The John Deere Story 263Denny Docherty and Mike PorterChapter 20 Rebranding an Organization: The Novant Health Story 271Scott Davis and David DuvallChapter 21 Repositioning a Country Brand: Changing the Conversation about Mexico 279Gloria GuevaraChapter 22 Managing Brand Communications in a Digital World 287Cindy HalvorsenChapter 23 Customer Experience: The New Frontier of Branding 294Sergio PereiraChapter 24 Brand New: Creating a Brand from Scratch 301Paul EarleIndex 311