Carol Phillips and Judy Hopelain are partners at Brand Amplitude, LLC, a brand strategy and customer insights consulting firm. Their clients include MTV, McKesson, Foster Farms, Vogue , J. Crew, Whirlpool and The Harlem Globetrotters. Carol teaches a popular MBA course in Brand Strategy at the Mendoza College of Business at The University of Notre Dame. Judy teaches a similar course at the Haas School of Business at UC Berkeley. They blog and write on the subjects of marketing, brandng, retailing and Millennials.
Great brands can happen by accident, but long term success requires a plan. Build your plan with our new e-book, “The Brand Strategy Toolkit.” At last, everything you need to create a brand strategy all in one place. Our new Brand Strategy Toolkit uses the same frameworks and models we use with clients and to teach students at University of Notre Dame and UC Berkeley. Each chapter tells you what you need to know, offers templates, and provides completed examples from our work with clients. There is a chapter devoted to each of these topics: Brand Audit, Profiling Customers and Understanding Targets, Defining Brand Benefits, Articulating the Long-Term Identity, Expressing the Brand, Crafting a Near-Term Positioning, Achieving Internal Alignment, and Activating the Brand. It’s never been more important to have a clear strategy for presenting your brand and making brand-right decisions. We wrote this book to help you achieve lasting competitive advantage through your... More > brand.< Less
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