Profit Brand offers a comprehensive metrics-based approach to branding that allows companies to link branding activities directly with bottom-line results, align the organization - including marketing - with common benchmarks and ensure that customers buy t once, but again and again and again. Profit Brand also illustrates how to do business on customer terms - the one competitive differentiator that cant be duplicated in today's consumer ecomy. Focusing on concepts commonly igred in marketing books - profitability, accountability and sustainability - and packed with global examples, including IBM, Disney, Amex and KLM, this book highlights both good and bad marketing practice. Profit Brand is essential reading for branding and marketing professionals, CEOs, finance directors, and students of business and marketing.
Nick Wreden is a renowned brand futurist and Managing Director of FusionBrand, a consultancy that specializes in customer loyalty and metrics-based branding. He has over 20 years' experience of branding products for Fortune 500 and other companies, including IBM, Cisco and Hitachi. An award-winning writer and member of the American Marketing Association, he is a regular speaker at major business and marketing forums around the world, and teaches brand management at executive level.