illustration of a lighthouse
Strategy Publishing: Linking Strategy to Action

Building Brand Momentum: Overview

Other chapters for review:
Chapter 1: What is a Brand and why you need one
Chapter 5: Essential Brand Concepts

Overview

Building Brand Momentum: Strategies for Achieving Critical Mass, expands Sevier’s earlier book on brand marketing. In addition to presenting a comprehensive step-by-step process for developing a compelling and differentiating brand (make a brand promise, communicate your promise, live your promise, and strengthen your promise), the book also examines the role key people and groups play in developing a brand strategy, outlines ideas for winning internal support, and presents options to help you more effectively communicate your brand.

The book then examines ways to extend your brand thorough traditional and not-so traditional media and offers a careful review of brand budgeting options and measuring brand return on investment. Finally, the book addresses the need for institutional hustle as part of your overall brand strategy.