5 : managing assets
Phase 5
Brand books Brand books, spirit books, and thought books inspire, educate, and build brand awareness. Brand strategy can’t influence anyone if it stays in a conference room, in someone’s head, or on page 3 of a marketing plan. The vision of a company and the meaning of a brand need a communications vehicle that is accessible, portable, and personal. Online brand sites are more frequently publishing “Who we are” and
“What our brand stands for,” in addition to standards, templates, and guidelines. Timing is everything. Companies in the midst of organizational change need to convey “where the ship is going.” Frequently, the brand identity process sparks a new clarity about the brand. Building awareness about how each employee can help build the brand is smart.
A spirit book is a compelling way to express the essence of a brand. Ken Carbone, Principal Carbone Smolan Agency
Superman
Mutual of Omaha
DC comics hired Little & Co. to design a brand book
Mutual of Omaha disseminated a poster
for licensees, retailers, and buyers to articulate the
designed by Crosby Associates to each employee
brand and to stimulate licensing opportunities.
that announced the revitalized brand identity and engaged everyone to take part in building the brand.
182
