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"Brandscendence blends all the schools of branding to articulate the last word in branding for generations to come. Kevin Clark's book is balanced and inspiring, and it brings together all the major branding concepts in a book that should be a reference document for CEOs, marketing executives, and marketing schools. If you want to find your brand "holon", this is your book."
Marc Gobé, President & CEO, Desgrippes Gobé Group, author of Emotional Branding …………… "Executives seeking the power of branding without knowing exactly how to get it will welcome Kevin Clark's thoughtful guide and devour every useful detail." Rosabeth Moss Kanter, Harvard Business School, Author, Confidence: How Winning Streaks and Losing Streaks Begin and End
…………… "Brands do one thing; they simplify choice! Kevin Clark with Brandscendence offers the most relevant, practical and enlightening treatise on the increasingly critical topic of branding. It will become the text of choice for executives and educators alike." Chris Beaumont, President and CEO, Grey Global Group Japan
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"Brandscendence"- the fusion of "brand" and "transcendence" - brands that go beyond ordinary limits.
World-class commercial brands such as BMW, Coke, Disney, General Electric, IBM, and even not-for-profit institutions such as the Red Cross are on the journey to Brandscendence. They have enduring reasons for being, yet adapt to changing circumstances and evolve over time.
Brandscendence is designed to simplify the branding conversation to make brand strategy accessible to anyone - and to any organization.
Clark uses success stories and examples to illustrate his theory on the three essential elements enduring brands must manage: relevance, context and mutual benefit. First is the organization's or product's enduring relevance to the customer. Next is the context in which the brand must adapt to cultural shifts or changing economic needs of customers over time. Relationships are then turbocharged when all stakeholders perceive mutual benefit, which creates a bank of goodwill to nurture future interactions - and is crucial in times of crisis.
Once you read Brandscendence you'll be able to see branding at work every day and the heavy lifting it does all around you.
Brandscendence studies the broader role of branding and, through what Clark dubs "BrandNext ™," it's strategic applications for the future. Chapters include industry sector analysis with exciting collaborative input from some the country's foremost experts in business and academia who study marketing and branding.
Kevin Clark is the brand steward for IBM ThinkPad notebook computers and IBM ThinkCentre desktop computers, and is program director for brand strategy, market intelligence and integrated marketing for the IBM Personal Computing Division. The IBM brand is assessed at $52 billion, the third most valuable brand in the world, and IBM ThinkPad is generally considered to be the most valuable sub-brand of the company. He is also president of Content Evolution ™, LLC, a content creation and strategic consulting company working with not-for-profit organizations. An established authority in his field, Clark is in demand as an international lecturer having presented his ideas at conferences and some of the world's foremost business schools.
SEPTEMBER 2004
$23.00 hardcover, $34.95 Canadian
ISBN 0-7931-8303-0
Category: Marketing/Branding
International and Subsidiary Rights Pending and Available in Remaining Countries
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"I have known Kevin Clark for some time and had the pleasure to work with him on several Archetype Discoveries at IBM. Kevin is not only brilliant, but he has a great sense of humor and an ample culture on Brand. This is his "Brand Essence." Because branding is becoming more crucial then ever, this book is must reading for anyone involved in Brand strategy."
Dr. G. Clotaire Rapaille, Chairman/CEO, Archetype Discoveries Worldwide and
Author, 7 Secrets of Marketing …………… "Kevin Clark has created a powerful new way to explain both the power and the long term implications of branding. Well worth the time." Joel A. Barker, The "paradigm man" and co-author of the forthcoming
Five Regions of the Future …………… "This has got to be one of the finest tutorials - primers - that exists to fundamentally guide one through the process of developing, building, and maintaining a brand. You can find it all in one place from a world-class expert in the business of brand husbandry. If you or your company's future depends on establishing a positive, powerful image for your customers, this is the book for you." John L. Petersen, President and Founder, The Arlington Institute and author of
Out of the Blue and The Road to 2015 |
Related reading from Brandscendence, also available from Amazon:
David A. Aaker and Erich Joachimsthaller, Brand Leadership, New York: The Free Press, 2000.
David A. Aaker, Building Strong Brands, The Free Press, 1995.
David A. Aaker, Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: The Free Press, 1991.
Don Edward Beck and Christopher C. Cowan, Spiral Dynamics: mastering values, leadership and change, Malden, Massachusetts: Blackwell Publishing, 1996.
Mihaly Csikszentmihalyi, The Evolving Self, New York: Harper Collins, 1993.
Medard Gabel and Henry Bruner, Global Inc.: An Atlas of the Multinational Corporation, New York: The New Press, 2003.
Marc Gobe, Citizen Brand: 10 commandments for transforming brands into a consumer democracy, New York: Alworth Press, 2002.
Marc Gobe, Emotional Branding: The new paradigm for connecting brands to people, New York: Alworth Press, 2001.
Paul Hawken, The Ecology of Commerce: A Declaration of Sustainability, Harper Business, 1993.
Sam Hill and Chris Lederer, The Infinite Asset: Managing Brands to Build New Value, Boston: Harvard Business School Press, 2001.
Conrad Hilton, Be My Guest, a book published by Hilton Hotels – available from Amazon.
Carl G. Jung, Man and His Symbols, A Windfall Book, New York: Doubleday & Company, 1964.
Kevin Lane Keller, Strategic Brand Management: Building, Measuring and Managing Brand Equity, Upper Saddle River, New Jersey: Prentice Hall, 1998.
Joseph LeDoux, Synaptic Self: How Our Brains Become Who We Are, Harmondsworth, Middlesex, England: Viking/Penguin Group, 2002.
Marshal McLuhan & Bruce R. Powers, The Global Village: Transformations in World Life and Media in the 21st Century, New York: Oxford University Press, 1989.
Frederick Newell and Katherine Newell Lemon, Ph.D, Wireless Rules: New Marketing Strategies for Customer Relationship Management Anytime, Anywhere, New York: McGraw-Hill, 2001 – Kevin Clark contributed the chapter "The Future of Marketing in a Wireless World."
Lawrence J. Peter, Peter’s Book of Quotations: Ideas for Our Time, New York: William Morrow & Company, Inc., 1977.
Jean Piaget and Barbel Inhelder, The Psychology of the Child, New York: Basic Books, 1969, 2000; originally published in French as La Psychologie de l’enfant by Presses Universitaires de France, Paris, 1966.
G. Clotaire Rapaille, 7 Secrets of Marketing, Provo: Executive Excellence Publishing, 2001.
Roland T. Rust, Valarie A. Zeithaml, Katherine N. Lemon, Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy, New York: The Free Press, 2000.
Adrian J. Slywotzky and David J. Morrison, The Profit Zone: How Strategic Business Design Will Lead You To Tomorrow’s Profits, New York: Times Business, Random House, 1997.
Ralph Stacey, Complexity and Creativity in Organizations, San Francisco: Berrett-Koehler Publishers, Inc., 1996.
Time Almanac 2003, Boston: Information Please, 2003.
Laurence Vincent, Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Market Strategy, Chicago: Dearborn Trade Publishing, 2002.
Ken Wilbur, A Brief History of Everything, Boston: Shambala Press, 1996.
Ken Wilber, A Theory of Everything: An Integral Vision for Business, Politics, Science and Spirituality, Boston: Shambala Press, 2001.
Edward O. Wilson, Consilience: The Unity of Knowledge, New York: Alfred A. Knopf.
Gerald Zaltman, How Customers Think, Boston: Harvard Business School Press, 2003.
NEW for 2004: David A. Aaker, Brand Portfolio Strategy, New York: Free Press, 2004.
