The Enduring Strategic Brand

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More About This Title The Enduring Strategic Brand

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Despite its transformational power, the Brand is rarely at the very core of an organization's strategy. Meanwhile, disruption is the new normal—and business leaders are faced with spiraling challenges and complexity to grow and sustain their brands in the brave, new world. Through candid and unique interviews with over 40 C-suite leaders—as well as ground-breaking forensic analysis of 20 Brands from BMW to BP and Airbnb to TATA—this book shows that the best performing organizations are built on Strategic Brands. Luc Bardin investigates precisely what it takes to build and grow a Strategic Brand, and provides an effective system of 13 vital Brand imperatives that empower the enterprise to outperform competitors and sustainably deliver the best shareholder returns. This is a strategy book, not an overview of theory or tactics. It is written from the frontline by C-suite practitioners, for their peers, board members, CEOs, and CMOs, who all share the highs and lows of driving value creation, day in, day out.

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Luc Bardin advises blue chip companies, governments and academic institutions on their brand, marketing and partnership strategies. He was group vice president for 12 years in BP and notably group chief sales and marketing officer, CEO of multiple global branded businesses and a member of the BP Downstream ExCo. He is also an adjunct professor and member of the advisory board of the strategic marketing MSc at Imperial College Business School, and the author of Strategic Partnering.

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"Bardin's book is opening the door to strategic value creation. He captures the magic of the brand and translates the alchemy of an intangible asset base into 13 elements, which allow every reader to understand the fascinating art of enduring brand building." —Professor Klaus Schwab, Founder and Executive Chairman, World Economic Forum"I valued Luc Bardin's counsel when we worked together. There is good reason why he is a globally renowned marketer and I would encourage other leaders to take insights and courage from his suggested framework on how to build and grow an enduring strategic brand." —Lord John Browne, former Group CEO BP"Those CEOs who already grasp the strategic value of their brand will find this book welcome, research-based validation. Those still doubtful will find it highly enlightening. And those who ignore it may continue to struggle to make strategic sense of their companies. I hope it's hugely influential." —Sir Martin Sorrell, Group CEO WPP
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