Overview
"Finely structured...presents compelling arguments...engaging ...thought-provoking." — BrandRepublic "Finally, an intelligent — but not overtly academic — book on branding." — Thomas Gad, author of 4-D Branding & Managing Brand Me "In today's economy, too many companies focus primarily on transactions. Successful companies, however, focus on customer interactions. FusionBranding provides valuable lessons in how to deepen customer relationships, ensure retention and satisfy customer concerns. Nick Wreden understands well that branding success ultimately depends on making customers partners in a relationship based on value, accountability, loyalty and trust." — U.S. Senator Max Cleland
• Hardback published to huge acclaim in 2002
• New paperback edition extensively revised and updated
• Focuses on concepts commonly ignored in marketing books: profitability, accountability & sustainability
• The first book to offer a metrics-based, holistic approach to branding
• Full of global examples & cases of good and bad marketing practice Nick Wreden passionately believes that it is time for CEOs/CFOs and brand managers to speak the same language. Brand managers need to lift their heads above the buzz of advertising jargon and slogans and understand the strategic imperatives of business: profitability, accountability and sustainability. "FusionBranding" represents an innovative, comprehensive approach to brand building. It reflects the integration — or fusion — of traditional marketing with technology, measurement and operations. It fuses customer requirements and organizational capabilities to deliver value; it shows how to interlink online and offline branding and how to ensure thatemployees and managers focus on the same customer goals. As a result, "FusionBranding" sets strategies for today's customer economy and the emerging demand economy, builds profitable customer relationships and enables brand management and growth based on data, not opinion.