THE Enduring Strategic Brand
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)
About THE Enduring Strategic Brand
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 – THE Enduring Strategic Brand shows that the best performing organisations are built on Strategic Brands. Author 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. The author submits a rallying cry to build Enduring Strategic Brands into the ultimate weapon of success for any enterprise.