NOTES

CHAPTER 2: Understanding the Language of Branding

1. American Marketing Association Dictionary, https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=B.

2. Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th ed. (Upper Saddle River, NJ: Prentice Hall, August 2012).

3. Kristin Zhivago, “Marketing Technology,” (newsletter), July/August 1994.

4. This definition of brand identity is courtesy of Lister Butler Consulting, New York.

5. Courtesy of Lister Butler Consulting.

6. Maureen Azzato, “Store Brands Drive Differentiation and Profit,” Store Brands Decisions, June 13, 2009, http://www.storebrandsdecisions.com/news/2009/06/13/store-brands-drive-differentiation-and-profit.

7. Urban Wallace Associates, “Key Issues to Covered in a Marketing Plan,” 2005, http://www.uwa.com/compadv_c_001.pdf.

CHAPTER 3: Brand Management Process: An Overview

1. Michael Porter, Competitive Advantage: Creating and Sustaining Superior Performance (New York: Free Press, 1998).

CHAPTER 4: Understanding the Consumer

1. Robert Arp, ed., 1001 Ideas That Changed the Way We Think (New York: ATRIA Books, 2013), 747.

CHAPTER 6: Brand Design

1. David Reyes-Guerra, manager of corporate identity and product naming for Xerox, at IQPC’s Maximizing Brand Value Through Internal Communication conference, Chicago, May 24–25, 1999.

2. Richard D. Czerniawski and Michael W. Maloney, Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising (New York: AMACOM, 1999), 161.

3. Adam Morgan, Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (New York: John Wiley, 1999), 31.

4. Jonah Sachs, Winning the Story Wars: Why Those Who Tell—and Live—the Best Stories Will Rule the Future (Boston: Harvard Business Review Press, 2012), 174.

5. Morgan, Eating the Big Fish, 74.

CHAPTER 7: Brand Identity System and Standards

1. Steve Rivkin, “33 Tips & Tactics for Generating Names,” Branding Strategy Insider, June 11, 2009, http://www.brandingstrategyinsider.com/2009/06/33-tips-tactics-for-generating-names.html#.UzrfINxT5Fw.

2. The primary source for this discussion is Kendra Cherry, “Color Psychology: How Colors Impact Moods, Feelings, and Behaviors,” About.com, 2014, http://psychology.about.com/od/sensationandperception/a/colorpsych.htm.

3. Joe Hallock, “Color Assignment,” November 11, 2013, http://www.joehallock.com/edu/COM498/associations.html.

4. Hallock, “Color Assignment,” is also the primary source for the findings on favorite colors of men and women and the other qualities associated with colors.

CHAPTER 8: Driving the Consumer from Brand Awareness to Brand Insistence

1. Much of this section (especially the list of factors that decrease and increase price sensitivity) is informed by Thomas T. Nagle, John Hogan, and Joseph Zale’s book, The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making (Upper Saddle River, NJ: Prentice Hall, 2010). It also largely draws on my experience crafting pricing strategy for Hallmark.

2. Jonah Berger, Contagious: Why Things Catch On (New York: Simon & Schuster, 2013), 170–171.

3. Nagle, Holden, and Zale, Strategy and Tactics of Pricing.

4. Rolf Jensen, The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business (New York: McGraw-Hill, 1999).

CHAPTER 9: Brand Advertising

1. “Advertising Agency Search Tips,” AgencyFinder.com, April 6, 2014, http://www.agencyfinder.com/advertisers/advertising-agency-search-tips/.

2. Richard D. Czerniawski and Michael W. Maloney, Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising (New York: AMACOM, 1999), 194–215. Also, David Olgilvy, Ogilvy on Advertising (New York: Vintage Books, 1985), 103–113.

3. Chris McLeod and James Neil, “Comparative Advertising: Tips and Traps,” Clayton Utz Insights, August 30, 2012, http://www.claytonutz.com/publications/edition/30_august_2012/20120830/comparative_advertising_tips_and_traps.page.

4. Mark Lightowler, “Storytelling Maps- Storytelling Creating Tools,” May 17, 2012, newbrandstories.com/2012/05/17/storytelling-pharma.

5. Chris Vogler, The Writers Journey: Mythic Structure for Writers, adapted this now commonly used storytelling structure from Joseph Campbell’s 1949 book, The Hero with the Thousand Faces.

6. Oliver Rimoldi, “The impact of ‘likeability’ on advertising effectiveness: To what extent does liking an advert have a persuasive influence on consumer behavior?” (degree thesis, University of Nottingham, UK, 2008), http://www.psychology.nottingham.ac.uk/staff/ddc/c8cxpa/further/dissertation_examples/rimoldi_08.pdf.

7. Paul A. Scipione, “Too Much or Too Little? Public Perceptions of Advertising Expenditures,” Journal of Advertising Research 24, no. 6 (December 1984/January 1985), 23–26.

8. William M. Luther, The Marketing Plan: How to Prepare and Implement It, 4th ed. (New York: AMACOM, 2011), 103–108.

9. Christian Harper, managing director of BSMG Worldwide, commenting on the PR budget.

10. Hugh M. Cannon, “Addressing New Media with Conventional Media Planning,” Journal of Interactive Advertising 1, no. 2 (Spring 2001), 3deec518bef64ee980.pdf.

11. Virginia Nussey, “The Six-Step Emotional Appeal,” Raven (blog), March 16, 2011, http://blog.raventools.com/the-6-step-emotional-appeal/.

12. Max Sutherland and Alice K. Sylvester, Advertising and the Mind of the Consumer: What Works, What Doesn’t and Why, 3rd ed. (St. Leonards, NSW: Allen & Unwin, 2009), 63–64.

13. Sterling Anthony, CPP, “Bettering the Packaging-Advertising Connection,” Packaging World, January 11, 2013, http://www.packworld.com/package-design/graphic/bettering-packaging-advertising-connection.

14. David W. Stewart and David H. Furse, “Analysis of the Impact of Executional Factors in Advertising Performance,” Journal of Advertising Research 27, no. 6 (December 1987/January 1988), 45–50.

15. David W. Stewart and David H. Furse, “Analysis of the Impact of Executional Factors in Advertising Performance,” Journal of Advertising Research 40, no. 6 (November/December 2000), 85–88.

16. Millward Brown, “Do TV Ads ‘Wear Out’?” WPP plc, 2012, www.wpp.com/wpp/marketing/advertising/do-tv-ads-wear-out/.

17. Paul Georgiou and Stephen Miller, “Ten Years of Advertising Tracking in the Rent-A-Car Business,” transcript of proceedings, Advertising Research Foundation Advertising and Brand Tracking Workshop, November 12–13, 1996, 3.

18. Sutherland and Sylvester, Advertising and the Mind of the Consumer, 54.

19. Ibid. 14.

20. Georgiou and Miller, “Ten Years for Advertising Tracking in the Rent-A-Car Business,” 7.

21. Kevin J. Clancy and Robert S. Shulman, Marketing Myths That Are Killing Business: The Cure for Death Wish Marketing (New York: McGraw-Hill, 1995), 151–153.

22. YuMe, Inc., “Ads Need to Work Harder to Break Through to Millennials, Says New Study from IPG Media Lab and YuMe,” news release, April 6, 2014, www.yume.com/news/press-releases/ads-need-work-harder-break-through-millennials-says-new-study-ipg-media-lab-and-.

23. Douglas Van Praet, “The Distraction of Data: How Brand Research Misses the Real Reasons Why People Buy,” Fast Company, April 6, 2014, http://www.fastcocreate.com/1683398/the-distraction-of-data-how-brand-research-misses-the-real-reasons-why-people-buy.

24. Georgiou and Miller, “Ten Years for Advertising Tracking in the Rent-A-Car Business,” 10–11.

25. Ibid. 10.

26. Ibid. 10.

27. Sutherland and Sylvester, Advertising and the Mind of the Consumer, 9.

28. Ibid. 7, 200.

29. Ibid. 12.

30. Cannon, “Addressing New Media with Conventional Media Planning.”

CHAPTER 10: Nontraditional Marketing Approaches That Work

1. “Designer Stores, in Extra Large,” Wall Street Journal, June 6, 2001, B1, B12.

2. David Olgilvy, Ogilvy on Advertising (New York: Vintage Books, 1985), 90.

3. Adam Morgan, Eating the Big Fish: How Challenger Brands Compete Against Brand Leaders (New York: John Wiley, 1999), 168–169.

4. Emanuel Rosen, The Anatomy of Buzz: How to Create Word of Mouth Marketing (New York: Doubleday, 2000), 119.

5. Ibid. 182–183.

6. Morgan, Eating the Big Fish, 117–118.

7. Spike Jones, “Report: 93% of Word of Mouth Happens Offline,” Ask Spike (blog), November 11, 2013, http://askspike.com/2010/09/28/report-93-of-word-oi-mouth-happens-offline/.

8. Rosen, Anatomy of Buzz, 177.

9. Daniel Eisenberg, “It’s an Ad, Ad, Ad World,” TIME.com, September 2, 2002.

10. Sarah Brookhart, “Persuasion and the ‘Poison Parasite,’” Observer 14, no. 8, October 2001, http://www.psychologicalscience.org/observer/1001/cialdini.html.

11. Eisenberg, “It’s an Ad, Ad, Ad World.”

12. Jonah Berger, Contagious: Why Things Catch On (New York: Simon & Schuster, 2013), 33, 64, 169

13. Ray Jutkins, “13 Platinum Advantages Direct Response Marketing Offers the 21st Century Marketer,” November 17, 2001, http://www.rayjutkins.com/baker/baker24.html.

14. Diane Montgomery, Kay Sather Bull, and Sarah Leigh Kimball, “Stimulating Creativity in Computer Mediated Learning: Individual and Collaborative Approaches,” Oklahoma State University, August 4, 2001.

CHAPTER 11: Online Brand Building

1. The Footprint Chronicles, Patagonia.com, April 9, 2014, http://www.patagonia.com/us/footprint?assetid=23429&ln=451.

2. Our Ambassadors, Patagonia. com, April 9, 2014, http://www.patagonia.com/us/ambassadors.

3. Lorrie Thomas, The McGraw-Hill 36-Hour Course: Online Marketing (New York: McGraw-Hill, 2011), 137.

4. Millward Brown: Knowledge Point, How Should Your Brand Capitalize on Social Media? August 2011, http://www.millwardbrown.com/Libraries/MB_Knowledge_Points_Downloads/MillwardBrown_KnowledgePoint_SocialMedia.sflb.ashx.

5. Jason Weaver, Manager’s Guide to Online Marketing (New York: McGraw-Hill, 2013), 188, citing Juniper Research.

6. “The Incredible Growth of the Internet Since 2000,” Royal Pingdom (blog), October 22, 2010, http://royal.pingdom.com/2010/10/22/incredible-growth-of-the-internet-since-2000/.

7. Wikipedia, “Global Internet Usage,” http://en.wikipedia.org/wiki/Global_Internet_usage.

CHAPTER 12: Developing a Brand Building Organization

1. “Southwest Airlines Careers” and “Purpose” video, http://www.southwest.com/html/about-southwest/careers/.

2. Michael Porter, The Competitive Advantage: Creating and Sustaining Superior Performance (New York: Free Press, 1998).

CHAPTER 14: Creating the Total Brand Experience

1. Starbucks Corporation, Green Apron Book, http://starbucksmarkdavid.wordpress.com/2011/02/02/green-apron-book/.

2. Jeffrey Gitomer, “Why Starbucks Works,” Business Record, July 11, 2009, http://www.businessrecord.com/Content/Default/Archives/Article/Why-Starbucks-works/-3/988/38454.

3. John Quelch, “How Starbucks Growth Destroyed Brand Value,” Harvard Business Review, July 2, 2008, http://blogs.hbr.org/2008/07/how-starbucks-growth-destroyed/.

4. Marc Gobé, Emotional Branding: The New Paradigm for Connectiong Brands to People (New York: Allworth Press, 2001; new edition 2010).

5. David Hanna, “How GM Destroyed Its Saturn Success,” Forbes, March 8, 2010, http://www.forbes.com/2010/03/08/saturn-gm-innovation-leadership-managing-failure.html.

6. Robert Reiss, “How Ritz-Carlton Stays at the Top,” Forbes, October 30, 2009, http://www.forbes.com/2009/10/30/simon-cooper-ritz-leadership-ceonetwork-hotels.html.

7. Ibid.

8. Greg Palast, “BP Covered Up Blow-Out Two Years Prior to Deadly Deepwater Horizon Oil Spill,” EcoWatch, April 19, 2012, http://ecowatch.com/2012/04/19/bpcoverup/.

CHAPTER 17: Brand Research

1. This section is largely based on the work of Dan Vandenberg, president of Consumer Vision, Inc. “Naming Method” and “Latency Method” are terms first used by Peter Farquhar.

2. Dan Vandenberg, referencing Peter Farquhar’s characterization of brand extension.

3. Olson Zaltman Associates, “The Olson Zaltman Difference,” http://www.olsonzalt-man.com/oza-difference.htm.

4. The source is my experience in conducting hundreds of focus groups and other qualitative research.

5. Carmen Nobel, “Neuromarketing: Tapping into the ‘Pleasure Center’ of Consumers,” Forbes, February 1, 2013, http://www.forbes.com/sites/hbsworkingknowledge/2013/02/01/neuromarketing-tapping-into-the-pleasure-center-of-consumers/.

6. Steria/Business Intelligence Maturity Audit (biMA), 2013 survey, as reported in Charles McLellan, “Big Data: An Overview,” ZDNet.com, October 1, 2013, http://www.zdnet.com/big-data-an-overview-7000020785.

7. Jonathan Shaw, “Why ‘Big Data’ Is a Big Deal,” Harvard Magazine, March-April 2014, 30, 34.

8. Jason Frand, “Data Mining: What Is Data Mining?” Anderson Graduate School of Management at UCLA, Spring 1996, http://www.anderson.ucla.edu/faculty/jason.frand/teacher/technologies/palace/datamining.htm.

CHAPTER 18: Brand Equity Measurement

1. “Measuring the Future: The Value Creation Index,” Cap Gemini Ernst & Young, Center for Business Innovation, 2000.

2. Michael Baltes, “Measuring Non-Financial Assets,” Wharton Alumni Magazine, Winter 1997, http://whartonmagazine.com/issues/winter-1997/measuring-non-financial-assets/.

3. Ibid.

4. Don E. Schultz, Ph.D., “Managing and Measuring Brand Value,” white paper.

CHAPTER 19: How Organization Age and Size Affect Brand Management Issues

1. Bhimrao M. Ghodeswar, “Building Brand Identity in Competitive Markets: A Conceptual Model,” Journal of Product & Brand Management 17, no. 1 (2008), 4–12, http://www.iei.liu.se/fek/svp/mafo/artikelarkiv/1.310120/Building_brand.pdf; and my personal experience in working at both Hallmark and Element K.

CHAPTER 20: Legal Issues in Brand Management

1. “False Advertising: Lanham Act—Section 43(a): Full Text,” Advertising Compliance Service, http://lawpublish.com/false-advertising-lanham-act.html.

2. “Truth in Advertising,” Federal Trade Commission, http://www.ftc.gov/news-events/media-resources/truth-advertising.

3. “False Advertising: Lanham Act.”

CHAPTER 21: Common Brand Problems

1. David N. Martin, Be the Brand (Richmond, VA: New Marketplace, 2000), 44.