IN THIS SUMMARY
In Brand Real, Laurence Vincent examines the multiple factors behind developing and upholding a brand’s identity and promise. The goal is to always meet or exceed the customer’s expectations from the brand experience. Vincent discusses the necessary processes for determining a brand’s category, its benefits, positioning, narrative story, and more. He also provides an insightful analysis of psychological and behavioral factors that influence brand perception, and the motivators that prompt brand attachment. Vincent highlights the importance of the people working behind a brand, and offers practical management tips to win support from insiders so that the brand experience is consistent across all customer touch points.