パワー・ブランディング 統一性と結束をもたらすブランド・ロードマップ [単行本]

パワー・ブランディング
　広告業界の最前線で25年以上活躍し、米アップルコンピュータ、デル、リーボックなど世界企業のブランド展開を手がけてきた著者が、初心者にも分かりやすいブランド構築法を指南する。ブランドの理論的側面や学術的解説を極力避け、自らの体験を生かした実務的な手引書（ロードマップ）に仕立てているのが特徴だ。特にブランディングに実績を持つ専門家を雇えないような中小企業に有効だと語る。

　ブランド構築には5つのステップがあると指摘。まずは組織のコア・バリュー（ブランドの中核を担う価値や価値観）を定め、採用するスタッフ、訴求すべき顧客などすべての決定事項の基盤とせよと指導する。そのコア・バリューをあぶり出すために「革新・競争性・黄金律・心地よさ」などのキーワードを示す。次いでコア・ブランド・メッセージ（ブランドの中核を担う声明文・言葉）を作り、それらを発信する際のブランド・パーソナリティ（性格・特性）を決定する。この成果はワークシートでチェックできる。

　さらにブランド・アイコン（デザインやカラーなどの表現）を確立した後、最終確認段階に移行する。「汝、微々たる違いで威張ることなかれ」などのユニークな戒律を示し、自社ブランドを客観視する姿勢を失うなと結ぶ。

（日経ビジネス 2004/01/26 Copyright©2001 日経BP企画..All rights reserved.）

Most executives know their company's values and brand message, but often they fail to make sure that everyone else knows them too. The result? A weak brand that conveys different messages inside the company - and out in the marketplace. "United We Brand" offers a hands-on action plan for building a cohesive brand strategy from the ground up. Drawing from two decades of experience creating brand identities for companies including Dell, Cisco, and Kia Motors, Mike Moser provides a proven template for transforming disparate, "fuzzy" brand information into a concrete guidepost for making day-to-day branding decisions. Called the "Brand Roadmap," this valuable tool enables organizations of all sizes and kinds to leverage insights and strategies once only available through big gun consulting and ad agencies.Step-by-step, it guides readers through the four key components of brand strategy: identifying core values, creating a focused brand message, developing a distinctive brand personality, and choosing a consistent set of brand icons. Filled with vivid case examples and practical worksheets, "United We Brand" is essential for anyone involved in charting a company's distinctive path to success.Mike Moser, Cofounder of Goldberg Moser O'Neill advertising agency, has worked in the industry for over twenty-five years serving a variety of corporations, startups, and nonprofit organizations. He has won over 300 national and international marketing awards. --このテキストは、 ハードカバー 版に関連付けられています。

強いブランドはこうしてつくる!クリオ賞5回、カンヌ・ライオン賞2回をはじめ数々の賞に輝く著者が、長年にわたる実務経験から編み出したブランド構築の5ステップとロードマップを公開。

顧客にその姿が見え、心に届き、記憶に刻まれる強いブランドをいかに築くか。クリオ賞など数々の賞に輝く著者が長年の実務経験から編み出したブランド構築の5ステップとロードマップを公開する。記入式のワークシートも収載。

Ad exec Moser, a veteran of some of the industry's highest profile campaigns, has composed an admirably simple guide for creating a powerful and enduring brand. This is a hands-on, forward-thinking workbook for executives who want a fast, clear primer on the basics of contemporary brand marketing, told in plain language rather than B-school jargon, mixing checklists and exercises with Moser's firsthand observations of what works. His focus is entirely on the initial stages of the branding process-defining what your brand stands for and the best way to tell customers about it-in which advertising agencies typically play a key role. His ideas aren't revolutionary; indeed, experienced marketers will recognize most as industry standards. Companies are assigned human values and personality traits, which in turn shape the way they sell and communicate. Or, as Moser exhorts, "Poof! You're a person, not a company," one who can be characterized as "honest," "aggressive," "nurturing" or "passionate." Those traits then establish an emotionally charged core message, to be echoed in the brand's name, logo and advertising. It's this holistic approach, in which a company's vision becomes part of the product itself, that's propelled brands like Nike, Apple and Saturn to superstardom. While Moser's book makes little attempt to explore the messy business of implementing this approach, it remains a delightfully breezy introduction to how marketers transform an ordinary sneaker into a statement of who we are and who we want to be.
Copyright 2003 Reed Business Information, Inc. --このテキストは、 ハードカバー 版に関連付けられています。

Five Steps to an Unforgettable Brand

Today's customers face a dizzying array of choices, whether they're buying a car, choosing a school, or contributing to a charity. As a result, brand is often the critical differentiating factor in a customer's decision-making process. Yet for most companies, there is a yawning gap between how the brand is viewed within the company-and how it is perceived out in the world.

Marketing veteran Mike Moser argues that the problem isn't that executives don't "get" their brand. It's that they don't know how to funnel that knowledge into a form that is easily communicated and understood by every person-whether employee, partner, customer, or investor-who comes in contact with it.

In United We Brand, Moser unveils a hands-on tool he has developed over the course of two decades of branding experience with organizations ranging from brand giants like Reebok and Dell Computers to fledgling startups to nonprofit firms. The "Brand Roadmap" puts insights and strategies once available only through top flight consulting and advertising agencies in the hands of every executive, small business owner, and entrepreneur.

Step-by-step, Moser shows readers how to map out the four key components of brand strategy: identifying core values, creating a focused brand message, developing a distinctive brand personality, and choosing a consistent set of brand icons. He then provides a template for unifying these components into a customized Brand Roadmap that ensures:

" The same values and brand message are echoed in every interaction-both in and outside the company

" A consistent brand statement and identity drive all strategic activities and determine the allocation of marketing dollars

" Management and design experts have a common language with which to talk about brand execution

" Marketing materials and communications accurately reflect the core values and brand message

Filled with vivid case examples and practical worksheets, United We Brand offers a compass for guiding day-to-day branding decisions-and a roadmap for charting a company's path to long-term success.

BACK JACKET: "Mike Moser has written a highly informative and engaging guide to creating powerful brands. He has successfully distilled his years of experience helping build brands for a number of leading organizations into a practical step-by-step process that should be must reading for marketing leaders."

-Michael George, Chief Marketing Officer, Dell Computer Corporation

"Mike Moser's United We Brand demystifies the world of marketing, unlocking its secrets so that community groups, schools, and other groups without multi-million dollar advertising budgets can follow a step by step guide to create their own brand roadmap-rooted in their core values and imbued with their organizational personality."

-Carla Javits, President and CEO of the Corporation for Supportive Housing

"To be a good creative director, you must often be a teacher. That's exactly the approach Mike Moser takes in this 'textbook' on how to understand, manage, and articulate a company's image and reputation. Simply and clearly, he teaches you how to create a brand."

-Lee Clow, Chairman and Worldwide Creative Director, TBWA＼Chiat＼Day

"The simple steps outlined in United We Brand help define what a company has accomplished, what it does well, and how others perceive it in order to begin articulating where it wants to go in the future. The book defines a set of steps which allows an organization to articulate-and thus control-something as seemingly mysterious and elusive as a brand."

-Jeanie Kortum, Executive Director, A Home Away From Homelessness
--このテキストは、 ハードカバー 版に関連付けられています。

Mike Moser was a principal in the US $500MM San Francisco agency Goldberg Moser O'Neil for 16 years. --このテキストは、 ハードカバー 版に関連付けられています。

モーザー,マイク
広告業界で25年以上にわたり活躍。そのキャリアはアート・ディレクター、クリエーティブ・ディレクターを経て、共同経営者として広告代理店ゴールドバーグ・モーザー・オニールを設立するに至った。担当したブランドは、アップル、デル、シスコ、リーボック、カリフォルニア・クーラーなど多岐にわたる。これまで、アメリカ国内および国際的なマーケティングの賞を300回以上受賞。なかでも、権威あるクリオ賞はすでに5回、カンヌ・ライオン賞を2回獲得している。1999年に広告業界から身を引いた後は、小規模ビジネスや学校、NPOなどの組織に力を注いでいる。『パワー・ブランディング―統一性と結束をもたらすブランド・ロードマップ』は、自己の経験をまとめた処女作である

酒井 光雄
ブレインゲイト(株)代表取締役。1953年生まれ。学習院大学法学部法学科卒。企業の生命線であるマーケティングの本質を“ヒトの心をつかむサイエンス”と捉え、生活者の感受性を重視するスタンスで、企業のマーケティング戦略、ブランド戦略、事業戦略などのコンサルティングを行っている(本データはこの書籍が刊行された当時に掲載されていたものです)