Brand harmony : achieving dynamic results by orchestrating your customer's total experience / Steve Yastrow.

The parable of the concert -- How was your experience? -- How brand impressions are formed ... and why it matters -- Everything is marketing -- Brute force branding ... and why it doesn't work -- Bigger, louder, more clever, who cares? -- Brand harmony -- What does it sound like to be your customer? -- Exercise 1: Brand harmony audit - what does it sound like to be your customer? -- Exercise 2: What do they think of you, now? -- Designing brand harmony -- Forget your "unique selling proposition" what's your "desired brand perception?" -- Step 1 for designing brand harmony: creating a picture of success -- Exercise 3: Panning for gold -- Exercise 4: Creating a picture of success -- Step 2 for designing brand harmony: defining the customer action you need to help you achieve success -- Exercise 5: Customer action - who they are and what we want them to do -- Step 3 for designing brand harmony: discovering the "desired brand perception" -- Exercise 6: Discovering the desired brand perception -- What will they think of us if we're successful? -- Step 4 for designing brand harmony -- Orchestrating customer experiences -- Exercise 7: finding the brand essence -- Exercise 8: touchpoint mapping -- Exercise 9: the orchestrated marketing plan -- VI. Be the brand! -- The will to create brand harmony -- Conclusion: marketing's Copernican revolution.