onward by howard schultz

In lieu of my usual Brand Book Bites format, I wanted to share my favorite excerpts from Onward: How Starbucks Fought for Its Life without Losing Its Soul, the book Starbucks CEO Howard Schultz wrote in 2012 to memorialize the remarkable turnaround at his company after he returned to the helm in 2008. […]

In my experience working with some of the world’s greatest brands, I’ve discovered the single most important requirement for building a great brand: ownership of brand-building by executives at the highest level of the organization. More than big marketing budgets, more than breakthrough creative ideas, more than strong sales capability — if you want a great […]

What Great Brands Do infographic

If you’re looking for inspiration and insight on how to build a great brand, this infographic is for you.  It introduces the brand-building principles discussed in my bestselling book, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest. (Jossey-Bass.)  Enjoy!  Download!  Share! (PDF version) related: learn what great brands […]

aaker on branding

–  the book:  Aaker on Branding:  20 Principles That Drive Success –  the brain:  One of the definitive voices on branding, David Aaker.  Dave has published more than 100 articles and 15 books on branding, brand strategy, and brand management, including Managing Brand Equity and Building Strong Brands, two texts that have served as my […]