Brand development is too often presented as a dubious consulting science associated with lofty concepts, buzzwords and jargon - not to mention hefty consulting fees. Written with the intent to remove such mysteriousness and aloofness and to turn the secrecies of 'Brand Alchemy' into practical reality, the authors reveal for the first time the pivotal ingredients that create authentic, systemic and powerful brands.

Brand Alchemy focuses on the people, values and culture of an organisation and how these important elements can be cultivated to help excite and retain customers with a differentiated and high-value experience. Sharing a set of management tools, approaches and metrics the book follows the logic of a simple, four-stage inside-out branding process, covering investigation, inspiration, implementation and integration.

The authors demystify the business of brand development, showing why values are crucial to the success of brands and explaining how you can engage and motivate people to bring a brand to life from the inside out, in order to create long-term employee and customer loyalty.

Susanna Mitterer is a senior consultant and former managing director of the organisation and people development company TMI UK. As Head of the TMI Brand Consulting Practice she worked extensively with the consulting team on developing the holistic concept of brand and service alignment known as inside-out branding - the main subject of this book. She is currently a non-executive director at TMI and a TMI partner in the TMI International Partner Network.

Nick Brice has worked as principal consultant in TMI UK for twenty years, developing customer service practices and helping clients in a wide range of industries to change and develop values-based cultures. Inside-out branding principles have been at the core of much of Nick's work since 1993, creating flexible and engaging ways to enable companies to implement, measure and track the more intangible cultural factors that determine whether organisational change 'sticks' or not.

ISBN: 9781842181157
Format: 234x156mm PB
Publication Date: January 2007