Table of Contents

Preface
Your Company's Most Powerful Weapon: The Brand Within
The Integrated Brand Model: The Basis for Strong Customer Relationships
How Integrated Branding Differs from the Alternatives
A Blueprint for Creating Organizational Drivers
The Role of the Brand Principle
Other Core Brand Drivers: Personalities and Associations
How to Reveal Your Brand: Seven Steps to Integrated Branding
Developing a Practical Brand Structure
Using Integrated Branding to Expand Market Share
The WRQ Story: The Steps to a Successful Integrated Brand
How to Get and Keep All Divisions, Departments, and Employees on the Same Path
How to Conduct Brand Planning and Benchmarking
How to Create Brand-Driven Marketing
Using Marketing Communications to Drive Brand
The Digital Age: A Brand's Best Friend…or Worst Enemy?
Using Brand to Clear the Path to an IPO and Beyond
Integrated Branding for Technology Companies
Comparing Well-Known Brand Models to Integrated Branding
Appendix: Conducting Organization and Brand Driver Interviews
Selected Bibliography
Further Readings
Index

About the Author

F. JOSEPH LEPLA has worked with a broad range of companies for 20 years to help develop and manage their brands./e Prior to co-founding Parker LePla, he was a corporate vice president of public relations, president of a full service marketing agency, and vice president of corporate relations for a national financial services company.

LYNN M. PARKER has more than 15 years' experience in technology marketing and brand development, and was one of the earliest practitioners of high tech public relations and product positioning./e Prior to co-founding Parker LePla, she was a creative strategies director and a public relations senior writer. She has also worked as a journalist at three West Coast newspapers.

Reviews

"[LePla and Parker] are two people that have led us beyond what we normally do into the realm of what we are capable of doing. I'm not alone in this; their organization's work with the software industry was awarded recognition by the Governor of Washington. I would recommend this book to any organization that is serious about finding its focus."-Kathleen P. Wilcox, J.D. President, Washington Software Alliance

"[Their] Integrated Brand Model is a comprehensive yet practical tool for any organization seeking competitive advantage in the increasingly sophisticated and crowded marketplace of the modern world. Based on their own consulting experience and extensive interviews with top branding professionals, the authors have developed a set of guiding principles focused on the benefits of building a brand-first mindset and culture. If you have brand management responsibility in your organization--you should read this book!"-David Reyes-Guerra Manager, Corporate Identity & Product Naming Xerox Corporation

"Integrated Branding is a guiding hand to those companies who wish to build a lasting brand advantage. More than abstract theory, the chapters in this book are like recipes that smart executives can follow to take brand practices off the page and into their organizations. [They] speak to the head, heart and real life choices that separate the long-term market leaders from the also-rans."-Katherine James Schuitemaker Vice President, Marketing PhotoDisc, Inc.