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The Brand Promise: How Ketel One, Costco, Make-A-Wish, Tourism Vancouver, and Other Leading Brands Make and Keep the Promise That Guarantees Success

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The Brand Promise: How Ketel One, Costco, Make-A-Wish, Tourism Vancouver, and Other Leading Brands Make and Keep the Promise That Guarantees Success

(28 customer reviews)

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NU-BNT-00370527

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Brand expert, popular speaker, and Fortune 500 advisor Duane Knapp presents The BrandPromise®, his secret formula for becoming a Genuine Brand. Making the right promise, keeping it, and fulfilling your BrandPromise commitment will transform your business or organization into a “one-of-a-kind” brand that customers, employees, and shareholders will trust and support for years to come.

“A brand's promise is the new currency for success,” says Knapp, who teaches from personal experience, having built or advised hundreds of successful brands worldwide. Duane Knapp's Promise philosophy has been highly acclaimed and extensively referenced and quoted in hundreds of publications and books.

Brand success rests on three principles:

1) Provide a unique experience with products or services that enhance your customer's lives

2) Inspire employee partnership, passion, and support

3) Create a perception of exceptional value and distinctive benefits and deliver on your promise.

Genuine Brands make a promise and keep it. This promise begins with a different mindset than business as usual. It's not just about doing a good job-it's about optimizing the emotional and functional benefits from a customer's perspective.

The BrandPromise applies to every type of organization, from associations, philanthropic enterprises (charities and non-profits), and personal brands (celebrities, athletes and executives), to professional service firms (doctors), entrepreneurs, small businesses, and member-centric businesses (credit unions and co-ops). Knapp provides insights from a wide range of executives and leaders with in-depth analyses of many Genuine Brands, including Ketel One, Costco, the Make-A-Wish Foundation, Destination Marketing Association International, SAFE Credit Union, Annika Sorenstam, Callison Architecture, RK Dixon, Bartell Hotels, and Tourism Vancouver.

The BrandPromise book reveals the secrets that all kinds of organizations including associations, philanthropic enterprises (charities and non-profits), and personal brands (celebrities, athletes and executives), to professional service firms, such as doctors, entrepreneurs, small businesses, and member-centric businesses such as credit unions and co-ops.

The BrandPromise also explains how celebrities can utilize the secrets of BrandScience to enhance their image and perceptions and features a Brand Profile on Annika Sorenstam.

According to Knapp, “Annika’s strategy is a perfect guide for any individual or celebrity that is interested in optimizing their success.

“Great stars may be born, but it’s the celebrities that embrace the principles of BrandScience that enjoy long term brand success.”

The BrandPromise features insights from other celebrities including Oprah, Greg Norman, and Rachael Ray.

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Product Details

Author:	Duane Knapp
Hardcover:	288 pages
Publisher:	McGraw-Hill
Publication Date:	March 21, 2008
Language:	English
ISBN:	0071494413
Product Length:	9.32 inches
Product Width:	6.52 inches
Product Height:	0.98 inches
Product Weight:	1.24 pounds
Package Length:	9.13 inches
Package Width:	6.54 inches
Package Height:	1.02 inches
Package Weight:	2.2 pounds
Average Customer Rating:	based on 28 reviews

Customer Reviews

Average Customer Review: 4.5

( 28 customer reviews )
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Most Helpful Customer Reviews

5 of 5 found the following review helpful:

The Shortest Path to Customer Loyalty! Jan 11, 2010 By William Skitt
This book was a welcomed departure from what I typically read as an owner of an Interactive Web Development and SEO Firm. We are fortunate to have achieved success each year without an articulated customer promise, however, I have been searching for the right ingredient to substantially grow the company. A business colleague gave me a copy of the book over the holiday and said it has the ingredient I need. After reading this book, I am thoroughly convinced that the shortest path to sustained customer loyalty and success is to embrace the Brand Promise philosophy and develop a promise for my business. The action plans and checklists in the book will serve as my road map. The Brand Promise has earned its place as the only brand book I need. Towards the end of the book, Duane Knapp provides solid evidence that a customer promise works. He shares several powerful examples of people and organizations that have applied it. Don't skip this part, you'll miss some very compelling and inspiring case studies.

5 of 5 found the following review helpful:

CH. 6 "Predicting Brand Success" is EXCELLENT! Jan 11, 2010 By Kristy Chamberlain "LKD AerospaceSEATTLE"
I own and operate an Aerospace Company in Seattle and we serve over 2,000 customers around the world and on 6 continents. The Brand Promise was a real eye opener for me. I am applying the information to my business in 3 ways:

1) We support several famous name brand businesses and I will be looking into each of them to better understand their promise commitments, (if they exist)

2) Chapter 6 "Predicting Brand Success" is EXCELLENT and provided the most value. It is required reading for our team as we focus on the question presented by the author: "What is your brands convenience strategy"? We have one now but we are eager to use the brand promise principles and turn it into a promise for further differentiation.

3) We operate primarily through the web and phone and we will execute the branding principles offered in the book in those two areas first.

I was pleasantly surprised that the author provided all the detailed tools and checklists which are easily adoptable to our area of business. The glossary of brand definitions are exceptional and helped our team quickly get up to speed on the concepts of brand to get everyone on the same page and in the same mindset.

I highly recommend this book to any business owner who wants their company to be admired for having and executing a customer promise.

5 of 5 found the following review helpful:

The Brand Promise is essential reading for marketing and branding executives Dec 22, 2009 By D. Wilson
I discovered Duane Knapp's book - The Brand Promise - while in the process of leading marketing and brand development for a new vodka product at a luxury spirits start-up company. Our organization has turned to a number of resources in the process of building our brand (consultants, designers, industry experts, articles, books) and Knapp's book -- and Knapp himself - has had a powerful impact on our success and understanding of our own brand.

Knapp provided us with terminology, concepts and an outline for action that has helped take our brand to the next level. Creating an authentic brand with a genuine "brand promise" is essential for success in today's marketplace - the modern consumer increasingly won't accept or embrace anything less.

Easy-to-read and filled with examples, case studies, and extremely helpful "thought guides" at the end of each chapter, Knapp's book is a practical guidebook to building a unique and lasting brand (and organization around it).

The Brand Promise is an essential read for any marketing/branding executive or anyone interested in what it takes to create an authentic brand.

-- Devin Wilson, VP Marketing and Brand Development for Double Cross Vodka.

5 of 5 found the following review helpful:

The Brand Promise - A Provocative Exploration of Branding Nov 18, 2009 By Scratchgolfer
The BrandPromise book is a treasure trove of authentic stories and practical applications related to the development of successful brands. While there are dozens of brand related books, this text provides the formula for how any for-profit or non-profit enterpirse can create and implement a promise based on success. It's one thing to write about brands, as anyone can, however the author has actually been involved in the development of many genuine brands personally. Knapp forces one to think outside the nine dots and focus on what ultimately makes a brand work (or not). Someday, we will think about auditing a business's brand, just like we audit their financial records. And Knapp's thinking will lay the groundwork for how to actually do this.

5 of 5 found the following review helpful:

Extremely helpful for the small business owner Nov 14, 2009 By Linda Lewis "Chocolatier"
I found that the Brand Promise clarified my intention in business. I knew I wanted to sell my products but with my understanding of the "Promise" I've made the shift to focus on providing a distinctive experience as well as superior quality products that my customers can count on every time they purchase and the assurance that I will listen and make it right if they don't. I heard a quote recently by David Foster songwriter/producer extraordinaire, "Good is the enemy of great." Knapp's book gives you the blueprint to be a great company, a genuine brand.

See all 28 customer reviews on Amazon.com