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.
From the Back Cover
Praise for
The BrandPromise
“As the world's largest owner of private golf and dining clubs, we strongly recommend the 'BrandPromise® Philosophy.' Without a genuine promise most businesses are likely to find themselves merely a commodity.”-Eric Affeldt, President and Chief Executive Officer, ClubCorp
“Genuine Brands begin with passion and a promise; The BrandPromise is the practical guide to accomplishing both.”-William L. Eldien, President and Chief Executive Officer, Nolet Spirits U.S.A./Ketel One Vodka
“If you're really sincere about creating a personal brand, The BrandPromise is your key to success.”-Annika Sorenstam, President, ANNIKA
“It's more important than ever for nonprofits to make a promise. The BrandPromise provides the roadmap.”-David Williams, President and Chief Executive Officer, Make-A-Wish Foundation of America
“The BrandPromise methodology is fundamental for communities that strive to create exceptional destinations for visitors, businesses, and residents.”—Rick Antonson, President and Chief Executive Officer,Tourism Vancouver
“Every brand needs to answer the fundamental question, ‘What’s our promise?’ Then it should measue the delivery. The BrandPromise provides the right strategy.”—Warren Bryant, Chairman, President, and Chief Executive Officer, Longs Drug Stores
About the Author
Duane Knapp is the Chairman and Founder of BrandStrategy, Inc. and has advised more than 300 brands in 14 countries. He is the authority on building Genuine Brands and has been a senior executive officer with Westin Hotels, Holiday Corporation (Holiday Inn, Holiday Club, Residence Inn, Perkins Family Restaurants), The Promus Companies (Embassy Suites, Hampton Inn, Homewood Suites, Harrah's Casinos), and Cinnabon World Famous Cinnamon Rolls as well as a member of many boards of directors.
Duane Knapp can be contacted at www.brandpromise.com or www.brandstrategy.com
