In One Word : The Power of Razor-sharp Brand Positioning to Lower Costs and Improve Results

"In One Word" analyzes and discusses the underlying dynamics, as well as the unique technique and methodology of defining a brand’s value proposition in just one word. This book offers deep insights to marketers, communication professionals, CEOs, senior managers, and anyone interested in the world of branding, helping them better understand what it takes to build successful brands. Many of today’s power brands are succeeding in defining what they stand for in a single word. When executed properly, a one-word brand positioning is unleashing powerful synergies in the brand-building and management process by aligning everyone involved in the same strategic direction.

Through this approach, a brand team’s resourcefulness, energy, and creativity are being bundled and directed towards the same objective. In this surprising approach to branding, a single word is ultimately driving the entire brand-related marketing and sales operation. For instance, “Glamour” drives the L’Oréal Paris brand, while Nivea stands for “Care.” Michael Behnke provides practical guidance on building power brands, offering tangible advice and real-life illustrations to empower branding professionals in their quest to create unique brands that deliver rewarding results.