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The Brand Code
The 10 Essential Steps to Build, Grow and Create Lasting Brand Value
Two products sit side by side. They do nearly the same job at nearly the same price, and customers reach for one without a second thought. That reaching is a brand. Ten steps and twenty-two chapters, from product and trust to story, identity, community, loyalty and brand as an asset.
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What you get
1
The book, in two editions
A print-size edition (238 pages) and a phone-size edition (386 pages), both as PDF. 22 chapters.
2
Practice Lab
Nineteen tabs, one honest score. Opens in any browser. Your answers stay on your device.
The $2.50 is the book alone. The tools above come with Everything ($15), which also includes all 10 books.
Inside the book
22 chapters.
Step One · Product
- 1Product vs Brand
Step Two · Trust
- 2Why People Trust Brands
- 3Purpose, Values and Culture
Step Three · Positioning
- 4Brand Positioning
Step Four · Differentiation
- 5Finding Differentiation
Step Five · Story
- 6How Brands Live in Memory
- 7Brand Storytelling
- 8Voice and Personality
Step Six · Identity
- 9Naming, Identity & Packaging
- 10The Founder as the Brand
- 11Consistency and Brand Guidelines
Step Seven · Experience
- 12Customer Experience
- 13Brands That Sell Services: B2B, Service and Local Brands
- 14Reputation in the Social and AI Era
- 15Ethics and Authenticity
Step Eight · Community
- 16Community
- 17Building a Brand with No Money
Step Nine · Loyalty
- 18Loyalty
Step Ten · Asset
- 19Brand Families, Rebrands and Revivals
- 20Global and Cultural Brands
- 21Measuring a Brand
- 22Brand as an Asset