WHAT DOES BRAND STRATEGY DO?
HOW DO YOU DEVELOP A BRAND STRATEGY?
The Brand Arrow is a Brand Strategy framework that can be used by individuals and teams to develop and benefit from a brand strategy
HOW DO YOU WRITE A
Read Bruce M McKinnon's brand strategy book 'What's Your Point?'
Every brand needs a point, a sharp definition of its purpose that will stick in people’s minds.
It stands to reason that a company that is aligned behind a shared point will have a better chance of success than one that isn’t.
However, this means making a choice about what that one point is, and making that choice can be can fiendishly hard to do.
A Brand Strategy can do this. This book introduces the Brand Arrow, an easy to follow process to enable every reader to write their own brand strategy.
Each Brand Arrow contains the vision, proposition, values, key messages and customer profiles that will ensure your brand’s logo, website, social media, brochures and sales pitches find their target.
Points are good because they stick into things. Brand Arrow helps you find yours.
CLICK HERE TO DOWNLOAD YOUR FREE BRAND ARROW CHART
(Every reader of 'What’s Your Point?’ can download a copy of the Brand Arrow Workshop chart by using the ISBN code found on the second page of the book as the password.)
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ABOUT BRUCE M MCKINNON
Bruce is a Brand Strategist. He speaks on the subject at conferences around the world, runs Brand Arrow, his own brand strategy practise and has published a book on how to write your own brand strategy called ‘What’s Your Point’?
Bruce develops brand strategies for clients in Europe and the US across a diverse range of industries including software, fashion, fair trade, artificial intelligence, mobile, financial services and food and drink
He has worked in brand marketing for global and local brands for over 30 years and passionately believes the right brand strategy is the most effective tool a client has to deliver its point - and it can be the best way to gain engagement in that point.
He holds an MBA from Cranfield School of Management and the Chartered Institute of Marketing Postgraduate Diploma in Marketing.
Bruce is an exceptional strategist, a personable leader with a great sense of humour, as I reflect on my own career in branding, he emerges as a valued mentor.
Annette Von Koskull Head of Customer Development
Bruce has that rare ability to be able to distill complex words and thoughts into a clear and focussed brand with the accompanying powerful messaging
Andrew Buchanan Global Sales Director
Your time with us was a turning point for CAI and I often think of your interactions with us as affirming and liberating. You got us, who were are, what we’re trying to do and you were the first “stranger” to ever do that. Your presentation was a very special moment for me
Barbara Cicatelli, CEO and Founder
Bruce was able to take what is at the heart of our organization and develop a brand strategy that has become an incredibly powerful tool for us all
Sarah Acer, Director of Communications
LET'S KEEP IN TOUCH
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