How to Build a Brand
Brand building is one of the least understood disciplines in business. In my experience, multinational brands and scrappy startups alike have a hard time with brand identity fundamentals like:
- Who is my audience, and what do they really want?
- Which stories do I tell, and how?
- What are the brand essentials, and what are the ‘nice-to-haves’?
I started using the methodology you’ll find in BrandDIY over 25 years ago, when I was a junior copywriter in Hong Kong. I continued to use it when I became national creative director of a global agency, when I launched my own agency, and today, when I advise CEO’s on their brands.
The methodology isn’t complicated. I know you can do it yourself because I’ve seen successful businesspeople do so using this book. It’s as simple as following the common-sense steps.
- How to ask your clients and stakeholders what they value in your brand
- How to turn that into a message that sticks
- How to leverage your brand with naming, visuals, storytelling and the user experience
Marc is an amazing CD. He is able to combine wild, off-the-wall creativity with a business-like perspective on the ‘thrill of the hunt’ and the ultimate point that all advertising creative is in the service of selling more product. IMO, Marc is a compelling combination of the practicality of John Caples, the creativity of Bill Bernbach, and the business perspective of Leo Burnett. Like Ogilvy, Stoiber deals with people from all walks of life, and he teaches them all about advertising by reviewing work and discussing with them how to blend art and copy in new and interesting ways. Marc is a true Mad Man — with at 21st century twist. – Grad Conn, CMO, Sprinklr
Marc is one those rare creative types that is also concerned with the strategic approach to drive the creative insight. This proved to deliver excellent creative executions for the Dairy Queen Canada business. Ron Caughlin, former CMO, Dairy Queen Canada
Marc is one of a kind. He gets it. He knows how to distill layers of noise to get to the essence of any communication – which is always the most fun, inspiring and engaging way to work with anyone. Heidi Ehlers, Entrepreneur