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Today’s marketers march in lockstep formation with their brand standards manuals, too paranoid to stand out from other companies in their category and too rigid to engage meaningfully with their customers. Branding leader Lynda Decker argues that it’s time to use that brand manual as a doorstop and ignore the old rules. It’s time for brands to get real: to be honest, personal, connected — responsive. Responsive Branding is a new way to think about this business discipline. Responsive brands are built on conceptual themes that are bigger and broader than graphic design, that establish common ground between the brand and customers’ emotions.In Responsive Branding, Decker shares real case studies of companies that have abandoned conventional brand strategies and found unprecedented success. Through interviews with brand managers and innovators from Fortune 100 companies, global agencies and small businesses, Responsive Branding takes readers behind the scenes to uncover what these brands deploy to stand out in a noisy and crowded marketplace. Decker distills key insights into actionable advice that any marketer, from entrepreneur to CMO, can implement right away.====="After reading Responsive Branding, I re-read it. Then got out the highlighters and notes to mark passages for future talks with my clients. As the business of communication, positioning, advertising and everything related to brand awareness becomes more of a template-safe, formulaic, vague and ultimately average, Lynda’s approach and insight is a great wake up call to what needs to happen in our industry. This book asks the right questions, includes a thoughtful range of case studies and makes the complex, clear."--Steve Liska, brand designer, Liska + Associates.=====“Lynda Decker’s Responsive Branding philosophy turns long-standing business wisdom on its head. This book is a must-read for anyone who is serious about marketing and product branding.”--Al Lieberman, Professor of Marketing, Stern School of Business, NYU


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