The one question all brands should ask themselves, continually.
Do They Care?
Strong brands have people who care—but not by luck or accident. Strong brands nurture care from all the people who are material to their success. You can too. This book will show founders, senior executives, or branding, marketing, and human resources leaders why people want to care about their brands and how to enable them.
What’s this Do They Care? book all about? Let us explain!
Do They Care? was written for founders, senior executives, and branding, marketing, or human resources leaders. However, you don’t have to have one of those titles to benefit from what’s inside. If you have responsibility for any relationship that is important to your brand’s success, we think you’ll be happy reading Do They Care?
“They” refers to anyone who is important to a company or brand’s success: employees, customers, the news media, government officials, and the general public. In fact, after the introductory chapter, the book starts with employees, because it’s (almost) impossible to have happy customers if you do not have happy employees. The book ends by encouraging readers to do a little soul-searching themselves. Do they really care about their brand’s mission?
Here’s a little-known secret: very few people read business books cover to cover. We didn’t read that in a book somewhere. (Get it?) Instead of filling pages with content just because there’s an expectation that books need to be hundreds of pages, Spencer simply stopped when he had said all there was to say!
When thinking about the common denominators that all brands share, especially those that no one has explored yet, Spencer realized that caring is the base feeling behind all brand loyalty.
Good question! This book is Spencer’s first, and one he wrote in between creating great brand strategies for clients of his consulting business, Spencer Brenneman. That means that managing the intricacies of multi-platform distribution was time-prohibitive. But wait! Isn’t that a publisher’s job? True, but only if you’re an established author with a track record of best-sellers. Maybe next time!
Unfortunately, that’s between you and Jeff Bezos!
That’s definitely a possibility! Let us know what you have in mind, by emailing firstname.lastname@example.org.
Not quite yet, although Spencer says that there are a couple of ideas banging around in his head.
Spencer Brenneman is a brand strategy consulting firm dedicated to helping small- and mid-sized businesses articulate, embrace, and share with the world exactly what makes them relevant and different.
About the Author, Douglas Spencer
Douglas Spencer has more than 20 years of marketing experience, working with professionals from around the world in verticals such as financial and professional services, healthcare, media and nonprofit. Before starting Spencer Brenneman he was most recently Vice President, Global Head of Brand Management for Thomson Reuters, a leading provider of intelligent information with offices in more than 100 countries worldwide. In that role, he guided the migration of the multiple Thomson and Reuters businesses to form the new Thomson Reuters brand which consistently ranked within the top 50 of Interbrand’s Best Global Brands survey.
Douglas is a frequent speaker on how strong brands improve business performance through strategic alignment, employee engagement, brand governance, verbal and visual identities and more.