Brandur Publishing proudly presents “The Brand Matrix: Corporate Brand Leadership Starts From the Inside” written by Dr. Mats Urde, researcher, educator, and consultant in strategic brand management. Mats Urde holds a PhD in branding and is an associate professor at Lund University in Sweden. He has been voted Coach of the Year 2024 in the International MBA John Molson case competition in Montreal. Read more about Dr. Mats Urde.
Drawing on his influential Harvard Business Review article “What Does Your Corporate Brand Stand For”, Mats Urde shows how to tackle the critically important task of clarifying the promises and values that make up your organization’s identity core – then align the core with every aspect of the business and forge a corporate brand identity that will boldly stand out from the competition.
As a visual aid, he introduces the Corporate Brand Identity Matrix, a simple-to-use tool that ties the identity core to the organization’s mission, strategy, communications, and reputation, helping you create a coherent, clearly understandable whole that will fire employees’ imaginations and wow customers. The Matrix, in short, is a blueprint and toolbox for defining, redefining, and aligning a corporate brand’s identity as a steppingstone for management.
The book is packed with stories and practical insights from renowned organizations like IKEA, Trek Bikes, Volvo, and the Nobel Prize Foundation that struggled at first but eventually succeeded in motivating employees and winning over customers by defining the identity core. Whether you’re a board member, executive, or entrepreneur, this book offers you a roadmap to success.
AVAILABLE AT:
AMAZON (HARDBACK, FULL COLOR)
APPLE BOOKS AND GOOGLE PLAY (E-BOOK, FULL COLOR) IN ENGLISH, GERMAN AND SPANISH
IN SELECTED BOOKSTORES IN SWEDEN AND NORWAY (HARDBACK, FULL COLOR)