Brandscendence: three essential elements of enduring brands

Table of contents

PART ONE DISCOVERING BRANDSCENDENCE (RELEVANCE + CONTEXT) x MUTUAL BENEFIT
Three Key Elements for the Journey to Brandscendence
Stages of Brandscendence
I Can Feel It: Relevance and Enduring Brand Values
Forever Young: Leveraging Context
We Trust Each Other: Mutual Benefit over Time
In Crisis, Culture Is Destiny
PART TWO EXPERIENCING BRANDSCENDENCE
Sensing Relevance: The Power of Perception
Stating Relevance: What's in a Name?
Creating Context and Integrating Experience
Brand Holons
PART THREE BRANDSCENDENCE IN ACTION
Take Me Away: Travel and Transportation
Fine Wine to Fast Foods
Entertainment and Endurance
Becoming the Category
Business-to-Business Brands
PART FOUR THE NEXT STAGE
Brandnext
Brandscendence in the Noncommercial World
Brand You
Appendix A The IBM Think Strategy: Melding Business Strategy and Branding
Appendix B Seeing Relevance: Listening and Leading in User-Centered Design

In Brandscendence: Three Essential Elements of Enduring Brands, Clark outlines his formula for branding success and illustrates how it is applied by the world's most prominent brands. You will learn the three elements of Brandscendence, which Clark says are essential for brand endurance: relevance; context; and mutual benefit.