Dig into the theory and practice of branding here. You'll find tools and resources referenced in the book, as well as a host of links to helpful online resources--many of the free. Use this page as a jumping off point for your deeper dive into the discipline. If you'd like a guide on your journey, let us know.
Tools for Big Business Net Promoter Score
Managed by Satmetrix, NetPromoter.com is the official website for the Net Promoter community. In this environment, managers share customer experience knowledge, tools, practices, and solutions. Inventor of the Net Promoter Score, Fred Reicheld, writes a blog. Certification, conferences, articles, research and books are available here. For much, much more on the topic, simply Google the topic for some 3.5 million additional results.
The Purpose-Driven Business
This interview with Roy Spence, one of the founders of GSD&M Idea City in Austin, is a great exploration of the concept underlying the Brand Purpose brand leadership frame introduced in Branding Like the Big Boys.
Spence coauthored It's Not What You Sell, It's What You Stand For. Through their philosophy called Purpose-based Branding,™ GSD&M Idea City and their Purpose Institute division help organizations identify, simplify and articulate their purpose--the fundamental difference they're trying to make in the world and their reason for being beyond making money.
The agency's roster of clients includes many of the Biggest Boys: Southwest Airlines, MasterCard, BMW, John Deere, L.L.Bean, Kohler, American Legacy Foundation, AARP, Hallmark, Lennox, Norwegian Cruise Line, PGA TOUR, American Red Cross, World Market, AT&T, Popeyes Louisiana Kitchen, Marshalls, the United States Air Force, Cancer Treatment Centers of America and Compass Bank.
Test Your Marketing Moxie
Is your organization equipped, staffed and resourced to be effective at marketing and growing your business? Are you disciplined, focused and organized to succeed? Take this 28-point test to evaluate your readiness to win.
Test Your Branding Bravado
Your brand is everything that is known, said, perceived, experienced and felt about your product, service or organization. Are you developing and managing your brand intentionally? Or is it "just happening." Take our Branding Bravado quiz to score yourself.
Competitive Spending Analyses
Do you know how much your competitors or category are investing in marketing activities each year? Two useful tools, compiled by recognized, independent research firms, can provide this information. As noted in Branding Like the Big Boys, this information is useful in planning your own marketing and branding investments.
Email marci@thomathoma.com if you'd like to discuss the information provided in these spending reports.
Useful Links
Want to explore the principles and practice of branding online? There's a mountain of information available to you, but teasing out the most useful information can be looking for a needle in a haystack. Martin and the Thoma Thoma team have done a lot of the filtering for you with this starter list of useful resources.
BrandChannel.com bills itself as the only global interchange of ideas and information on branding. Produced by Interbrand, one of the largest international brand development agencies, it is chock full of white papers, links, essays and insights on the practice of branding.
Branding Like the Big Boys Bibliography. Want to purchase additional reading referenced in the book? Quick links here will take you right to Martin's recommended reading list on Amazon.com. We periodically add good reads here, so be sure to check back occasionally.
