BRANDING TO DIFFER
Available in hardback and digital editions
The brand building handbook for business leaders
Branding to Differ provides a practical and comprehensive look at best practice branding for those requiring a real understanding of brand development and management. Ambrosi demonstrates that the brand is fundamentally a promise, that it impacts both the emotional and rationale mind, and that ultimately good branding is about expressing a difference.
Essential Reading
“‘Branding to Differ’ is essential reading for those keen to master the art – and science – of building a brand. Instead of textbook theories, Ambrosi draws on his industry experience to challenge long-held myths around what creates or destroys a brand.”
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The author
“Jean-Luc Ambrosi (BA Psychology, MA Marketing) is an award winning marketer who has built successful brands and customer engagement strategies in the Australian and international financial landscape. He has forged a reputation of delivering exceptional results focusing on the customer experience far beyond traditional boundaries.
His background in psychology lays the foundation to understand what drives customer, how to engage and communicate with them and how they fundamentally relate to brands. Central to his approach is his rejection of clichés and pre-packaged ideas, replaced by a practice based on building customer insights and segmentation, mastering customer engagement techniques, leveraging digital platforms, and an ability to create forward visions - for each organisation to be relevant and different.
Among his prominent achievements, he led the transformation of NAB’s credit card brand portfolio and spearheaded the rebranding of Members Equity Bank to ME Bank. He was instrumental in the launch and establishment of the BlackRock brand in Australia and played a key role in positioning Vanguard as a market leader in the local asset management sector. Most recently, he revitalised the TelstraSuper brand and directed the development of CareSuper’s new brand within the superannuation industry.”
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