Solving the Brand Puzzle explains practical approach for building a complete brand that any size credit union can follow
KINGSTON, NY–Solving the Brand Puzzle, by Chief Marketing Officer of Mid-Hudson Valley Federal Credit Union, Robert Michaud, reveals how the most successful companies have built their brand and maintained it. The new book gives readers an inside look at the author’s unique process for designing a successful brand. Featuring a real-life credit union case study, Michaud demonstrates his step-by-step approach to developing a complete brand strategy for any size organization.
“Readers have told me this is the kind of book they read once and then come back to time-and-time again, because it’s full of helpful information,” states Michaud. “I like hearing that because this book is not intended to just tell you what to do, but mainly how to do it.”
The book, Solving the Brand Puzzle, explains why it is no coincidence that companies which are better recognized, have more satisfied customers and make more money, also have precisely designed brand strategies. After spending years comparing and analyzing popular brands such as Wal-Mart, Southwest Airlines, The Walt Disney Company, and Darden Restaurants against others that are not as successful, author Robert Michaud discovered the formula for successful brand development. Using the author’s process credit unions, and any other organization, can take control of how customers perceive their brands.
“A complete brand constitutes a lot more than a logo and a tag line,” states Michaud. “Companies with complete brands have successfully integrated their brands into: Strategic vision, management business plans, staff culture, and customer sensory experience. In doing so, they have gained control over how their brands are perceived. And, perception is critical because a brand is not what the company says it is. Instead, it’s what the customer thinks it is.”
Author Robert Michaud breaks down brand development into a four-part process and explains how these four pieces of the brand puzzle must be developed and assembled in the proper order. “Assembling the puzzle pieces out-of-order is like putting the cart before the horse. For example, you can’t build a consistent staff culture until you first know what the company’s strategic vision for the brand is,” says Michaud.
In his book, Michaud begins with engaging personal anecdotes to establish the premise of each chapter. He then presents the topics in detail, and enhances his narrative with exercises and case studies. Michaud also includes a real-world corporate example of a brand discovery exercise, as well as his “Culture Quiz,” which is a practical tool that assesses the quality of a company’s brand culture.
To learn more about Solving the Brand Puzzle, visit www.thebrandbook.net for a complimentary excerpt from the introductory chapter. The book is available for purchase on Amazon in paperback and electronic copies.
Author Robert Michaud has worked in the sales, marketing, advertising, and customer service industries for over 35 years. During this time, he developed award-winning campaigns and projects for several
national and regional clients, in a wide range of businesses including retail, manufacturing, home improvement, and banking. Robert is currently the Chief Marketing Officer for Mid-Hudson Valley Federal Credit Union headquartered in Kingston, New York.
To arrange an interview, contact the author, Robert Michaud, at bob@theBrandBook.net or rmichaud@mhvfcu.com.