Carolina Rogoll - Star Brands: A Brand Managers Guide to Build, Manage & Market Brands

Praise for Star Brands

These days everything and everyone bills itself as a bran d from sodas to athletes, to, if they could (and if they existed), unicorn s but true brands, those that become integral parts of our lives, are cast from years, if not decades, of vested nurturing and leadership from a key group of people behind the scenes: brand managers. A great product, service, or personality without the proper guidance will simply simmer mildly without the potential of becoming what Rogoll describes as a Star Brand. This book provides a tangible framework to aim for that lofty status through clearly explained processes and milestones that both new and seasoned brand managers will benefit from implementing on behalf of the brand theyve been entrusted with.
~ Armin Vit, co-founder of UnderConsideration

Trying to jumpstart your career in brand management, but cant decide between entering a top business school program or learning on-the-job from a successful experienced marketer? Do both by reading this book.
~ Paul Smith, bestselling author of Lead with a Story and Parenting with a Story

Next time I get a tricky question from one of my clients, I might say, Wait, let me check page X of Star Brands , as the book cuts all the corners and goes straight to the point on how to build a big brand.
~ Renata Florio, global group creative director, Ogilvy & Mather

A startup cannot afford to wait to work on their brand until they are successful. Instead, the Brand Experience must be an integral part of how an entrepreneur approaches their company from day 1. In her book, Carolina gives entrepreneurs an insider view of how to apply the principles of brand building so their companies will be positioned to one day be a Star Brand.
~ Dave Knox, co-founder, The Brandery

In an attention economy, brands need to unlock their star power to ensure relevance and value exchange with the people most likely to purchase their products. The old playbooks for brand-building need updating and Carolina provides a refreshing framework for brand managers to build brands in todays marketplace.
~ Sarah Hofstetter, CEO, 360i

I thoroughly enjoyed reading Star Brands . Even after thity-six years in the world of branding, I learned something new. Star Brands is written by someone who loves branding, thoroughly cares about her reader, and knows from her unique perspective as a practicing brand manager and as a teacher how to demystify brands for businesspeople, students, and even professionals looking to distinguish themselves in a competitive marketplace
Carolinas unique combination of loving brands and loving to teach the subject is impressive.
~ Jacquelyn A. Ottman, author, The New Rules of Green Marketing: Strategies, Tools and Insights for Sustainable Branding

One of the great pleasures of reading Star Brands is how authentically it reflects Carolinas voice and the experience of working with her on the day to day challenges of building a great brand. Carolina has encapsulated her years of experience into a practical and fun guide to the process of marketing, from analyzing the lay of the land to defining a vision; developing and executing a plan; to measuring results and continuously feeding learning back into the marketing plan. She takes complex ideas and distills them to their essence, illustrates them with clear and easy to understand examples and then links them so that you clearly see the impact of each decision and how everything should work together. Whether you are new to marketing, a seasoned marketer who needs to mentor others or work on the agency side and want a fresh perspective on how a client approaches branding, Star Brands is a smart, pragmatic and empowering guide to marketing today.
~ Alain Groenendaal, president and CEO, Grey Latin America

Having always found the study of brandingand the relationship we as humans have with brandsfascinating, it was an extremely rewarding experience to attend Carolina Rogolls Brand Management seminar. The unique star brand model she teaches, presented in this book, allowed myself and my fellow students to better understand how the processes of building a brand happen, and then also to apply them to real life cases. Not only do I better understand the discipline of branding more deeply, but also feel better equipped to build and manage any brand.
~ Olivia Barry, SVA Masters in Branding Alum, Class of 2014

In an age of posts, likes, and tweets, we focus all too often on short term thinking and instant results. Carolinas book presents a timely reminder that great brands and great businesses are built by people who can see the bigger picture and plan for the long term. Better stillshe explains how to do it
~ Julian Boulding, president, thenetworkone

Copyright 2015 by Carolina Rogoll

All rights reserved. Copyright under Berne Copyright Convention, Universal Copyright Convention, and Pan American Copyright Convention. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form, or by any means, electronic, mechanical, photocopying, recording or otherwise, without the express written consent of the publisher, except in the case of brief excerpts in critical reviews or articles. All inquiries should be addressed to Allworth Press, 307 West 36th Street, 11th Floor, New York, NY 10018. Allworth Press books may be purchased in bulk at special discounts for sales promotion, corporate gifts, fund-raising, or educational purposes. Special editions can also be created to specifications. For details, contact the Special Sales Department, Allworth Press, 307 West 36th Street, 11th Floor, New York, NY 10018 or info@skyhorsepublishing.com. Published by Allworth Press, an imprint of Skyhorse Publishing, Inc. 307 West 36th Street, 11th Floor, New York, NY 10018. Allworth Press is a registered trademark of Skyhorse Publishing, Inc., a Delaware corporation.

www.allworth.com

Cover and interior design by Myles Gaythwaite

Library of Congress Cataloging-in-Publication Data is available on file.

Print ISBN: 978-1-62153-463-1

Ebook ISBN: 978-1-62153-474-7

Printed in China.

The author, Carolina Rogoll, is an employee of the Procter & Gamble Company. However, the views and information in this book are solely the authors and are not intended to represent the views of Procter & Gamble. Neither Procter & Gamble nor any brand discussed in this book have sponsored or endorsed the book.

buildstarbrands.com | carolinarogoll.com

With deep gratitude to all my mentors
who added fuel to my spark

Foreword

By Debbie Millman

Marshall McLuhan and Quentin Fiore opened their 1967 book The Medium is the Massage with the image of a logo printed on a raw egg. Before the success of perennial brand darlings such as Nike, Starbucks, or Apple, McLuhan and Fiore commented on the colonization of attention through the inscription of surfaces, or the notion that logos would begin to appear on anything and everything. The caption on the yolk read, A trademark is printed on a raw egg yolk by a no-contact, no pressure printing technique. Imagine the possibilities to which this device will give birth! In 2015, we no longer need to imagine. Today we have brands on bananas. On basketballs and on a young mans shaved head. Opportunities of every typ e on coffee cups, in public bathroom stalls, on clothes, in marathon races, on diapers, in newspapers, political campaign posters, in philanthropy and even on wedding invitationsthey have all become landscapes in which we can insert an impression of our brand affiliations. This inscription is no longer enough to capture the attention and the affection of an audience.