YOUR BRAND IS YOUR ORGANIZATION’S
MOST VALUABLE ASSET.

A bold statement?  Sure.  But approached as a business system, your brand can generate high-quality returns.

Despite this, many organization’s regard brand as a marketing exercise that appears as a cost on their income statement. And (at least historically), the brand isn’t viewed as a hard, measurable asset that can be tracked and reported like sales, stock price or market share.

But as you’ll see in this book, this is far from true. Simply put, a brand is the value of a promise consistently kept. And approached as a business system, you can rightfully measure the value of your brand on your balance sheet.

After 35 years of witnessing the growing confusion between brand and marketing management, David is on a mission – to return brands to their status as assets. By sharing his perspective, he hopes to help business leaders unlock the power of their organization’s most valuable asset: the brand.

THE VALUE OF A PROMISE CONSISTENTLY KEPT distils decades of brand management experience into key insights and practical advice on how your organization can prosper from approaching your brand as an asset.

KEY MESSAGES IN THIS BOOK

In the 10 chapters of this book, I hope you will learn how your company can prosper from approaching your brand as an asset. Based on my own experience, which I will discuss in some detail, you will see how powerful a well-managed brand can be and how draining it can be if it’s not managed properly.

ABOUT DAVID KINCAID

David Kincaid, Founder and Managing Partner of LEVEL5 Strategy Group unlocks the keys for managing a brand as an organization’s most valuable asset.  No fluffy theories, just straight-up tried and true concepts and tools.

Backed by 35+ years of experience managing some of Canada’s (and the world’s) most iconic brands, this ultimate brand management handbook is chock-full of advice, tools and illustrative examples for C-suite executives looking to manage their brand as an asset.

 

EXPERTISE

  • Facilitation and Alignment
  • Brand & Marketing Strategy
  • Brand Valuation, Portfolio Optimization, Management
  • Development and Innovation
  • Strategic Planning
  • Market Insights and Measurement

ACCOLADES

  • 2014 Inductee, “Marketing Hall of Legends”,
  • American Marketing Association
  • Canada’s Marketer of the Year (1998)

EDUCATION

  • BA (Political Science), Queen’s University
  • Kellogg School of Management, Centre for Creative Leadership
  • Currently Adjunct Professor, Queen’s School of Business

ABOUT Level5 Strategy Group

LEVEL5 is a management consulting firm with a unique perspective on brand, created to drive business growth for our clients.

We…

Guide organizations to create the greatest value in their brands by uniting their entire business system around a promise that guides every decision and action.

Believe brands are the most misunderstood and underleveraged assets in today’s business world.

Scrutinize every aspect of an organization’s business system and view it through the lens of the brand, taking our clients through a proven approach led by experienced business leaders who’ve walked a mile in your shoes.

Have worked with organizations large and small, from start-ups to blue chips, and across every sector in the marketplace.

Are business leaders – former CEOs and CMOs – who know what it’s like to be personally accountable for the growth of a company and who understand how to use an organization’s brand to be a source of competitive advantage.

Help organizations grow by creating competitive advantage resulting in stronger growth, enhanced profitability and sustainability, and reduced risk.

For more information, please contact us at 416 361 3468 x. 221 or info@level5strategy.com.

www.level5strategy.com

“David Kincaid led a critical strategic re-focusing process for one of our portfolio companies and I have seen first-hand the power of his approach to brand management. This book is a must-read for anybody who is serious about building brand value that is integrated, sustainable, and measurable.”

SCOTT DUNLOPMANAGING DIRECTOR, COBALT CAPITAL INC.

“With this book, Kincaid has drawn a line in the sand and issued a challenge: Are you prepared to face the realities of what it takes to truly build and nurture your brand? How are you going to motivate your entire organization (not just Marketing) to design, communicate, deliver, and innovate on your promise? If that sounds like too much of an inconvenience, maybe you shouldn’t read this book.”

CHARLIE SHARMANCHIEF MARKETING OFFICER, GLOBAL MARKETING, KPMG

“In light of the huge market disruption facing business, this is a very insightful guide on a critical issue for leadership. Candid, practical, humorous – David’s front-line experience comes to the fore.”

ROB ASSIMAKOPOULOSSENIOR VICE-PRESIDENT, CHIEF MARKETING OFFICER, CIBC

“A thought-provoking read about the power of a brand for an audience much wider than the chief marketing officer. Make this required reading for your entire C-Team, because your brands are prized possessions!”

MICHAEL DOWNEYCHIEF EXECUTIVE, LAWN TENNIS ASSOCIATION OF GREAT BRITAIN

“I’ve known David for close to a decade and had the great pleasure to see him captivate many audiences with his deep knowledge and experience with growing brands. He is amazing in every way. His life is legendary. This book perfectly summarizes his knowledge is an entertaining way that will leave the reader feeling smarter and better. The best part of it all is that David reveals how to unlock the value of a brand. This is a FREE asset that many companies do not currently understand or assign value to. What a wonderful from gift from David to any leader. Thank you David for you and all you contribute to the world’s understanding of how brands work.”

SHANE SKILLENFOUNDER, HOTSPEX

David Kincaid makes an irrefutable case for why effective brand management requires company-wide alignment, with accountability in the C-Suite. His insights and advice, drawn from broad and diverse experience, are invaluable to business leaders committed to maximizing enterprise value.

SUSAN HELSTABEXECUTIVE VP, MARKETING, FOUR SEASONS HOTELS AND RESORTS

Dave’s passion for brands has always inspired me. This book reminds me why. A promise, with proven relevance, consistently delivered. Sounds simple. But as Dave explains, there are no shortcuts

JOHN CASSADAYFOUNDER, FORMER CEO, CORUS ENTERTAINMENT

Kincaid draws on his experience from decades as a marketer and advisor to some of the largest product and service brands you will encounter. His advice is practical, insightful and provides a blueprint for not only extracting the full value from a brand but more importantly, for aligning an organization to live out the values of the brand to really deliver on your promise to the customer.

BRYAN PEARSONPRESIDENT & CEO, LOYALTYONE
© 2018 LEVEL5 STRATEGY GROUP. ALL RIGHTS RESERVED.