Brand Thinking

Believability is an intriguing new branding umbrella concept that builds on the core of gaining credibility and trust to add confidence and an emotional attachment as a path to loyalty. Believability helps elevate branding and brand building, and this book shows us how! – David Aaker, Vice Chairman at Prophet and E.T. Grether Professor Emeritus of Marketing and Public Policy at the Haas School of Business, University of California Berkeley, USASteinke and Park have successfully identified and articulated the most powerful concepts consistently present in the DNA of all well-branded companies. By introducing the concept of Brand Thinking as the amalgamation of these concepts, they have elevated the idea of brand to the pinnacle of all corporate strategy. A must read for every CEO. – Andrew Farrant, Chief Marketing Officer (CMO), Global Jet CapitalBrand Thinking: Building Brands You Can Believe In is an essential guide for anyone seeking to understand and master contemporary branding. Steinke and Park present a research-driven framework focused on believability, authenticity and emotional connection, offering actionable strategies and real-world case studies. Their approach empowers students, professionals and leaders to build brands that foster trust and genuine advocacy. This book stands out for its clarity, depth and practical tools for creating brands that make a meaningful impact in today’s marketplace. – Scott Meyer, Outreach Director and Teaching Professor, Hubbard School of Journalism and Mass Communication at the University of Minnesota; former CEO, CMO, and CSO at Shandwick International / Weber Shandwick and the University of Minnesota College of Liberal ArtsMarty Brandt has been a lifelong mentor to me, and everything we do at Silver traces back to the foundational learning about brand I discovered under his guidance. Brand Thinking is an informative, dynamic and essential read for anyone seeking to build brands with conviction. A masterclass in creating not just recognition, but real impact. – Graham Dodridge, Founder and Chair, SilverAn exceptional book highlighting the most important element of brand building—credibility. Rich examples and sage advice illustrate that every word, action, and product create the substance, not the illusion, of a brand. From knowing your purpose to communicating your brand values consistently, 16 core principles guide you to building a brand people can believe in. – Andy Cunningham, author and CEO of Cunningham Collective, a brand positioning consultancyBrand Thinking is more than a how-to manual; it’s a manifesto for building brands that matter. Whether you’re leading a team, launching a startup, or diving into branding for the first time, these insights stick. Vivid examples show how meaningful stories and internal belief systems help brands stand out in today’s noisy world. – Tom Suiter, former Creative Director, AppleThis textbook is a must read for students, educators and brand leaders who want to elevate how they think about branding as part of their overall marketing campaigns. In Brand Thinking: Building Brands You Can Believe In, the authors leverage their own expertise, as well as extensively researched case studies, to educate readers. Brand Thinking bridges important gaps between brand building theory, brand purpose and social influence, and is a critical guide for the modern marketer. – Matthew Weber, Professor of Communication, Rutgers University, USAEveryone from celebrities like the Kim Kardashians of the world to small business owners like me to major corporations in crisis are trying to figure out how to build or rebuild their brands. Building your brand requires more than just changing your logo, coming up with a new catch phrase or creating a fancy website. This book teaches all of us the secret to doing it successfully: finding your purpose, sharing your voice and being socially responsible. – Sheletta Brundidge, Emmy award winning broadcaster and CEO of ShelettaMakesMeLaugh.com, a multimedia podcast network and promotions company

Allison J. Steinke is an award-winning researcher and communications professional on faculty at the University of Minnesota Hubbard School of Journalism and Mass Communication, USA. She teaches undergraduate and graduate courses in branding, digital and social media, marketing, and management, and has presented her research on branding, innovation, solutions, and institutions at conferences around the world.

Haseon Park is a leading scholar in digital consumer and brand relationships on faculty at the University of Minnesota Hubbard School of Journalism and Mass Communication, USA. She teaches courses in branding and media planning. Her research focuses on branding, influencers, social networks, and advertising.