Our book on branding is available on Amazon…
ABOUT SANTA’S BOARDROOM
Santa's Boardroom: A Story of How a Company Built a Beloved Brand by Lisa S. Lee is a book that teaches the fundamentals of branding. Having overexpanded both outside of its core competency in toys and beyond their core target of kids, Santa's Workshop is on the brink of failure. Santa and his team of elf executives learn to reinvent the brand by engaging in a step-by-step branding process that turns around the Workshop. Through the well-known story of Santa Claus, readers will learn about a branding approach any company can use to grow their business.
Marketers, strategists, designers, entrepreneurs, and anyone interested in learning how to develop a stronger articulation of a brand will learn just how a company created a beloved brand. The book is available in both paperback version and e-book.
ABOUT THE AUTHOR
Lisa Lee is a writer, strategist, and founder of the branding company Lila & Company, where she works with companies and agencies to grow brands through marketing, innovation, and training. She has held positions on both the client and agency-side during her twenty-five-year marketing career. She has worked across a variety of brand challenges for companies like Unilever, PepsiCo, L'Oreal, SC Johnson, and more.
As a creative thinker and a storyteller, Lisa helps identify opportunities for brands to stand out in the marketplace and inspires teams to grow their capacity to be better brand stewards. Lisa holds an MBA from Northwestern's Kellogg Graduate School of Management and a BA from Tufts University.
BOOK WORKSHEETS
The aim of Santa's Boardroom: A Story of How a Company Created a Beloved Brand is to provide the tools needed to begin designing a beloved brand. Please click on the following links for the worksheets associated with some of the principles taught in the book.
Consumer Sketch – A target description, or something I refer to as a consumer sketch on this website, is a snapshot of who your consumer is and what makes her tick. To learn more about the consumer sketch, check out this blog post, and then write your own using this worksheet.
Brand Blueprint - A brand blueprint is a tool to help you articulate your brand's promise, the message that you want to deliver to your consumer consistently. To download a description of the blueprint components and blueprint templates, click here.
Brand Values – Brand Values are the values that your brand embodies. To learn more about brand values, check out this blog post. When you are ready to write your own, you can fill in this template.
Visualizing the Brand – Visualizing the brand is an essential step in branding as it helps inform how the brand shows up in the marketplace – through the use of imagery and language. To learn more about mood boards, check out this blog post. When you are ready to tackle your mood board, click here.
The 6 Ps – The 6Ps of brand marketing help you align your organization and marketing efforts around the brand blueprint. For a list of considerations when developing your 6 Ps, use this template.
For more articles on branding, innovation, insights, and more, check out the blog posts on www.lilaandcompany.com/blog.