BRAND DRIVEN

About the Book

BRAND DRIVEN "Leaders have a unique ability to not only sell a product but to deliver on a promise. Brand Driven provides a thoughtful approach to make the promise an enduring reality."Cheryl Scott, CEO of Group Health Cooperative "This book brought me a radically fresh perspective on how to think about, link, and integrate the broader concept of corporate branding into the leadership dimension of my everyday work. Reading this will help each and every manager think through the unique complexities of their business, and how to take action and lead from a place that adds value from all parts of the organization."Ronan O'Loan, Senior Organizational Consultant, Microsoft "Every organization needs to know how to deliver on its promise. Brand Driven gives leaders at every level a compass and tools for effectively working toward organizational goals and building company value."Jill Neuville, Human Resources Director, Arlington County, Virginia "The concepts in Brand Driven underline the importance of leaderships' responsibility to deliver their organization's brand promise. Brand Driven is required reading for those who seek long-term customer relationships, repeat business and a legacy of consistent profitability."Thomas Schillar, PhD, Director, Business Leadership Program, University of Puget Sound "Building recruiting and retention strategies around the corporate brand is a brilliant concept, but until now, has been overlooked, misunderstood or undervalued. LePla, Davis and Parker capture the essence of how branding drives strategic decisions, tactics and actions at every level, starting and ending with employees. This is a book that will serve as an invaluable reference for HR and recruiting professionals

About the Author

F. Joseph LePla has 26 years’ experience in integrated branding, marketing and business consulting.  He works with executive teams to help them tie their brands to customers’ experiences that generate higher ROIs.  He co-founded Parker LePla, an integrated branding business consultancy, with Lynn Parker in 1994, and has since grown it into a multi-million dollar agency serving national and international clients in a variety of industries including business-to-business, high technology, healthcare, real estate/resort, government, retail/food and not for profit.  Clients have included Group Health, IDX, Blue Cross and Blue Shield, Microsoft, Imation, Weyerhauser, Apple Computer, Attachmate, Hewlett Packard, Tektronix, Avanade, Bastyr University and Newhall Land and Farming.

In the early 1990s, he created the concept and coined the term “integrated branding” in conjunction with Lynn Parker.  He co-authored the best selling Integrated Branding: Becoming Brand Driven Through Companywide Action. He is also a contributing author to Cracking the New E-conomy, a compendium of practical advice for high-tech start-ups.

Susan Voeller Davis is a leadership and organizational development consultant, trainer, coach and public speaker.  She is founder and principal consultant at Leadership Designs (www.leadershipdesigns.com) a consultancy based in Seattle Washington.  For nearly 15 years, she has developed executives and leaders at all levels, and helped organizations re-align around strategic shifts, mergers and acquisitions.  She also helps companies new and old create or change corporate cultures to adapt to fast moving markets.  She has extensive experience with Microsoft and other companies such as Corbis, Avanade, QPass, and Getty Images.  Susan holds a Bachelor of Science degree in management and marketing from University of Oregon.  Her masters degree is in Applied Behavioral Science from the Leadership Institute of Seattle, Bastyr University.  Previous to co-authoring this book, Susan has published articles on leadership and organization alignment for use by her corporate clients.

Lynn M. Parker is co-founder of Parker LePla.  Lynn is one of the early practitioners of technology PR. She has worked with many industry pioneers, including Apple, Intel, Microsoft, Tektronix and Hewlett-Packard. Lynn has been instrumental in creating Parker LePla’s approach to integrated branding, and is co-author with Joe LePla of Integrated Branding: Becoming brand driven through companywide action (Quorum Books, 1999). Lynn is also an award-winning copywriter, counting ads, brochures, and articles among her credits. Before founding Parker LePla, Lynn was creative strategies director at Floathe Johnson, in Kirkland, WA, senior writer at Regis McKenna in Palo Alto, CA, and reporter at the San Jose Mercury News. She has served on the international and local boards of directors for the World Entrepreneurs Organization, is a mentor to MBA students at the University of Washington, and is president of the board of The Pomegranate Center.