BRANDSCENDENCE™: Secrets of Enduring Brands
By Kevin A. Clark
Dearborn

This book does for branding as a discipline what branding does for everything else – identifies its strengths and communicates how it can be usefully extended into other aspects of life. Brandscendence is the brand strategy for branding. It will radically change the way business executives, marketers, and advertising professionals think about talk about brands. BRANDSCENDENCE by the "brand steward" for IBM’s ThinkPad computers elevates the branding concept to a whole new level.

Enduring brands adapt to customer needs and stay true to their original purpose. These are the brands that last. We know them and they know us. They fill overarching needs that resonate with our minds, fill our hearts, and reach our primal instincts.

"Brandscendence" is a new word – a combination of the word "brand" and the word "transcendence." This is a journey for the reader to experience brands that endure over time and transcend their original category while staying true to their reason for being. It is a drama told in the stories of great brands and why they succeed. Take, for example, Harley-Davidson motorcycles. When you buy a Harley, do you buy transportation? Well, this is something you get – but not the primary reason for the purchase. Harley owners purchase community and lifestyle. You buy a motorcycle and join the global HOG (Harley Owners Group) community. This includes a unique vocabulary and appearance that projects the brand even when the owner isn’t riding. Harley-Davidson has achieved brandscendence. Do you know of any other commercial brand where the members willingly tattoo the company’s logo on their bodies!

BRANDSCENDENCE breaks new ground by revealing how world-class business brands like Harley work and then describes how branding can serve the needs of individuals, non-commercial organizations, governments and societies.

Kevin Clark is Program Director, Brand Strategy and Integrated Marketing for IBM Personal Computing Devices and. the "brand steward" for IBM ThinkPad notebook computers, one of the most valuable brands in the world. Kevin is an international speaker and consultant about branding and business strategy. . He speaks to large business audiences dozens of times each year. He has lectured at Duke University Fuqua School of Business, Northwestern University, University of Colorado at Boulder, Fordham University, Pace University, and Keio University in Japan. He also serves on the IBM Marketing Management Executive Committee, the Boston College Marketing Advisory Board, the IBM steering committee for the MIT Media Lab, and the editorial board for Integrated Marketing Communications.

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