Brand Thinking

De: Allison J. Steinke, Haseon Park, Marty Brandt - foreword

What does it mean to make a brand “believable,” and why should we care? In a world flooded with brand noise, authors Allison J. Steinke and Haseon Park show how authenticity, consistency, innovation, quality, emotional attachment, and credibility builds believability. An essential concept for every marketing professional and student to explore!

This book introduces core brand concepts of belief systems, growth, strategy, and social influence to provide a roadmap for creating, refining, and sustaining responsible and believable brands. This thorough and immediately actionable theory of brand believability is based on rigorous research and case studies from across industry sectors.

Each chapter of Brand Thinking puts theory into practice by presenting problems and solutions, and enables learning through engaging discussion questions and activities. Brand Thinking equips and empowers students, educators, and brand leaders to cultivate purpose and create unique designs and experiences to help brands achieve competitive advantage across the globe.

©2026 Allison J. Steinke, Haseon Park, Marty Brandt (P)2026 Bloomsbury Publishing Plc

Reseñas de la Crítica

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, USA)

Brand 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, Apple)

Brand thinking is a crucial skill—but unlike its big brother, design thinking, it’s often stayed vague and under-defined. In this bold and long overdue book, Allison Steinke and Haseon Park bring definition and rigour to the conversation, finally giving brand thinking the structure it deserves. (Anne Miltenburg, author and founder of Brand The Change)

An 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 consultancy)

This 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, USA)