Identity
Clarify your core values and the identity behind your business.
What do you stand for—and what evidence supports it?
Kogan Page · 2023The book by Jay Mandel
Brand Strategy
in Three Steps
A Purpose-Driven Approach to Branding
Your brand strategy starts with the questions you’re willing to ask. What do you stand for? What are you promising? How will people experience that promise?
This book gives you a framework for connecting your values, your offer, and the way you deliver.
256 pages · First edition · Paperback ISBN 9781398609792
Identity → Intention → Implementation
Three steps. Questions you can work with.
The framework moves from your company’s values to its choices and execution. Use the book’s exercises to develop a living brand document.
Intention
Connect those values to your offer, purpose, and goals.
What are you asking people to believe about you?
Implementation
Turn your strategy into a plan and put it into practice.
What must change for the experience to match the promise?
The questions above are prompts for applying the framework, rather than excerpts from the book.
From the author
Ask better questions.
Make clearer choices.
I bring curiosity, candor, and collaboration to my client work. I want to understand what you know, what you’re assuming, and where the experience breaks down.
The same approach runs through my writing. A statement of values earns its place when it influences decisions: what you offer, how your team works, and what your customers experience.
The book is a starting point for that conversation. My consulting and workshops help you carry it into the work.
See the approach behind my work ↗
Published endorsements
Perspectives on the book.
Highlights the book’s connection between authenticity, shared values, and customer relationships.
Brian Solis
Digital futurist and author
Recommends its questioning approach and its connection between branding and customer values.
Mark Josephson
Former CEO of Bitly; cofounder of Castiron
Praises the combination of personality, business strategy, and personal growth.
John Penrose
Leading Indicator Systems
Jay Mandel is a rare gem in the literary world. He combines a wealth of life experiences and keen marketing insights into a captivating story that engages with readers on multiple levels. His unique background (which includes his work at Mastercard) has given him an unparalleled perspective on the intricacies of human nature as well as marketing strategy.
Scott Eddy
Owner of @MrScottEddy, host of Video Globetrotter (Lifetime) and expert in brand management and hospitality
Scott Eddy’s full endorsement appears above; the other cards summarize endorsements published by Kogan Page. Attribution reflects the publisher’s listing; these are not verified-purchase customer reviews.
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Ask Kogan Page about bulk orders. For a workshop that puts the framework to work, talk with me about your team and the decisions ahead.
Book and bulk-order information at Kogan Page ↗From reading to doing
Bring your brand strategy into the room.
If your team has competing answers about your audience, offer, or priorities, use the framework to start a working conversation. Bring the people closest to the customer and the decisions.
Book details and endorsement summaries checked against the publisher’s listing on October 9, 2026.