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

Steinke and Park have successfully identified and articulated the most powerful concepts consistently present in the DNA of all well-branded companies. By introducing the concept of Brand Thinking as the amalgamation of these concepts, they have elevated the idea of brand to the pinnacle of all corporate strategy. A must read for every CEO.

Andrew Farrant, Chief Marketing Officer (CMO), Global Jet Capital

Brand Thinking: Building Brands You Can Believe In is an essential guide for anyone seeking to understand and master contemporary branding. Steinke and Park present a research-driven framework focused on believability, authenticity and emotional connection, offering actionable strategies and real-world case studies. Their approach empowers students, professionals and leaders to build brands that foster trust and genuine advocacy. This book stands out for its clarity, depth and practical tools for creating brands that make a meaningful impact in today's marketplace.

Scott Meyer, Outreach Director and Teaching Professor, Hubbard School of Journalism and Mass Communication at the University of Minnesota; former CEO, CMO, and CSO at Shandwick International / Weber Shandwick and the University of Minnesota College of Liberal Arts

Marty Brandt has been a lifelong mentor to me, and everything we do at Silver traces back to the foundational learning about brand I discovered under his guidance. Brand Thinking is an informative, dynamic and essential read for anyone seeking to build brands with conviction. A masterclass in creating not just recognition, but real impact.

Graham Dodridge, Founder and Chair, Silver

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

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