Allison J. Steinke, Ph.D.

For educators, students, and brand leaders

Brand Thinking 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 co-create unique designs and experiences to help brands achieve competitive advantage across the globe. Brand Thinking also encourages consumers to consider the credibility and social influence of brands they are supporting with their dollars. Who is getting it right and why?

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What is brand believability?

A continuous attractive force that withstands market pressure and adversity.

What is co-creation?

Executives, employees, clients, and consumers build brand value together through shared norms and interactions in physical and digital realms.

Want to build a believable brand?

Contact me if you’d like to kick start this conversation with a consultation, seminar, or workshop with your team or organization.

Meet Allison J. Steinke, Ph.D.

I’m an award-winning scholar, author, educator, and marketing professional with a passion for branding, innovation, and solutions. With a Ph.D. in Mass Communication and extensive experience in both academia and industry, I’m a journalist by training and thrive on crafting influential narratives that resonate with and engage various audiences.

As a teaching assistant professor at the University of Minnesota’s Hubbard School of Journalism and Mass Communication, I teach thousands of undergraduate and M.A. in Strategic Communication graduate students in branding, digital, and social media. I also develop curriculum, pioneer research initiatives, and collaborate with industry leaders to bridge theory and practice. I enjoy presenting my original research and connecting with thought leaders at academic and industry conferences around the world.

Brand Thinking: Building Brands You Can Believe In builds on more than 100 journalistic and scholarly articles and projects including a dissertation that I’ve published to date. I have presented my work at academic and industry conferences across the globe, and look forward to connecting if you’d like me to run a seminar, consultation, or workshop at your organization.

What Brand Leaders Say About Brand Thinking

Endorsements of Brand Thinking, brand believability, and the future of branding

★★★★★

“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!”

Dr. David Aaker, Vice Chairman, Prophet

★★★★★

“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

What (more) Brand Leaders Say About Brand Thinking

Endorsements of Brand Thinking, brand believability, and the future of branding

★★★★★

“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, sixteen 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 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

★★★★★

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

What Educators Say About Brand Thinking

Endorsements of Brand Thinking, brand believability, and the future of branding

★★★★★

“Everyone from celebrities to small business owners to major corporations are trying to figure out how to build or rebuild their brands. This book teaches all of us the secret to doing it successfully: find your purpose, share your voice, and be socially responsible.”

Sheletta Brundidge, Emmy award winning CEO of ShelettaMakesMeLaugh.com; Inclusion Fellow, UMN

★★★★★

“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.”

Dr. Matthew Weber, Professor of Communication, Rutgers University

★★★★★

“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.”