Book Description
In today's competitive marketplace, establishing a creative and comprehensive branding program is crucial to achieving business success. This dynamic new book from best-selling author Robin Landa is an all-inclusive guide to generating ideas and creating brand applications that resonate with an audience. A highly visual examination of each phase of the branding process includes comprehensive coverage of the key brand applications of graphic design and advertising. Readers gain valuable insight into the art of designing individual brand applications-brand identity, promotional design, identification graphics, web sites, advertising, and unconventional/guerilla formats, among others-while benefiting from the thoughtful commentary and full-color branding work of award-winning designers and creative directors worldwide.
Customer Reviews:
Horribly designed, can't stop puking.......2007-03-01
I've never seen a book so poorly designed since my junior high health book. I thought this book looked good based on other reviews on amazon but once I opened it up all I see is horrible design. The book is based on an atrocious grid, with horriblly uninteresting typography, and a "let's try to hit every base, even if it's only for a couple of lines" attitude to the content.
The content is written like a junior high essay. I don't mean in the way the author articulates herself, what I mean is how she touches on subjects so briefly as if she was required to by somebody else. The intro for example contains a brief (brief brief) history of just about every part of design, but in a bulleted format like she was giving a lecture. There's just no heart in the content.
Overall, the whole thing looks like a powerpoint presentation and I'm so disgusted by what I see that I can't even get past the first two chapters. I'm selling this book and getting my money back for something more worth while.
Beginner's Guide to Branding..........2006-11-06
Good book for newbie advertising professionals. Unlike other theory books, this follows a step by step guide for creating a brand.
Make sure you understand what a brand is first, though... read "The Brand Gap" first.
Future oriented.......2006-03-20
I've read all the current and classic books on branding and brand identity. No one author, other than Landa, really sees the future of branding so clearly-Landa tells it like the big guns at Ogilvy and Landor! Love the term "experiences" which includes the audience as a major player in the brand.
The Best Book on Branding.......2006-01-05
I have been creating and teaching about brand experiences for almost twenty years and Robin Landa's book is the best I have ever read.
Customer Reviews:
Get the Basics First.......2000-05-10
I have made my living as a voice actor for almost 15 years and, in that time, earned over a million and a half dollars. Anyone wanting to do the same should read this book. There is new paradigm today for voiceovers that involves finding the human emotion in a script and conveying that emotion to the listener. That's why voiceover people are actors not announcers. But Adrian Cronauer's book is still a valuable exercise in the basics of copy interpretation. Before you can perform copy as an actor you have to know how to interpret copy--to make the writers words sound like they're your own and that you're speaking them just as you're thinking them. I hear many voiceovers, even on national spots, that break some of these basic rules. And when that happens it draws attention to the voiceover. The voice should be transparent--you shouldn't even hear the voice--only the message. The voice should be like a clean window, which only draws attention to the view, not a dirty window which draws attention to itself. The section of this book on marketing your talents is a bit outdated and there are many other fine books on that aspect of the business. But, all in all, this is a must read for anyone wanting to do voice-acting for commercials.
A Bit Fussy For My Taste.......2000-03-26
Yes, this is the real Adrian Cronauer of "Good Morning, Vietnam!" fame. And this book is heavily influenced by the radio of that era -- it's all about reading "spokes" copy, where an anonymous spokesperson describes a product or announces a sale. It sounds just like what you might hear on, say, a network radio program in the 60's sponsored by Anacin.
Cronauer provides an audio cassette accompanying the text, and the reader is periodically asked to stop reading the book and listen to a specific cut on the tape. Unspecified but dire consequences are promised to anyone who continues to read without listening to the designated audio cut, or who dares to listen to more then one cut at a time. Only about half the cuts make points that are not already self-evident from the text.
The book correctly emphasizes the need to sound relaxed and conversational in voiceover work, and provides a number of specific, if dogmatic, rules for how to deal with particular issues in spokes copy. Yet the reader is left with the vaguely dissatisfied sense that something is missing. With all the rules about what not to do, or where and where not to place emphasis, there seems little room for personality to enter the work. Although the author lionizes voiceover legends such as Mason Adams (even reproducing a "Smuckers" ad on the accompanying cassette), he provides no real clue to what makes such people so successful.
It's as if the whole is less than the sum of its parts. There is value here, if the reader is willing to persevere through the minutiae of when to emphasize personal pronouns, how to handle definite and indefinite articles, how to distinguish function words from content words, when to end a question with an up-inflection versus a down-inflection, and so on. But such mastery may have limited real-world value in today's voiceover market, because straight spokes copy is not as common now as it once was.
Bottom line: An interesting book, but probably not a "must-have."
A Bit Fussy For My Taste.......2000-03-26
Yes, this is the real Adrian Cronauer of "Good Morning, Vietnam!" fame. And this book is heavily influenced by the radio of that era -- it's all about reading "spokes" copy, where an anonymous spokesperson describes a product or announces a sale. It sounds just like what you might hear on, say, a network radio program in the 60's sponsored by Anacin.
Cronauer provides an audio cassette accompanying the text, and the reader is periodically asked to stop reading the book and listen to a specific cut on the tape. Unspecified but dire consequences are promised to anyone who continues to read without listening to the designated audio cut, or who dares to listen to more then one cut at a time. Only about half the cuts make points that are not already self-evident from the text.
The book correctly emphasizes the need to sound relaxed and conversational in voiceover work, and provides a number of specific, if dogmatic, rules for how to deal with particular issues in spokes copy. Yet the reader is left with the vaguely dissatisfied sense that something is missing. With all the rules about what not to do, or where and where not to place emphasis, there seems little room for personality to enter the work. Although the author lionizes voiceover legends such as Mason Adams (even reproducing a "Smuckers" ad on the accompanying cassette), he provides no real clue to what makes such people so successful.
It's as if the whole is less than the sum of its parts. There is value here, if the reader is willing to persevere through the minutiae of when to emphasize personal pronouns, how to handle definite and indefinite articles, how to distinguish function words from content words, when to end a question with an up-inflection versus a down-inflection, and so on. But the result of such mastery may have limited real-world value in today's voiceover market, because straight spokes copy is not as common now as it once was.
Bottom line: An interesting book, but probably not a "must-have."
Good book for any aspiring voice-over artist.......1999-06-17
This book covers all essentials for any voice-over artist to know before getting into the business of actually reading copy for a variety of voice over needs. Must for every multimedia producer's library.
Book Description
Actors earn more money performing in television commercials than in stage productions and feature films combined.
"Squire Fridell's book is a witty and complete guide. It should be on every actor's shelf right next to Stanislavsky.
--Richard Schickel, film critic, Time magazine
"Acting in Television Commercials is a great way to break into the business, and Squire Fridell's book is fun and informative . . . a must for any aspiring actor."
--Carol Burnett
Acting in television commercials is fun, challenging, and often very lucrative. Squire Fridell offers tips and advice that will give you the edge necessary to break in and keep on working:
How to get started with a winning résumé, a dynamic headshot, and a terrific agent
New audition strategies and performance techniques
Learn to manage "downtime and build your career even while you're not working
Practice acting with scripts from real television commercials!
Squire Fridell has appeared in some living room, somewhere in America, selling something to someone on the average of once a day for more than twenty years. His 1,700 television commercials included fifteen years as the Toyota spokesman and six years as television's Ronald McDonald. He has been featured in Newsweek and has been on the cover of TV Guide. In addition to his television, film, and stage credits, he has a master's degree in acting/directing.
Customer Reviews:
This book is worthwhile!.......2003-10-21
"Acting in Television Commercials for Fun and Profit"by Squire Fridell, was a helpful book to read. It was a great step-by-step book for anyone striving to be an actor or actress. It is very informative for anyone who would like to be in a commercial for fun or profit!
An excellent guide to breaking into the biz.......2001-07-28
This book proved to be useful, insightful, and fun to read. For those who have a burning desire to enter the commercial acting business, Squire Fridell provides a step-by-step guide to preparing a résumé, having head shots taken, finding an agent, preparing for an audition, and managing your money, among other things. He also dispels many of the myths surrounding the business, explains how to look out for scams, and provides the reader with an insider's look into how the industry is run and how to be successful in it. For those who wish to act in commercials but aren't sure how to get started, this book is highly recommended.
Squire Fridell.......2000-03-01
I would just like to say that listening to Squire Fridell"s advice and watching him teach At El Rancho High in Pico Rivera Calif. you could not get better advice.
Friendly, Clear & Direct.......1999-05-25
Some "how to" books can become entangled in all of the intracies of the lesson. Squire has "been there" and "done that" and SUCCEEDED. His advise is clear, direct and practical. This book is a valued treasure in my library of books on how to succeed as an actor. You won't be sorry you boght this one.
An excellent informative easy-to-read book........1998-06-13
Being a beginner in the commercial acting business I have found this book so simple to read and understand and useful to anyone starting out in this industry. It is full of step-by-step instructions that if you follow will give you a leg up on your competition.
Book Description
Standing on the Shoulder of Giants is an impressive collection of interviews dedicated to creativity. Insider Hermann Vaske has interviewed nearly all top-notch creatives (e.g. art directors, advertising strategists, movie directors and artists) on the subject. The book documents the very personal and different aspects of being creative. Standing on the Shoulder of Giants grasps the best-of Vaske´s eminent enquiries , including interviews and pictures with Oliviero Toscani, Wim Wenders, Dennis Hopper, Mike Figgis, Damien Hirst, Michael Conrad, Tony Scott, Adrian Lyne, Neville Brody, Alan Parker, etc.
Customer Reviews:
Insightful.......2003-08-13
Imagine you can actually talk with the legends of advertising business. Imagine that they indeed have half an hour for you. Imagine them telling you the circumstances and inspiration behind their noteworthy projects. That is the kind of info you receive in this book. Great work of Hermann Vaske, in his interviews he knows which buttons to push in order to access the Creative Side of the Force. Highly recommended
Customer Reviews:
must read.......2001-06-15
This book gives effective advice on how to break into this field with little knowledge og how to go by it.
Extremely effective!!.......1999-05-04
Not only was this book extremely informative, it was very helpful in getting me several callbacks for interviews. I definitely got better results than my previous attempts to break into Advertising. A Must-Read for anyone trying to break into the business w/little-to-no contacts.
Book Description
Every year, over 60,000 commercial roles for all ages, physical types, and ethnic backgrounds are cast by ad agencies, producers, directors, and casting directors across the country. Breaking Into Commercials will show you what it takes to get one of those roles and give you an edge over the competition.
This essential guide provides untapped opportunities in regional markets and abroad, and shares valuable insights into developing a competitive edge."
In Breaking Into Commercials, you'll discover how to
• Get the best head shots
• Create a résumé and cover letter that opens doors
• Fine-tune your craft to develop a competitive edge
• Find a good agent
• Give an audition that will result in more callbacks and jobs
• Prepare for a commercial shoot
• Make the most of working in regional markets
• Move from regional to major markets
• Break into voice-over work
• Cross over from modeling to commercials
• Launch your child's commercial career.
A glossary of industry terms and an appendix of regional and national resources rounds out this comprehensive text on breaking into the lucrative field of acting in commercials.
Customer Reviews:
If you desire making money..........2007-04-09
Okay... seriously...this woman knows how to break an industry down. This book is the ABC's of the television commercial industry. Terry Berland goes from headshots to the extreme selection process to how much you can make on residuals. If you plan on making it in commercials, (by the way-"If you fail to plan, then you plan to fail."- Quoted by Ms. Berland) buy this book NOW!
really informative.......2007-01-24
i thought this book was great but i wish it had a section on not blinking, the how-tos. I'm taking a TV Commercial class and was told i blink a lot. If anyone has any advice or can point me in the right direction, i would appreciate it.
Getting that extra edge.......2006-11-17
I have been doing commercials for over 50 years, and I'm always seeking that "extra edge." "Breaking into Commercials" is by far the best book I've ever read to give that "extra edge" to seasoned talent, or to those that are just beginning. It is the most comprehensive guide to give the beginner confidence, and refocus the experienced to a winning career boost.
This is a must to read. Do yourself a favor and put one in your car and one next to your bedstand. Having this book is giving yourself a raise.
Terry is amazing!.......2006-11-17
After reading Terry's book I feel so much more confident going into auditions - because she gives you the tools to prepare you for whatever the casting director throws at you - whether it's working with a product or a partner or having to improvise a scene. I feel prepared.
The Best Book of It;s Kind on the Market.......2006-11-16
"Terry & Deb have written one of the most informative books on the
"business of acting" that I have come across in my career as an agent
and former actor. I recommend it to all my actors, no matter what level
they are at. I personally know several actors who have utilized this
book and gone on to very successful careers in the entertainment
industry, and I know they "hit the ground running" due to the wealth of
knowledge they gleaned from this text. Every actor should have this book
in their library!"
Book Description
Completely revised and up-to-date, this in-depth guide is an invaluable resource for anyone wishing to pursue a rewarding career in this field. The latest information on salary ranges, new trends, and changes in the industry supplement realistic profiles of more than eighty different jobs, including Director of Public Information, Community Relations Coordinator, Placement Specialist, Public Relations Assistant, Account Executive, Press Agent, and many others.
Customer Reviews:
Totally Sucks - outdated.......2006-04-02
I just graduated with a major in PR. This books lists 88 jobs in advertsing and PR. However, it is out of date. In the PR industry there are: bloggers, web site developers and other internet position. This books lists NONE of them. In advertising, some positions (like print traffic manager) are almost non-existant. This book needs to REMOVE old 1990's job titles and ADD the jobs that firms are hiring for in the 2000's. This review is for the 2006 version of the book (4th ed). I think the author has gotten lazy and needs to do a complete overhall. This book may be of use if you are looking for a job in PRINT advertising, but most advertising agencies seem to want a person with good design skills and not just newspaper print. This book NEVER lists web skills or HTML that many employers seek today. Sad.
Book Description
Establishing a Personal Brand and riding it to personal wealth and professional success is more than a matter of polished business cards or wearing the right suit, as some branding mavens would have us believe. Personal Branding is who we are, authentically and without anything held back, crafted and communicated in a way that maximizes our influence with the people who can make us successful. This is the focus of The Brand Called You, the most authoritative resource to date on what makes Personal Branding effective, the principles behind the success of any brand, and the strategies any business owner can use to become the inevitable choice for anyone seeking a product or service.
Customer Reviews:
The Brand Called ME.......2007-10-23
This book is chock full of great ideas that are completely applicable for anyone who is willing to take some time and effort. It's an easy read and an easy follow. As I read through each chapter, I got more excited about the possibilities not only for me, but for others that I know. I will be recommending this book to everyone I know who is any kind of entrepreneur. My brain is cooking with opportunities and ideas. My husband is a realtor and I will definitely be giving him the book to read next. Of course, not everyone can use every idea, but overall, most of these ideas can be put into practice with just a little imagination and initiative. I particularly enjoyed the Case Studies at the end of each chapter giving real life examples of how to utilize what is discussed in that chapter.
Very Helpful!.......2007-01-19
Do you want to brand yourself? This book with provide you with ideas to improve your image to others.
Nuts and Bolts of Branding YOU.......2006-12-06
Peter and Tim have done a fantastic job documenting the nuts and bolts of building your personal brand. Tom Peter's in his ground breaking book Re-Imagine tells us that we need to become our own company and sell ourselves to the corporations and then move on. Peter's tells you the WHY, this book tells you the HOW. They have an excellent section at the end of each chapter that leads you through your own personal brainstorming and gives you tips on mistakes to avoid that can kill you. This book is an easy read and one you will want to keep close to refer to repeatedly as you develop your business.
Buy this book! Five stars out of Five.
Read an outline for this book and the best in business thought at [...]
Es la base para cualquiera interesado en Personal Branding.......2006-10-30
Yo he leido bastante material acerca de marketing para empresarios y para micro empresas, y ahora que leo este libro entiendo el por qué de las diversas recomendaciones que otros autores hacen. Yo creo que este libro es absolutamente necesario, para cualquier micro empresario o profesionista.
I had read a lot about marketing for professionals and micro business, and now I can understand the why of the other author's recommendations. I think this book is a necessity for professionals and micro entrepreneurs.
Kindred Spirit Found in the Power of Branding!.......2006-02-28
What a find! I have been searching for a kindred spirit in the power of branding. And now I have found a kindred spirit in Peter Montoya. Peter not only shares, he promotes the belief that people, not the products and services, produce effective branding! And Peter with Tim Vandehey have written a "world class" primer that I believe is a must read for business owners and professionals who want to realize the power of branding. I strongly recommend the purchase and reading of this book and then putting its advice to work to Brand YOU!
Reviewed by: J. Glenn Ebersole, Jr., Founder & Chief Executive, J. G. EBERSOLE ASSOCIATES and THE RENAISSANCE GROUP (tm), Lancaster, PA. and Author of "Glenn's Guiding Lines - Thoughts From Your Strategic Thinking Coach" newsletter www.renaissanceman4u.com
Book Description
One of the biggest names in the consulting business shows you everything you need to get startedâand succeed!
Packed with expert advice, helpful tips, and industry secrets to successful self-marketing, this guideâan abridged version of the bestselling How to Succeed as an Independent Consultantâgives you the crucial tools and techniques you need to both survive and thrive in this highly competitive field. From founding your business to writing proposals to negotiating fees, The Concise Guide to Becoming an Independent Consultant has complete, up-to-date details on:
- Determining the right fields and services for consulting.
- The most common mistakes made by new consultants and the ten laws of survival.
- Finances, taxes, and potential legal issues for consultants.
- Marketing to the public sector, including federal, state, and local government.
- Proposal formats and rationales.
- Alternatives to formal contract documents and letters of agreement.
- Vital consulting skills necessary for draft writing and presentations.
- How to be a cyberspace consultant.
Customer Reviews:
The best of all the consulting books!.......2005-01-07
I have actually been an independent consultant for 9 years, but I wanted to become more successful - so I bought several books on the subject. This was by far the best book on consulting that I found. Every warning he gave to the reader was SO TRUE - it nearly always described a mistake I had made along the way that had hindered my success! I read several poor reviews of this book, but I can only imagine that the reviewers were new to the world of independent consulting, and maybe were hoping for a rosier picture!
Doesn't Measure Up..........2003-06-03
I agree with the other reviewers: there are many other books that cover the material in more detail and in far fewer pages. I'd recommend Alan Weiss' "Million Dollar Consulting" or Alan's "Getting Started in Consulting." Either of these books should be considered a MUST addition to any consultant's library. Overall grade: D+/C-
Not So Concise.......2001-01-11
I have to admit that there was some useful information in the book. Especially in setting fees, importance of retainers, the current outlook towards the consulting industry. While Mr. Holtz does have a great amount of knowledge, that can be quickly seen in the text, I find his writing style lacking and even frustrating. Many subjects appear in the book multiple times - a rehashing of subjects he has already discussed. This, and the back and forth references of subject matter was disconcerting. I think that if the duplication of information was removed from the book, the nearly 300 page book would be about 25% smaller.
Abridged version of the best-selling book.......2000-01-12
This Guide is an abridged version of the best-selling How to Succeed as an Independent Consultant. Packed with expert advice, helpful tips and industry secrets to successful self-marketing, it gives you the crucial tools and techniques to survive and thrive in this highly competitive field. From founding your business to writing proposals to negotiating fees, this guide has details on a wide variety of essential topics.
Herman Holtz is one of America's leading experts on business and consulting. Holtz's consulting clients include IBM, General Electric, Dunn and Bradstreet, Chrysler and Georgetown University. He is the author of more than twenty best selling books on consulting, marketing and sales.
Reviewed by Azlan Adnan. Formerly Business Development Manager with KPMG, Azlan is currently managing partner of Azlan & Koh Knowledge and Professional Management Group, an education and management consulting practice based in Kota Kinabalu. He holds a Master's degree in International Business and Management from the Westminster Business School in London.
Herman Holtz updated for the late nineties.......1999-09-02
Holtz's general consulting guide has been updated for the new millenium with this new concise edition. Notice it is concise, perhaps in deference to the whole notion of the lack of reading time our contemporary business environment. Nevertheless the book is packed full of advice about the nuts and bolts of consulting and the perspective is useful to experienced consultants as well as beginners..
I was struck by two issues that are emphasized in the book. There is lots of attention paid to the notion of continuous marketing. According to Holtz, most businesses fail because of a lack of a marketing strategy; they just don't have enough sales. The other emphasis is an in-depth discussion of consulting to government agencies at the local, state and federal levels
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Books Index
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Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands
The Brand Gap: Expanded Edition
Branding: From Brief to Finished Solution
Advertising by Design: Creating Visual Communications with Graphic Impact
The Dictionary of Brand
