Book Description
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions—and thus improving the long-term profitability of specific brand strategies. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. Case studies will familiarize readers with the real-life stories of Levi's Dockers, Intel Corporation, Nivea, Nike, and Starbucks. For industry professionals from brand managers to chief marketing officers.
Customer Reviews:
Not worth the money.......2007-05-21
This was not at all helpful. It is nothing more than a notebook full of lines with some vocabulary words on the side of the page. It doesn't even have an index, table of contents etc. I was very disappointed with this and would not recommend it to anyone.
smooth transaction, exact product, nice&easy supplier.......2007-05-14
exact product at an affordable price w a smooth transaction
Not what I expected.......2007-02-22
I expected this book to be more than a workbook to supplement another textbook. I was looking for something which actually provided content on Building, Measuring and Managing Brand Equity.
Maybe I misread the description of this book. I was actually looking for the text of the main book in paperback format.
All you need for Brand Management.......2007-02-07
This covers every aspect of Brand Management. There are other books that specialize on some aspects of branding, but this one is a complete reference.
The One Source.......2003-11-24
If you only buy one Branding book this is the bible. Wow, the price on the second edition has gone way up.
Book Description
This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action.
Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force
For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead.
Customer Reviews:
Marketing Reference.......2005-09-30
This book is part of Executive MBA courses, I have to admit that, this book covers different areas and considered as one of the important Marketing references.
Rip off, no new material since edition 2.......2005-09-26
Kotler tries to sell college students new books every year, hence the 12th edition he is now marketing. There is no new information, and the information contained is no different from any $12 marketing book. Students, buy an old edition and save, teachers stop using books like this, more and better information is available for free over the net anyway. Just because they are expensive and shiny doesn't mean they are worthwhile. BTW this is also available in an international edition with the exact same content for 1/4 of the cost.
Marketing Bible.......2005-01-20
This book by Marketing Guru Philip Kotler is a Bible you must read before starting your career in Marketing. 'Marketing Management' mainly focuses on strategic decisions of a marketer, such as positioning, segmentation, startegies at different stages of product life cycle, brand building strategies, etc. It is better to finish 'Principles of Marketing' first to understand the strategies in marketing management.
A joy to read, with great case studies and online companion site.
A Marketing textbook for students, not managers.......2004-12-31
No doubt this book is a classic in Marketing - most any MBA program in the world has this book as required, if not optional, reading. If you're taking an academic Marketing class, you'll probably be required to buy this, and rightfully so. If you need a desk reference on Marketing, again this will be a good read.
That said, it is a very long and detailed read that covers Marketing definitions, Marketing gurus, Marketing tactics, Marketing strategy... The whole 9 (or 10?) yards. In being everything to everyone, the book loses some of it's strength. If your interests are less broad and academic, the book is too broad. Interesting in improving your advertising? There's more precise books out there. Interested in applied Marketing Strategy? Again, there's more focused books available than even just reading Kotler's sections.
An absolute masterpiece.......2004-11-23
It's not an easy task to thoroughly review and summarize such a vast discipline as Marketing. Prof. Kotler's book is definitely the best choice for those wishing to start learning Marketing from scratch as well for those experts wishing to review or deepen their knowledge through the extensive bibliography which is provided. The reading is easy and enjoyable, thanks to pictures, examples from everyday's life and common Marketing mistakes that make you master the art of observation and strategy. It would have been useful to dedicate a chapter or two to quantitative analysis methods, such as the usage of statistics and so on, but such a miss is easily forgiven once you get through the text and get caught by the Author's style.
Book Description
Strategies and tools that guarantee big-ticket sales!
Neil Rackham's national bestseller SPIN Selling revolutionized high-end selling. Now, The SPIN Selling Fieldbook shows you how to actually put into practice the proven tools and techniques outlined in that cutting-edge guide. After a review of the SPIN method of selling, Neil Rackham zeroes in on the critical SPIN® questioning behaviors. He shows you how to apply the tools and techniques to your own selling situation, using practical, skill-building exercises incorporated into each chapter. Addressing the sales of services as well as capital goods, the Fieldbook provides you with a hands-on implementation guide for applying SPIN in a wide range of businesses from localized companies to large multinationals. Real-life case studies of sales forces at leading-edge companies such as Motorola, Johnson & Johnson, and AT&T help you explore additional techniques that go beyond the basics to boost sales with even the toughest customers and clients.
Customer Reviews:
The Ultimate Step-by-Step Selling Guide.......2007-06-25
I speak around the world on lead generation and marketing strategy. Neil did an outstanding job crafting "The SPIN Selling Fieldbook" to give you a roadmap on how to master complex sales strategy.
There is no other resource I can think of where you can "easily perfect" your approach and positioning sales strategy.
Neil gives you step-by-step plan that anyone can follow in their quest to excel at marketing their products or services.
The SPIN Selling Fieldbook gives you valuable "hands on" tools. I recommend the "SPIN Selling Fieldbook."
It is an invaluable resource that any salesperson or sales executive should have in their personal library.
Joe Heller, Trust Cycle Selling
Better than the standard Spin Selling Book.......2007-06-09
This field book is better than the original book was. If you are going to buy just one of the two you should probably just buy the field book. It allows you to apply the ideas very quickly.
Practice makes perfect........2006-11-14
Usually is not enough to read a book to have the knowledge, you need to practice, and that is what this book helps to, giving you ideas on how to put SPIN method into practice.
Nice book, but too easy after reading SPIN Selling.......2006-08-09
I bought this book together with SPIN Selling. I read the Fieldbook after reading SPIN Selling. If you've already read SPIN Selling, this book is not going to tell you much new things.
If you would read the Fieldbook instead of SPIN Selling, then I think the Fieldbook is not thorough enough, at least if you compare it to SPIN Selling.
In general I think the audience of this book is perhaps college students, or clever highschool students, but not really experienced salespeople. Maybe that's also because of the cartoons every now and then which make the book look like it's meant for younger people.
What I expected when I bought both books was that the Fieldbook offerd some transcriptions of salescalls, and an explanation of why certain aspects are wrong and how this could be improved using SPIN Selling. This was not really the case, it was more like a simple summary of SPIN Selling. So not really the Fieldbook I expected.
Anyway, the book is not bad, but I would not recommend to buy both SPIN Selling and the Fieldbook together. Also, if you're a serious and experienced salesperson I would recommend SPIN Selling. If you're new to sales or if you're still in college, I would recommend the Fieldbook.
Indispensable part of the salesman's library.......2006-07-19
This book is a practical guide for implementing the principles learned in the original book about 'Spin selling', however it is not necessary to have read the other book to make good use of this one. I think the SPIN methodology is a most valuable contribution from Mr. Rackham to the field of large sales and this book gives sound help to implement it.
Customer Reviews:
Good Primer for Marketing People.......2007-10-10
This is a good fundamental description of different marketing measurments. These metrics used to be taught to people in the business as they worked their way up the ranks. Unfortunately, today there is virtually no marketing training being done at most organizations. This book can help those people who want to know how to look at a marketing from a more analytical basis and do a better job at managing the marketing for their company. I have already given it to two clients to help them do their job better.
Carry This Book with You.......2007-10-01
If a marketer really wants to be a good business person, then they should carry this book with them. I dislike hearing recent graduates say "Buy One Get One Free" when asked for promotion ideas. If you understand the financial consequences of that type of promotion then it's OK to suggest it. But the point is this book helps you think about the many types of measurements. At one point in my career I had three Product Managers work for me. This book would have been one that I insisted they read.
Is it Really About Metrics..But There's More To it Than That.......2007-09-05
I think this book is an important tool in terms of measuring marketing and trying to ensure that you have the opportunity to understand your marketing outreach.
I also liked the newly released book, "Value Acceleration" by Mitchell Gooze and Ralph Mroz and think it should serve as a companion to this book in terms of truly identifying how marketing and sales can successfully work together and in terms of lean process, keeping the global competitive edge way beyond metrics.Value Acceleration: The Secrets to Building an Unbeatable Competitive Advantage
Looks great.......2007-07-05
It's still early to rate as I just got the book, but it's definitely valuable.
Whatever is most important can, indeed must be measured...accurately and consistently........2007-05-09
Obviously, it is highly desirable to measure what matters and that is especially true of marketing initiatives. Here's the challenge which many (most?) readers will face after they finish reading this volume: Which metrics are the most appropriate for their specific organization? Co-authors Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, and David J. Reibstein offer 50+ and in an ideal business world, every executive can - and will - master all of them. That is possible but highly unlikely. Fortunately, the authors offer a wealth of information and observations that can guide and inform the selection of those metrics that will enable executives to "gather and analyze basic market data, measure the core factors that drive their business models, analyze the profitability of individual customer accounts, and optimize resource allocation among increasingly fragmented media.
To the authors' substantial credit, they make effective use of a number of reader-friendly devices which enliven what would be an otherwise dull textbook and they do without compromising the integrity of research-driven insights which so many books on marketing lack. These devices include definitions, formulas, and brief descriptions of various metrics. They also include within individual chapters several sections, such as "Construction" (e.g. metrics issues concerning their formulation, application, interpretation, and strategic ramifications), "Data Sources, "Complications, and Cautions" (i.e. an analysis of the limitations of the metrics under consideration, and their potential inadequacies once executed), and "Related Metrics and Concepts" (briefly surveyed). This is by no means an "easy read" but will generously reward those who absorb and digest its material with appropriate rigor.
Although I believe this volume can be of substantial value to executives in almost all organizations (regardless of size or nature), I think it will be of greatest benefit to those - probably in larger companies -- who have an urgent need for accurate and consistent measurement of, for example, the dynamics behind their market share; the profitability of producing, pricing, selling, distributing, and servicing what they offer; and the ROI of marketing initiatives within the framework of enterprise financial metrics.
Those who share my high regard for this volume are urged to check out Enterprise Architecture As Strategy: Creating a Foundation for Business Execution by Jeanne W. Ross, Peter Weill, and David Robertson as well as Ram Charan's Know-How: The 8 Skills That Separate People Who Perform from Those Who Don't, Lynda Gratton's Hot Spots: Why Some Teams, Workplaces, and Organizations Buzz with Energy - And Others Don't, Robert J. Herbold's Seduced by Success: How the Best Companies Survive the 9 Traps of Winning, Jack Alexander's Performance Dashboards and Analysis for Value Creation, and Michael Useem's The Go Point: When It's Time to Decide--Knowing What to Do and When to Do It.
Book Description
This innovative approach -- blending practicality and creativity -- is now in full-color!
From translating the vision of a CEO and conducting research, through designing a sustainable identity program and building online branding tools,
Designing Brand Identity helps companies create stronger brands by offering real substance. With an easy-to-follow style, step-by-step considerations, and a proven, universal five-phase process for creating and implementing effective brand identity, the book offers the tools you need, whether a brand manager, marketer, or designer, when creating or managing a brand. This edition includes a wealth of full-color examples and updated case studies for world-class brands such as BP, Unilever, Citi, Tazo Tea, and Mini Cooper.
Alina Wheeler (Philadelphia, PA) applies her strategic imagination to help build brands, create new identities, and design brand-identity programs for Fortune 100 companies, entrepreneurial ventures, foundations, and cities.
Customer Reviews:
Should be a standard in schools........2007-09-23
This book should have be required reading for any graphic designs school. Being a graphic designer myself, I must say that this book is a valueable tool to sellings and building strong brands. It would have been great to have in school.
Truly a great read!.......2007-08-27
I am in the brand-redesign phase with a local brand/identity designer and purchased your book for additional guidance. It is a truly a great read!
Great Client Education book.......2007-08-02
This has wonderfully designed graphics and charts explaining the identity design process. This is a really good client education book, explaining the design process, why they need design, what identity design consists of, etcetera. I was looking for a book like this to explain to clients why they need identity design, what good it does, what it consists of and why their company cannot do without it any longer.
I also think it would be a good book to use to explain to family members, friends and neighbors "what you do." It would be a good book for someone who wants to start their own graphic design business, who is considering graphic design as their field of study, or who wants to convince others that graphic design is important. I recommend it highly for MARKETING professionals and those in ADVERTISING.
You big, giant companies that have lots of mulah can give this away as a gift to your clients, or use this as a book to set on a coffee table in the waiting room or something. But I am going to use it to explain to clients why identity design is important.
This book is not good for teaching graphic designers about creating brand identity. It is stuff we graphic designers were practically born knowing. But if you are a graphic designer who wants brand identity jobs, get it! It will help you turn your potential clients into clients.
The Bible of Branding!.......2007-07-30
I boght this book hoping it would be useful for me in creating a brand for my new company, I must say the book has been a fantastic tool for this purpose!
The book is full of practical examples and shows you in a step by step process how to create and build a brand. If you a building a company and/or launching a product branding will be the key to success. this book is a great tool!
It's just fine.......2007-07-16
Another compendium of conventional marketing advice and wisdom. Better- written than some, more thorough than others. A good beginner's text.
Book Description
Since the first edition of this landmark book was published in 1962, Everett Rogers's name has become "virtually synonymous with the study of diffusion of innovations," according to Choice. The second and third editions of Diffusion of Innovations became the standard textbook and reference on diffusion studies. Now, in the fourth edition, Rogers presents the culmination of more than thirty years of research that will set a new standard for analysis and inquiry.
The fourth edition is (1) a revision of the theoretical framework and the research evidence supporting this model of diffusion, and (2) a new intellectual venture, in that new concepts and new theoretical viewpoints are introduced. This edition differs from its predecessors in that it takes a much more critical stance in its review and synthesis of 5,000 diffusion publications. During the past thirty years or so, diffusion research has grown to be widely recognized, applied and admired, but it has also been subjected to both constructive and destructive criticism. This criticism is due in large part to the stereotyped and limited ways in which many diffusion scholars have defined the scope and method of their field of study. Rogers analyzes the limitations of previous diffusion studies, showing, for example, that the convergence model, by which participants create and share information to reach a mutual understanding, more accurately describes diffusion in most cases than the linear model.
Rogers provides an entirely new set of case examples, from the Balinese Water Temple to Nintendo videogames, that beautifully illustrate his expansive research, as well as a completely revised bibliography covering all relevant diffusion scholarship in the past decade. Most important, he discusses recent research and current topics, including social marketing, forecasting the rate of adoption, technology transfer, and more. This all-inclusive work will be essential reading for scholars and students in the fields of communications, marketing, geography, economic development, political science, sociology, and other related fields for generations to come.
Download Description
"Now in its fifth edition, Diffusion of Innovations is a classic work on the spread of new ideas. It has sold 30,000 copies in each edition and will continue to reach a huge academic audience. In this renowned book, Everett M. Rogers, professor and chair of the Department of Communication & Journalism at the University of New Mexico, explains how new ideas spread via communication channels over time. Such innovations are initially perceived as uncertain and even risky. To overcome this uncertainty, most people seek out others like themselves who have already adopted the new idea. Thus the diffusion process consists of a few individuals who first adopt an innovation, then spread the word among their circle of acquaintances--a process which typically takes months or years. But there are exceptions: use of the Internet in the 1990s, for example, may have spread more rapidly than any other innovation in the history of humankind. Furthermore, the Internet is changing the very nature of diffusion by decreasing the importance of physical distance between people. The fifth edition addresses the spread of the Internet, and how it has transformed the way human beings communicate and adopt new ideas."
Customer Reviews:
Interesting.......2007-09-12
This book is fascinating. It discusses the spread of ideas and products through communities, how they spread and why. Rogers breaks down the process and describes different categories of people depending on when they take up the innovation. This book is very readable, and although written by an academic, not written in academese. It covers various domains of interest (agriculture, sociology, marketing) and has something for everyone.
The one thing I think Rogers has missed is subjective norm. Not only do people weigh the relative advantage, compatibility, complexity, trialability and observability, but they also weigh up what they believe their personal network believes what they should do.
For instance, I will do something that someone important (to me)tells me to do, even if I personally find it silly, simply because I put enough weight and consideration into what I believe is their opinion.
Rogers gets close to that with the discussion of personal networks and adoption of innovations by organisations, but still misses the point. That is why this book only gets four stars, from me.
Excellent.......2007-08-10
Very insightful. A must read for a variety of academic disciplines. I don't know that I've been in a professor's office at my university and not seen this book on the shelf!
Diffusion of Innovations--The scientific framework of lessons learned.......2007-06-12
As a physician who has had the pleasure to experience life-changing innovations in his medical career, the chance to read Dr Rogers book on Innovation has been a real delight. Technology has changed so much around us in the last half of the 20th century that we can scarcely describe what life was like before "the innovation".
To my friends who happen to be innovators, early adaptors, beta testers and entrepreneurs, I recommend the book to provide the scientific disicpline with its glossary, case reports, primary scientific citations and organization of innovation theory that ones needs if one is in an "innovation" field and wishes to communicate professionally.
To the casual reader who is fascinated by the world around him/her and wishes to explore innovation scientifically, then this should be considered the "primer".
A textbook in disquise..........2007-02-15
This is a textbook in disquise. The information is good, but could be summarized better and in a more consise manner.
Good reference material...
most excellent piece of work on diffusion of innovation.......2006-12-26
There are several well written books on innovation but this is one of the most excellent piece of work on diffusion of innovation. Though if we look at history, research on the diffusion of innovations model began with the Bryce and Gross' (1943) investigation of the diffusion of hybrid seed corn among Iowa farmers. They explained how it came to attention and which of two channels (i.e., mass communication and interpersonal communication with peers) led farmers to adopt the new innovation.
But Rogers has further discussed the five characteristics of a technology acceptance - 1) relative advantage, the extent to which it offers improvements over available tools, 2) compatibility, its consistency with social practices and norms among its users, 3) complexity, its ease of use or learning, 4) trialability, the opportunity to try an innovation before committing to use it, 5) observability, the extent to which the technology's gains are clear to see.
Book Description
``Solution Selling is the most comprehensive sales and sales management process available today. Mike Bosworth has the best understanding of sales process in corporate America.''Jeffrey M. Fisher, Vice President, Symix Computer Systems.
Customer Reviews:
One of my favourite sales books.......2007-02-27
I have started two software companies, as well as a sales strategy company and, most recently, a tech sales recruiting company. This book has been a foundation for a lot of profit. Great for anyone interested in the basics of how to focus on the best prospects and how to position a product or service against customer needs. I highly recommend.
I am not a sales man.......2007-01-09
I was suggested this book by my ex-boss. I am a software developer, but I enjoyed reading this book.
Excellent for micro tactics in a solution sale. .......2007-01-05
This book goes hand in hand with Spin Selling - Neil Rackman and Strategic Selling - Miller Hienman. It gives you the tools for day to day operations in a complex sale. Some of the parts are a little tedious such as the nine box model, however other tools such as sample cold calling techniques, creating a vision, diagnosing with a bias are all very relevant and have given me alot of help learning to be a stronger business development manager. Overall i highly recommend this book as one the cornerstone readings to achieving solution sales success.
why people buy people.......2006-04-06
This book focuses on what a salesperson should concentrate on as well as what the buyer's perspective is. It helps identify features, advantages and benefits. This book offers an explanation of why people buy people.
Great Point of View regarding Selling.......2005-10-22
Michael Bosworth is helpful in being able to shift a new salesperson's mentality from looking at sales from a buyer's mentality. Solution Selling gives a new salesperson a salesperson's perspective, and not a buyer's perspective, when it comes to walking a prospective buyer through the sales process. This mental shift from buyer to salesperson is absolutely mandatory in order to own the selling process that Bosworth outlines.As a result, Solution Selling helps salespeople to develop a "smart" questioning process which the prospect willingly follows, as they believe they are in charge of the sales process. Masterful!
Highly recommend for B2B sales and high ticket services sales.
Book Description
"Account planning exists for the sole purpose of creating advertising that truly connects with consumers. While many in the industry are still dissecting consumer behavior, extrapolating demographic trends, developing complex behavioral models, and measuring Pavlovian salivary responses, Steel advocates an approach to consumer research that is based on simplicity, common sense, and creativity--an approach that gains access to consumers' hearts and minds, develops ongoing relationships with them, and, most important, embraces them as partners in the process of developing and advertising.
A witty, erudite raconteur and teacher, Steel describes how successful account planners work in partnership with clients, consumer, and agency creatives. He criticizes research practices that, far from creating relationships, drive a wedge between agencies and the people they aim to persuade; he suggests new ways of approaching research to cut through the BS and get people to show their true selves; and he shows how the right research, when translated into a motivating and inspiring brief, can be the catalyst for great creative ideas. He draws upon his own experiences and those of colleagues in the United States and abroad to illustrate those points, and includes examples of some of the most successful campaigns in recent years, including Polaroid, Norwegian Cruise Line, Porsche, Isuzu, "got milk?" and others.
The message of this book is that well-thought-out account planning results in better, more effective marketing and advertising for both agencies and clients. And also makes an evening in front of the television easier to bear for the population at large."
Customer Reviews:
Excellent book, concise and insightful........2007-02-15
Really, I suppose, the type of book a planner should write.
It is a great introduction to what a planner is and does. A good textbook for anyone involved in advertising or dealing with ad agencies. A brilliant "manual" for planners.
The best planning book I've read to date.......2007-01-12
There is a huge shortage of good account planning books. This effort by Jon Steele makes up for it. He is a man passionate about advertising (that's evident throughout the book) and very good at it too.
Jon covers the theoretical and practical aspects of account planning thoroughly and provides insights and advice for planners at all levels, account management staff, creative staff and clients.
Reading this book will show you how to improve the quality of your advertising product. It has certainly helped me do that at the agency I work for in New Zealand. One of the best buys I've made on Amazon.
Perfect.......2006-11-15
Perfect! The book is absolutely AWESOME! A nice way of teaching a lesson about advertising!
Excellent Introduction But Too Consumer Focussed.......2005-01-07
Without a doubt, this is the difinitive book on the art of account planning. Having been an account planner myself, I can assure you that no other book comes close in terms of providing 1) an overview of the discipline 2) a realistic account of how planning functions in everday situations within the agency 3) is done in an extremely readable and clear format unlike many other advertising strategy/research books which are more strategic textbook. Steel's book reads like a biography which is a testiment to his skill as a writer and as a planner.
However, I do have a few issues with this book in that it places too much emphasis on the power of the consumer in the planning process. I have known many non-planners who have read this book and come away with the idea that everything the consumer says and does is the word of God and planning is nothing more than a glorified consumer tape recorder. This in turn makes the planner's job more difficult in some respects as they in turn must justify all of their work with,"the consumer said this." Often, agency personal new to planning desperately want to strictly classify this multi-faceted discipline and often put it in in a smaller box (consumer) than it is suited for (incidentally, this often says something about the quality or lack thereof of those who you are working with).
The reality (for me anyway) is that account planning encompases many different skills and functions of which listening and interpreting what the consumer says is just one. Consumers are only a rear view mirror in that they can tell you what happened in the past but cannot predict the future. They are also extremely literal and what they say is not always what they mean or feel which is why instinct (a dirty word in many advertising circles) is so essential. Many great brands and briefs utliize a strong point of view rather than direct and literal consumer insight which is counter to the case studies that Steel uses to explain the 'planning process.'
Overall, this is an excellent 'introduction' into account planning. In a sense, the dilema that this book creates though, is also why planning is such a wonderful discipline. A planner's job cannot be easily classified in a sentence because there are so many diverse skills required of a first-rate planner.
HighlyRecommended!.......2004-06-04
Successful ad campaigns are not linear developments where a business need meshes straightforwardly with an effective creative approach and actually produces successful tangible results. Instead, building memorable, provocative advertising campaigns is such a complex, political task, both rational and emotional, that a successful campaign is a wonder. Veteran advertising expert Jon Steel contends that building a good campaign is the common sense responsibility of the account planner - the new nexus of the consumer, agency creative staff, client and researchers. Steel shows the pitfalls of misguided research and creative arrogance as he explains that a good business-oriented account planner can help produce wonderfully effective, often simple, ad campaigns. His witty, erudite book concludes with its best case study: a look inside the successful "Got Milk" campaign for the California milk industry. We recommend this book to those who buy and sell advertising and to anyone working at an ad agency.
Amazon.com
As it becomes increasingly associated with impressive corporate gains realized in recent years by companies ranging from FedEx and Rolex to Starbucks and Volvo, "branding" has developed into one of the marketing world's hottest concepts. And for good reason, contend well-known strategist Al Ries and his daughter Laura Ries in The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand.
"Marketing is building a brand in the mind of the prospect," they write. "If you can build a powerful brand you will have a powerful marketing program. If you can't, then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective." A no-holds-barred look at a diverse collection of successful--and not-so-successful--branding efforts undertaken by these and other high-profile firms, their book distills the most critical principles involved into a series of clear rules with straightforward titles such as The Law of Expansion, The Law of Contraction, The Law of Consistency, and The Law of Mortality. While some of their suggestions may at first seem counterintuitive, together they compose a logical blueprint for success in today's ever-more-competitive environment. --Howard Rothman
Amazon.com Audiobook Review
When you call a book The 22 Immutable Laws of Branding, you're pretty much ruling out Oprah's Book Club as potential buyers. (Not that Oprah herself isn't a terrific brand.) This is an audiobook for a narrow demographic: entrepreneurs, top managers, and public-relations directors. Coauthor Al Ries comes off like the eccentric genius that most of these managers keep in a basement office, only listening to when necessary. When he says, "The power of a brand is inversely proportional to its scope," and hectors managers with the idea that "customers want brands that are narrow in scope," you know he's right (he backs himself up with dozens of examples), and you know it's the last thing powerful, expansion-minded businesspeople want to hear. Coauthor Laura Ries, his daughter and marketing-firm partner, also reads sections. (Running time: 1.5 hours, one cassette) --Lou Schuler
Book Description
How to build a product or service into a world–class brand.
In today's competitive world, it is no longer enough to have a superior product or even a great advertising campaign. Today's consumers are more savvy than ever, and ample competition has allowed them to become more choosy. The only way to stand out in today's, and tomorrow's 埣luttered marketplace is to build your product or service into a brand. 22 Immutable Laws of Branding is the definitive work on brands and branding. In the tradition of 22 Immutable Laws of Marketing, this book is illustrated with anecdotes from some of the best brands in the world and explains how any product or service can be built into a brand.
Customer Reviews:
Great book.......2007-10-10
Excellent book. Although the 22 laws may not be immutable they definitely are impossible to overlook. This book is packed with practical examples of where major corporations failed and succeeded, by breaking or following each of the 22 laws. Definitely must read if you're interested in creating a strong brand.
What a Book!.......2007-09-22
I never read a book more packed with incredible insights that this one. My company, Astonish Results (www.astonishresults.com) provides consulting to mortgage companies. I will recommend this book to every company we consult.
must have for business owners.......2007-09-11
As a small business owner and someone who was new to the business side of running a business I have found this book an absolute necessity in my daily business life.
Something to think about.......2007-08-11
I read this book with pleasure. It contains a lot of common sense and showed how people are influenced in their choice of branding features by what others have done and not what makes sense. I hope to use much of the information in my firm for our software branding.
Steven Calkins
Cross Media Solutions
Würzburg, Germany
Excellent work.......2007-05-26
I must say I have become somewhat of a Ries groupie. Al & Laura Ries along with Jack Trout have created some of the most thought filled pieces within the Branding, Marketing and communications world today. This one lives up the all the hype. The 22 Immutable Laws of Branding is a masterpiece to say the least. I began seeking out new books on the topic and thought why not hear from the gurus of the field. I had read The 22 Immutable Laws of Marketing first and it lead me to this great piece. I am a marketing student not just in the classroom but for life. It is what I do, therefore learning more is what I must do.
Once you began your journey for more knowlege on Branding and relating fields you will side with this book. Branding lives with the perpection that is placed int he mind of the consumer. In all my many marketing classes have I not discussed the many issues that come up in this book. To be a great marketer or branding strategiest you must seek out information from all levels of the field and then rethink those thoughts in regards to your position and situation. This book places you in the right mindset to do that and much more. So begin the process...
Book Description
"No longer is being 'a good closer' the basis of sustainable success. Instead intakes the kind of strategic thinking Rick Page outlines inHope Is Not a Strategy."--Geoffrey Moore, author of Crossing the Chasm and Inside the Tornado
Master of the complex sale, Rick Page is the author of the bestselling book, Hope Is Not a Strategy, and one of the most sought-after sales consultants and trainers in the world.
He has taught his breakthrough selling strategies to thousands of people in 150 companies across 50 countries--an amazing platform that has helped his message spread like wildfire. This paperback edition of Page's runaway sales bestseller schools readers in Page's simple, six-step process for making the sale--no matter how complex the deal or how many people are involved in the buying decision.
Integrating the winning selling strategies used by the world's top salespeople, Page shows readers how to:
- Identify and sell to a prospect's business "pain"
- Qualify a prospect
- Build competitive preference
- Define a prospect's decision-making process
Customer Reviews:
Love the title............2007-10-17
I have been using that line for years..."Hope is not a strategy" I recently purchased this book on a longgggg layover at SFO. (It was time well spent) You would be amazed at how many salespeople go into a sales call without a strategy or work on a deal for months to realize they are not at "Power" The principles in this book are truly a "Field Guide" to successful solution selling, and will save you many hours of on the Job training.
Happy Selling!
Hope is Not a Strategy.......2007-05-07
What great insight into the real world of complex decision-making. I now see in such complex sales that the process is to work with the client on the larger issues, not wait until an RFP is done -- because you are then too late. Well worth the time to read.
great book!.......2007-01-28
there r a lot of sales books. but this book deal with B2B and hi-tech sales. very clear, describe the situation well and improve the performance. it's a must to all sales, marketing and marcom managers of hi-tech companies.
The best book on the complex sale I've read.......2007-01-16
This book hits the nail right on the head regarding the complex sale process and what it takes to be successful in a complex selling situation. Like all selling books, it starts a little slow and dwells in obvious theory for the first 4-5 chapters and has a system named with an acronym. But those flaws aside, the last two-thirds of this book has some absolutely great selling concepts. I bought this book for the ten sales reps who report to me, and a lot of the terminology in the book has found its way into our daily vernacular. I firmly believe if you follow the concepts in this book faithfully, success in complex selling is much more likely than using any other selling concepts that I've seen.
Hopeful Strategy.......2006-11-15
Well...at the end of the day there IS a little hope involved, but if you did not work the strategy in this book for your complex sale, hope is all you got. When you are on the complex sale, you have this book and Mahan Khalsa's approach that blend together for a neat toolkit. I've had the opportunity to be part of a presentation from one of the principals at The Complex Sale and saw the tools in this book in action. Happy Selling & Good Luck!
Books:
- Supply Chain Management: Strategy, Planning, and Operations, Second Edition
- The 22 Immutable Laws of Branding
- The 86 Percent Solution: How to Succeed in the Biggest Market Opportunity of the 21st Century
- The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters
- The Art of Innovation: Lessons in Creativity from IDEO, America's Leading Design Firm
- The Cluetrain Manifesto: The End of Business as Usual
- The Copywriter's Handbook, Third Edition: A Step-By-Step Guide To Writing Copy That Sells
- The Experience Economy: Work is Theater and Every Business a Stage
- The Infinite Asset: Managing Brands to Build New Value
- The New PR Toolkit: Strategies for Successful Media Relations
Books Index
Books Home
Recommended Books
- Halftime: Changing Your Game Plan from Success to Significance
- The Sneaky Chef: Simple Strategies for Hiding Healthy Foods in Kids Favorite Meals
- Mind over Matter: The Images of Pink Floyd
- Making Common Sense Common Practice, Third Edition: Models for Manufacturing Excellence
- Staffing Organizations
- The Ruby Way, Second Edition: Solutions and Techniques in Ruby Programming
- The Invisible Wall: A Love Story That Broke Barriers
- Enron: A Professional's Guide to the Events, Ethical Issues, and Proposed Reforms
- On High Performance Organizations: A Leader to Leader Guide
- Long-Term Potentiation, Vol. 2
General
| Business & Investing
| Subjects
| Books
Best Practice Cases in Branding
Harvard Book Review on Brand Management (Harvard Business Review Paperback Series)
Managing Brand Equity
Building Strong Brands
Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity
