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 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
ADVERTISING AND INTEGRATED BRAND PROMOTION, 4th Edition is highly visual and provides an integrated learning experience for the student. The new edition continues the tradition of delivering a solid understanding of advertising strategy, through a clearly written text as well as through the most contemporary ads. The table of contents follows the same process as an advertising agency. Like other aspects of business, good advertising is the result of hard work and careful planning. The new edition of Advertising and Integrated Brand Promotion illustrates how to best accomplish this.
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
"Eating the Big Fish is on fire with ideas.
Best in the marketplace." -Steve Hayden, President, Worldwide Brand Services, Ogilvy & Mather
"In 1986, the Levi's® Dockers® brand challenged the biggest fish in the men's apparel sea, Haggar. And we beat the pants off them! In his new book, Adam Morgan adroitly presents many of the same fundamental marketing principles which worked so well for us. A must read for marketing professionals." -Steve Goldstein, V.P. Marketing & Research, Levi's Brand U.S.A.
Years ago, Avis was a little fish in the car rental industry. Fearing the company would be swallowed up if they didn't "try harder," Avis boldly announced its #2 status to the world through advertising-and the rest is history. Why has this approach become a marketing legend? Because there are more people who can relate to being #2, 3, or even 4, than can claim they know what it's like to be the Big Fish.
There are plenty of little fish out there, circling in schools around the brand leaders they so desperately wish to surpass. Squeezed by new competition, a retreating consumer, and aggressive retailing practices, marketers of second- and third-rank brands are struggling to survive in a business environment where they have fewer resources and less control than ever before. But instead of watching-and copying-every move the Big Fish makes, these "Challenger" brands need their own set of marketing rules if they have any hopes of staying afloat and competing effectively against the leader.
Eating the Big Fish is the first book that sets out to define those rules. Adam Morgan offers an innovative mental and strategic framework for those who find themselves in this new, hostile middle ground, looking for aggressive growth against the market leader. Morgan, the Joint European Planning Director of TBWA (the international advertising agency behind the campaigns for such brands as Absolut vodka, Apple computers, and Sony Playstation), has examined in detail forty of the most successful Challenger brands of the last ten years -new or relaunched brands which have achieved rapid growth (and fame) with limited marketing resources. He outlines the reasons why Challengers must think differently in order to survive, offering hands-on advice, plentiful examples, and invaluable information to help a Challenger learn how to swim out of the shadow of the Big Fish.
At the heart of the book are the Eight Credos of Challenger Brands -Morgan's analysis of the common marketing strands that these Challengers seem to share, which range in scope from the need to project who you are and what you believe in (#2, Build a Lighthouse Identity) to insights about the organizational structure and focus in such companies and brands (#8, Become Idea-Centered, Rather Than Consumer-Centered). Morgan fully analyzes each Credo, discussing in detail the marketing strategy and behavior of the specific Challenger brands that have shaped the rules. He provides case studies that include both his agency's clients and other well-known brands, such as Lexus, Oakley, Fox TV, Energizer, Virgin Atlantic, Swatch, Nissan, and more. Morgan then draws the Credos together into a "Challenger Strategic Program" that can be applied to the reader's own market and brand challenge, offering a proposed outline for a two-day Off-Site Program that will attempt to kick-start the Challenger process for a core group within any marketing or management team. In addition, Morgan looks at the great Challengers of the last ten years who have gone on to become brand leaders, and shows how even the rules of brand leadership have changed -why staying #1 now means, in fact, thinking and behaving like a #2.
Anyone can follow a leader. It takes a smart company to go up against the Big Fish, and Morgan's innovative, strategic program will show even the littlest fish how to make a meal out of the competition.
Customer Reviews:
fantastic read.......2006-07-21
This book did great things for my understanding of a challenger brands greatest strengths and strategies. Not to turn this into a forum, I have a few questions though: Does anyone know more about Adam Morgan? Did he work for TBWA? Any other agencies? What was his discipline? Any info would help.
one of the best marketing books available .......2005-08-31
I own (oooooh) probably between 80 and 100 books on marketing, some are obligatory read for my masters in marketing, some are handpicked in stores and on amazon and I stand by the title of my review. What can you take out from this book: YOU CAN compete with big brands, there are attitudes and ways of running your business that can knock down the goliath in your industry, and this book explains how, giving numerous examples from various industries. Only negative, if I can call it that, is author's writing style, which was rather hard for me, but then again, I am croatian, so it could be my english, not mr Morgan's :). A MUST!! have.
Demolish the 3-piece suits that stand in your way.......2005-08-09
I don't know how to explain the insightful ideas I have taken from this book.
I have read tens of books on branding and how to gain a competitive advantage, yet none were as ground breaking as "Eating the Big Fish".
While others will tell you "what" marketing approaches they used...this one explains the "why".
I got my copy almost free using a coupon from UnderTag.com
Insightful!.......2004-06-09
Author Adam Morgan went hunting for the second most successful brands. He sought commonalities among them to develop guidelines for those who are challenging the number one brands in their fields. In other words, if you are coming into the battle in the number two slot, here's your strategy for winning the marketing wars. Morgan is very adept at breaking things down into precise action steps. Witty and engaging, he offers a detailed analysis of the current consumer attitude about brands plus strategies you can use to market your second or third rank brand. We recommend this compilation of competitive ideas to those who want to boost their "Challenger" brands.
Insightful!.......2003-10-15
Author Adam Morgan went hunting for the second most successful brands. He sought commonalities among them to develop guidelines for those who are challenging the number one brands in their fields. In other words, if you are coming into the battle in the number two slot, here's your strategy for winning the marketing wars. Morgan is very adept at breaking things down into precise action steps. Witty and engaging, he offers a detailed analysis of the current consumer attitude about brands plus strategies you can use to market your second or third rank brand. We recommend this compilation of competitive ideas to those who want to boost their "Challenger" brands.
Book Description
The second edition features a 220-term brand glossary and a premium softcover binding.
THE BRAND GAP is the first book to present a unified theory of brand. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a âcharismatic brandââa brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:
• a new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside
FROM THE BACK COVER
Not since McLuhan’s THE MEDIUM IS THE MESSAGE has a book compressed so many ideas into so few pages. Using the visual language of the boardroom, Neumeier presents the first unified theory of brandingâa set of five disciplines to help companies bridge the gap between brand strategy and customer experience. Those with a grasp of branding will be inspired by the new perspectives they find here, and those who would like to understand it better will suddenly âget it.â This deceptively simple book offers everyone in the company access to âthe most powerful business tool since the spreadsheet.â
âThe surprise book of the year!â âJohn Moore, Fast Company
âThe first book on brand that seems fresh and relevant.â âRic Grefe, executive director of AIGA, the professional association for design
âA pleasure to read.ââDavid A. Aaker, author of BRAND PORTFOLIO STRATEGY and BUILDING STRONG BRANDS
âCuts to the heart of what brand is all about.â âSusan Rockrise, worldwide brand director, Intel
âRead this book before your competitors do!â âTom Kelley, general manager, IDEO
FROM THE INSIDE FLAPS
âA pleasure to read. THE BRAND GAP consistently provides deep, practical insights in a light, visual way. Discover the power of imagery and the role of research in building a heavy-duty brandâwithout the heavy-duty reading.â âDavid Aaker, author of BRAND LEADERSHIP and BUILDING STRONG BRANDS
âFinally, a book that cuts to the heart of what brand is all aboutâconnecting the rational and the emotional, the theoretical and the practical, the logical and the magical to create a sustainable competitive advantage.â âSusan Rockrise, Worldwide Brand Director, Intel
In THE BRAND GAP, Neumeier reminds us that the ultimate moment of truth for all brands is the customer experience. Customer perceptions trump our own perceptions.â âKurt Kuehn, senior VP of worldwide marketing and sales, UPS
âThis is not just another book on brand. This is the ONLY book you’ll need to read in business, engineering, and design school.â âClement Mok, design entrepreneur
âA well-managed brand is the lifeblood of any successful companyâand Neumeier shows us exactly how to do it. Read this book before your competitors do!â âTom Kelley, general manager of IDEO, co-author of THE ART OF INNOVATION
âTHE BRAND GAP couldn’t be more timely. Just when we’re at our most skeptical about corporate motives, along comes a book that shows how to evaluate and develop a brand in a straightforward and honest manner.â âDavid Stuart, co-founder of The Partners, co-author of A SMILE IN THE MIND
âMust-reading for anyone who wants to understand how their business strategy will succeed or fail when put to the ultimate test: âDo customers perceive a difference that’s desirable?’â âSteve Harrington, director of strategy and operations, Hewlett-Packard
âThe book slices like a hot knife through all the turgid, pseudo-academic nonsense that surrounds branding. It’s now on the course list for my graduate students, and new members of my team at Ogilvy get a copy with their training materials.â âBrian Collins, executive creative director, Ogilvy & Mather Worldwide
Customer Reviews:
The modern view of branding.......2007-09-15
if you want a quick and entertaining way of understanding what is a brand in the modern sense of the word, get this book. Even if you know already what "brand" and "branding" mean, this book will reset your brain into rethinking your business and where you are going with it. It is a must read for anyone involved in selling stuff or services out of an established franchise or license.
Simple, Straightforward, Sensational.......2007-08-23
Marty Neumeier has written two "whiteboard" style books both dealing with branding and innovation - this is the first one. By whiteboard style, Neumeier's book is light on written content, moderate on visual content and layout, and heavy on basic, important, sharp ideas.
The book covers 5 principles to help bridge the gap between strategic thinking and creative 'magic' and uses a variety of visual and written metaphors, examples, and logical knowledge to do so. If you are looking for a text-heavy, super explanatory, in-depth type of book, then this isn't the one for you. If you're looking to focus your mindset when it comes to innovative branding, this is a great, go-to book to get through in a short amount of time.
The two main things I liked about this book were the fact it actually followed a lot of its own principles in terms of how it was designed/set up etc. and it also packed a lot of universality into these generic yet focused, sensical tips.
Case in point...here is what you'll get out of the book if you are:
A Student/Novice in the Field: Students will love this book to help them review a lot of what's happening in marketing right now, and the 5 guiding principles can help them innovate at their future workplaces. The expanded edition of this book includes a 200 word glossary of advertising terms that'll also help students and novices talk the talk.
Agencies: will delight at the tests Neumeier asks you to go through when developing a brand, particularly graphically in the "icon/avatar" section. The real-life examples of successful businesses identify the longevity of the brands and how it is obtained, giving hints to marketing/advertising agencies how to get that same magic formula.
Businesses: whether small or large, this is a great book to have. If you have an internal promotions/marketing department, this book should be distributed to the head of your branding staff to help them focus your company's direction in the market. If you are the owner of a small business without an internal marketing department, this book can help introduce you to the fundamental principles of branding that you can then discuss with an external agency.
Overall a great quick read that kept me hooked, never bored, and always thinking. The summative list of the main topics discussed throughout the book at the end was extremely helpful, although the glossary was kind of out of place as half the words in the glossary aren't used in the text. Probably helpful for beginners in the ad industry though.
Considerations for Brand-Building.......2007-08-19
Fantastic, a quick-read with deep insights, packed with timeless, necessary wisdom anyone who sells anything will benefit from reading. The Take-Home lessons in the back are a bonus (bullet points from the book), and the pages I'll review over time.
perfect.......2007-05-24
This book is entertaining and packed with wisdom! The book arrived quickly, was in perfect shape and at a good price.
Must have for Corporate/InHouse designers.......2007-03-10
This is a great resources for communicating clearly the importance of brand consistency. Read it. Then do it. Good luck my fellow corporate designers. We are a rare and lonely breed.
Amazon.com
In What Clients Love, marketing maven Harry Beckwith offers valuable lessons about capturing and keeping clients. (As Beckwith puts it, "Competence gets firms into the game that relationships win.") Using snappy examples from Absolut Vodka, Kinko's, Starbucks, and Ian Schrager's boutique hotels, he organizes his advice by describing four significant social trends that shape client needs and loyalty. Beckwith's strategies for coping with information overload focus on getting to the point--using a shorter sell and fewer superlatives. He makes a clever and convincing case for giving both testimonials and blurbs the death penalty. He details the decline of client trust with a plan to eliminate cold calls, dress for success, and a spot-on critique of PowerPoint ("Lincoln had no slides at Gettysburg.") Other chapters explore the limits of the Internet and offer nongimmicky ideas about creating a brand, including 20 questions for choosing a name for your business.
Beckwith's advice is fresh, funny, and strategic. He is a master of anecdote and metaphor whose examples range from television's Sex and the City to nihilistic philosopher Nietzsche. Yet the book's clarity is sometimes undermined by its too clever formatting. It's best to enjoy its wisdom one chapter at a time, over coffee. Consider it the caffeine in your cup. --Barbara Mackoff
Book Description
In What Clients Love, marketing maven Harry Beckwith offers valuable lessons about capturing and keeping clients. (As Beckwith puts it, "Competence gets firms into the game that relationships win.") Using snappy examples from Absolut Vodka, Kinko's, Starbucks, and Ian Schrager's boutique hotels, he organizes his advice by describing four significant social trends that shape client needs and loyalty. Beckwith's strategies for coping with information overload focus on getting to the point--using a shorter sell and fewer superlatives. He makes a clever and convincing case for giving both testimonials and blurbs the death penalty. He details the decline of client trust with a plan to eliminate cold calls, dress for success, and a spot-on critique of PowerPoint ("Lincoln had no slides at Gettysburg.") Other chapters explore the limits of the Internet and offer nongimmicky ideas about creating a brand, including 20 questions for choosing a name for your business. Beckwith's advice is fresh, funny, and strategic. He is a master of anecdote and metaphor whose examples range from television's Sex and the City to nihilistic philosopher Nietzsche. Yet the book's clarity is sometimes undermined by its too clever formatting. It's best to enjoy its wisdom one chapter at a time, over coffee. Consider it the caffeine in your cup. --Barbara Mackoff
Download Description
In WHAT CLIENTS LOVE, Harry Beckwith once again discusses effective business tactics with the practical, down-to-earth style that has made him a bestselling author and trusted marketing expert.Beckwith explains the sheer simplicity of a marketing plan-how to find your company's position, how to define a brand, and how to manage that brand so it has its full and overwhelming impact. With sections such as "Thinking and Planning," "Communicating," and "Serving the Client," Beckwith shows how effective marketers need to be brief, succinct and "cut to the close." WHAT CLIENTS LOVE also reveals the very nature of a service-and why the phrase "pushing the product" itself begins to suggest why this more aggressive approach fails, since you cannot ""push" a relationship, as people know from their failed attempts to do so in non-business relationships.
Customer Reviews:
Insightful.......2007-06-04
This is the most insightful and analytical book about business I have ever read. You don't need to be an MBA to understand and benefit from the well-thought-out and plainly presented message. Anyone who sells goods or services to the public will benefit greatly from this cogent take on the nuts and bolts behind pleasing clients.
A real joy on multiple levels.......2007-04-26
I first read this book shortly after it was published. I just finished my third reading. Each time it gets better.
The book follows the typical Beckwith format. Short, one or two page lessons. You can jump in anywhere in the book ... read for very short periods of time or read for long pleasurable periods. It is well written and contains some of the most succinct lessons on branding, marketing, selling, client attraction and retention that you will find anywhere.
It is not a book to be read once and put on the shelf. You will gain the most value if you revisit it periodically. The lessons are so short and to the point, there is no way you could retain all the information in one reading. You need repeated exposure to the information in this book.
Some of the more valuable lessons are:
A wealth of information creates a poverty of attention. The more there is to hear, the less we listen.
We are drowning in information and screaming for knowledge.
Growing complexity makes us covet the simple.
Say little - a simple point penetrates.
Clarity is expertise.
We are generally more persuaded by the reasons we discover ourselves than those given to us.
Four rules for choosing clients.
Trust your instincts. If something feels wrong, it will be. Bad clients don't produce minimal results, they produce losses. If a prospect is more interested in cost, you will never be happy and always be vulnerable. You cannot cut a bad deal with a good person or a good deal with a bad person.
Throughout the book, Beckwith cites many books that are well worth reading. At the end of the book is a great appendix that in itself is worth the price of the book.
Well worth reading.
Extremely helpful.......2007-01-18
I'm new to sales, so I'm no expert; but this book seemed perfect. I've listened to it twice and intend to do so a few more times. It's all about putting yourself in your client's place and acting with passion based on belief and purpose. There are also lots of good practical suggestions from how to dress to naming your business.
Well Worth the Money.......2006-12-04
As with most of my reviews, I try to balance the content being provided with the money being invested. This book is a good investment. Lot's of great ideas on how to deal with your customers. Includes good ideas on structuring and operating your business so people will want to be your customers. It also scrutinizes and criticizes many cherished concepts about marketing and tells why these concepts are no longer working. If you are a business owner, manager, or employee, you need to read this book.
Every sales person should read this book.......2006-08-15
Another great book by Harry Beckwith. Three of my favorite pages: "What the best salespeople sell (in order)" and "What ordinary sales people sell (in order)" and "Why hard selling has gotten harder." This is an easy-to-read book with short chapters. A great writing style.
Ann Barr, author of How to Win the Sale and Keep the Customer
Amazon.com
Sellout "Brand" or just plain "Bland"? In Lovemarks, advertising giant Saatchi & Saatchi CEO Kevin Roberts delves deep into what mysteries lie behind the long-term success and unwavering customer loyalty for a can of Coke or a pair of Levi's, ultimately concluding that Love is the answer, and without some emotional connection to a product, it will dry up like a generic raisin in the sun. Enter Lovemarks, the new marketing buzzword, which will likely be bandied about at board meetings as vigorously as The Tipping Point.
But before Roberts can get to what in fact a Lovemark means in the worlds of advertising and marketing, he takes us on a virtual tour of his CV. There was his first post at Mary Quant in London, then the gig as New Products Manager of Gillette International in the Middle East, on to CEO of Pepsi in Canada, and later the same role at Lion Nathan in New Zealand. The list goes on, and so does Roberts--on and on--about his achievements and experience building brand awareness and shaking things up (he famously machine-gunned a vending machine at a presentation for a spot on the evening news). More importantly, he succeeds at blasting away the smoke and mirrors that might prevent a creative genius (or an ordinary consumer) from seeing what makes Superman the most beloved super-hero of all time.
Despite the somewhat egocentric approach to taking us there (he is, after-all, a pretty smart guy), we arrive at Roberts's point beautifully, and see what he sees: "That human attention has become our principle currency." And that, in these times, forming long-term emotionally charged relationships with customers is the only way to make a product weather the long haul. And while Roberts speaks to us in a spirited, conversational manner (that makes Lovemarks a pleasure to read), the design of the book seems to work against him, as convoluted typography and a general lack of layout consistency give the book a visually amateurish look. --Christene Barberich
Book Description
Tom Peters, one of the most influential business thinkers of all time, described the first edition of Lovemarks: the future beyond brands as "brilliant." He also announced it as the "Best Business Book" published in the first five years of this century. Now translated into fourteen languages, with more than 150,000 copies in print, Lovemarks is back in a revised edition featuring a new chapter on the peculiarly human experience of shopping. The new chapter, Diamonds in the Mine, is an insightful collection of ideas for owners of small stores and operators of superstores, for producers and consumers. So forget making lists! Shopping, says Kevin Roberts, is an emotional event. With this as a starting point, he looks at the history of shopping and how it has changed so dramatically over the last ten years. Using the Lovemark elements of Mystery, Sensuality, and Intimacy, Roberts delves into the secrets of success that can be used to create the ultimate shopping experience. "Ideas move mountains, especially in turbulent times. Lovemarks is the product of the fertile-iconoclast mind of Kevin Roberts, CEO Worldwide of Saatchi & Saatchi. Roberts argues vociferously, and with a ton of data to support him, that traditional branding practices have become stultified. What's needed are customer Love affairs. Roberts lays out his grand scheme for mystery, magic, sensuality, and the like in his gloriously designed book Lovemarks." (Tom Peters)
Customer Reviews:
creative book.......2007-08-03
Enjoyed the book and unique format made it a breeze to read. Probably better suited for marketing professionals or business owners in retail.
Would you pay for an advertising flyer?.......2007-05-12
Well, you will if you buy this book! If you're in the industry there's nothing in this book you don't already know! If you're not in the ad industry, then by all means, go ahead and buy it so you can see how clever it is to publish a self-serving eye candy full of propaganda for Saatchi and Saatchi and Kevin Roberts concealed as a book about branding!
Changed My Perspective.......2007-03-13
I highly recommend this book. The format makes it entertaining to read. The concepts are fresh and crisp. The writing style of Kevin Roberts, is as if you are an old friend -- sharing a glass of wine over dinner with him.
Good principles about how to build great brands.......2007-03-12
I really enjoyed this book, building emotion based links with your customers it's a necessary task in the competitive business scenario of nowadays, and Kevin Roberts explains a framework of this, with examples of how many successful brands have done it and he explains the principles that drives his personal view of the future of brands too.
Reading the book it's a stunning visual experience, almost every page has a lot of pictures that makes you understand clearly what it's talking about (a picture is a thousand words worth).
I believe that every category needs a very specific combination of the values shown in the book, but that it's not deepened in the book and I missed, because it can make you understand the emotion that drives every product in every category. Well, I think that the latter it's our work!
Brilliant Packaging but Not New!.......2007-01-23
I have met Kevin Roberts and had a chance to chat with him about the "Lovemark" concept when he was giving a speech in Istanbul. I think he is a colorful and brilliant individual who has managed to package some great marketing principles that age back to Bernbach into a great new concept. Though many principles in the book are not fresh to those who are not a novice in marketing literature, I think the term "Lovemark" is brilliant in itself. The design of the book is great with lots of colorful pictures and helpful examples. You sometimes feel that many of the examples are overused and the book is self serving, but it is worth to spend some time with the Lovemark concept.
I have seen an interview with Kevin in Ad Age about how they launched this book to recruit new business into their agency. I think it is a great new business tool and brilliant strategy to lure customers to their shop. I personally think "the HOW" part is missing, how are you going to make your brand into a Lovemark remains a question.
If you are interested in entering into the hearts of customers not just their wallets, you should definetly lend an ear to Kevin.
Book Description
“Iconic brands” (ie: Coca-Cola, Volkswagon, Corona) have social lives and cultural significance that go well beyond product benefits and features
This book distills the strategies used to create the world’s most enduring brands into a new approach called “cultural branding".
Brand identity is more critical than ever today, as more and more products compete for attention across an ever-increasing array of channels. This book offers marketers and managers an alternative to conventional branding strategies, which often backfire when companies attempt to create identity brands.
Customer Reviews:
Dissapointment.......2006-02-02
I am very surprised with the rave reviews of this book here. I decided to purchase it for two reasons. First, I trusted the reviews here and decided it would be important to own this book. Second, I am familiar with Douglas Holt's academic work, and have read his articles in academic journals. I thought this book will be very interesting to read.
I am dissapointed mainly because I find that the book does not tell me something original. Instead what Douglas Holt keeps saying in this book is that building an iconic brand is possible by focusing on culture not products. His argument is not convincing, especially when he tries to disprove other forms of brand building: tradition, cultural and emotional. If I have a brand new product, can I still build an icon? Is it advantageous to have an iconic brand? What are the downside of it? These are not talked about in the book.
Another problem is that he keeps repeating the same argument again and again. It gets very boring after a few pages only.
What a disappointment!
Surprisingly Important Book.......2005-11-08
I'm no business-head. I find modern consumerism more disturbing than exciting. But I read this book as part of a study on public relations and I must say Holt's passion for the subject is contagious.
First of all, his writing style is superb. He alternates nicely between anecdotes, charts and philosophy, allowing all sorts of minds to grasp just what he's saying. His ideas were bold and insightful, and he helped me to understand what a craft marketing really is.
I sometimes felt his connections were just that - his connections - but a lot of his ideas rang true, and for the most part his evidence was well, evident.
What I found most impressive was his aknowledgement of all the sexism in marketing. Perhaps it's a bit of sexism on my part, but I hadn't expected a man to pick up on all the overt and covert misogyny inherent in the advertising world. Holt not only saw it, he understood how it connected with the greater social and political environment surrounding it.
How Brands Become Icons should be required reading for every high school student in the country. And that's the first time I've said that. Holt's grasp of the subject goes beyond branding, into the heart of American culture, into the minds of the American people. This is not just a how-to book. It's an important book of why.
Great - even the most successful iconic brands have emerged more by intuition than by design........2005-08-17
This is an excellent book! Douglas B. Holt gives a cultural perspective to branding which is not that trivial to all managers. The book also presents historical analyses on brands like Mountain Dew, Corona, Volkswagen, and many others. The clear message is that iconic brands can't be created through conventional branding strategies, instead there is a need for a cultural perspectice to branding.
Make your brand an icon.......2005-04-14
Informative and entertaining, this book is a combination of cult references and great ideas. A solid guide to making your brand more succesful,Douglas provides the background knowledge you do the rest.
Planning to be an Icon, not Hoping it will Happen.......2004-11-19
A few, a very few products make it to icon status: Coke, Volkswagen and Harley-Davidson to name a few. And these have come about more by chance than by planning. In their time the marketing managers of these companies were just trying to establish next quarters sales.
This is one of the first books I've seen that approaches branding from a view of this kind of permanence, this kind of cultural approach. Most clear is the message that following trends can never build an iconic brand.
I'm not so sure that todays management, focused on this quarter, and maybe next is really ready for thinking about forming a brand that will endure for generations. Yet you do see companies with the kind of foresight to do just that. When Microsoft went into Russia, they went in with the view to establish their brand as the defacto standard. The immediate profits were basically ignored, but next year, and the year after that....
This is a book that has to get above the marketing manager, the CEO needs to provide the direction to say that we want to be the next Klenex.
Book Description
In an era of mixed media messages, in which brands are extended to the breaking point and complex marketing theories compete for attention, it is more difficult than ever to create effective brands. Allen Adamson offers a refreshingly simple solution: Bring back the basics of good branding and ensure success. Build a brand on a good idea that you test. Make sure the design and message of your brand fits the brand's true meaning, and stay away from unnecessary and complicated strategies. Drawing on his years of experience working with some of the world's top brands, from GE to IBM, Adamson shows how to communicate with customers and make your brand resonate. He also gives a behind-the-scenes look at his work with traditional names like Maxwell House as well as newcomers like JetBlue and iPod, explaining what they do right--and wrong.
Customer Reviews:
Loved the book.......2007-08-25
Adamson writes in a down to earth fashion about branding. I loved the examples that were given. This is a must read for the marketing strategist. This should be used in the classroom at B-schools around the country.
Hmmm not that good........2007-05-16
I sincerely expected more about this book since it provides perspective of the agency to client's work. Is informative but not very inspiring.
Simply Said........BrandSimple should be required reading. .......2007-02-19
Having spun my storytelling skills from broadcasting and print to the corporate world, I often questioned whether I was looking at things through the same lens as those that had spent their entire careers in marketing. I'd seen the 300 page briefs on my client's desks and wondered whether there was something they knew that I didn't - why it all appeared to be so complicated.
I picked up BrandSimple questioning whether I was on the right track and put it down, with complete confidence that "Simple" is better. Allen Adamson lifts the curtain and reveals the wizardry behind some of the world's best branding campaigns and proves that what we do isn't magic, it's simply a matter of listening to our client's stories - finding the right words to tell them - and then making sure the client makes good on their promise.
I plan on giving Allen's book to every client that wonders why I ask so many questions before developing a creative campaign, so they'll understand that those 6 words that make up a tagline are more than just a phrase........but their story.
BrandSimple should be required reading for anyone that's interested in a career in branding. At the very least, universities should consider attaching it to every diploma they hand out to advertising and marketing graduates. It's a gift that will absolutely launch their students in the right direction.
Lori Weiss
Creative Strategist / Corporate Storyteller
Constant Reminder - Simple Wins.......2007-02-05
Allen's message and supporting stories are dead-on right, keep it simple stupid. Too many brand owners, brand managers and business managers seem to believe that branding is a complicated. This could not be farther from the truth and this book makes the case that focus and sticking to the basics will win every time. BrandSimple is one of those books which anyone who has any brand interaction should read every year as a reminder that the basics win.
This is THE brand book to read.......2007-02-03
I've just finished reading BrandSimple and thoroughly enjoyed it. The book is engaging, well structured, devoid of hyperbole and one can't argue with the Allen Adamson's reasoning. If you have to choose one book on brand this is the best one I've read.
Books:
- Strategic Brand Management, Second Edition
- 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
Books Index
Books Home
Recommended Books
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- The Psychologically Battered Child
- Mel Bay's You Can Teach Yourself Accordion
- Maintenance Engineering Handbook
- Spreadsheet Modeling and Decision Analysis
- The Night Before Easter
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- Elementos Para Una Teoria General de La Contabilidad
- No More Frogs to Kiss: 99 Ways to Give Economic Power to Girls
- Living with Coyotes: Managing Predators Humanely Using Food Aversion Conditioning
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
