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
Consumer Behavior, 9/e, by Hawkins, Best, & Coney offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. The new edition features current and exciting examples that are tied into global and technology consumer behavior issues and trends, a solid foundation in marketing strategy, integrated coverage of ethical/social issues and outlines the consumer decision process. This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the foundation to understanding consumer behavior which will make them better consumers and better marketers.
Book Description
Whether youre a first-time real estate investor or a seasoned professional, The Complete Guide to Buying and Selling Apartment Buildings helps you map out your future, find apartment buildings at a fair price, finance purchases, and manage your properties. Now revised and expanded, this Second Edition includes tax planning advice, case studies of real acquisitions, and appendixes that add detail to the big picture. Plus, it includes a handy glossary of all the terms investors need to know, helpful sample forms that make paperwork quick and easy, and updated real estate forecasts. With this comprehensive guide at hand youll find profits easy to come by.
Download Description
Whether you¿re a first-time real estate investor or a seasoned professional, The Complete Guide to Buying and Selling Apartment Buildings helps you map out your future, find apartment buildings at a fair price, finance purchases, and manage your properties. Now revised and expanded, this Second Edition includes tax planning advice, case studies of real acquisitions, and appendixes that add detail to the big picture. Plus, it includes a handy glossary of all the terms investors need to know, helpful sample forms that make paperwork quick and easy, and updated real estate forecasts. With this comprehensive guide at hand you¿ll find profits easy to come by.
Customer Reviews:
A Great Introductory Investment Real Estate Overview.......2007-05-16
I've read several realestate investment books and this is the most comprehensive. It covers all aspects of finding, negotiating, financing and managing apartment building investments. Additional reading and investigation will still be required; however this is a great place to begin.
Great Read, Extremely Valuable........2007-04-22
With all the hype out there in the real estate investing space, it's refreshing to read a book that is honest, intellectual, and driven by a solid foundation in financial analysis.
Steve Berges does an outstanding job of walking the reader through general concepts, straight-forward examples, and detailed case studies. The financial analysis might be a little overwhelming to someone who is being introduced to so many financial concepts for the first time. If you don't have an understanding of finance, I'd recommend hitting Google or a Finance textbook to help get through the financial sections.
Overall I really enjoyed this book and thought it was packed full of valuable tips and information. I highly recommend this book to anyone interested in adding apartment buildings to their real estate repertoire.
If you don't yet know how you want to invest............2007-04-11
...this is an excellent read. I had never given apartments a thought until reading Steve Berges. Now they are in the mix. The charts in Chapter 8 are a bit tedious, especially to a beginner, but by the time you get to the end of the book, you will know if buying and selling (or keeping) apartments is for you. Pay attention to what Berges says about the value play (Chapter4).
Well written guide.......2006-08-20
This book is a concise well written guide to the core issues of buying, owning and selling multifamily buildings. It was extremely valuable in evaluating our first purchase of a multi-family structure.
4.5 stars for another good book by Steve Berges.......2006-08-17
As a real estate investor and author myself, I read a lot of real estate books. Many, if not most, are written by folks who do not invest in real estate themselves; they only write about it. Berges is not one of them. He knows his stuff and it's clear that he practices what he preaches. I have read three of his books and, I must say, he's one of my favorite real estate authors. You can trust what he says. Experienced investors may want a bit more detail from Steve, but what he does say is accurate and safe. This is a good book on buying apartments. In fact, in my own book, "Investing in Duplexes, Triplexes & Quads," I list the best books I've read on different areas of real estate. This book is the ONLY book I recommend on investing in commercial multifamily (ie, apartments of 5 units and up) properties.
Having given those accolades, here are a few of my constructive criticisms:
1. On pages 37 and 38, Steve gives nice charts illustrating the long-term financial benefits of investing in multifamily properties. On page 39, however, there is an error in referring to the big numbers shown. The reference is made to Investor A's "equity" of $2.1 million and Investor B's (the multifamily property investor) equity of $92 million. I just don't think Steve caught this, but those numbers don't refer to the investor's equity, but to the fair market value of his collective assets (his properties). The investor's equity might be in the range of 20% of that. I do like the charts, however, and I used a similar analysis in my recent book. One other note on the charts - they presume selling and buying exactly at the end of one year - a difficult task as Steve would surely admit. On average, I think 18 months to two years is a better time frame for flipping apartments.
2. Refinancing - Steve didn't give a chart showing the long-range effect of the "buy, hold and refy" strategy (using proceeds to buy again, but retaining the first property). In addition, Steve only mentioned the general banking guideline that you can only pull out cash up to 80% of the new appraised value (i.e., the bank has an LTV of 80%). However, you can get around this. I've done it. It requires a second lender giving a second mortgage, with a CLTV (combined loan to value) of up to 90%. As such, you can pull out much more cash.
3. GRM - gross rent multiplier. In his financial analysis section, Steve doesn't give much detail or provide real life examples on this crucial analysis factor. Granted, the cap rate is the analysis primarily used for commercial real estate, while the GRM is the one used for residential multifamily (2-4 units) real estate. Since many owners and selling brokers will "fudge" on expenses, a cap rate can be very hard to verify. The GRM, however, is fairly simple - just look at the lease agreements.
4. Lack of coverage on residential multifamily apartments. In fact, this is why I wrote my book on this topic. If Steve had covered it here, I would not have written mine. I like Steve's writing style and he knows his stuff. But for investing in small multifamily properties (certainly on residential, but probably up to about 10 units), we really have to cover valuation and selection of properties using the GRM. That and I felt like the "buy, hold, and refy" strategy needed much more coverage.
But for investing in commercial multifamily properties, I recommend this book as the only good one on the market.
Larry Loftis
Author: Investing in Duplexes, Triplexes and Quads: The Fastest and Safest Way to Real Estate Wealth
Book Description
Written by an expert with 20 years of experience in commercial site evaluation, The Site Book is a practical book that takes a logical and process-oriented approach to site evaluation. Built around dozens of real-life examples of sites that work, sites that don't - and all the reasons why - this book explores the dynamic and sometimes complex relationship between site features and other factors that will ultimately determine the success of any restaurant or retail location. The Site Book features:
In depth discussion of the major areas affecting a site evaluation including customer sources, usage patterns, demographic reports, day parts, linkages, drop-in features, physical surroundings, image, trade area, growth strategies, competition, and cannibalism.
A step-by-step guide through the site evaluation process using a unique site evaluation worksheet.
Strategies for measuring and weighting the relative importance of each site feature and calculating a final site score.
Practical tips for specific concepts and varying market conditions - such as opening a first destination in a new market, adding a second store, or backfilling in a saturated market.
Strategies for site selection in competitive markets where the best locations are in short supply.
Customer Reviews:
Should be titled Site Book For Retail.......2007-03-11
This is a good, pratical book- although it only focuses on retail development. No mention of office, multifamily, industrial, etc. Still worth it though.
Great Resource.......2007-01-19
This book is a great resource for even the most seasoned real estate professionals. It is refreshing to see a scientific approach to site selection that successfully integrates the art of real estate qualitative analysis.
easy to understand and easy to apply.......2005-07-29
This book analyzes the the factors that go into choosing a good site for a commercial venture.
This alone would have been enough to earn 5 stars. The book goes on to present a system for rating potential sites that uses the factors explained in previous chapters. You can customize the process by changing the importance each factor carries.
A software package is offered for sale that provides templates and performs calculations. However, if you are handy with Excel, you should be able to recreate the template/calculations within a few hours.
This excellent book promises to be a guide to choosing commercial real estate. It delivers, in spades, on that promise.
It's a Roadmap for Site Selection!.......2003-04-04
This book was referred to me by a co-worker (who happened to be an expert in real estate). Thanks!! I only wish I'd stumbled upon it years earlier.
After struggling with a homegrown spreadsheet modeling approach in my first retail business, this book brought together all the missing pieces in a way that made perfect sense. It gave me a framework to account for the qualitative site feature data that is so important, yet so difficult to deal with. It became my roadmap for site selection.
The logical model outlined in this book comes to life through Fenker's humorous examples of tips & traps.
If your business depends on good sites, you must read this book!
Great for everyone.......2002-04-27
This book is great for everyone from the beginner to the seasoned sales forecaster.
I browse it every now and again to remind myself that there are fundamentals to this business, and we know how costly veering from those can be.
It's a fast read, and I highly recommend it to those doing site selection.
Book Description
The latest edition to the Ed Schein's well-loved set of process consultation books, this new volume builds on the content of the two that precede it and explores the critical area of the helping relationship. Process Consultation Revisited focuses on the interaction between consultant and client, explaining how to achieve the healthy helping relationship so essential to effective consultation. Whether the advisor is an OD consultant, therapist, social worker, manager, parent or friend, the dynamics between advisor and advisee can be difficult to understand and manage. Drawing on over 40 years of experience as a consultant, Schein creates a general theory and methodology of helping that will enable a diverse group of readers to navigate the helping process successfully.
Customer Reviews:
SHEIN SHINES ON.......2007-10-02
This little book is a gem. Always was and always will be.
Take off a weekend. Turn off the phone. Shut your email.
Take a big notebook and an big fat easy to-handle pen
and refurbish you mind gears.
A month or two later do the same with Career Anchors: Participant Workbook (Pfeiffer Essential Resources for Training and HR Professionals)
Shien shines on.. and so will you after letting his special sanity into your neurology. At One Big Idea Consulting Limited NZ Schein is always on our 100-Day Action Projects menu. Nutritional Food for thought as well as organisation processing.
Consulting Process, NOT Process Consulting.......2007-08-07
Just to clarify, this is a book on the consulting process, not a book about process consulting. The title and description of the book are misleading. Consulting Process (this book) discusses how to go about the activities of consulting, while Process Consulting is the field of consulting covering business process analysis and design.
Power Piece of Writing.......2007-03-17
I thought this book was fantastic. It was so great to sit down and read almost the entire book in one setting. I took the entire Martin Luther King holiday and devoted it to this book with amazing results.
Not only was it refreshing to read such a small (but powerful) book, but I loved the authors avid use of short, paragraphs, acronyms (examples: p-c, OD, etc.) as well as, bulleted and numbered items. I thought this worked really well for providing the reader with vast information in an easy to read and understand format.
It was interesting that the books author; Edgar Schein, spent quite an amount of time in the book describing process consultation and the role it plays in organizational development by outlining his own experience. By utilizing this form of writing I was able to pull together ample information from both the concepts outlined in the book and practical application of them.
I really enjoyed Chapter Fours section entitled; Types of Coping Responses to Emotional Issues. After reading through the three basics kinds of coping patterns observed; I began seeking out indviduals in my work environment who fit particular patterns.
It was interesting to read that once individuals within a group open the lines of communication they can determine whether or not sharing personal feelings regarding other group members and work might be effective.
Within Chapter Seven, the thing that caught my eye was the author's avid use of powerful words to grasp the readers attention; such as; trust subordinates, professionalism, ambivalent, total leader and total group.
Schein shines in his succint and clear consulting book.......2007-03-09
The book has pragmatic information that can be applied, and explains enough theory for anyone to understand where the consulting model is coming from. Well written by a leader in organizational development.
A Book That Works.......2006-08-27
This book is a "must have" for anyone who works with individuals in a coaching role.
Customer Reviews:
Good Idea, Could Have Been a Magazine Article.......2007-05-13
I am a financial planner and am aware that Bacharach's book is often recommended to sales professionals in the financial services industry. I think the basic idea of the book - values-based selling - is one that works and is to be commended to sales people in the business. However, I thought the book never went much beyond the basic idea. To me, it was a "fluff" read. The ideas that one needs to take from the book could have been summed in a ten page magazine article, making the book, at $35, not much of a value. I recommend Nick Murray's "The Excellent Investment Adviser" and Neil Rachman's "SPIN Selling" as more valuable additions to one's bookshelf.
Outstanding Book, but only for the right people.......2004-08-28
In all honesty I never write reviews, but the the negative ones that I read prompted me to do this. The fact is those who commented negatively on the book read it but never attempted to implement the process. Being an investment representative, IN A BANK, I have to say that this process does work, and it is not merely asking clients what is important about money to them.
Who this book is NOT for:
People who only want to sell investments
People who enjoy a commission based business
People who only care about their clients investments, not their values
Who this book IS for:
People who want to get beyond the superficial sales approach
People who want to transition to fee based planning
People who want to help clients achieve their financial goals
Why the negative comments are flat out wrong:
One reviewer makes the comment that you don't need the book, just sit down with your clients and "make the decisions you would make for yourself." Obviously this reader hardly made it into the 4th chapter of the book. The entire book is dedicated to the fact that your job as a planner is to come to an intimate understanding of what is important to your client, NOT what is important to you. So making the decisions you would make for yourself has no place in professional financial planning.
Another reader commented that he was taught in his first week of securities training to ask what is important about money to his clients. Again, the reviewer is off topic. This book is not about killer closes, or finding your clients hot buttons like most security training emphasizes. Instead, it describes a logical, repeatable method for building trust with your clients. It does not teach quick sell techniques.
Lastly, the reviewer who says it won't work in the banking industry is wrong. I am a retail based financial consultant IN A BANK, and have used this method countless times to procure and retain quality clients.
Closing remarks:
This book and it's contents are not magical. Reading it will not make you money, will not give you more time off, will not make you a better financial planner, better investment rep or better insurance sales person.
Only by implementing the ideas in the book, exactly as described, will you get any result. So if you want to get away from being a salesperson, and become a trusted advisor, buy this book. If you are looking for some good, quick sell techniques, look elsewhere.
Buy books from Zig Zigler to learn to sell, buy this Book to become a trusted financial advisor.
Only for the best of the best financial professionals.......2004-03-12
If you are a financial professional and have not read this book, you are missing out! The author emphasizes the importance of trust, and how understanding a person's values system can make a world of difference. One could almost say that these ideas originated from Dr. Stephen Covey's "The 7 Habits of Highely Effective People". The main difference is that, Values-Based Selling is specifically for financial advisors. There are people who read all kinds of books on "selling" and make excuses for why it didn't work out. To those who implemented the ideas in Values Based Selling and didn't see results or gave up: with all due respect, you didn't follow what was intended to be done in this book or you just were not meant to be a trusted advisor. This is not a system for making great salespeople, it is for those who are, or aspire to become true financial advisors and understand what financial planning really is. The author leaves out rapport building/small talk intentionally since the process is about building trust by LISTENING to "their" story, not by telling "ours".
Good for planning, not so good for transactions.......2003-12-25
I invested in the mastery system which includes this system.
I wish I had read it at my prior company where the emphasis is
on financial planning. The values provide the "why" and therefore the motivation to complete the plan.
I now work in a bank and tried using this with not good effect.
Transaction time is much shorter. I'm now revisiting "Trust Based Selling" by Kerry Johnson and subliminal selling technqiues that more appropriately fit the banking environment.
Bacharach ignores the whole concept of rapport and goes for the close as a way to screen out people. That's great if you have an endless supply of qualified referrals to work from. Also his book assumes people want planning when many times they already have a planner or just want to do a transaction.
I'm finding both Tom Hopkins books and Kerry Johnson's a much better fit for what I do and also have bought "Socratic Selling" which I believe provides real value to the client.
Essential to any financial professional!!!.......2002-11-06
I've just recieved this book and it has already changed the way I view myself as a financial professional and the way I view my clients... Check it out for yourself, it'll run you around... but its worth millions!!!!!!!!!
Book Description
A brand’s meaning—how it resonates in the public heart and mind—is a company’s most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically. Written by best-selling author Carol S. Pearson (The Hero Within) and branding guru Margaret Mark, this groundbreaking book provides the illusive and compelling answer. Using studies drawn from the experiences of Nike, Marlboro, Ivory and other powerhouse brands, the authors show that the most successful brands are those that most effectively correspond to fundamental patterns in the unconscious mind known as archetypes. The book provides tools and strategies to:
• Implement a proven system for identifying the most appropriate and leverageable archetypes for any company and/or brand
• Harness the power of the archetype to align corporate strategy to sustain competitive advantage
Download Description
Using studies drawn from the experiences of Nike, Marlboro, Ivory and other powerhouse brands, the authors show that the most successful brands are those that most effectively correspond to fundamental patterns in the unconscious mind known as archetypes.
Customer Reviews:
Disappointing.......2007-09-14
I was disappointed by the lack of rigorous thinking in this book.
Sure, different companies have different personalities and personality is part of the brand. We could even create our own set of Jungian archetypical brand personalities, and go about attaching them to different brands.
But now for a test. Is Coca Cola a Creator -- helping inspire its users to do great bubbly things? Is it a Caregiver -- showing care for others? Maybe it's a Ruler -- a tough competitor and long the top dog in Cola Wars? How about a Jester -- always at the center of a good time? Or just it's just the drink for Regular Guys and Gals? Look at the ads -- maybe its a Lover or at least a drink for Lovers sharing a soda with two straws? Or, how about an almost Heroic presence, again from ads? Sometimes, it has a sort of Outlaw feel (with folks like Mean Joe Greene playing Robin Hood handing a Coke to a kid). In the old days Coca Cola ads praised it both for giving energy and a calming effect -- though there's no archetype for either of those. So, maybe it is more a Magician -- think of some of those magical ads past and animated present and its ability to give both energy and calm the soul. Given Coca Cola's global ubiquity and appeal, it might well be the drink of Explorers. It might even be (given the caffeine) the energy drink for yuppie Sages? Well, it turns out (according to the authors), that Coke is clearly so successful because it's an "Innocent." The toughest competitor in the Cola Wars, a mixture of caffeine, water, and sugar, almost wizened from a century of success -- yeah, it's clearly an Innocent and that explains everything.
My point is that the book lacks any sense of rigor, proof, or science-like basis in fact. The authors do a clever job of retrofitting achetypes to brands, and several of the cases are interesting, but the whole thing appears to work better in hindsight than proven principles for brand success. One could equally well, in this reviewers opinion, talk about aligning your brand with top-rated TV shows, Tarot cards, signs of the Zodiac, or (with at least a tiny bit of science) Myers-Briggs personality types --- "proving" the case with stories about how GE, Toyota, Google, etc. etc. all fit some stellar or personality pattern.
The kernel of truth in the book is that people like their brands, products, and companies to have a predicatable, attractive, and aspirational subtext. Creating an enduring and attractive personality makes sense, at least as long as the personality remains relevant.
Speaking of personalities, what's the Jungian archetype for the Maytag repair man? Is he a Regular Guy, sidekick to a Hero, or a Jester? Is the Ultimate Driving Machine (BMW) a Hero or an Explorer . . . with maybe the 3 Series for Regular Guys and Gals with higher aspirations than Honda and Toyota owners? No doubt the authors could tell us, though I doubt their hindsight would be of much value in predicting past or future business success.
What might be of value to some readers, especially those who think Jung had the last meaningful words on human decision making, is that some structure (almost any structure, even the Yellow Pages or TV guide) can be useful in brainstorming product and brand alternatives.
Wow, a new archetype!.......2007-08-06
Amazing... discover some (partial) new knowledge of psychology for the sole purpose of manipulating and profiting from others!
While this is standard for advertising types, it would only be fair of Pearson to discuss the other core archtypes at work here: the Crook, the Scam Artist, the Amoral Profiteer. These are real archetypes, that most readers of this book are living. Make money Peason, ok, but face your shadow and dont be part of the human problem; be part of the solution.
Dry but valuable.......2007-07-28
Alright, I'll be the first to admit it; this book is not an easy read. In fact, I'd call it a slog (and I'm a readaholic who can't put down the back of a cereal box!). But, the concepts presented are worth the work. The authors explain what's so darn compelling about Apple's logo, what type of client you want to speak to, and what they need you to say to make a connection with them. Plus much, much more.
So if you're trying to get a handle on branding and figure out what will work for you, grab this book. Thankfully, although it is dry as bone, it's fairly skim-friendly. So do what I did and skip the parts that don't apply or get too boring, and just look at the handy call-out boxes of bulleted info. You'll get the meat of the book without having to work so hard.
A Brand Is Never Just A Logo.......2007-03-08
If you're in the business of building brands. positioning products and adding value to organizations, this is a must-read. Simply organized, easy to follow and full of insight and thought, this book belongs on the office desk of every one who's involved in the science and art of marketing and brand development.
Insightful.......2006-11-11
This book draws some rock-solid suggestions about how companies can build successful brands by tapping into the fables and stories that are hardwired into our DNA. Uses insightful examples and makes what could have been a pretty dry read into a book that I actually read cover to cover on a cross-country flight. That's an achievement as generally five minutes spent reading on an airplane puts me into a deep sleep.
Average customer rating:
- DOUG MILLSTIEN IS OUT OF THIS WORLD
- Setting your brand on fire.
- my review
- Not Hype! A System for Reality...and innovation.
- Beyond the Frontiers - A genetic approach to the Brand
|
Firebrands: Building Brand Loyalty in the Internet Age
Doug Millison , and
Michael Moon
Manufacturer: McGraw-Hill Osborne Media
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ASIN: 0072124490 |
Book Description
This book explains digital branding and how to implement it in the current marketplace.
Download Description
This book explains digital branding and how to implement it in the current marketplace.
Customer Reviews:
DOUG MILLSTIEN IS OUT OF THIS WORLD .......2007-08-07
This person cant write if his life depended on it, i read it and now used it for a door stop. I wouldnt recommend this to anyone. I might use it if hes lucky for my son to sit on at the dinner table.
Setting your brand on fire........2001-06-09
There are so many books on the market that discuss the concept of 'brand' from so many different points of view, that it's difficult to sort out the good from the bad. This is one of the good ones.
Moon and Millison define the basic concepts around brand. They explain in clear buzzword-light language what influences the growth and positioning of a brand. Finally, they provide ample and well-explained pointers to further reading to help understand some of their basic ideas more clearly.
As a consultant working for a systems integrator, one of the things that impressed me the most was the focus on execution. Many books about branding seem to imply that the technical details are irrelevant to brand success, but _Firebrands_ makes the point that a relationship with a customer only has brand value when supported by appropriate policies, training, and technical infrastructure. This is a message that can't be, IMO, repeated often enough.
Well worth the time to read.
my review.......2001-03-08
I have read Firebrands and found it extremely useful. As a systems integrator in St. Louis, I have used this book to help my clients understand the importance of a technical infrastructure in building a vibrant brand.... Mind you, this is not a 60 second brand manager book.
Not Hype! A System for Reality...and innovation........2001-03-05
Firebr@nds is not a bedside book, it's a cookbook, a tool for being AT CAUSE when it comes to building successful, powerful communications for the internet.
As a Technology Interface Architect , the building of brand into the interaction of the product is vital to it's success.
My clients over the past 12 years have been besieged by what appears to them this mysterious thing out there that will grow over some process, that we will somehow invoke, and it will be successful if the powers that be are on our side.
This book makes it all very clear, while eliciting sympathy for all of us who have built brands. A genuine appreciation for its complexity is gained as you read a systemization of brandbuilding in Firebr@ands.
Moon has given us a thorough and deep taxonomy for building the brand from many different pragmatic angles. The dramatic distinctions in language make it easy to use the language as a tool in any company when it comes to educating organizations in building brand.
This is a book that I will return to over and over again as I help my clients grow their products into the future. It was a very brave, and necessary book to write. BRAVO!!!!
Beyond the Frontiers - A genetic approach to the Brand.......2001-03-01
As the Chief Technical Officer of a Texas based e-services and print communication firm, I live in this interactive brandspace on a daily basis. The problem with this brave new world of pixels is simply that much is said and much is written but little intelligent communication occurs. I find the innovative and far reaching approach taken by Michael Moon to be the de facto foundation for the next "big thing".
The approach that one must take to these new media spaces and channels is not readily discernible from the clearly defined trails blazed in the more traditional areas of branding. This new territory is as different as the Earth is from the Moon [no pun intended]. The book travels beyond the areas marked as "unknown - there be dragons here" and opens a clear and understandable path into formerly mysterious areas.
What we need out here in the field is less hype and more substance. Firebrands is a rational, ground breaking treatise on the evolution of Branding. This is a pivotal work that serves as a wonderful deskside companion, as indispensible to me as my spell checker or my browser.
Michaels' best practices mental evolution from the time of the Jeff Martin led Digital Brand Building Seminars of the mid-90's to this opus show an extraordinary depth and breadth of thought and research . The Firebrands book is the Gray's Anatomy of Brand "science".
As my company moves forward with ground breaking, market defining services in the area of brand guaranty we will continue to consult the Firebrands roadmap. We anxiously await any follow-up materials that might come from this mind trust.
Be warned - this is not a shallow pop-business, executive book of the hour read. This is a genetic level approach to a new mindset. It must be read slowly, deliberately, and with a totally open mind. The graphics are not simply illustrative they are literally a book unto themselves. Read this brandspace atlas one chapter at a time, review the graphics, and with time and reflection you will understand.
Book Description
Successful network marketing entrepreneurs share their secrets
In The Ultimate Guide to Network Marketing, network marketing guru Dr. Joe Rubino offers readers a wide variety of proven business-building techniques taken from many of the most successful network marketing leaders in the industry. Presenting a wide range of different perspectives and tactics, this comprehensive guide offers beginning network marketers and seasoned veterans alike all the specialized information and strategies they need to grow their business. Revealing a world of secrets it would take a lifetime in the industry to amass, the 37 contributors in this handy resource provide one-of-a-kind advice for building extreme wealth.
Dr. Joe Rubino (Bexford, MA) is an internationally acclaimed network marketing and personal development trainer, as well as a bestselling author of eight books and two audio albums. He is also an acclaimed success coach, speaker, and course leader in the fields of leadership development, team building, communication, and network marketing.
Customer Reviews:
Well written, easy to understand and apply guidelines.......2007-07-19
A great, inspiring read by different successful contributors in the network marketing field. Best to read one chapter and let that information process before going on to the next, that also makes it easy to fit into tight schedules.
A Great Network Marketing Resource.......2007-07-10
There is a lot of great wisdom in this book! The other thing I think is great is that since there are 37 different contributors to this book, if you connect with the style of one person, you will then know if that person has authored any of their own books, that you will know what to buy next. You will definitely find something in this book that appeals to your style.
The "Bible" of Network Marketing.......2007-05-11
Definitively a "must have" book to any network marketer. You have 37 top gurus in MLM, share with you their acknowledgement about how to explode your network marketing business.Why? Because all they have a network marketing empire and show you how they do it.
You will learned:
-How to and where to find prospects (partners) for your business
-How to be more persuasive with your prospects.
-The best places and ways to marketer your business
-What would be your overall attitude in your business to make it comfortable and natural
-What to say (and not to say) to your prospects so they are more prone to listen your proposal....and accept it.
-How to make technology work for you.
-How to make a professional follow-up.
-What "tools" must have to "skyrocket" your business.-
-Find partners that take action forever.
- And much, much more.
You will obtain information about improve your self-steem and about make your business grow up, all in one book.Imagine 37 top mentors in your house, "saying" to you what steps to follow and what to do to grow your business.
You will take out the book from your library, many,many times, believe me, I am doing that almost everyday.
In bonus, you have access to many resource from those top marketers, to following theirs advices.
Buy the book, read it, learn from it and...take action and you will have a Network Marketing empire.
Great stories for Network Marketers.......2007-01-15
I love books with practical stories by people who have been there and done that to use an overused cliche. In this book are great stories with real people who have been successful in this field. If you take the time to fell their stories and pull out of them the practical advice they offer then this is a win. A great book on succeeding in the NW field.
The power of biz networking.......2006-07-12
It is of much importance that as we view team work and team building vital for the growth of every system,we need to realise that networking is a covenctional way of translating the culture of team work and team building.
This is where I find this book important in revealing a process to achieve success through multi level marketing a building process of networking.
Delve into the book and lets improve our culture of bussiness networking.
Book Description
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.
A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organization, and brand-as-symbol perspectives. The twin concepts of brand identity (the brand image that brand strategists aspire to create or maintain) and brand position (that part of the brand identity that is to be actively communicated) play a key role in managing the "out-of-the-box" brand.
A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products.
Aaker also addresses practical management issues, introducing a set of brand equity measures, termed the brand equity ten, to help those who measure and track brand equity across products and markets. He presents and analyzes brand-nurturing organizational forms that are responsive to the challenges of coordinated brands across markets, products, roles, and contexts. Potentially destructive organizational pressures to change a brand's identity and position are also discussed.
As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.
Customer Reviews:
Brand Management.......2006-07-03
It was a course textbook, but it was a rather nice read. Not too technical.
A Classic.......2006-02-25
One of the few substabtial texts about brand building. More often than not you'll find little more than rethoric in books about assessing and planning your brand. The line between actual brand management knowledge and shameless PR has become so thin that one has to be thankful for Aaker's orthodoxy. In the post-whatever era it is reassuring to hear that brand is still a relatively graspable albeit complex concept and that marketers still can hope for planning the identities of their brands. You may disagree with Aaker but not before you've read this classic.
Rehashed, Recycled. Nothing new here........2004-11-12
This book is more of the same rehashed, recycled, repurposed content from the authors. Much of this material is available in any basic marketing text. In fact, this book reads strikingly similar to just about any training manual on the basics of branding. If you've worked at any of the big agencies: McCann, JWT, Y&R, you learn the contents of this book on your first day in about a hour. All the cases cited in this book are stale and extremely weak. The "editorial reviews" listed above are shill quotes from clients who are cited as "cases" in the book.
Remember this before you buy: the author, and the firm for whom he works, use this book as nothing more than a lead-generation tool--it's called "thought leadership", a nebulous term used by company to propagate its own way of thinking. Save your money. Don't become a victim of Prophet's propoganda. Buy something with substance like Jean Noel Kapferer.
A good brand classic!.......2003-09-14
This book is a comprehensive and holistic approach to brand , although a but out-dated. For more updated concepts I reccommend 60-Minute Brand Strategist by Idris Mootee. The author presents an expanded view of the meaning and role of brands and gives a new dimension, deeper than the single, limited conceptualization of a brand as a product. The role of the organizational associations, of the culture values and the emotional imput is very well integrated to understand the multidimensional meaning of a brand. Both books will help brand, marketing and/or commercialization managers to best leverage their corporate, range and product brands. Additionally, the insights presented to understand brand and company valuations are very well explained.
An Excellent Read.......2002-08-15
Building Strong Brands realizes right away how crucial a brand identity is in today's economy. Well written and researched, Aaker delves into case histories of some very well known brands--such as Saturn--to forcefully argue his premise about the vital importance that a well-established brand identity can play in marketing and selling a product. Although his case histories are strong ones, each situation is unique. Guerilla PR: Wired is laden with various techniques to help an organization market its brand identity.
Books:
- Don't Let Your HMO Kill You : How to Wake Up Your Doctor, Take Control of Your Health, and Make Managed Care Work for You
- E-Commerce
- eBoys: The First Inside Account of Venture Capitalists at Work
- Electronic Commerce: A Managerial Perspective 2006 (4th Edition) (Pie)
- Emotion Marketing: The Hallmark Way of Winning Customers for Life
- Emotional Branding: The New Paradigm for Connecting Brands to People
- Exceptional Customer Service: Going Beyond Your Good Service to Exceed the Customer's Expectation
- Financial Peace: Restoring Financial Hope to You and Your Family
- Firebrands: Building Brand Loyalty in the Internet Age
- Five Star Service, One Star Budget: How to Create Magic Moments for Your Customers That Get You Noticed, Remembered and Referred
Books Index
Books Home
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