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:
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Power Branding
Ann Chambers
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Book Description
Why do Coke, Nike, and Apple inspire so much loyalty among consumers? Laurence Vincent explains how smart marketing professionals can emulate these companies to build lasting brand allegiance.
Coke, Martha Stewart, Ralph Lauren, and Hallmark engender tremendous devotion, sometimes almost a cult following, among consumers. To create this kind of loyalty, these brands express consistent values and "stories" and, in the process, claim a unique niche in the marketplace. These most successful brands have fine-tuned their stories, building a legacy that attracts steadfast fans, creates tremendous visibility, and underscores enormous profit potential.
Author Laurence Vincent has been a keen observer and frontline player in developing the brand stories of many outstanding companies. In Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Marketing Strategy, he explores:
• The four essential elements that support a successful branding effort
• Ways consumers bond with a particular brand and create a unique culture around a product
• How the best brands tell their stories in ways beyond television spots or space ads-through product placements and sponsorships, among other tactics
• Special problems and anomalies in building a legacy, including a discussion of public and charitable causes, political brands, and public personalities
• Innovative research tools that reveal attitudes and feelings about products that traditional research methods (focus groups, for example) overlook
• What leading marketers do when a brand becomes irrelevant or damaged-how they revive and position their brands in fresh and exciting ways
More than a discussion of theory, Legendary Brands is also a prescriptive guide that outlines how to apply the theory to specific brand issues. This book presents readers with plenty of no-nonsense interviews with leading brand managers, creative directors, and other experts. From their frank comments, readers will learn new ways to approach specific marketing problems, as well as innovative solutions to untangle an assortment of thorny branding issues.
Customer Reviews:
Larry knows how to build a brand narrative.......2005-06-01
This is one of the few books (of the many I have read about storytelling in marketing) that provides a good explanation of "Why" storytelling is a powerful tool and "How" is works. I like that Vincent evidently has carried out a sound piece of research before writing this book.
I particularly like that he makes the point that not only do customers tell each other stories, they also live trough story themselves and build and support their own life-story through their consumption: "consumers in the post-modern world seek a narrative (or narratives) upon which to base their identity" (p. 9), "We define ourselves, our lives, and our well being by what we consume." (p. 11). Essentially this makes it clear that consumers exhibit what I would call sense making through consumption, and Vincent recognises that.
I highly commend this book for anyone who considers exploring the powers of using storytelling in their marketing strategy, since it describes well how to create a brand narrative. I do however personally believe that building a brand narrative is just one way of using storytelling in marketing, there are other approaches to explore too.
Find Your Brand's Story.......2005-06-01
Laurence Vincent skillfully sets the stage on the amazing power of brand stories, how storytelling can be done with brands and how to mine stories from your own brands.
The first half of the book is an excellent "history lesson" in brands like Apple, Nike and others and how they proficiently leverage their brand equity and story. The second half of the book is a "tutorial" in how to discover, mine and bring to light your brand's story.
Truly an amazing and interesting book. Very insightful. The author is intelligent, articulate and easy to grasp. He makes a very strong case for realizing the power of brand stories and engaging consumers in new, compelling and oftentimes utterly unique ways.
The 80/20 rule is alive and well!.......2005-02-01
Maybe you can't explain the creation and management of legendary brands--but if you can, Mr. Vincent didn't. Or, if he did, he used a LOT of extra words to make his explanation fit into a book. "The objective of every advertiser is to implicitly prescribe acts of consumer behavior (e.g., "But the product!"). Legendary Brands, however dole out the prescription through story. These brands do not yell at the consumer to buy, buy, buy. They instead engage them in a narrative that makes the consumer want to buy because they identify with narrative components." -from page 35.
That sounds good to me. But that was about it.
He continues throughout the book to equate a person's Faith with branding. Again, I can see some similarities, but his attempt to "explain" the transcendent by use of the eminent is incongruent unless you believe that there is nothing but the eminent. He would have you believe that your deepest beliefs are simply responses to someone's effective branding attempts.
This book should set better with cynics and agnostics. I'm not reselling my copy-I don't want to spread his gospel.
GREAT BRAND SELECTION, DECENT NARRATIVE, WEAK DISCUSSION.......2003-06-12
Harley, Kodak, Nike, Apple, Linux. The secret to the phenomenal success of these brands is the "narrative" that communicates the underlying brand philosophy, one that engages and inspires consumers to use and stay loyal to these "legendary brands".
A slew of pages is devoted to theorizing about these brands' narrative structure and occasionally the pseudo-scientific verbiage is a little distracting (e.g., "Brand mythology acts upon the cognitive orientation centers of the brain in much the same way that religion and other deeply held philosophical beliefs do").
Yet, all this could have been easily overlooked by the fastidious reader, but without a more organized analysis of how these seemingly facile narratives were conceived, attained, and then maintained by our "legendary" brands, the book falls short of its expectations. Some discussion of the evidence, even anecdotal, would have made this 5 star material although it may still be an interesting collectible for the insightful magazine style discussions of successful branding endeavours.
Packed with Knowledge!.......2003-02-26
What makes a brand become the stuff of legend? Author and consultant Laurence Vincent says it's the power of a good story. Vincent, whose specialty is forging alliances between consumer brands and entertainment properties, presents an interesting parallel between marketing and storytelling that makes sense in today's increasingly cluttered media environment. Vincent introduces you to the basics of myth and storytelling. He explains how these concepts apply to marketing strategy and offers plenty of real-world examples and case studies to illustrate his points. Except for predicting the coming integration of advertising and content (it's been around for decades), Vincent's book is full of fresh insight. We from getAbstract recommend this book to brand managers and marketing executives who want to learn how to turn their brands into powerful icons. Legendary Brands takes the reader step by step through the process - just like any good story.
Book Description
With worldwide distribution, the FUBU brand is an international symbol of empowerment and success, standing as a blueprint for young business people looking to chart their own course.
In
Customer Reviews:
Display of Power: FUBU.......2007-10-04
I found this book very entertaining, interesting and inspirational.It follows a Brother from NY (Daymond John), who had a dream, through the many obstacles and roadblocks to his position of "power" as CEO of a company that did indeed change the fashion industry. Most importantly, the "power" is not one of a negative nature but rather positive in that he continued to work with the community as well as other individuals, including competitors, to make a change. He also shares how important his family and community was in this climb to the top, as demonstrated by the choice of the name, i.e. FUBU "for us,by us". Importantly, the impact of FUBU has been on all of society and not just the "hip hop" industry.
I thought the book was insightful and intelligent. A good read........2007-04-05
I read this book in two sittings, which in it's self should say, this is a good book. I also read the first ladies' "Mr. Stereotype" review and I had to retort.
This book to me seems to me like an account in Mr. John's life up to a couple years ago. He did not come across and a street thug but more as a struggling black man working on making it in America (he worked at Red Lobster) . I think young lady missed the point, and in turn a lot the knowledge that was passed along in the book like about taking chances, running with new ideas and believing in yourself. The story that was told in this book needs to be heard. There are not to many positive words of encouragement addressed to the hip hop nation, and this is one of them. Young enterpuernuers across the world should tip their hat to this gentleman and persons like the young lady whom wrote the first review, should read the book again.
Mr. Stereotype.......2007-03-07
Have you ever gotten a book and you wanted to like it no matter what? Even during areas you weren't particularly fond of, you just kept on pushing along? Well, that's what I tried to do with this book. Before I read it, I was the biggest cheerleader of FUBU you ever wanted to see: I had outfits, boots, and I've bought more than a few FUBU gifts for Christmas gifts. But after reading this book, chances are I will never buy this product again. I'm so utterly disappointed right now.
Cons: The creator seemed so deadset on pushing as many stereotypes in one book as he possibly could. If there's one thing that annoys me, it's when someone goes waaaay out of their way to prove that they are from the streets. People who are REALLY of and from the streets don't feel the need to brag about it so much; it's apparent as soon as they walk into a room and their mannerisms. But this guy just kept on talking about how "street" he was and kept trying to provide examples that say "Look! I'm street! Look at me!" I didn't find his anecdote about stealing childrens' flashlights and clothes funny, especially since he was a counselor. I didn't think it was cute when he denied being a drug dealer but admitted to selling weed. It annoyed me that his mother had to take on three jobs just because he chose to fail a test out of pure laziness. It blew my mind that he gave the Jewish guys who wanted to give him a chance the runaround just because they kept their options open, even though he would've been bankrupt in four months had he not accepted their offer. I thought it was absolutely dumb of him to accept such a massive amount of orders when he knew he didn't have the body power to get these clothes to the customers. Who in the world burns clothes, and continuously runs from the police and fire trucks? And why would you burn clothes long enough to get a tan? Some of the stuff in this book was just absolutely outlandish, and I couldn't get the sneer off my lips. But I still read on, in hopes of admiring these four brothas who promoted clothes "for us, by us." (By the way, the writer never did clarify what B.U.F.U. meant, which is important in a nonfiction piece.) Then I got to page 120 when one of the founders said that they started making coats with pockets for weed. Seriously though, was that really necessary? After that, I gave up on the book. I couldn't believe out of 120 pages, not once did the writer give a head nod to the other three brothas, besides mentioning that they were on some "street" picture that made them look "hard." I wish I could've read this book from the other three guys' perspective and hope that they wouldn't make such ignorant jokes. I won't even get into how goofy I think it is to talk about how proud he is of being a black-owned company but in 120 pages, I never heard about ONE black employee of their team (Jewish money partners, Latina seamstresses). I'm all about employing anyone who needs a job, but nothing about this book tells me that they were really trying to make clothes for black people; it just seems like it was all about money. There was even a scenario in this book about how smart the writer thought it was for Red Lobster to cheat people out of shrimp to save millions of dollars. And just as I expected, the writer went into several stories of his own as to how to cheat the customers and make money for himself. I hate to say it, but I no longer respect this clothing line. I'll stick to wearing Baby Phat, Apple Bottom, and Rocafella. Hopefully the founders of these lines won't write a book full of jokes that feed stereotypes. It's very disappointing when you read about a clothing line that's trying to cater to an audience and uplift them, but the book tells of cheating them, feeding into stereotypes, and not even being loyal. Wow.
From Queens to High Fashion Down Town.......2007-03-04
It is said that all markets are niches. Daymond John found a niche and has been able to really make it pay off. His niche is identified by the name of the company - FUBU - For Us By Us. Mr. John has been able to find a position in the high powered, fast moving world of the fashion industry.
As a young black man in Queens, you would have thought that his chances of spending a life in prison were higher than runing a fashion empire - and they probably were. But through an understanding of power and the appearance of power he was able to move out of Queens, a long ways out.
Two points about the book stand out to me. First was the number of ventures that he worked in while trying to find what fit. An MBA student studies case histories of businesses to (hopefully) help the student learn from others. Mr. day lived them instead. Some were marginally successful, some were less so. But from each he learned, and learned better than the MBA student could possibly learn.
Second Mr. Day seemed to have from the beginning an innate understanding that displaying power, the appearance of power is what makes it work in his space. I was reminded of Arthur Miller 1949 play 'Death of a Salesman,' where the guy is out there 'riding a smile and a shoeshine.' Mr. Day's world is different, but perhaps in detail only.
Book Description
Like religious cults that can attract thousands of devoted disciples, is it possible for company brands to build legions of loyal followers? In a marketer's dream come true, can certain products—with the right combination of positioning and branding—take on magnetic characteristics and galvanize die-hard customers who become walking, talking viral marketers? Can your company harness the power of cult branding without blowing a fortune on advertising?
According to authors Matthew W. Ragas and Bolivar J. Bueno the answer is yes. In fact, you need not look much farther than a Harley-Davidson rally, a Star Trek convention, or a Jimmy Buffett concert to see the cult branding phenomenon at work: thousands of passionate, faithful fans spreading the good word and spending lots of money. Not all brands have the dash of edginess, the devoted fan base, or the niche positioning to be cult brands. But those that do tend to share similar characteristics that make them successful, what the authors call the Seven Golden Rules of Cult Branding. Through meticulous research and scores of interviews Ragas and Bueno have uncovered the remarkable and oft-untold stories behind nine very successful cult brands:
·Star Trek
·Harley-Davidson
·Oprah Winfrey
·World Wrestling Entertainment (formerly WWF)
·Apple
·Volkswagen Beetle
·Jimmy Buffett
·Vans Shoes
·Linux
These nine brands follow the Seven Golden Rules and have millions of fans and billions of dollars in revenue to show for it. Now you can learn first hand what these special brands did to set themselves apart and how to apply the Seven Golden Rules to your own marketing strategies.
Written for advertisers, marketers, sales executives, and business owners who want to thrive in an increasingly competitive marketplace, The Power of Cult Branding is the ultimate guide to creating a loyal core of repeat customers and winning the positioning battle.
Customer Reviews:
mostly filler.......2006-06-21
You could distill this entire book into a magazine article. It contains page after page of common sense filler, like explaining the Golden Rule, and such insights as "people like to communicate." And many of its premises -- such as all brands needing an enemy or rival -- are not substantiated by all 9 of their handpicked examples! At least Jim Collins made sure of that in "Good to Great" (a much better book). This book is filled with sloppy scholarship and derivative thinking by two no-names in the business.
Transformational!.......2005-02-16
BJ Bueno's mystical insight into the underlying triggers of human emotion helps us frame successful brands in the 21st Century with the clarity of 20/20 vision!
How not to write a book.......2005-01-29
OK- obviously they manage to practice cult branding because I bought the book but it was a waste of money because there was no informational meat to the marketing. The sparse bits of knowledge that this book can impart can be found in other business books that are much more informative. My boyfriend has this book on his bookshelf because he says it's a perfect example of how NOT to write a book.
imitation is the most sincere form of flattery..........2004-10-08
the truth be told, author Douglas Atkin began his research on cults and brands more than seven years ago. then his premise was discovered by Forbes about four years ago and eventually became the COVER STORY (in which he is cited) of Forbes on April 16, 2001.
Then later, this grad student did a thesis on the same topic and published it as a book.
Stick to the real deal: The Culting of Brands: When Customers Become True Believers by Douglas Atkin
Not a diluted, "borrowed" grad student thesis.
Perhaps this is one reason Atkin's book was reviewed by the Wall Street Journal and this grad student thesis was not.
I don't see what all the hype was about...........2003-03-25
It's a good book. It's got some fun stories about certain "cult brands" but it's nothing ground breaking. Sure I picked up some nifty tidbits about how big companies have done some "revolutionary" things, but it really comes down to customer service and doing what's right rather than what could create the highest profit margin.
I bought this book at the suggestion of Roy Williams (Wizard of Ads- GREAT books!), but it really just made me wonder if he's getting a kickback for the recommendation.
It's an easy read. If you've got time and you want to learn a little bit, go ahead and pick it up. But overall, I'd rate it as average and nothing groundbreaking.
Book Description
The most inventive retail marketers reveal what really works in the powering of a retail brand in The Power of Retail Branding. The reader will get an inside look at the marketing objectives, strategies and executions of today's innovative retailers.
The dimension and scope of retail branding are illustrated through a panorama of hundreds of full-color visuals from successful retail marketing campaigns.
Also included are personal interviews with the brand planners and concept builders. Case studies are presented in individual sections headed by a discussion of the concept of the brand/power strategies. These brand building concepts include the retailer's commitments, its image, its products, its in-store experiences and its lifestyle positioning of the customer.
The Power of Retail Branding is intended to be used as a tool to aid in the creation of strategies for powering brands. It will also help the reader empower their employees-as-the-brand and their customers-as-the brand.
This book serves as a retail branding think-tool to stimulate a process of "how-to-think" rather than `what-to-think."
176 pages 400 color photos 9" x 12" / hardbound
Customer Reviews:
Excellent!.......2007-01-10
We work with promotion and this book helps us to know more about this important theme. Easy, clear and very objetive. Rubens Bürgel
Average customer rating:
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Retail Branding: From Stopping Power To Shopping Power
Michel Van Tongeren
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Passion Branding: Harnessing the Power of Emotion to Build Strong Brands
Neill Duffy , and
Jo Hooper
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Emotional Branding: The New Paradigm for Connecting Brands to People
ASIN: 0470850523 |
Book Description
In a world of switched-off and disenchanted consumers, the time is right for a new approach to communicating with customers. Passion Branding is that approach. Centred on a passionate relationship between brand and consumer and the leverage of that passion in order to create value for all involved in the relationship, Passion Branding can be a great way to drive brand awareness at a fraction of the cost of traditional advertising, particularly for brands that don't enjoy high emotional affinity with customers. Drawing on major case studies from around the world (including Shell and Ferrari, Hyundai and the FIFA World Cup, and Guinness and the Rugby World Cup) as well as interviews with top practitioners, Neill Duffy introduces Passion Branding, shows why it is about much more than simple sponsorship, and details the many areas in which this versatile business tool can play a role.
Download Description
In a world of switched-off and disenchanted consumers, the time is right for a new approach to communicating with customers. Passion Branding is that approach. Centred on a passionate relationship between brand and consumer and the leverage of that passion in order to create value for all involved in the relationship, Passion Branding can be a great way to drive brand awareness at a fraction of the cost of traditional advertising, particularly for brands that don't enjoy high emotional affinity with customers. Drawing on major case studies from around the world (including Shell and Ferrari, Hyundai and the FIFA World Cup, and Guinness and the Rugby World Cup) as well as interviews with top practitioners, Neill Duffy introduces Passion Branding, shows why it is about much more than simple sponsorship, and details the many areas in which this versatile business tool can play a role.
Average customer rating:
- Excellent Visual Book on Branding
- Thanks for Taking the Visual Approach
- Logos and little substance
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Branding: The Power of Market Identity
David E. Carter
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ASIN: 0823066312 |
Customer Reviews:
Excellent Visual Book on Branding.......2000-07-14
Book captures the idea that branding also has a visual component- most books only cover branding through text and ignore the visual aspect. Great reference for graphic designers and those in the design field.
Thanks for Taking the Visual Approach.......2000-07-13
As a designer, it was nice to see someone finally taking a visual approach to the topic of branding. There are a lot of books out on the market that deal with the strategic end of branding with prose, but this was the first I found that dealt with the issue in a visual way.
Logos and little substance.......2000-05-26
This book is a huge disappointment. About 80% of the content is simply a reprinting of company logos and art work. There is little text and what there is can only be described as "superficial." If you are interested in how to brand, what makes branding work, and other pragmatics of the approach, this is not the book to read.
Average customer rating:
- Starts off great...
- As bad as my term papers in college
- How technology affect Brand??
- Hi-Tech Hi-Touch Branding
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Hi-Tech Hi-Touch Branding: Creating Brand Power in the Age of Technology
Paul Temporal , and
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ASIN: 0471845965 |
Book Description
"There's branding and there's high-tech branding and the differences are enormous. The authors do a great job in isolating the many important principles of branding in an increasingly high-technology world." Al Ries Chairman, Ries & Ries Co-author, The 11 Immutable Laws of Internet Branding "The internet and e-commerce have inspired phenomenal changes in the business world, but at least one thing has remained constant: the importance of building a strong brand." Ed Zander President, Sun Microsystems, Inc. "Building a strong consumer brand has always been a monumental task. But, never more so than today, with the explosion of technology, innovation and communication. Paul Temporal has taken a pragmatic and credible approach to suggesting how this effort can be tackled, through his reiteration of basic branding principles, to his reliving case studies of companies which point the way forward. Along the way, he reminds us that branding is all about building a long-lasting and meaningful relationship with consumers." Aaron Boey Vice-President, Marketing Philips Consumer Electronics, Asia-Pacific & Middle-East "Paul Temporal and KC Lee offer us a book full of thought-provoking views and case studies relevant to Internet-Age companies. Insightful and informative, this book challenges you to think through every element of your online branding and customer experience. It is a useful read for any executive who is in charge of brand strategy development and management." Jay Sibel Vice-President, Communications and High Technology Practice A.T. Kearney "In the hi-tech age, building and sustaining great brands are even more critical than ever. The strength of the brand is the only differentiator in a world of connected and knowledgeable customers." Steve Ballmer President, Microsoft
Customer Reviews:
Starts off great..........2006-04-04
I have just finished reading this book. It thought it started off great. the first chapter had me pumped up and ready to rock! But as I got into the book more, I lost that intensity, mostly due to the very dated content of the book. It focuses on data available in 2001. In my opinion, too much has changed since then to make this a great book. It has historical value and a wider-than-average geographical appeal, but many of the examples are outdated (some of the GREAT companies used as examples, don't even exist anymore). This book needs an update badly.
As bad as my term papers in college.......2003-11-24
I work for a high-tech software company and was hoping to find something to help me with software branding. Unfortunately, this book reads like one of my term papers in college - the ones I used to write the night before the exam. If you need an overview of high-tech branding, don't waste your cash. The book is full of examples from Asian companies in the middle of the dot-com gold rush. For today's environment I would recommend timeless classics like "Crossing the Chasm" (although, granted, there is no brand talk there).
How technology affect Brand??.......2002-02-25
No matter which industries you're competing. Branding is one of the most important to substain your business. Nowadays, products and services become homogenous goods in the eyes of customers. Only branding can differentiate in the pool of keen competition. This book studies and analyzes how hi-tech companies can build their brands, positioning, and strategies.
The most useful part in the book is it can instruct you to build Internet Brand with ample cases illustrated.
This book is a must for those who wanna become the winner by brand building in the industry.
Hi-Tech Hi-Touch Branding.......2001-04-30
A Marketer's guide to the fundamentals of branding in this digital age. This intriguing book tells us how to build brands by thinking ahead .... but on a realistic scale. A must for marketing souls.
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