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Customer Reviews:
Avg. Customer Rating: 4.5 / 5.0
To bad for the Sirco case The Sirco brand is a prominant exemple of new-marketing-branding-and-so-on... in this book. To bad the brand has been taken out of the market recently ...
:-)
How to develop a brand that is "a cluster of strategic cultural ideas"
As John Grant explains in his Introduction, these are the four key ideas he examines in this book: 1. "A brand is nothing abstract, like some mysterious essence - it is simply the sum of ideas associated with it." 2. "Over time, the brand becomes like a molecule. Built up of successive and connected ideas." 3. "The way to manage brands is coherence, not consistency." 4. "Brands, like stories, are supposed to have a point." Throughout his narrative, Grant examines each of these... more info
Inspiring and cleverly observed Unlike many marketing text books, which seem to live in a dry, theoretical world of Benefits, Reasons to Believe and Brand Equity Pyramids, this book comes from the real world. Full of examples, clever observation and even humour and humanity, I can thoroughly recommend it to anyone involved in brand marketing, advertising and communications.
Read this book! If you are working in marketing but can see that all of the old ways of doing things are not working but can not quite see what the solution is then this book will answer most of your questions. If you are a student or are just starting out then by reading and understanding the arguments raised here you will find that things start to make sense to you that others don't seem to grasp. There's a bus load of marketing books out there but if you only read three it should be the three written by this... more info
