The Brand Challenge

the-brand-challenge

The Brand Challenge: Adapting Branding to Sectorial Imperatives

Edited by Kartikeya Kompella

The Brand Challenge consists of four general branding topics followed 11 sector-specific chapters, namely: luxury, retail, business-to-business (B2B), media, financial services, non-profits, fashion, hotels, cities, technology, and football (soccer). Each chapter is written by a different author. Continue reading “The Brand Challenge”

Fans Not Customers

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Fans Not Customers: How to Create Growth Companies in a No Growth World

by Vernon W. Hill II with Bob Andelman

Vernon W. Hill II founded Commerce Bank in 1973. In 2007, the bank “was sold to Toronto-based TD Bank for $8.5 billion, producing a 30-year, 23 percent annual shareholder return. Everyone profited, including shareholders and team members.” In 2010, he co-founded Metro Bank, bringing the same service culture to British banking. In Fans Not Customers he reveals the secret sauce of his business model. This book is about branding, differentiation, corporate culture, and organic growth, but the dominant theme is providing exceptional customer service. Continue reading “Fans Not Customers”

The Fall of Advertising and the Rise of PR

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The Fall of Advertising and The Rise of PR

by Al Ries and Laura Ries

The Fall of Advertising and The Rise of PR is about the role of PR versus the role of advertising in brand marketing. The thesis is that PR is needed to launch a brand and establish its identity; advertising is for maintaining an existing brand’s position.  The reason is that advertising has no credibility, so it can only remind people of what they already believe. Continue reading “The Fall of Advertising and the Rise of PR”

In Search of the Obvious

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In Search of the Obvious: The Antidote for Today’s Marketing Mess

by Jack Trout

Jack Trout (1935-2017) had been a marketing professional for over 40 years.  This book is about how the marketing profession has gotten off course, and the importance of timeless fundamentals, simplicity, and common sense.

Trout is critical of Madison Avenue. “To me it’s creativity run amok…The fact is that creativity was always a misnomer. An agency isn’t creating something. The company or product or service already exists. What they are doing is figuring out what is the best way to sell it. That, simply stated, means to take that logical, differentiating argument and dramatize it.” Continue reading “In Search of the Obvious”

Winning the Profit Game – Smarter Pricing, Smarter Branding

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Winning the Profit Game – Smarter Pricing, Smarter Branding

by Robert G. Docters, Michael R. Reopel, Jeanne-Mey Sun and Stephen M. Tanny

Winning the Profit Game reveals the key to success: pricing which is integrated with brand management, cost management, and product development. Whatever the goal, such as market penetration, customer retention, or increasing margins, “the strategy should be reflected in the price.” Continue reading “Winning the Profit Game – Smarter Pricing, Smarter Branding”