By Jim JOSEPH
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I gave this book a 3-star rating not because it is mediocre - it has all the basics a new marketer or people interested in the topic need to know. Plus, the author does that in very simple language - it's jargon free.
The book gives you a guide (plus reallife examples) for brand-building. It talks about a multi-steps approach:
1. Define your brand. Draw a perceptual map to help you find a unique place in your category (the fact that it talks about a perceptual map gives you a sense of who its target audience is, for those who does not know how to draw a perceptual map - grab this book, now!).
2. Understands your consumer. You have to literally observe them by following them, doing what they do to understand their needs - functionally and emotionally.
3. By doing 2, you find out all the touchpoints (points at which your consumers will potentially come into contact with your brand). The next step is to choose the touchpoints which matters to consumers and at the same time make sense for the brand.
4. Design the touchpoints. Be consistent but avoid cookie-cutter approach. Make the most out of each touchpoint because each has own advantages and characteristics (just think about 2 different touchpoints - retail outlets and websites- and how you can tailor-make experience for each). I think the author has given a bunch of good examples as to how this could be done. Examples including LV, Ralph Lauren, Abercrombie & Fitch, The Simpsons Movie and a cookie brand called Keebler.
5. In building the brand, make sure the brand experience is "ownable" - meaning the experience is uniquely about your brand, so that consumers will not confuse you with someone else and you don't end up marketing for your competitors. The author mentions a number of techniques e.g. giving your brand a unique color (as in Pepsi is blue and Coke is red). This might sound intuitive, but I think the author has given a good list.
6. Finally, he talks about how to execute the marketing plan you have drawn up by following the above steps. The author talks about team coodination and the use of a "style guide" to make sure everybody in the team understands the brand and increase the chance of consistent execution.
All in all, a good introductory book for all brand-builders and all who are interested in the topic. Another good introductory book is Zag: The Number One Strategy of High-Performance Brands. For more "advanced" readers, I suggest the following titles:
1. Get Content Get Customers: Turn Prospects into Buyers with Content Marketing (Tells you how to draw customers by providing useful content)
2. The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning (Tells you how to make marketing valuable to consumers)
3. Inbound Marketing: Get Found Using Google, Social Media, and Blogs (New Rules Social Media Series) (Tells you how to get found by consumers online - Please check out my detailed review on this one too)
If you like this review, please feel free to visit my blog about marketing: http://kerinlo.blogspot.com
kerinlo.blogspot.com said on Sep 25, 2010, 06:05