While this book
presents standard business ideas about branding and is well written
and interesting, it does little to help small business owners learn
how to brand their product. The book opens with a standard section on
the principles of branding: create a demand, determine a strategic
direction, deliver the core benefits of the product, and maintain a
long-term vision. This section is followed by sixteen case studies
showing how the business leaders of successful companies used the
principles.
The book is well
written and entertaining if you're interested in how companies like
Amazon, Victoria's Secret, and Starbucks succeeded, but like so many
case study books, these stories are very individual and driven by the
brilliance of the company founder.
Aside from the
principles, which can be found in most marketing textbooks, I didn't
find much to help the struggling small business. In fact, I think it
would be rather daunting for a small business to compare itself to
Frito Lay, for example.
I recommend this
book if you're interested in reading about success stories, and you
may glean some useful ideas for your business, but this isn't a
manual for how to improve your brand. You have to take the ideas and
work to create what's right for your business.
I reviewed this book
for Net Galley.
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