Quick and easy read, which makes it a must for any professionals working in any areas that are closely related to branding or marketing.
A great complement to the 22 Immutable Laws of Marketing.
Flow: 5/5, can be read in a few days.
Actionability: 4/5, not many step by step instructions but there is still a lot of actionable advice.
Mindset: 4/5, will change the way you think about branding.
Some Of My Highlights:
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“Marketing is building a brand in the mind of the prospect.”
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“Today most products and services are bought, not sold. And branding greatly facilitates this process.”
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“Branding is simply a more efficient way to sell things.”
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“Aim high. You can never achieve more than you aspire to.”
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“If you want to have a successful company, you have to do what successful companies did before they were successful. As it happens, they all did the same thing. They narrowed their focus.”
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“While a hefty advertising budget might be needed to maintain high-flying brands like McDonald’s and Coca-Cola, advertising generally won’t get a new brand off the ground.”
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“When your brand can make news, it has a chance to generate publicity. And the best way to make news is to announce a new category, not a new product.”
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“If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind.”
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“To get into the consumer’s mind you have to sacrifice. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category.”
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“Quality, or rather the perception of quality, resides n the mind of the buyer.”
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“There is almost no correlation between success in the marketplace and success in comparative testing of brands – whether it be taste tests, accuracy tests, reliability tests, durability tests, or any other independent, objective third-party testing of brands.”
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“To build a quality brand you need to narrow the focus and combine that narrow focus with a better name and a higher price.”
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“The most efficient, most productive, most useful aspect of branding is creating a new category.”
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“Leaders should continue to promote the category, to increase the size of the pie rather than their slice of the pie.”
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“Leading brands should promote the category, not the brand.”