Brand Atl
as by Alina Wheeler and Joel Katz delivers on its promise: synthesizing the most relevant brand topics in a very accessible format.
This book is awesome. Each word is very precise. The imagery connects deeply with the text and makes complex concepts easy to digest.
The book is divided into four main sections.
- Dynamics – an overview of major trends and their impact on brands (frreeconomics)
- Intelligence – the brand basics
- Drive – how to build your brad
- Details – 5 pages that provide a great framework for building a brand
A few highlights for me.
The Basics:
- Who are you?
- Who needs to know?
- Why should they cars?
- How will they find out?
Brand as Asset: the average brand accounts for more than one-third of sharehodler value.
“Focus groups are used as a tool, not as thought leaders”
Seth Godin: “The secret of leadership is simple: do what you believe in.”
A quick overview on the power of open source with a nice shout out to opensource.com.
If you are new to branding this a great book. If you are a brand veteran this quick read will inspire new ideas for how to drive your brand.
This is a powerful book. I am going to buy a few more copies to hand out to brand people and non-brand people (actually everyone is a brand person, some do not know it quite yet).
Tags: brand, open source
