Financial Times
2 total works
"Jon and Andy lay out a road-map for great brand management, packed with
the essentials of brand theory and practical tips to make it happen. It does
for brand management what the Haynes workshop manuals do for cars."
Peter Gowers, Chief Executive, InterContinental Hotels Group, Asia-Pacific
"Brands are about difference and personality. This book really is different. It makes you think and makes you smile!"
Peter Fisk, The Genius Works
"Branding isn't rocket science but it sometimes pretends to be. Here's abook without such pretensions, a book to make you smile, learning while you smile."
John Simmons, Director, The Writer
"an enjoyable read full of practical tips. There is far too much jargon in business generally and in branding and communications in particular, this book is an entertaining antidote to that"
Mike Lee, OBE, CEO Vero Communications
Humorous, practical and everything you need to know about branding.
This is a different kind of business book. You will find no jargon or dense, theory-laden text.
Building a brand with impact is one of the most important tasks that any business faces. Few people understand how to actually go about creating an effective brand. This book is a no holds barred guide to what brand building is, what it isn't and exactly what you have to do to build your brand.
Be inspired by real-life stories from the people who did and didn't mess with their logo and succeeded or failed as a result. Read the stories from big-name brands like Orange, M&S, Red Bull, Apple, Innocent, PwC and FCUK.
There are numerous brand books but they either fall into the dull, worthy and theoretical which nobody reads or they tell case studies of famous brands which are soon out of date and which do not easily translate into practical advice. This book is unashamedly the antidote to that. It will tell you all you need to know about branding and entertain you at the same time.
More than ever before, business success depends on standing out from the crowd and delivering authentic experiences. The only businesses who can do this are the ones who are brave enough to challenge the industry norms and are relentless in their pursuit of being different. They are bold in thought, bold in execution and bold in measuring their success in new ways.
Bold tells the story of 20 companies who successfully 'do it their way' and will inspire readers to think differently about how they can develop their own business.
In every industry there are some brands that stand out from the crowd. These companies are those that are bold enough to challenge conventional wisdom and in doing so, become market leaders. Smith and Milligan present a fascinating range of case studies from these bold and successful companies, from Southwest Airlines and Virgin to Cirque du Soleil and The Geek Squad, which shows that, whatever industry they're in, these bold businesses share some common traits. The story of each company is told through the words of the executives themselves so readers can get up close and personal with the essence of what makes these organisations tick.