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"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reads or they tell case studies of famous brands which are soon out
of date and which do not easily translate into practical advice.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.
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