The Breakaway Brand: How Great Brands Stand Out Review

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The Breakaway Brand: How Great Brands Stand Out ReviewI am a small businessowner and have read a number of books on branding. I am always on the look out for books about branding that: 1) offer insights into and analysis of companies that have created strong brands, 2) suggest strategies and ideas that I can apply to my own company, and/or 3) discuss successful branding makeovers.
The "Breakaway Brand" did none of these things. This book was full of the most basic, general, and surface analysis of companies. I'm not an expert on brands by any means, but I could have come up with some of the "insights" that are offered in this book.
The book claims to "provide secrets behind 50 of the world's most succesesful brands." Not only are there no real secrets shared, but the same companies are analyzed and used as examples over and over again. If you read business magazines or books, or read the major business newspaper headlines, you probably have read most of the analysis and information about the well known companies from this book: Volkswagen, IBM, Coca-Cola, Silk Soy Milk, Jet Blue, Southwest, Royal Carribbean, Target, Apple, Dell.
After a while I started highlighting passages that were particularly unhelpful. Here's one example:
"Breakaway campaigns like Nike's, Apple's, and Volkswagen's have something else in common: teamwork. Great campaigns are a team sport--they require a partnership between a brand owner, all of its divisions, and its agency to create great campaigns. Just as important, it takes a CMO and CEO with the vision, guts, and determination to take risks, to innovate instead of imitate, and to demand that their organization and advertising agency deliver a breakaway campaign."
Another example of completely unhelpful "insights." Here are some examples they provide as "the economic levers of breakaway brand campaigns:"
-Increases in brand awareness
-Increases in advertising awareness
-Sales gain
-Increased brand loyalty
-Increased margins
-Strong trade loyalty
-Increased positive press
-Free marketplace "buzz"
Don't waste your money on this book. Read Marc Gobe's "Emotional Branding" if you're looking for a well-written book, written by an innovator in the business of branding, that provides insights into and behind-the-scenes stories of some of the most successful brands.
The Breakaway Brand: How Great Brands Stand Out Overview

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