All Customers Are Irrational: Understanding What They Think, What They Feel, and What Keeps Them Coming Back Review

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All Customers Are Irrational: Understanding What They Think, What They Feel, and What Keeps Them Coming Back ReviewI was first excited when I saw the basic premise that this book offers. Of course! I thought, this makes sense, customers DO behave irrationally. And this book (I hope) offers some insight as to how to use this to an advantage.
Well, that was wrong. Drawing from the work of others who actually did research in this field, Mr Cusick has basically nothing to add. A bibliography of the people he's read would provide more useful content than the entirety of his often aimlessly rambling work. Anything of any substance is work done by others, which I am now interested in reading. His own contribution to the subject is to promote his own company, which does consulting. And not even anything innovative or new.
In the first chapter he makes a point in the first few paragraphs. The point is that retaining customers is cheaper and easier than marketing for new ones. Then he spends the rest of the entire chapter repeating himself. And then he continues later in the book to repeat this again.
I kept hoping throughout this book that he would expose something of value in terms of how to use the customer's irrational subconscious. Got it, they're irrational. So what do you DO? His best answer to this is to do testing. Well, if you're in marketing and know what you're doing, you're already doing testing. So what? I don't need a book based on other people's research to tell me that.
I think he wrote the book to get his name and his company's name out there. To get more clients. It's more of a long-winded pamphlet for his firm than anything with any real substance.
Heck, if it were at least funny or engaging I would give it two stars, but even the delivery is dead flat.All Customers Are Irrational: Understanding What They Think, What They Feel, and What Keeps Them Coming Back Overview

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The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World Review

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The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World ReviewWARNING! This book is for you if you're a smart, savvy business/marketing person. If not, you might be confused by the significance of its contribution.
In business, many of us feel like we're falling behind. We've tried to keep up with the latest device or digital channel only to wonder if it's helping our business. We've chased after all that's cool only to discover that our customers have moved on to something else. This is where Rick Matheison, author of The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World really shines. He says it's not about trying to keep up with the latest and greatest tool or social media outlet. You are not out of the loop simply because you don't understand everything digital yet, but you do need to have a philosophical framework for approaching any digital marketing intiative, whether it's using the channels we know and deal with today--mobine, Facebook, Twitter and so on--or channels five years from now that we haven't yet imagined.
Finally!! A book that shares with us the framework for figuring out what to do next!
J. McCall, host of Your Brand with Joanne McCall radio showThe On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World Overview

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Full Brain Marketing Review

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Full Brain Marketing ReviewThis is a very good book that covers just about every aspect of marketing. The author obviously is establishing her credentials early in the book and she does so very effectively as she obviously has the knowledge and experience to impart wisdom to others. You'll get a textbook worth of condensed material in this book.
The only slight negative comment I would make is that the author is very heavy on material on trade show marketing. BUT this is easily overlooked since she owns and operates a trade show exhibit company and her coverage of the topic does not come across as self-serving. While covering the topic in such detail might seem a bit quaint to Web 3.0 social media types and others who are undoubtedly seeing their ROI's continue to diminish for their exhibits and trade shows, it might just serve as a reminder or brush-up on how to execute "must attend" trade shows and exhibits properly to help meet marketing objectives.
This is a very good book for general marketing information seekers, small business owners and entrepreneurs and I recommend it.
~~Review by the author of the e-book, "How to Build and Manage Your Brand (in sickness and in health)."Full Brain Marketing Overview

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Strategic Brand Management: A European Perspective Review

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Strategic Brand Management: A European Perspective Review
This book is great! I read the 1st edition, but that was a bit too academic. This time academic too, but less technical.
Cases on a number of world-class brands are already worth the dollars. That include Amazon.com, Nike, Virgin, Microsoft, IBM, and plenty of them.
This book is even more comprehensive than Branding Gurus David Aaker's Branding books. But I must admit that this book touches upon too little on e-branding, and its impact on online "brand consumption". Besides, Keller's branding paradigm needs to be updated. He got to invent his own new theory rather than drawing too much upon others' branding theories which makes this book both the Branding Bible (like Kotler's Marketing textbook for MBAs), and a thick book report.
On the whole, this book is great, it won't waste your hard-earned dollars, and Keller's diligent researcher attitude must be honoured and respected, by all means.
Great work, Keller, keep it up!Strategic Brand Management: A European Perspective Overview

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Why We Shop: Emotional Rewards and Retail Strategies Review

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Why We Shop: Emotional Rewards and Retail Strategies ReviewAs a scholarly work this would fail due to a lack of sources for the many facts cited within. Although I think its target audience is the general public, sources for further reading would be helpful.
Pooler presents an overview of consumer psychology, which mainly equates to common sense. The book is worthwhile reading but should be read in addition to some more scholarly works on consumer psychology or at least some fact books.Why We Shop: Emotional Rewards and Retail Strategies Overview

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Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web Review

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Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web ReviewThe book clearly explains that we're in the process of a paradigm shift here regarding marketing/PR and the like. So props for that. I guess I was looking for more of a manual of "how-to's" in the social media realm. There was some good stuff in here. But as a small business owner I found myself skipping over a fair amount of the pages that were discussing how different departments should respond and what their goals should be. I would say pick this book up if you're part of a big organization trying to better understand "social media" and you want to find a place for it in your mid to large size company.Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web Overview

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On Target : The Book on Marketing Plans Review

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On Target : The Book on Marketing Plans ReviewThis is a great way to get your arms around doing the some times challenging task of writing a marketing plan. It takes you through the process step-by-step and it is filled with great resources, especially the current web sites it suggests. A great way to get that plan accomplished with solid coaching throughout. These guys know what they are doing!On Target : The Book on Marketing Plans Overview

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Wine Brands: Success Strategies for New Markets, New Consumers and New Trends Review

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Wine Brands: Success Strategies for New Markets, New Consumers and New Trends ReviewAs a consumer goods' marketing and brand professional (regularly enjoying a glass of wine), I absolutely sped-read through this book. It explains succinctly the evolution of wine marketing, highlights how new marketing tools and communication media can be used to get into the "purchase consideration" of the ever elusive consumer. Additionally, the many real life case studies and examples from all over the world make for very enjoyable reading. Highly recommended for all marketing professionals as well as all wine lovers. Excellent & comprehensive!!!Wine Brands: Success Strategies for New Markets, New Consumers and New Trends Overview

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Plunkett's Advertising & Branding Industry Almanac 2009: Advertising & Branding Industry Market Research, Statistics, Trends & Leading Companies Review

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Plunkett's Advertising & Branding Industry Almanac 2009: Advertising & Branding Industry Market Research, Statistics, Trends & Leading Companies ReviewPlunkett's Advertising & Branding Industry Almanac 2009: Advertising & Branding Industry Market Research, Statistics, Trends & Leading Companies
I'm a Communications student who is about to graduate and am beginning to look at potential employeers. Plunkett's Advertising & Branding Industry Almanac 2009 has an amazing list (several hundreds) of the top companies within the field. The book also provides executive names. This has proven to be incredibly helpful as I begin my search for employment.Plunkett's Advertising & Branding Industry Almanac 2009: Advertising & Branding Industry Market Research, Statistics, Trends & Leading Companies Overview

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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.
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Build a Brand in 30 Days: With Simon Middleton, The Brand Strategy Guru Review

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Build a Brand in 30 Days: With Simon Middleton, The Brand Strategy Guru ReviewSelf-proclaimed "brand guru" Simon Middleton explains in clear, easy-to-understand terms what branding is, and then he tells you how to do it in this systematic guide to do-it-yourself branding. Even though he writes for small-business owners and entrepreneurs, Middleton's process applies to large businesses and corporations as well. He makes his subject so enjoyable and even inspiring that reading his guide is like having a conversation with a witty, knowledgeable and helpful friend. However, Middleton ambitiously proposes that you undertake a different branding activity each day for a month. But, even if you decide to stretch the 30 days to three months or more, he does explain how to get the job done. And it costs a lot less than hiring an agency or consultant. getAbstract recommends Middleton's advice, if not the exact timing of his process.Build a Brand in 30 Days: With Simon Middleton, The Brand Strategy Guru Overview

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FusionBranding: How To Forge Your Brand for the Future Review

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FusionBranding: How To Forge Your Brand for the Future ReviewThis book is very readable, insightful and candid. Wreden uses a wealth of timely examples to illustrate his ideas -- some of which are quite contrarian, making this book also thought-provoking. His understanding of the implications and potential of technology adds a unique perspective. Each chapter provides additional resources for the reader. "Takeaways" are challenging questions to consider for determining a plan of action for the future. Built around 10 core principles, his arguments are compelling -- even as they might be uncomfortable for some readers.FusionBranding: How To Forge Your Brand for the Future Overview

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Perspectives on Branding Review

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Perspectives on Branding ReviewJason I. Miletsky provides the agency perspective in PERSPECTIVES ON MARKETING and PERSPECTIVES ON BRANDING, two powerful business titles covering both sides of the story in business operations. In MARKETING Michael Hand provides the client perspective in topics covering everything from how to get the most from a client/agency relationship to decision-making and personality perspectives. BRANDING has Genevieve Smith providing the brand perspective in a range of topics from brand analysis and marketing to analysis and evolution. The authors have not collaborated and what results are unbiased, unfiltered viewpoints key to business success.Perspectives on Branding Overview

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Experience the Message: How Experiential Marketing Is Changing the Brand World Review

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Experience the Message: How Experiential Marketing Is Changing the Brand World ReviewMax Lenderman does a good job of illustating the sea change that is taking in the advertising world. His knowledge of the principles of The Experience Economy are sound and he uses them effectively to make his case.Experience the Message: How Experiential Marketing Is Changing the Brand World Overview

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The Nature of Marketing: Marketing to the Swarm as well as the Herd Review

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The Nature of Marketing: Marketing to the Swarm as well as the Herd ReviewSo many "experts" keep warning us that traditional branding and marketing are dying quick deaths. The massive momentum behind social-networking websites and other new media is certainly having an impact in how people consume and share information. No doubt. But is it really so clear-cut to say that marketing as we know it is dead? Chuck Brymer doesn't think so. Read his book and you will likely agree with him. He offers a logical and compelling argument for a strategic balance between "herd" (mass) and "swarm" (social) marketing. His perspective is rational, realistic, and refreshing.
Todd Sebastian
Best-selling author, Tell Your Clients Where to Go! A Practical Guide to Providing Passionate Client LeadershipThe Nature of Marketing: Marketing to the Swarm as well as the Herd Overview

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Buy Now: Creative Marketing that Gets Customers to Respond to You and Your Product Review

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Buy Now: Creative Marketing that Gets Customers to Respond to You and Your Product ReviewI greatly enjoyed reading Buy Now because it provided me with detailed information about the process and logistics involved in creating a solid marketing plan using television infomercials as a platform.
Rick Cesari has a proven track record in this business and shares many ideas on how to be successful in creating a higher volume of sales through marketing products in a way that reaches the consumer. Additionally, he provides strategies for finding one's own unique selling point and promoting that angle in a way that will differentiate your product in the marketplace.
I would recommend this book to anyone who is looking for ways to increase their product's visibility in the marketplace or for anyone who is interested in learning more about how to be successful in branding and increasing their company's sales.
Buy Now: Creative Marketing that Gets Customers to Respond to You and Your Product Overview

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Working the Crowd: Social Media Marketing for Business Review

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Working the Crowd: Social Media Marketing for Business ReviewEileen completely rounds out and defines the personal and virutal world of socializing for business in the era of social media marketing. I had a hard time putting down this book unless it was to jot down some notes and action items. Worth the read, more than once.Working the Crowd: Social Media Marketing for Business Overview

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Luxury Fashion Branding: Trends, Tactics, Techniques Review

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Luxury Fashion Branding: Trends, Tactics, Techniques ReviewPrompted by the fact that Harvard Business School adopted this book, I had to pick it up . Uche presents luxury fashion branding in a clear and concise language. This text is for the advanced practitioner and student who needs to understand today's market place and requires tools for analysis. The analytical nature of the text makes it timeless as the principles can directly be applied to crafting business strategy & planning irrespective of the industry. The text is rich, full color and full of real life examples from known & unknown brands. Particularly helpful to me was the Luxury Fashion Brand index that highlights Luxury brands from Guerlin (1828) to Andres Ross (2004) and Tom Ford (2006). The case analysis of Andre Ross provided further insight into this rising luxury brand ---- THIS BOOK IS A MUST BUY -
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How Cool Brands Stay Hot: Branding to Generation Y Review

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How Cool Brands Stay Hot: Branding to Generation Y ReviewAs a professor, every week I stand in front of young students and attempt to address the Gen Y culture...a and how brands are trying to attract and hold their loyalty. Finally, a cogent and insightful book has arrived based on interviews with over 5000 Gen X'ers - chocked full of revelations and case studies that will make a great resource and text for those assigned to market their brands to this new breed of consumers.
Tightly written with examples of real world brand campaigns, this is a must read for anyone in the branding and marketing biz. Forget everything you know about the much researched and attended to "Gen X". That market has moved on to higher consuming ground. Meet the new breed of consumer ... with brand savvy and loyalty that is constantly on the margins of rejection. To deal successfully with this consumer group, you will need all the information you can garner..and, I contend, a copy of "How Cool Brands Stay Hot".
In a publishing field that is bulging with marketing volumes dedicated to everything from housewives to the uber-wealthy, this is the new kid on the block ... and you can't afford to pass it up. Substantiated data, real-world examples, input from the seminal leaders in their field and written for both pros and those who study trends and market movements... this is a timely and necessary resource.
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Fashion Unraveled - Second Edition: How to Start and Manage Your Own Fashion (or Craft) Design Business Review

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Fashion Unraveled - Second Edition: How to Start and Manage Your Own Fashion (or Craft) Design Business ReviewI loved the practical, down-to-earth attitude of the book. Many guides for first-time business owners seem to emphasize the excitement and ease of being your own boss. Fashion Unraveled makes no such claims--it lets you know that you are definitely capable of starting your own successful business but it's going to take time and a tremendous amount of effort. You shouldn't expect your business to turn a profit until the third year of operation, but if you have a desirable product and know how to sell and market it, you will eventually be able to live off the income from your business. I think this book could definitely be used by people who choose fashion design as a hobby rather than a fulltime career (for example, I've met a few women who design purses or t-shirts, but don't intend to launch their own line or open their own store), but it's mainly aimed at those who would prefer to work for themselves one day.
Fashion Unraveled is also very user-friendly. It explains some complicated business concepts in a very straightforward manner, and it keeps its information clear and understandable without ever talking down to the reader. As the preface states, the whole layout of the book is designed with creative people in mind--almost every page contains lined space to jot down notes and ideas, and the Case Study examples at the end of every chapter shows the entire development phase of one woman's fashion design business, accompanied by identical pages for the reader to fill in with their own market research, mission statements, business model, etc. The case study and the various interviews listed in the Designer Profiles were very inspiring--here are real people who are making a living in the industry!
This 2nd edition of the book presents extremely current information about the fashion industry, and takes into account the recent economic downturn and the explosion of new media like Twitter, Facebook, and blogs. The author lists dozens of internet resources that designers can use to find trade show listings, distribute press releases, connect to indie fashion communities and more. A contemporary businessperson must know their competition, cultivate their online presence, and be constantly ready to network, follow up, and promote their clothing line. The advice is perfectly geared toward today's audience and is coming from an author who has extensive hands-on experience in fashion design, business, and teaching.
I must say, I am not a fashion maven. This is not my field, and yet I was absolutely riveted by this book. The parts I was most moved by were the discussions of eco-friendly practices in the fashion business. I visited some of the sites mentioned and as a result, I've developed a strong interest in upcycled and recycled clothing and sustainable fashion. It's like discovering a whole different world, where instead of contributing to a disposable culture, fashion can be turned in the opposite direction and used to help people be more aware of their impact on the environment.
Fashion Unraveled is basically an entire college course in one book. Whether you're a newbie to the world of fashion like myself, a serious-minded designer or crafter ready to become an entrepreneur, or just a fan of Project Runway and the fashion world in general, you'll find this book informative, inspiring, and tailored for your keeper shelf.Fashion Unraveled - Second Edition: How to Start and Manage Your Own Fashion (or Craft) Design Business Overview

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