- Pasta blanda: 198 páginas
- Editor: MHR Enterprises (7 de febrero de 2017)
- Idioma: Inglés
- ISBN-10: 0974501743
- ISBN-13: 978-0974501741
- Dimensiones del producto: 15.2 x 1.1 x 22.9 cm
- Peso del envío: 277 g
- Opinión media de los clientes sobre el producto: Sé el primero en calificar este artículo
Brand Is Destiny: The Ultimate Bottom Line (Inglés) Pasta blanda – 7 feb 2017
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Descripción del producto
Written for CEOs and entrepreneurs, this powerful book explains how and why a brand (not a product or technology) establishes your company's purpose and direction -- and is, therefore, its destiny and ultimate bottom line.
CEOs and entrepreneurs will learn why:
- Sears went from leader to loser
- IBM's revenues shrank 19 quarters in a row
- Apple's new spaceship HQ will kill its brand
- Unions impede the success of value-based healthcare
- Political correctness is a brand-killer
- Beauty is not in the eye of the beholder
- Trump almost lost the election
- Super Bowl advertising is a total waste of money
- Millennials are bad for business.
Any chief executive who ignores or dismisses my advice in Brand Is Destiny will subject his or her company to a journey of aimless drifting and eventual crashing.
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Learning that brand is king trumps any product or technology as a priority; however, you still must first have a product and/or service to offer. To this end, Marc offers insightful examples of good companies using their brand as their primary objective that precedes the product or service. I don't want to give away any details because I didn't write the book. But a personal example I can offer that makes this point is a restaurant I frequent in Fort Worth, TX. Their brand exudes high quality food and customer service. And it's not the food that matters or the service per se; it's how they make me feel when I come in to eat. It's what I expect from the experience – which is I feel like a king. They make me feel like I'm vitally important. Something I rarely experience at any other establishment. And that is why I go and will continue to go. I never worry about the food, because even if they make a mistake, they would very quickly correct it.
Back to Marc's book.
You can't have a brand without something to offer of course. But when you do, then your brand must be built around how the customer perceives the company – what Marc calls a value proposition. The customer is the priority.
Marc delivers a much deeper analysis of why brand is destiny in the book. He offered many rich and powerful anecdotes that kept me reading the book in almost one setting. It took actually about three but within a week I had read through this very well written, researched and thoughtful essay about what makes brand so critical to an organization. I plan to make this a regular part of my thinking as I move forward with leading my own team at my company. I'm not a CEO, which Marc says should own brand more than anything else, but I plan to act like one and champion the brilliant ideas he has imparted through this short but highly effective read.
I highly recommend that if you want to know what real brand is. Not what a logo or a color scheme or a commercial or a PowerPoint template is, but what a brand is, then you will forever walk away with a knowledge base of authentic brand that only 1% of the population seemingly knows. It's a rare skill to possess, but it can pay you back in numerous ways if you put in the effort to learn about it.