Customer Reviews

Brand Aid: An Easy Reference Guide to Solving Your Toughest Branding Problems and Strengthening Your Market Position

5 star:		(8)
4 star:		(1)
3 star:		(0)
2 star:		(0)
1 star:		(1)

 

 

Of all the books I've read on marketing and branding, this one is the shining star! I'll also go out on a limb and assert that it's one of the best books I've seen published by AMACOM. With those superlatives in place, let's look at the book.

The challenge of market positioning, business-to-consumer and business-to-business, has intensified. Buyers' minds have become crowded-no, cluttered-with a bombardment of messages urging them to select one product or service over another. Organizations that desire to positively influence people about their offerings must be concerned about brand. And "organizations" encompasses more than just manufacturers, retailers, and other for-profits. Not-for-profits, schools, civic groups, causes, and even individuals need to pay more attention to developing, enhancing, and defending their brands.

This high-content book is written for beginners as well as those who think they know at least something about what they're doing. In chapter after chapter, "Brand Aid" delivers critical knowledge that is both educational and though-provoking. The chapters conclude with sets of questions to help readers measure just how well they're doing...and what needs to be done. No matter how good you think you are, you will find reinforcement and unsettling feelings for work to be done in each of these check-off lists. "Did You Know" inset boxes throughout the book provide interesting facts, case studies, and other material to effectively supplement the primary text. The three appendices deliver even more knowledge...and challenging questions.

As I read this book, I felt like I was taking a college course-maybe a graduate course-in branding. I found myself wanting to talk with the professor to explore even further than the depth I was experiencing. The style of the book is quite engaging and will certainly hold the interest of people in the field. I'd recommend it as well for business owners and executives who may not be directly involved with branding; indirectly, you are a part of the process, and gleaning the messages and insights in this book will enable you to serve as a much more effective leader.

The comprehensive index and the book's website make "Brand Aid" even more useful. A glimpse of the cover and acknowledgement of what comes immediately to mind will stimulate your thinking, then turning the pages will start you on an exciting adventure. You'll be motivated to take action from practically every chapter, so get ready for an application-oriented reading experience. Great as a read-through and as a reference book.

"Brand Aid" is the most comprehensive of all the materials that I've read on brand management. It is packed with resources to gain understanding in what branding is and how it can be implemented to benefit an organization. The case studies are engaging and relatable, and the checklists are thought provoking. The succinct content in each chapter makes this book an invaluable reference tool.

Even the most basic branding concepts in the early chapters were insightful and deepened my belief in the importance of building strong relationships with customers and employees.

My organization began a branding initiative earlier this year. I now wish I had read "Brand Aid" before we started. This book should become required reading for all business leaders responsible for driving the growth of their organizations.

Thomas J. Miller
Product Marketing, Director
Newport Corporation, Inc.

Most helpful marketing book I ever read. It had information I never knew I needed in a brief,descriptive format that I put to use while finishing the book. The reference materials were also very helpful.

I found the book "Brand Aid" highly informative and I believe VanAuken has set a new standard in the study of branding. Whether it's the Case Studies, "Did You Know?" items or checklists throughout the book, he is able to provide PRACTICAL advice that can be used to develop or enhance brands.

This book could very well become the "Bible" for branding now and in the future. I would give it 5-plus stars.

Quote, "When I was named director of brand management and marketing at Hallmark, I was given two primary objectives: ....". The author has used "I was" twice in the same sentence. That tells me that he is far more important in his own mind than he deserves to be. And that is the way the book reads.

This book over-intellectualizes and over-complicates branding. If you are ever tempted to use his consulting services, please just read one of Al Ries' more recent books first. He briefly quotes Al here on page 245, but just in passing to make a point of his own. He complicates, Al simplifies.

You might think that, hey, branding and marketing is a complicated business. It has been made complicated to justify big consultancy fees, like just about every other business. But it doesn't have to be.

I'm half way through the book at this point and find it to be very useful as a marketing tool. I teach at the college level and have my own marketing services company (SkyLimit Marketing, Lebanon, Pa). I am a firm believer in the integrated marketing approach to the whole marketing process for my clients. Everything begins with customer needs and works out from there.
The input found in Brand Aid is consistent with this approach and sheds light on the value and power of "the brand". The book is structured in a practical and useful way for any marketer or teacher of the subject. Good work! Jack Cantwell

I have read countless brand books, most of which are pretty average, but I put Brand Aid in my top three. It's real world, practical and insightful stuff written by a guy whose been there and done it. I would even put this ahead of books authored by 'gurus' Aaker and Keller because it is so practical. It's getting on a bit since it was published, but all of the lesson are absolutely applicable today. Great job.

A really comprehensive branding manual, with an almost textbook feel to it. Every branding concept is thoroughly explained. Not necessarily a book to read cover to cover in a few days, but definitely an invaluable reference guide to keep close and handy by anybody involved in marketing and branding products, services and companies. Excellent.

I run a very small business that designs and manufactures products for a crowded micro market. We were looking for a book or resource that would help gather our thoughts into a concise executable plan.

Wow does it feel like this book came through for us. It is quite literally a well structured set-by-step guide at how to look at your brand, dig down into its nitty gritty and focus on building a better brand. The end of each chapter has numerous questions that it wants you to answer. Though not every business can answer all of these, they do force you to take a deeper look into what the heck you are really doing.

Of all the business, marketing, branding, positioning books I have read, this has to top them all.

This book should have far more positive reviews and should be at the top of your list!

Don't believe me? then get it from your local library first as I did. I now have my permanent copy on its way. I will forever reference this book.

Our company does web design, graphic design, corporate communication. I like this book that is not only an easy reference guide, but also a comprehensive approach to branding. The book can stand alone as a Brand teach-in, and require no prior knowledge about branding. The book is also relatively complete and can be used as taxt book or self-learning Branding book. This book is good.