Brand Clout: Maintaining Relevance and Profitability Amidst Constant Change [Paperback]

Dennis Flynn (Author)

Book Description

Publication Date: February 2005

Will Your Company's Brand Survive in the Post-New Economy? A key question confronting marketers is: "What is the true value of my brand, and how can I manage my brand in order to get the greatest return on that value, to benefit my company and my stakeholders?" The fact is that in today's business environment, where confusion, chaos, and information-overload reign, and where complexity is the norm, your brand value may be your only lifeline to compete successfully. Now you can learn how to effectively manage your brand for long-term growth. In Brand Clout: Maintaining Relevance and Profitability Amidst Constant Change, author and strategic marketing consultant Dennis Flynn presents the Sonar® Model for brand development. Discover how to: *Evaluate and reconfigure assets for more powerful business and brand outcomes. *Develop new perspectives on existing and upcoming alliance opportunities that can strengthen your brand. *Create increased leverage of brand options for competitive advantage. *Create a process for evaluating and identifying technologies that are and will be critical in achieving competitive brand advantage. No matter what industry you're in and regardless of your product or service, Brand Clout will show you how to maximize your company's ability to attain or maintain brand relevance and be profitable in the future.

Editorial Reviews

About the Author

As Founder of The Sonar Group, Dennis Flynn is an experienced management leader, marketer, and communications professional with two decades of experience in brand strategy for corporate, agency, academic, and entrepreneurial environments. He has consulted with emerging growth and enterprise-level B2B companies and investors. He also acts as a board advisor to several companies. Before founding The Sonar Group, he was with Sanchez, Lonchar & Flynn, a brand communications and design firm he co-founded. Previously, he led Saatchi & Saatchi's Corporate Communications Group and held senior management positions at J. Walter Thompson and BBDO/West. He has also held senior corporate sales and brand management positions with Beatrice/Swift Foods in New York and Chicago. Dennis has a BA and MBA from Adelphi University in New York, and has taught brand communications at San Francisco State University. He lives with his wife Betsy and two children in the San Francisco area.

Product Details

• Paperback: 144 pages
• Publisher: Cameo Publications, LLC (February 2005)
• Language: English
• ISBN-10: 0974414956
• ISBN-13: 978-0974414959
• Product Dimensions: 8.9 x 5.9 x 0.4 inches
• Shipping Weight: 8.8 ounces
• Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #4,764,283 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

5.0 out of 5 stars Thinking Outside the Brand, May 14, 2005

By 

Rebecca Johnson "The Rebecca Review" (Washington State) - See all my reviews
(COMMUNITY FORUM 04)    (TOP 50 REVIEWER)    (HALL OF FAME REVIEWER)    (VINE VOICE)    (REAL NAME)   

This review is from: Brand Clout: Maintaining Relevance and Profitability Amidst Constant Change (Paperback)

"Brand is what people say about you when you're not in the room." ~Dennis Flynn

Dennis Flynn is a consultant and the founder of "The Sonar Group." In his enlightening new book, he discusses the new "FUD" economy and shows how our nation has experienced a cultural volcano of seismic proportions. We now tend to focus more on family and community and our spirituality is no longer hidden. The common man is now the hero and we are all trying to find out what is really important.

I have seen this aspect in books I'm reading. There are many references to 9/11 and explanations of how this disaster changed lives, influenced books and now it is very evident it is changing our entire society in ways I had yet to consider. The list of how 9/11 has changed our lives has negative and positive implications. Do companies now feel more vulnerable and why are people deferring retirement?

So, what does this have to do with Brand?

Dennis Flynn show how the role of Corporate leadership is changing and explores the ways you can design your future instead of reacting. I liked the information on "blogging" because it is something I can relate to immediately and understand because often I've found out about "brands" or have been influenced to purchase products from reading about a consumer's experience. In fact, a store owner recently sent me to a blog to read about a product.

"The focus should be on weaving the DNA of your brand into the DNA of the culture. Such thinking should not be an afterthought. It should be a key part of your business model, and ongoing brand intelligence must fuel it." ~Dennis Flynn

Since technology is highly influencing how we all spend our time, it is no wonder companies must adapt in order to reach new customers.
This book will show you how to:

Understand Your Business Model
Define Your Brand
Discover what your Customers Value
Develop New Perspecitves

Business featured in this book include: Amazon.com, Barnes & Noble, Wal-Mart, Gateway, Nike, Microsoft, AT & T, Kraft, Quaker Oats, Gillette, SONY, Kodak, Disney, Mercedes-Benz, Macy's and Apple Computer.

The author discusses how a CEO will need to become a CPO and a CDO. He explains how Pixar siphoned off some of Disney's brand equity and explains the emotional investment model.

Brand Clout is immediately relevant and has excellent information on how to market to Generation Y. If you look at how flexible cell phone plans have become, this book explains the reasons.

Dennis Flynn shows excellent insight and provides enlightening information about the new FUD economy and why values should be embraced with renewed passion. Brand Clout is an exciting read whether you have a business or are an observer of the current cultural trends.

~The Rebecca Review

1 of 1 people found the following review helpful:

5.0 out of 5 stars Outline for the entrepreneur, May 10, 2005

By 

Robert Denson "Sunpiper Press" (sunpiperpress.com) - See all my reviews
(REAL NAME)   

This review is from: Brand Clout: Maintaining Relevance and Profitability Amidst Constant Change (Paperback)

As we've entered the new millennium and the dot.com revolution has emerged, more and more Americans are deciding to work for themselves rather than be employed by a company. America's economic growth is quickly beginning to rely on small businesses and self-employed individuals rather than strictly upon large corporations. Sounds great huh? Well, not if those small businesses fail.

Not only are small businesses and personal corporations a wonderful trend, it is the wave of the future. Unfortunately, not all of these entrepreneurs will succeed in the coming economic future. Why? Because most of these entrepreneurs began before they are prepared. So for up and coming entrepreneurs in need of excellent preparation, Dennis C. Flynn has the answer for you.

Dennis C. Flynn is the founder and consultant of The Sonar Group (www.thesonargroup.com) a strategic-brand consulting firm. In his new book Brand Clout: Maintaining Relevance & Profitability Amidst Constant Change, Flynn explains all the tools needed to make anyone, any product and any business a successful one.

The key factor, as identified by Mr. Flynn, is not the arena in which you work, but the brand in which you sell; hence the name Brand Clout. Chapter Three of the book begins with an excellent saying, "Brand is what people say about you when you're not in the room." Flynn lends the same advice about business as my father suggested to me about life: "People won't necessarily remember you for what you did, but how you presented yourself in their presence."

Brand Clout is a step-by-step guide teaching not only how to out perform the competition, but to out think them as well. By some extraordinary means, Dennis C. Flynn has packed a Sonar Model business plan structure, specifically prepared for the reader, between the covers. As he takes the reader through the different elements of economic development and growth, he compares the methods to those of large corporations to explain exactly how it works. The advice within this book is phenomenal.

What I loved about this book is that I did not have to be an economist nor an accountant to understand its message. Dennis C. Flynn has taken his knowledge and expressed it into laymen's terms for all to understand. It is an excellent business guide and a magnificent reference book. I highly recommend it.

[...]

5.0 out of 5 stars Mayra Calvani - The Compulsive Reader, December 2, 2006

By 

Mayra Calvani "Multi-genre author and reviewer." (Brussels, Belgium) - See all my reviews

This review is from: Brand Clout: Maintaining Relevance and Profitability Amidst Constant Change (Paperback)

Dennis C. Flynn, founder of his own strategic firm, The Sonar Group, shares his knowledge on branding in this straight-forward, pragmatic, informative book which will prove an invaluable asset to company and business owners, businessmen, marketing experts, or anyone interested in how to fight the competition and "stay afloat" in this age of economic uncertainty. With twenty-five years of experience in brand management, communications, teaching, brand identity, and management consulting activities, Mr. Flynn must know what he's talking about. This book is also the result of his last several years working with investors, high-tech start-ups, emerging firms, helping them develop business models and strategies to enable them to compete for the future.

"The intent of the book is to present strategic tools, The Sonar Model, and Voice of the Customer, research methodologies as tools to help companies succeed in designing profitable futures by maintaining the relevance of their brands," states Flynn.

A key question facing marketers is, "What is the true value of my brand, and how can I manage my brand in order to get the greatest return on that value, to benefit my company and my stakeholders?"

In order to answer this question, the first thing to consider is the importance of a business model and its key components. Next Flynn explains The Sonar Model, the concept of "sonaring," knowing the difference between strategic planning vs. strategic thinking, brand equity, identity, and image, multi branding and how to use other companies' brands to improve marketability of your own, the important roles of CEOs, customer experience and expectation, the emotional variable, and the new fashions with customer-made trends. Other topics discussed include the notion of employers as customers, and the importance of vision and vision statements. At the end, Flynn offers us the "Ten Commandments of Continuous Relevance." The author not only advices on what to do, but also on what not to do, and how to avoid common mistakes and pitfalls.

Have you ever wondered what is the rank of mega popular brands like Coca-Cola, Sony, McDonalds, Microsoft, and Disney? The book includes interesting lists and statistics of the top ten brands in rank order of value and financial worth.


The book has thirteen chapters and each one has an "overview" at the beginning to give a clear idea of what is to be discussed. All throughout Flynn provides helpful questionnaires, outlines, graphs, charts and diagrams to clearly illustrate points made and also to support his arguments and explanations. In addition, he includes right-on-target quotes from legitimate sources to serve as complimentary evidence to his insights, analysis, and perspective.

A smart, pragmatic book filled with strategic expertise, Brand Clout is a must-read for CEOs, marketing executives, and other business leaders who want to protect the value of their brands and maintain their relevance, profitability and success.