Brand Immortality: How Brands Can Live Long and Prosper [Hardcover]

Hamish Pringle (Author), Peter Field pse (Author)

Book Description

Publication Date: January 28, 2009 | ISBN-10: 0749449284 | ISBN-13: 978-0749449285

Properly managed, no brand need decay and die -- immortality is within the reach of all.  If the right decisions, the right resources and the right imagination are brought to bear, brands can renew continuously and outlive their creators.

 

Brand Immortality is a health manual for brands that seek immortality.  Full of examples drawn from household brands, it examines how the nature of brands has changed over time and continues to evolve, and the implications this has for marketing.  It identifies the factors that are essential to a brand's long term survival -- especially those which defend and strengthen a brand's place in the hearts and minds of consumers.

 

Enriched by comments from industry insiders, Brand Immortality identifies winning brand strategies.  Full of experience and insight, it will help marketers and their agencies beat the odds in winning, retaining and satisfying customers.

Editorial Reviews

Review

"[W]ill provide both general strategy guidance and... inspiration." - Roger Dooley, Neuromarketing blog

About the Author

Hamish Pringle is Director General of the Institute of Practitioners of Advertising, a British trade body that represents and supports marketing communications agencies.  Peter Field spent 15 years as a strategic planner in advertising before working as a consultant.  He helped start Eatbigfish, a challenger brand consulting firm.

Product Details

• Hardcover: 330 pages
• Publisher: Kogan Page (January 28, 2009)
• Language: English
• ISBN-10: 0749449284
• ISBN-13: 978-0749449285
• Product Dimensions: 6.4 x 1 x 9.4 inches
• Shipping Weight: 1.6 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #1,977,276 in Books (See Top 100 in Books)

More About the Author

In July 2011 I stood down after ten years from the role of Director General of the IPA (the UK equivalent of the 4As in the USA)to return to consultancy work.

With my wife Vivienne (co-founder of Blooming Marvellous which she and her partner Judy Lever sold successfully in 2007), I formed Pringle and Pringle LLP serving start-ups ("Ideas to help build your business").

I am a Council member of the UK self-regulatory body, the Advertising Standards Authority, and Strategic Advisor to 23red www.23red.com a UK integrated creative communications agency and member of Worldwide Partners Inc. the largest international network of independent agencies http://www.worldwidepartners.com/

Prior to 2001 I enjoyed a 26-year career in UK advertising working for ten UK agencies for more than thirty companies on over fifty brands, so there are very few market sectors of which I don't have direct personal experience.

Amongst many IPA projects, I was closely involved with the IPA Effectiveness Awards http://www.ipaeffectivenessawards.co.uk/Home IPA TouchPoints http://www.ipa.co.uk/touchpoints now licensed for the USA by MBI http://www.mediabehavior.com/ and the validation and development of my 'Diagonal Thinking' concept www.diagonalthinking.co.uk

I have co-authored 'Brand Spirit' with Marjorie Thompson, 'Brand Manners' with William Gordon, 'Brand Immortality' with Peter Field, 'Spending Advertising Money in the Digital Age' with Jim Marshall, and written 'Celebrity Sells'.

My full profile is on LinkedIn at: http://www.linkedin.com/profile/edit?trk=hb_tab_pro_top

Most Helpful Customer Reviews

1 of 1 people found the following review helpful

5.0 out of 5 stars Fresh thinking, great case studies, must read January 8, 2009

By The Marketing Guy Who Drives Sales -r

Format:Hardcover

I just finished reading my review copy of this book and I am very impressed. This book is must reading for brand managers and anyone involved in marketing management.

Drawing conclusions and culling data from 880+ case studies submitted to the Institute of Practitioners in Advertising (IPA) dataBANK and detailing numerous case studies from winners of the IPA Effectiveness Awards, the authors have compellingly made the case as to why the eventual death of any given brand is not an inevitable fact of life. The authors point out the pitfalls and dangers in much current thinking in the field of marketing.

This book delivers some visionary thinking about how to view your brands in the face of decreasing control over brand messages by you and increasing control by consumers. Your customers and the market will determine what your brand really means and it is up to you to listen first and only then continually develop and hone your brand's personality, emotional elements and communications in order to stay unique, salient and profitable.

Learn why applying the Boston Matrix to brands is dangerous and why tagging your brands with labels like "cash cows", "dogs', and "question marks" almost assures them of eventual death. Learn how to make your brands transcend product categories to live long and prosperous lives. Learn the truth about how the effectiveness of TV advertising has actually grown over the past 25 years despite what you may have heard or read about its alleged demise and decreasing relevancy. Learn about the fallacy of Rosser Reeves and why people who buy your brand are more aware of your brand rather then the other way around. Learn why the ratio between share of voice (SOV) and market share is so important and gain an understanding of how this ratio can be managed to extend the life of your brands indefinitely. Understand the difference between leading and lagging indicators and why it is essential to keep a well-balanced scorecard when monitoring KPI's. This book will change the way you think about product brands and brand management.

Brand Immortality represents a truly new and refreshing approach to the subject and I absolutely recommend it. The only downside is that most will have to wait until January 28 for the book to be available. When it does become available, buy it.

--Review by the author of the e-book, "How to Build and Manage Your Brand (in sickness and in health)."