BrandAbout is an experiential, do-it-yourself, creative playbook for energizing brands and their product lines and/or services. With 10 practical lessons based on more than 25 years of hands-on, in-the-trenches merchandising and marketing experience, BrandAbout provides companies of all sizes from startups to Fortune 500s with creative homework that can be customized to their unique needs and applied over and over again. BrandAbout is an adventurous practicum for companies. The main prerequisite is an open mind, an entrepreneurial spirit and a passion for delighting customers! BrandAbout s inspirational and personal approach is based on Syverson s real world multi-channel expertise in the marketplace as she encourages companies to collaborate both interdepartmentally, intradepartmentally and directly with their customers. Like a stylized syllabus, BrandAbout is organized into 10 individual building blocks that can be worked through all at once in a self-directed two or three day offsite or integrated individually into weekly or monthly meetings. Part Purple Cow, part Whack on the Side of the Head and part inspirational branding guidebook, BrandAbout is actionable, practical and empowering and a must read for creative dreamers and doers looking for a fresh approach to their brand and product challenges. Think of BrandAbout as creative brain food for busy marketers and merchants!
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To read Andrea is to learn with a smile on your face. Her insights into business and life, and her beautiful writing, make BrandAbout deliciously useful reading for anyone in a position of stewardship of a cherished brand. I m buying it for our whole team. --Steve Leveen, founder, Levenger
Andrea s work is delightfully refreshing. And just right for the tenor of our times. Her blueprint for a greater sense of play in how we build brands is soulful, constructive, and fun a truly unique combination. --Ellen Kresky, creative director, Ben & Jerry s
Beginning with the introduction, and continuing in every chapter, it is clear Andrea Syverson s BrandAbout is not a conventional business book. She brings a soulful quality to something that is often justly criti-cized for having none. Brands often die because they are thought to be static. Successful brands and brand managers understand that busi-nesses, and the brands that define them, need to evolve. If you think you don t have a brand, think again. In today s crowded marketplace having a well-defined, evolving brand may be your key to survival and success. This book will help you to better understand the importance of your brand and the critical relationship between brands and merchandising. Reading Andrea s book will inspire you to look at your brand with fresh eyes and will help distinguish your brand in the marketplace. A must read. --Bob Allen, interim president/CEO, Direct Marketing Association, and former president/CEO, Vermont Country Store
Andrea s work is delightfully refreshing. And just right for the tenor of our times. Her blueprint for a greater sense of play in how we build brands is soulful, constructive, and fun a truly unique combination. --Ellen Kresky, creative director, Ben & Jerry s
Beginning with the introduction, and continuing in every chapter, it is clear Andrea Syverson s BrandAbout is not a conventional business book. She brings a soulful quality to something that is often justly criti-cized for having none. Brands often die because they are thought to be static. Successful brands and brand managers understand that busi-nesses, and the brands that define them, need to evolve. If you think you don t have a brand, think again. In today s crowded marketplace having a well-defined, evolving brand may be your key to survival and success. This book will help you to better understand the importance of your brand and the critical relationship between brands and merchandising. Reading Andrea s book will inspire you to look at your brand with fresh eyes and will help distinguish your brand in the marketplace. A must read. --Bob Allen, interim president/CEO, Direct Marketing Association, and former president/CEO, Vermont Country Store
About the Author
Andrea Syverson is a customer-centric listener, connector and creator. As a right and left-brained creative marketing strategist with over 25 years experience, she holds the customer in highest regard in all decision-making processes. By actively and intuitively listening to customers, she has created and developed best-selling products and strategies across a variety of categories from gifts and stationery and books to gourmet food and apparel to spirituality, and many in between. Her clients include many large and small giants: Hallmark, Hershey Foods, Ben & Jerry s, Celestial Seasonings, Spanx, Boston Proper, Compassion International, and World Vision, just to name a few. While she holds an MBA, Andrea acknowledges that her true expertise comes from continuous hands-on customer experiences. Syverson loves her work as a brand provocateur. She s helped companies stop and think about their product positioning, their brand relevance, their customer needs. She s helped companies get back to the heart and soul of their mission, reposition themselves if necessary, construct product and brand fit charts, creatively brainstorm the future and develop strategic merchandising and marketing plans that place their customers needs first and center. Her clients appreciate her warm and enthusiastic style and ability to work as an outsider-insider. She is President of IER Partners, a national consulting firm based in the Rocky Mountains, specializing in branding, strategic planning, merchandising, new product development and creative thinking. She may be reached at asyverson@ierpartners.com.
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Most Helpful Customer Reviews
1 of 1 people found the following review helpful:
5.0 out of 5 stars
The business book you'll read for pleasure,
By
This review is from: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants (Hardcover)
I loved reading this book--and I loved the way I could read it. Much of it I consumed in 15-minute chunks, and I came away with lots of good info every time. That's a sure sign of well-presented material. Since business overall is in recession recovery mode now, it's more important than we probably realize to take this "playful approach," as Andrea calls it, to branding. There's a slew of good ideas in this book, and you'll probably come up with some more of your own as you read it. Andrea also does a great job distilling key messages from sources such as the Harvard Business Review. I think every department in a company can benefit on some level from reading--and enjoying--this book.
5.0 out of 5 stars
"What an amazing book!",
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This review is from: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants (Hardcover)
"What an amazing book! You will instantly be motivated and inspired by the examples and stories given in this book, I found it incredibly fun to read and I keep it with me and refer back to it for more ideas and inspiration with my job! Thank you for making coming to work fun!"
5.0 out of 5 stars
Engaging and Energizing!,
This review is from: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants (Hardcover)
I was asked to read a chapter of this book for a recent company strategic meeting. Not being on the marketing team, I wasn't quite sure what to expect. As I made my way through the material, however, I just couldn't put the book down. Its innovative, engaging, and creative approach to branding made it completely accessible and thoroughly enjoyable to read. I was so energized by the insights, examples, and exercises that I wrote copious notes in the margins and immediately started applying its wisdom to my own vision for the company. This book really is a must-read for any organization seeking to create, refine, or revisit its brand strategy. And it's not just for the marketing team!
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