Customer Reviews

Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising

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"Creating Brand Loyalty" delivers on it's promise. It offers proven step-by-step advice on how to position brands as well as how to work effectively with creative professionals to manage the expression of brands in advertising. Czerniawski and Maloney have distilled their considerable experience as highly paid consultants to leading consumer packaged goods brands into a practical and highly informed guide to the art and science of positioning.

The guidance, tools, templates and forms provided in the book give you everthing you need to develop a positioning for your brand and to communicate your brand's essential value proposition. Advertising agencies and public relations firms should pay their customers to read this book!

Czerniawski and Maloney developed a great strategic roadmap for brand positioning as well as creative agency management. Everyone in brand/product management should read this book. It provides a strong strategic structure to manage and develop your brands for long term success. I've given copies to everyone on my brand team.

A little over a year ago I found this book while searching for a tool that could help me understand and communicate in my new boss' style. Some doubts had already been expressed about the success of our team, putting my job in jeopardy. I read this book over a weekend. The application of these concepts brought immediate results, particularly because it allowed to communicate a full, long term strategic approach to what had been perceived as tactics. The results on our brand were exceptional and my boss recognized and compensated very well my efforts.

How long has it been since you came across a book that you want to read twice? This book, with its eye-catching cover featuring the title as an embossed leather patch on the backside of a pair of blue jeans, is that kind of book. Authors Richard D. Czerniawski and Michael W. Maloney created this organized guide for marketing professionals and wrote it in a way that lets every reader learn. You are always told what you are about to learn, you're tested on that knowledge and then you are given real-life examples that reinforce the lesson. The authors debunk "established" methods, which they find condescending to marketing professionals. They believe that most marketers are tactically strong, but need to learn more about the strategic requirements of creating brand loyalty. We at getAbstract strongly recommend this book to senior managers, marketers, academics and - if you want to be savvy, too - consumers.

A book built from the combined insights of two of the most successful marketers in the world. This is a tremendous resource for building the power brands of the future.