Customer Reviews

Growing Small Businesses into Big Brands

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Jack has pulled together a great mix of theory and his own real-life examples in this book. His "brand to the bone" concept nicely illustrates that gaining a big share of your customers' hearts and minds is essential to gaining a larger share of their wallets, not in a deceptive way but in a way that benefits them so they willingly purchase your brand. You capture hearts and minds by being meaningfully different.

All this gets to the heart of it all. An authentic brand that delivers real value and that stands for unique benefits will be rewarded.

Don't overlook the questionnaires and checklists at the end of the book!

Frankly, when I bought this book, I thought "Another book about corporate branding and theory". I only bought it because Mr. Sims was going to be the Keynote speaker at a convention I was attending. I wanted to buy the book before I heard him speak. I'm glad I did. He explains how branding is what your customers think of you. It really opened my eyes. I never thought of it that way before. He also gave examples from several businesses he worked with and how he "positioned" the company in the community's perception. I can't wait for his next book so he can expand on some of these ideas.