What is it about the Harley Davidson tattoo that makes it so distinctive? Why has it been so successful in the Corporate World? Denise Wymore, author of Tattoos: Ultimate Proof of a Successful Brand, lists five steps to becoming tattoo-worthy and successful as an entrepreneur. Following these easy steps could be the keys to your success.
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About the Author
Denise was born the middle of five children to a typical Catholic family. She graduated from an all-girls Catholic school in the days of plaid skirts, peter pan collars, and knee highs. Her first paid job was as a serving wench for ‘Enry Beazely’s Fish n Chips in Portland, Oregon. That’s where she learned about customer service, brand, and malt vinegar. It was a natural then to take those skills to the exciting world of financial institutions. After 20 years of that, she decided it was time to take her show on the road. To share her passion for service, her love of work that matters, and to help companies live their brands. Denise is a speaker, author, consultant and muse. She has spoken in all but two of the United States and for international audiences in Canada, Australia and Eastern Europe. Denise lives in Seattle with Mark, her love and their “kids” Puss Kitty and Mavis.
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Most Helpful Customer Reviews
5 of 6 people found the following review helpful:
2.0 out of 5 stars
Light reading without any serious insights or how-to,
This review is from: Tattoos: The Ultimate Proof Of A Successful Brand (Paperback)
As a professional consultant in the financial branding industry, I awaited Wymore's book with interest. But compared to the other 25 true branding books on my shelf, this one falls short and I am disappointed.
Mr. Schmidt's observation is right on: this is most certainly not a branding book. The book's title simply exploits a recent trend where anything remotely associated with marketing is recategorized as "branding" -- a sophisticated-sounding buzzword that gets books like this more attention than they deserve. As another reviewer pointed out, the book's premise is flawed and factually incorrect. The ultimate measure of a brand's success is not a tattoo, but rather its impact on the balance sheet. Half of Coca Cola's total value is attributed to its brand, and how many Coke tattoos have you seen? And I've never seen a Nike tattoo either. Have you? Yet Nike sells shoes for 100 times what they cost, and the difference between Nike and Ked's is all brand. While there may be the occasional nutcase with a corporate logo injected into his flesh, Wymore way overestimates the ubiquity of these instances to substantiate her theory. It's true that outlaw bikers with tattoos are essential to the Harley-Davidson brand, but that's not who the company is targeting. Harley-Davidson's brand is really for 40-year old accountants and lawyers -- the people who actually buy new Harley-Davidsons. And these guys aren't getting tattoos. As Mr. Schmidt pointed out, "Tattoos" is really about how certain experiences fuel customer loyalty, and the author takes us on a personal tour of brands she's encountered, likes and why: Delta, Starbucks, Mariott, Saturn, etc. Wymore's writing can be entertaining, and some of her opinions are interesting but lack any truly powerful branding insights. You probably already know everything that's in the book; the author just phrases common knowledge in her own unique way. Potential buyers of this book are encouraged to regard other reviews posted here with a degree of skepticism. Most are exceptionally flattering submissions from devout followers of Wymore's gospel. If this is really a 5-star book, why aren't copies flying off the shelves? How many 5-star books have you really read? I assure you, this isn't one of them.
4 of 6 people found the following review helpful:
5.0 out of 5 stars
A great, quick read.,
By
This review is from: Tattoos: The Ultimate Proof Of A Successful Brand (Paperback)
Ms. Wymore's first book was a hit with me. As I read other reviews, I realized that most of them missed the point of the book. It is NOT about branding, but rather it is about customer loyalty, or more precisely, how to create loyal customers by making your brand identifiable with consistant, outstanding products and services. She illustrates her point using personal experiences. She tells what they are doing right and what they are doing wrong. What makes this book so great, is she is telling you these things from the position of a customer. You can empathize with what she has gone through because a lot of us have "been there, done that".
She uses Harley-Davidson as her benchmark. More people want to tattoo their corporate logo on their body than any other logo. Her point? Would anyone tattoo your logo to their body? Are they that loyal to you? One reviewer said a friend of his said that anyone who tattoos H-D to their body is a poser. I say most Harley owners are posers. H-D motorcycles are the new accessory for the affluent. A smart person would by a Japaneese cruiser. They're cheaper and mechanically more dependable, but Harley customers are so loyal they pony-up the big bucks for essentially the same product. Would your customers? Ms. Wymore outlines 5 steps to becoming "tattoo worthy". I don't want to ruin the read for you, but essentially she says it is consistant positive experiences that will make customers loyal to your brand. If your loyal to your target customers, they will be loyal to you. This book is a must read for anyone in a management position, particularly if you are a CEO. It reads quick, is amusing and will make you think "are we developing loyalty or are we just out to make a buck?". As a CEO, I can tell you firsthand, repeat business is what makes or breaks you.
3 of 5 people found the following review helpful:
1.0 out of 5 stars
Don't bother,
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This review is from: Tattoos: The Ultimate Proof Of A Successful Brand (Paperback)
Not worth the money. Don't waste your time. Actually you don't waste that much time as it is a tiny book. This is one of the only books I have been dissapointed that I bought.
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Inside This Book
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Citations (learn more)
This book cites 3
books:
- The Moment of Truth by Tim Green on page 24
- Virgin Islands (Berlitz Pocket Guides) by Berlitz Guides on page 90
- Skin Deep by Hilary Brand in Front Matter
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