The Brand Within: The Power of Branding from Birth to the Boardroom (Display of Power) [Paperback]

Daymond John (Author), James "Jim" Cramer (Foreword)

Book Description

Publication Date: April 1, 2010 | Series: Display of Power

According to the U.S. Census Bureau, every day nearly 2,500 people go into business for themselves. Their firms account for 78 percent of U.S. businesses and $951 billion in receipts. Entrepreneurship is abundant in America, especially in the current economic crisis, but how do these companies stand out from the rest in order to succeed?

The Brand Within by Daymond John, founder and CEO of the revolutionary FUBU clothing line, brand strategist and star of the ABC hit reality show, Shark Tank, is the second nonfiction book in the best-selling Display of Power series. The Brand Within examines the loyalty of relationships companies seek to establish by attaching celebrities to their brands and the instantaneous impulses consumers exhibit when purchasing a product. Drawing on his cutting-edge experiences in the fashion business, as well as his hard-won insights developed as a sought-after marketing consultant to trendsetters and tastemakers, the author argues that branding relationships have now seeped into every aspect of our lives.

Daymond John is widely recognized as a branding and marketing authority and a sought-after consultant on the ever-changing urban/pop culture marketplace. He describes the evolution of a brand--from its generic inception to its watermark--and offers expert commentary on iconic personal ''brands'' ranging from Tiger Woods to Muhammad Ali and branding as it pertains to corporations such as Blackberry and UPS, among others.

The Brand Within, co-authored by Daniel Paisner, who is credited with nine New York Times bestsellers, is a dynamic roadmap to growing a successful brand.

Editorial Reviews

Review

The Brand Within, the second title in "The Shark" Daymond John's best-selling Display of Power series of business, motivational and empowerment books aimed at young would-be entrepreneurs, examines the loyalty relationships companies and celebrities seek to establish with their customers and fans, along with the identifying marks consumers carry when they buy into a brand or lifestyle. Drawing on his own experiences on the cutting edge of the fashion business, as well as on his hard-won insights developed as a sough-after marketing consultant to global trendsetters and tastemakers, the author maintains that branding relationships have now seeped into every aspect of our lives and that in order to survive and thrive in the marketplace, consumers and aspiring professionals need to understand and nurture those relationships. -- Daymond John is the founder/CEO of the revolutionary FUBU clothing line, brand strategist and star of the ABC hit reality show, SHARK TANK, --This text refers to the Kindle Edition edition.

From the Back Cover

The Daymond John "brand" is all about being out in front and going your own way. In The Brand Within, he gets readers thinking bout what it means to succeed in business and in life. One thing about Daymond, he takes charge, and in here, he puts his own spin on our consumer cukture and challenges us to change things up.

Mark Burnett

Famed Television Show Producer

--
What a treat it is to sit beside Daymond John on Shark Tank! He's full of surprises, but it's no surprise that he's just as smart and funny and cutting-edge in print as he is on the set. This is a book for anyone who wants to rock their own world, the same way Daymond keeps rockin' his-and ours.

Barbara Corcoran

Real Estate Mogul and Bestselling Author

--

AMAZING! The Brand Within is a great read! As I build the 'Kim Kardashian Brand" I understand the importance of aligning myself with those who reflect the same elegance, beauty, fashion, and excellence as I do. Daymond helps you to realize the importance of perception and how you convey it to the world. Building your brand never stops and after reading this book you'll be inspired to keep thriving.

Kim Kardashian

Model, Actress

See all Editorial Reviews

Product Details

• Paperback: 256 pages
• Publisher: Display of Power Publishing, Inc. (April 1, 2010)
• Language: English
• ISBN-10: 0982596219
• ISBN-13: 978-0982596210
• Product Dimensions: 6.1 x 0.8 x 9.1 inches
• Shipping Weight: 14.4 ounces
• Average Customer Review: 4.6 out of 5 stars  See all reviews (25 customer reviews)
• Amazon Best Sellers Rank: #651,856 in Books (See Top 100 in Books)

Most Helpful Customer Reviews

18 of 18 people found the following review helpful

4.0 out of 5 stars from hustling clothes in streets to ringing the bell for the NASDAQ February 14, 2011

By motivating minutes blog

Format:Paperback

Mr. John and three of his friends started the urban fashion company FUBU (For Us By Us) back in the early 90's. At first they started selling custom designed clothes out of duffel bags but by the late 90's wearing FUBU was the thing to do for both famous rappers and hip hop stars to America's youth in general. In this book Mr. John speaks how 'branding yourself" or becoming "Brandish" as he puts it - is so deeply important. Everything from the shoes you wear to how you smell to what you post on facebook or twitter shapes the "Brand" that is you. Mr John also talks about his time on the show Shark Tank.

My Opinion - I enjoyed this book as it shows the reader that you don't necessarily need an MBA or college degree to reach your dreams - Mr. John never attended college. Instead, you just need an idea and the persistence to achieve. One great tip for entrepreneurs that I definitely took away from this book is to paraphrase "Think Global, Start local"

15 of 16 people found the following review helpful

5.0 out of 5 stars Quite enjoyable read May 17, 2011

By Readerofgoodbooks

Format:Paperback

On the surface, I have very little in common with this author. I am a middle aged, white grandmother from a small town in the Midwest. This is one of the most enjoyable books I've read in awhile and here's why: I felt like the author was talking to me.... little ol' me. Yes, I've had dreams I haven't acted on with the success that he has. In spite of our demographic differences, he ignites the fire within a creative individual. Being a mother and grandmother, I especially like his explanation of how his mother influenced his dreams and values. I only wish I really could sit down and talk with him; the book impacted me that profoundly.

14 of 15 people found the following review helpful

5.0 out of 5 stars I Couldn't Put this Book Down! Buy it NOW! April 4, 2011

By Andrea Samadi

Format:Paperback|Amazon Verified Purchase

I purchased Daymond John's book, The Brand Within, after watching him on Shark Tank. I had to learn more from this shark who appears soft spoken on the show, yet holds an infinite amount of wisdom for young entrepreneurs, which is obvious when he speaks with that sparkle of understanding in his eyes. I was blown away with this book!

Not only did I learn step by step "how-to's" for me in the area of branding but he reinforced the basics of business and how to take your idea and make it a success NOW. I don't want to give away his secrets, but he shares them ALL in this book! His does so with humor, making me laugh out loud as I learned what I knew was true. He related branding analogies to those we can all understand (Barack Obama and Michael Jackson are examples) to further hit home his insights so that his message is impossible to miss.

I enjoyed how he explained that his "branding smarts" were engrained into his mind as a young man, with messages his mother taught him. If only we all could teach our children to "think big" I can only dream of the world we all will live in. If you are a young entrenpreneur and want to learn how to get started with your business or idea, READ THIS BOOK TODAY! You will be thankful you did.

3 of 3 people found the following review helpful

5.0 out of 5 stars Terrific book - tells the fascinating story of a great businessman July 29, 2011

By Alex K

Format:Paperback|Amazon Verified Purchase

I loved reading this book. Daymond John tells the story of how he built a multinational clothing empire literally out of his home. Along the way, he gives great advice about how aspiring entrepreneurs should prioritize their time, direct their strategy, and allocate their scarce resources. The book pays particular attention to effective strategies for branding and marketing, which in Daymond's businesses have been critical components to his success.

If the world had more guys like Daymond, the economy would be doing much better!

2 of 2 people found the following review helpful

5.0 out of 5 stars Great read!..What does your brand say about YOU? April 25, 2012

By Paul Bush Jr.

Format:Kindle Edition

Daymond John's The Brand Within is a great read that speaks to that "be your own boss seed" in all of us.He shows how your brand speaks volumes about you whether good or bad, it still speaks. Through a witty, humorous, and simple approach John makes it easy to digest the ups and downs as well as the challenges he's faced creating what is now a GLOBAL brand. His transparency regarding how he failed and overcame the obstacles before him spoke volumes to me. Pick up a copy, and if you're on twitter follow Daymond at @thesharkdaymond.......you won't be disappointed!

1 of 1 people found the following review helpful

5.0 out of 5 stars Found nuggets of gold within September 6, 2012

By @DaveMoshier

Format:Paperback|Amazon Verified Purchase

First, I received the book in a timely fashion from Display of Power Publishing. I opted for the paperback version so I only had to wait on the mail. I rarely read books, but I had been following Daymond John from the Shark Tank television show and I had to read this book. He has shown that one can achieve success through wisdom and perseverance. I was hoping to find some good information on developing my own brand as I push ahead with my small business. The book is written in a very personal style and was different than what I was expecting, but it is a very good read. Once I started getting into the book, what I discovered was true gold nuggets of knowledge throughout. I certainly believe the information that I got out of this book was worth more than what I paid for it.

1 of 1 people found the following review helpful

5.0 out of 5 stars Great book on branding for the small business owner and aspiring entrepreneur! July 28, 2012

By J. Latour

Format:Paperback|Amazon Verified Purchase

Daymond John, one of the celebrities on the ABC hit show "The Shark" writes a compelling book on branding. His book contains nine chapters and is only 256 pages long. This book is really a great read on how you go from beginning to end and become a lifestyle. Daymond gives you a roadmap and provides outstanding examples of how some of the great branding masters did it, from Trump to Michael Jackson to Bruce Lee and Evel Knievel. This book is very educational on branding and what the small business owner and entrepreneur should be thinking about.

The best part of the book is when Daymond breaks it down into simple terms. A brand goes through evolutions from "item-label-brand-lifestyle."[1] An item is "generic, no frills, like pancake batter."[2] A label is a "step up from a basic item,"[3] but "it is something people are buying," [4] and "they don't really care what it is."[5] And, it continues with brand, which is "where most labels want to be,"[6] and "it's got an identifiable logo, a particular look, a trademark style,"[7] like Adidas, and Ping. The lifestyle is "a name you know and trust, reflecting a style or sensibility you want to claim as your own, but now it`s bled into other areas of your life as well, beyond the initial area of perceived need,"[8] life "Eddie Bauer, that's a lifestyle."[9] Daymond gives other examples of great brands that are now lifestyles - like Nike, Victoria Secret, and more.

This is a great book on branding for both the small business owner and aspiring entrepreneur. First reviewed on Inteljim.com.

[1] Daymond John, The Brand Within: The Power of Branding from Birth to Boardroom (New York: Display of Power Publishing, 2010), Kindle Electronic Edition: Location 719.
[2] Ibid., 631.
[3] Ibid.
[4] Ibid.
[5] Ibid....
[6] Ibid.
[7] Ibid.
[8] Ibid.
[9] Ibid., 647.
[10] Ibid. Read more ›