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Unique: Telling Your Story in the Age of Brands and Social Media Paperback – November 19, 2012

4.7 out of 5 stars 31 customer reviews

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Paperback, November 19, 2012
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Editorial Reviews


"Read this book and let the superbly capable Phil Cooke carry you into the future."
— Eric Metaxas, best-selling Author

"Phil Cooke understands the power of branding. Read this book, and you will never again look at church identity the same way."
— Greg Surratt, senior pastor, Seacoast Church

"If you want your story to be heard amongst the thousands of competing messages out there, Unique is the book for you."
— Christine Caine, founder, The A21 Campaign

About the Author

Phil Cooke | Burbank, CA
From religious media to humanitarian and cause marketing, Phil Cooke—consultant, strategist and media activist—is unparalleled at helping religious and nonprofit organizations and their leaders tell their story to the world. He has appeared on MSNBC, CNBC and CNN, and his work has been profiled in The New York Times, The Los Angeles Times and The Wall Street Journal. Phil also speaks at workshops, seminars and conferences on a global basis.

Product Details

  • Paperback: 256 pages
  • Publisher: Regal (November 19, 2012)
  • Language: English
  • ISBN-10: 0830765158
  • ISBN-13: 978-0830765157
  • Product Dimensions: 5.5 x 0.7 x 8.5 inches
  • Shipping Weight: 9.6 ounces
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (31 customer reviews)
  • Amazon Best Sellers Rank: #1,129,467 in Books (See Top 100 in Books)

More About the Author

An internationally known writer and speaker, Phil Cooke has actually produced media programming in nearly 50 countries around the world. In the process, has been shot at, survived two military coups, fallen out of a helicopter, and in Africa, been threatened with prison. And during that time - through his company Cooke Pictures in Burbank, California - he's helped some of the largest nonprofit organizations and leaders in the world use the media to tell their story in a changing, disrupted culture.

According to former CNN journalist Paula Zahn, Phil is rare - a working producer in Hollywood with a Ph.D. in Theology. He's appeared on NBC, MSNBC, CNBC, CNN, Fox News, and his work has been profiled in the New York Times, The Los Angeles Times, and The Wall Street Journal.

His book "Jolt!: Get the Jump on a World That's Constantly Changing," shares his secrets of making today's culture of disruption and change work for you. "One Big Thing: Discovering What You Were Born to Do" helps you find the great purpose and calling for your life. And his newest book: "Unique: Telling Your Story in the Age of Brands and Social Media" is changing the way churches, ministries, and nonprofit organizations share their story with the culture.

He's lectured at universities like Yale, University of California at Berkeley, UCLA, and is an adjunct professor at the King's University in Los Angeles. In addition to writing his blog at philcooke.com, he also blogs for The Huffington Post, and is a contributor to Fast Company, Wired.com, Forbes.com, and Fox News.

Customer Reviews

Top Customer Reviews

Format: Audible Audio Edition
Unique: Telling Your Story in the Age of Brands and Social Media– A Review
This is an extremely interesting and helpful book on a topic that most of us have probably not given serious thought to. Indeed, a first reaction might be ‘why should I read a book about ‘branding’?  Yet, the fact is after reading the book you find yourself looking at churches and organisations that you know and realising that so much of what is said here is actually very applicable to them. There is a lot here that is very profound and very hard-hitting. What is particularly helpful here is the sense that this is a useful compendium of lots of thinking on issues such as ‘image’ and ‘brand perception’. It is the sort of book that saves an awful lot of work by summarising and integrating some of the best ideasfrom many separate sources.
It is safe to say that the material covered in this book is far less thought over in the UK than in the States.  There are several reasons for this. The first is that most Christian churches and organisations in the UK are an order of magnitude smaller than those in the United States. Thesecond is that the uptake of the web and technology generally amongst British churches is some way behind that of the United States. The thirdis the curious fact that British culture loves the amateur and is suspicious of the professional. We are uneasy about large, powerful, efficient organisations and prefer the small-scale, the bumbling, theindividualistic. Ours is a nation of heroic amateurs. Remember how Sherlock Holmes and Miss Marple always outwit the professional detectives and how James Bond only triumphs when he breaks free of government supervision?
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Format: Kindle Edition Verified Purchase
"Unique" by Phil Cooke aims directly at faith oriented people and organizations and offers simple yet powerful perspectives on branding. By setting up the concept of a brand as simply, "...what people think of when they think of you," he effectively defuses some of anticipated resistance that faith oriented people might have to the notion of branding. Then he helps the reader understand how inadvertently we create a confusing story that makes it difficult for others to understand who we are and what is unique about what we are doing. Perhaps best of all, Cooke stops us many times along the way and asks us to reflect on what we are digesting. "Unique" is in book form but because of these reflection points and the easy to follow steps Cooke offers, it functions more like a manual. It gives you the necessary hooks on which you can hang the information and then shows you exactly what to do with that information.

"Unique" is a thorough rewrite and update of Cooke's 2007 book, "Branding Faith." He has gotten over his earlier grumpiness about the pervasiveness of smartphones and other electronic devises and has also readily grabbed onto the hows and whys of social media. While "Unique" is not a substitute for the professional assistance that most faith oriented people and organizations need in their branding processes, it thoroughly prepares them so that they can better understand those processes, more fully participate in them and maximize their impact. The result can be that the great story faith oriented folks want others to think about when they think about them is in fact the consistent story that others think about, pray about, give to and share with others.
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Format: Paperback Verified Purchase
I found Dr. Cooke to be enthusiastic, funny, informed and likeable. I had attended a class where Dr. Cooke was the professor and we had his book as required reading. I loved the class and the book is an extension of his class. He is a smart man with lots of proven ideas on branding, digital and social media for ministry of the 21st century. I found his class and book to be refreshing and exciting because he made learning this information seem possible to implement in ministry. I told Dr. Cooke that Jesus had a brand too, Jesus was branded a rebel, blasphemer, worked on the Sabbath, and ate with sinners. That was His brand, not too positive ay? I do not believe pastors should have their brand, because it draws too much attention to them and not to the purpose of the ministry which is Jesus. Branding is really a new buz word for Advertising and Marketing which must be dirty words, so they had to re-name it I guess. All in all, Dr. Cooke is one cool guy, and he knows his stuff and I would hire him in a New York minute if I had enough money to hire him. This book is a must read for all Church Media leadership. We will be implemting some of the ideas in his book for our ministry.

Robin, Minister of Evangelism
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Format: Kindle Edition Verified Purchase
If you read Phil Cooke's books in the order they were written, you will get even more out of this excellent and entertaining author. I recently read 'One Big Thing' and then launched into this one - kind of a 'figure out what you want to do, then read this next one to make it work for you.'
Mr. Cooke has a lot of personal experience to draw on, and fearlessly draws on the mistakes of others to spare you from stepping in it too. Only the names have been changed to protect the predictable.
It's hard to write a book that covers the 'social' aspects of vision and business, but 'Unique' grounds itself in thinking that transcends 'Facebook trends' and the size of your PR budget.
This book makes you ask 'why am I doing this' and once you get your motives sorted, the methodology becomes easier to understand. I encourage anyone and everyone to read this - though reading 'One Big Thing' first may enhance the experience.
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