Customer Reviews

Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea

5 star:		(12)
4 star:		(1)
3 star:		(0)
2 star:		(0)
1 star:		(2)

 

 

With so many branding "experts" around, its easy to lose sight of the fundamentals - here they are. A clear review of the basic principles of creating enduring, differentiated brands. Advocates a re-focus on the dominant selling idea as the primary driver of branding. Use this guide to break out of the "sameness" of brands and to focus on what your brand uniquely offers to customers. First half is branding theory and the second half is a "how to" map for implementation. It is a quick and entertaining read that is now on my desk for reference. I ordered copies for my team and have given copies to senior managers in my organization.

Don't let the unfortunate choice of title turn you away from this book. It is full of clear explanations and practical advice, especially if you're trying to build a new brand. One drawback: It is too focused on consumer brands and doesn't really address the issues of branding for business-to-business sales.

I'm only halfway through this magnficent book and have already recommended it to half a dozen people. I am fortunate to have stumbled across this book as I prepare to makeover my business (freelance writer) and web site. This book has me thinking in new ways and different directions than I would have without it, and I'm spending time identifying what my DSI truly is. Although this book is probably written more for companies, I think it should be a mandatory read for every independant contractor out there. Entertaining, common sense, and plenty of examples. Two thumbs up.

This book is a real eye opener. I gained so much clarity where I was previously confused. I fell in love with it and am so thankful that the writers were willing to tell me all these amazing secrets and truths for just the price of the book!! I would recommend it to any business/product owner. However, I really don't want my competitors to get ahold of this book!
I am now excited about re branding my business! Totally motivated. It was also enjoyable and entertaining to read.

Like many other things in life, books like why Johnny can't Brand get better and more appreciated with time. Here we are almost 5 years after its release, and the book's message of going back to the basics of what can make a company or idea the best is just as timely as when it was first released. It's not rocket science. In order to be successful, there is hard work involved to show why your brand is just as good---or better---for someone than another.

The principles outlined work if applied, and no matter how long you have been in business, there is still time to turn things around and make yourself relevant.

This is must read for anyone trying to make their mark. You won't be disappointed.

I got lucky. I found this book at a local book fair and probably would not have found it otherwise. If you are serious about marketing and business branding then you must read this book.

Despite the unfortunate title, "Why Johnny Can't Brand" is probably one of the most practical, concise and informative books on branding that I've ever read.

Bill Schley and Carl Nichols update the old Unique Selling Proposition (USP) concept and transform it into a much more workable and achievable Dominant Selling Idea (DSI) that must be superlative, important, believable, memorable and tangible. The first half of the book is a veritable treasure trove of information that clearly comes from practical brand management career experience rather than ivory tower thinking. The "Granite Pages" contain a list of 17 rules that all powerful brands must follow in order to resonate with the right audience. Not since Ries & Trout in "The 22 Immutable Laws of Marketing" has there been such a clear definition of what marketing must do in order to create products and services that fully resonate with customers.

The second half of the book contains an 8 week plan to define or redefine your own brand so it will be #1 in its category. Yes, it is really achievable.

A wonderful book that is a must read for the marketing professional. I'm glad the book found its way to me.

I am 21 years old and in my senior year of college with a marketing major. The CEO of the company I did my internship at this summer recomended this book to me. I am glad he did. This book gives amazing examples of what an organization must do to not only advertise correctly, but to make their product/service stand out. There are tons of great examples of prolific organizations that made simple changes to their company, and are now leaders in the market. I almost feel cheated at school because this book teaches more than any marketing class I have every taken.

This is the "big picture" book. Anyone involved or interested or even schooled in marketing will have references and citations on how to do the many activities and understand trends that come under the "marketing" banner: creating great design, conducting a focus group, creating buzz, etc.
While technique and expertise in these areas are important, it is all for naught if you don't stop to think about WHY you are doing them. This book drives home the point that everything you do must be consistent with the tenets relative to your business objective. Moreover, the book provides programmatic steps on how to discover those objectives and tenets.
The stories and insights along the way are enlightening and lend such common sense to the book's overarching messages to stay focused and remember that buying decisions are made by people.
I was totally engaged by the book which shifted my perspective. To me, that's the mark of an excellent book.

This will, this should, become the new marketing bible. The authors are good -- so good you can hardly believe you are learning advertising pearls of wisdom as you are, simultaneously, entertained. If this were required reading for all ad folks we might see the end of dull and ineffective ads.

This book has reopened the fire within our organization. I would specify this to any company to rekindle their growth.