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Chris Grams

Ad-Free Brand, The: Secrets to Building Successful Brands in a Digital World: Secrets to Building Successful Brands in a Digital World (Que Biz-Tech) Paperback – August 14, 2011

by Chris Grams (Author)

(4.6) 18 ratings

Part of: Que Biz-Tech (48 books)

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Today you can build powerful, enduring brands at amazingly low cost &; without expensive ad campaigns, huge marketing budgets, self-interested outside agencies, or deep specialized expertise. All you need are passion for your brand, low-cost digital tools, and The Ad-Free Brand.Drawing on his experience helping build Red Hat&;s billion-dollar global brand, Chris Grams integrates classic brand positioning concepts with 21st century digital strategies, tools, and practices. Grams presents great new ways to collaboratively uncover, communicate, and evolve your ideal brand position, embed it in organizational culture, and work with your brand community to make it come to life. This step-by-step guide will lead you through the entire brand positioning process, while providing all you need to build a winning brand on a tight budget!

Part of series

Que Biz-Tech
Print length

298 pages
Language

English
Publisher

Que Publishing
Publication date

August 14, 2011
Dimensions

6 x 0.68 x 9 inches
ISBN-10

0789748029
ISBN-13

978-0789748027
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Customer reviews

4.6 out of 5

18 global ratings

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John Gibbs

Consult before you brand

Reviewed in the United States 🇺🇸 on August 25, 2011

Verified Purchase

Instead of adding to the clutter of advertising, it is better to invest in meaningful, productive relationships with the community of people in and around the organisation who care deeply about a brand, according to Chris Grams in this book. Ad-free brands are built by empowering the people who know and love the brand the most to "be" the brand.

The author is the former Senior Director, Brand Communications + Design at Red Hat, and the open source software community philosophy permeates his thinking. Red Hat has become a remarkably successful company through its professional open-source business model. Most businesses and other organisations have completely different business models, but there is still much that can be learned from Red Hat's branding strategy.

Some key principles behind a successful ad-free brand positioning project:

* Cast your net as wide as possible
* The best ideas should win
* The people who care the most make the decision
* Value diversity
* Begin your positioning roll-out on day 1
* The size of the project should be proportional to the value of the brand

The book goes on to describe in detail how to conduct brand positioning research for an ad-free brand, how to design brand positioning, how to do an internal roll-out of brand positioning, how to do an external roll-out, and how to approach continuing engagement. The appendix provides numerous sample documents including surveys, discussion questions and a checklist, as well as a brand report card template.

Should you throw out your old branding practices and adopt the new practices advocated by the author? That depends on who feels that they "own" your brand and how passionate they are. This book makes a convincing case that there is much to be gained and little to be lost by increasing the level of consultation before making branding decisions, and it is therefore useful reading for brand managers and marketers.

3 people found this helpful

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Laura Hamlyn

A complete ad-free branding guide for small and large businesses

Reviewed in the United States 🇺🇸 on February 13, 2012

Verified Purchase

There are so many branding books out there. It's exciting and overwhelming to start searching for that silver bullet book on Amazon. But if I were you, I'd start here. It's clear that Chris Grams isn't about selling a buzz word or a get-branded-quick scheme. He's outlined each step in the branding process and tirelessly provided examples of everything from suggested email content to survey questions. He does everything but run the branding workshop for you.

I love this book for the small business owner who works tirelessly to build a business but doesn't know the first thing about branding. I love it for the young marketing manager who knows there's a better way but needs a strong advocate in her corner. And I'd love to give it to the advertising writer who just can't invest another second pretending to care about eeking out another disingenuous campaign. The way we communicate and promote has just irrevocably changed, and this book can help us all advance without feeling lost or alone.

Because he's given so many branding workshops, he has a way of anticipating the moments when you'll have questions. He knows when you worry that you're not including enough people in your workshop. Or when you need an example of ways to include customers in your branding process without overexposing them to the inner workings of your company.

As an added bonus, Grams has given props to all the best branding books out there, so, start here, then branch off to learn more from his curated list. I've already started reading Made to Stick, and it's the perfect complement to The Ad-Free Brand. I also enjoyed his writing style. He's obviously very well-read and educated, but he seems accessible and genuine. You get a sense that he's someone you'd like to actually contact if you had a question - and he'd actually respond.

One person found this helpful

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Terri L. Griffith

The Ad-Free Brand Approach for All of Us

Reviewed in the United States 🇺🇸 on September 22, 2011

Verified Purchase

Chris knows that people appreciate a step-by-step guide as a starting point and so clearly lays out the process. His background? 10 years helping Red Hat become a $1B brand.
Chris Grams gets it. From both my experience in a team he led and this book, he understands how to bring people together to work. You define what that work is. He is going to give you value about how to do that work in the modern world.... (for more see [...])

My summary is based on two things I'm going to do as a result of reading The Ad-Free Brand:
* I'm using the "Default to open" idea in my next meeting about collaboration in my own organization.
* I'm suggesting this book to a friend of mine who has built brands herself; brands you've heard of. I suspect there is something in The Ad-Free Brand for everyone, from product managers to people working on their personal brand.

2 people found this helpful

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Shawn Briscoe

real world guidance anyone can apply!

Reviewed in the United States 🇺🇸 on February 8, 2014

Verified Purchase

Many marketing books are either too ethereal or require resources that few can access. More are written by retirees or consultants regarding a lifetime body of work. Gram's experience is immediately current and proven by one of the worlds fastest growing brands in software. Because he and his team achieved a lot with few resources, he's able to empower his readers to do it, too. Useful insights and worthwhile exercises make this a must read for SMB marketing and brand professionals- and if you access to tons of dough, read this and learn to spend it wisely.

One person found this helpful

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Jan R. Johnsen

Very usefull and hands-on

Reviewed in the United States 🇺🇸 on February 7, 2012

Verified Purchase

I have used the methods described in the book professionally for many years, and this is a really good compilation of what's important in todays branding processes. What I find most interesting, is that Chris Grams manage to really get the essentials of a branding presented into something that everyone can manage and enjoy. If you have some training in the Design Thinking process, you will have an advantage, but a good description of the process is included as well. He also covers a really important thing in todays business/branding, be authentic, truthful and don't lie!

One person found this helpful

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Ad-Free Brand, The: Secrets to Building Successful Brands in a Digital World: Secrets to Building Successful Brands in a Digital World (Que Biz-Tech) Paperback – August 14, 2011

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