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Brain Tattoos: Creating Unique Brands That Stick in Your Customers' Minds Paperback – December 10, 2004
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"""Hands-on marketing help from a guru who lives what she preaches!""
-- Seth Godin, author, Free Prize Inside
""This book is brands-on action. Karen Post will show you a new way to make your phone ring with qualified prospects, convert them to sales, and add value to your operation.""
-- Jeffrey Gitomer, author, The Sales Bible
""Karen Post knows branding. From her own business identity -- the Branding Diva -- to her work with companies such as American Express, Bank of America, and Pepsi, Post's insights and experiences are fun and productive, and eminently applicable. The book's questionnaires, tattoo tests, and tool kits are useful tools to help business leaders and innovators rethink their personal and organizational brands and practices. Whether you're an internal Brand Ambassador or an external Brand Warrior, Brain Tattoos will help you improve and increase the impact of the mental imprints made by your business and your work."" -- Heath Row, Editorial and Community Director, FastCompany.com"
"Effective branding depends on the ability to leave a lasting (and positive) impression in the mind of the target audience. Brain Tattoos offers a practical approach -- no complicated theories, marketing jargon, or unnecessary babble -- that lets any business take its brand to the next level. Packed with tools that help readers identify their brand’s purpose, personality, promise, and point of difference, Brain Tattoos will help readers:
* Develop the courage to break the mold and become truly distinct
* Discover ways to enlist customers and others as ""brand ambassadors""
* Grasp their brand’s essence
* Master brand building on any scale in any industry
* Learn how to identify and use the most effective methods of brand communication
* Learn how to leverage limited resources creatively
Filled with creative ways to maximize market impact, Brain Tattoos is a true ""how-to"" book written with in-the-trenches business and marketing people in mind."
Top Customer Reviews
This book is very well written and very readable! Make sure you have a pen and paper to take notes and work on the exercises! This book will be a staple in your business book collection. I still refer to it months after reading it.
In Post's view of the world, everything is branding and branding is everything. You brand your product or service, you brand your organization, and you brand yourself. The latter, your personal brand, she memorably calls "brand moi." You brand yourself not only to advance in your career or to promote your product or service, but to let everyone know (when you introduce yourself at parties, for example) who you are and what you're about.
Good Marketing Tips
If you look at this book as a trove of clever marketing ideas, you'll gain valuable insights and ideas from it. Post offers tips on how to tap into your creativity, conduct market research, promote customer loyalty, brainstorm a product or company name, design a logo, plan sales promotion and publicity events, build a more effective website, and more.
If you really want to learn about branding in the narrow sense, however, this book will only confuse you. The main problem is the lack of a clear definition. In the Introduction she explains (or tries to) that a "brand is a mental imprint." Then she leaps to this definition: "A Brain Tattoo is a stronger brand than the norm, rich with promise, bold with purpose, distinct and prominently inked onto your buyer's cranium." Two paragraphs later she says, "A Brain Tattoo is reality branding," though she never explains what she means by reality branding. Now we get the impression that a brain tattoo is a certain kind of branding, not synonymous with normal branding.
But then, throughout much of the book she uses the two terms synonymously. At the beginning of Chapter One, for example, she says, "A brand, or what I refer to as Brain Tattoo, is a psychological impression of value-based emotions, lodged in the mind of a buyer or prospect."
Establishing a brand is usually more for the corporate players. The big guys can just buy enough advertising to build a brand. But it's not that simple to build a sticky brand.
"Brain Tattoos" delivers its message with a terrific style, simple directives and a lot useful tips. It's not an academic textbook that will only be referenced once. You'll go back to this book over and over.
What I like most is how readable the book is. It's a great companion on a business trip. Just bring a pad of paper - you'll want to write down all the ideas this book generates.
Most Recent Customer Reviews
LET ME JUST START BY SAYING YOU HAVE TO GET THIS BOOK!!!
THIS BOOK IS AMAZING IT GIVES YOU THE INFORMATION YOU NEEN TO START BRANDING YOUR... Read more
I wasn't sure what to expect when I read this book. The ideas and examples made complete sense. It seems like such a simple concept, but it's amazing how many large corporations... Read morePublished on March 15, 2005 by Catherine A. Jury
This book really gave me the courage to think outside of the box from the start and really helped me understand how vital branding is to a marketing campaign. Read morePublished on February 1, 2005 by Jamie Lee Tampa
...it's a branding WORKBOOK.
It's good thing for any competing titles that Karen's book is out at the beginning of 2005 -- it gives them all year to try and top it. Read more