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Brand: It ain't the logo* (*It's what people think of you) Paperback – June 26, 2012
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"Ted's lessons, 3 tools and 3 rules can be applied to any organization. Whether you have an established culture or an emerging one, read this book."
John Warrillow Author, Built to Sell: Creating a Business That Can Thrive Without You
About the Author
Ted Matthews may have persuaded adidas to bring back The Three Stripes and convinced Energizer not to kill the bunny, but as Canada's original and foremost Brand coach, he continually pushes his clients to understand that a Brand is not a logo, website or advertising. Instead, a Brand is what people think of youTM. As an entrepreneur, Ted built Promanad Communications into an 80-person firm that, over a span of 30 years, served an extensive list of blue chip clients. When it became clear that most professionals operate as if a Brand really is just a logo, he sold Promanad and founded Instinct Brand Coaches. Drawing on his own experience as a CEO, Ted teaches his clients to embed, throughout the organizational culture, instinctive behaviors that help their Brands earn a spot in the minds and hearts of increasingly discerning stakeholders. Ted's dogged execution of the Instinct mission -- to challenge and support leaders to maximize the potential within their Brands -- has spurred some of the most successful Brand evolutions in North America. He has been an integral force behind the Brand- building efforts of organizations such as adidas, Manulife, Oxford Properties, Morneau Shepell, Strata Health, AtlasCare, Quadrangle, Revera, Advocis, IAMGOLD, Kinross Gold, PICKSEED, Investment Planning Counsel, Steam Whistle Breweries, ornge and Street Kids International. For his pearls of wisdom and famously entertaining style, Ted is a sought-after speaker for business schools, corporations and professional associations. Helping lay the groundwork for future Branding excellence and building from his 18-year involvement with the Young Presidents' Organization, he also makes time to coach young entrepreneurs. While Ted Brands himself a master woodworker, his wife Marsha is more likely to call it "making sawdust." The two live between the island cottage he built in Muskoka and the desert home they designed together near Phoenix.
Top Customer Reviews
Matthews' approachable, understandable writing style is both colloquial and refined: any audience will easily grasp the concepts he lays before them, all the while being able to understand their greater relevance.
"Brand: It Ain't the Logo" is laden with powerful examples and insights that open your mind to the notion that a brand truly is what people think of you.
Ted Matthews lays out the foundations effective branding in three tools and three rules.
* be remark-able (worth talking about);
* own a position (that is clear, easy to understand and relevant);
* deliver great experience - at every touchpoint.
* Brand building is an on-going process
* be consistent over time - resist change for change sake
* CEO needs to be the CBO - chief brand officer
o the brand informs everything the company is and does - from the inside out
o brand is culture.
To drive home the importance to having a clear brand, Ted quotes the MacLaren McCann dictum "Lock you brand in a glass box. Everyone can see it, but only the CEO gets the key." And for Ted the brand Foundation can be described in the following terms - that need to also be captured in riches stories of brand that bring the elements to life.
* Core Purpose - Why we exist.
* Vision - Where we are going, and how we'll know we're there.
* Mission - What we do every day to get there.
* Values - What we believe in; our principles.
* Position - How we make a difference.
* Positioning Statement - How we say our difference.
* Character - How we act; our voice.
The book illustrates each principle with rich examples of successes and brand failures. This book is a valuable read for anyone serious about brand building.
"They (ad agencies) are celebrated and even worshipped – especially by the mutual appreciation society that is the advertising industry – for creating that which has never been seen."
It's a great insight into branding and one that is actually applicable across all businesses - not just the mega brands like Coke etc. Even if you just read the cover, you'd have a branding insight that is gold.
It is an easy read with many stories and examples, which I enjoy and which make the material concrete.
We are in an age where we, as consultants, must resist the throw-away, multi-attention grabbing 'fads' of marketing, and stick to the core fundamentals of what our clients ultimately want and need to BUILD a bigger brand.
Great book, must read.
I have no doubt that the reason why our clients are so loyal to our firm is because we established and live by Ted's definition of what a brand is.
We have made this book a must read for all of our team.
Most Recent Customer Reviews
Very good book on all the ins and outs of a brand and what it means to you and the consumer. Very insightful and a must read for any business owners.Published on September 7, 2014 by Tyrone
Super book. It is the most concise summery of what we have learned about the value of brands. We teach this to entrepreneurs and this book will now be part of our curriculum!Published on April 27, 2014 by William Watkins
This is a must read for all business executives. Whether you are a Board member, CEO, CMO, division head or hold any position of influence within your organization (For profit or... Read morePublished on March 14, 2013 by MarkCator
A very good, almost philosophical take on the power and range of branding. The corporate examples are real, and "make the case" very eloquently.Published on February 25, 2013 by John Tevlin
Soft and precious. Is a good book for brand managers. Not a toolbox, but a 'toolthinking' about branding. Recommend it.Published on February 20, 2013 by Paulo Peres
This book should be required reading for everyone who answers the company phone. One soon realizes that every employee effects a brand's equity and therefore the health of a... Read morePublished on February 14, 2013 by Bruce Smith