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Brand: It ain't the logo* (*It's what people think of you) Paperback – June 26, 2012

4.9 out of 5 stars 16 customer reviews

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Editorial Reviews

Review

"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.
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Product Details

  • Paperback: 204 pages
  • Publisher: CreateSpace Independent Publishing Platform (June 26, 2012)
  • Language: English
  • ISBN-10: 1477698523
  • ISBN-13: 978-1477698525
  • Product Dimensions: 6 x 0.5 x 9 inches
  • Shipping Weight: 13 ounces (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (16 customer reviews)
  • Amazon Best Sellers Rank: #638,228 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By S. HANCOCK on September 18, 2008
Format: Paperback
Devoid of any useless filler, Ted Matthews definitely practices what he preaches and has given us a 'remark-able' insight into what a brand really is. 'Brand:...' includes plenty of quotes and testimonials from Ted's clients, colleagues, and peers and weaves business cases and histories effortlessly into the commentary and expertly demonstrates how a brand is never truly owned by a corporation or firm, but by all who experience it.
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This book is a must read for any recent graduate, budding entrepreneur, or established business owner who seeks to differentiate themselves among their peers. Not only does Ted Matthews captivate, he effectively articulates the importance of consistency in "the core idea", and ensuring that those behind the brand embody it to the utmost.

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.
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Format: Paperback
This is a great book for business owner's who want to build a valuable company. It's packed with case studies and examples of companies big and small who have built enduring brands and sticky customers. Essential reading for anyone looking to build a valuable company.
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Just finished reading Brand: It ain't the logo. It is an easy read full of wisdom about effective branding - that is well worth paying attention to. So often the solid basics of brand building are not understood, forgotten or just ignored in so many companies. A brand it whatever is in the minds and hearts of all of its stakeholders - not just logo.
Ted Matthews lays out the foundations effective branding in three tools and three rules.
Tools:
* be remark-able (worth talking about);
* own a position (that is clear, easy to understand and relevant);
* deliver great experience - at every touchpoint.
Rules:
* 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.
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Format: Paperback Verified Purchase
I really enjoyed this book. It conveys an important message to all businesses - that it is what your customers/clients think of you that is important. Matthews continues and notes that logos can add to the overall impression that customers have, but only if the logo is consistent with the customer opinion and only if the logo is used consistently. He urges businesses to stay the course when your marketing is working and not make a change just because a marketing professional needs to give you some advice (other than the advice that you should continue doing what you are doing) or because you have become bored.
It is an easy read with many stories and examples, which I enjoy and which make the material concrete.
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Format: Kindle Edition Verified Purchase
As a PR and marketing professional, not only did it affirm the service I was already offering my clients, but assisted me with affirming my own corporate values and ideals. I pride myself on getting clients to 'think bigger' for their company and this speaks to that.
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.
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Format: Paperback
I have read a lot of books on brands, but this book is totally different because it focuses on what a brand really is - "a brand is what people think about you". Ted's writing has helped me create a brand around my business that is consistent and remarkable.

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.
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Format: Paperback
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 not for profit), it is essential that you understand the concepts so eloquently presented in this; easy to read, fact filled and very current book. In today's world of over-messaging, every stakeholder must be aligned preaching from the same page...this book tells you WHY and then HOW. Enjoy!
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