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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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About the Author
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.
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
This book is an absolute cracker. I actually laughed out loud in parts:
"They (ad agencies) are celebrated and even worshipped – especially by the mutual... Read more
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 23 months ago 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
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