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Entrepreneur's Guide To The Lean Brand: How Brand Innovation Builds Passion, Transforms Organizations and Creates Value Paperback – October 18, 2014
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From the Inside Flap
- "Gardner grabs hold of brand and gives it a good yank, redefining it as the relationship between an organization and its audience. If you appreciate the principles of lean management, read this provocative book." - Marty Neumeier, Author of The Brand Gap.
- "The problem with most approaches to branding is that they get in their own way. They've managed to make the work of managing and building brands more opaque, more complicated, and less accessible. The Lean Brand takes the opposite approach: a manageable and understandable set of concepts, tools, and methodologies to make informed brand decisions." - Randy Hunt, Creative Director, Etsy
About the Author
Jeremiah Gardner is an author, speaker, lean brand practitioner, and bulldog lover. He helps startups, entrepreneurs and Fortune 500 organizations reframe the way they think about brand innovation, culture, and leadership. He is a sought after speaker, and has been featured in several media outlets including Forbes, Entrepreneur Magazine, Lifehacker, The Guardian, Branding Magazine, and SayDaily.
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Top customer reviews
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I'm currently working extremely hard to finish work on an app with a few colleagues of mine, and we're aiming to launch a start up some time within the next few months. Being the spearhead of the whole project, the whole "business" aspect of the process was a turn off for me. In my head, business is all about suits and ties, corporate, large concrete buildings and balance sheets. That was the 'brand' that I perceive business to be. And "brand" or "branding" could only be done correctly by following an already defined list of rules and concepts in which logo creation, pricing, marketing and advertising teams would follow. If you didn't do it this way, you weren't following the formula. And if you didn't follow the formula, your 'branding' would be ineffective.
However, just about half way through this book, I'm seeing things quite differently.
The main point of The Lean Brand is that brand isnt about coorperate strategy alone. It isnt just about mass marketing and proper pricepoints. The "brand" of your business is the relationship between your business and its customers. And this was mind blowing.
Having considering this, I'm really not turned off by branding, and as a matter of fact, I'm more excited about business as a whole. Creating meaningful relationships with possible customers/users, one on one, seems like an incredible endeavor.
Gardner has done the world a great service here. I'm sure that the concepts I've learned here are applicable not just in branding and business, but in life as a whole.
Again, I'm only half way through, and I'll probably return for a full review after I'm done. But so far, the best review/advice I can give about this book is:
Read it. It'll shatter a few walls in your brain too.
This isn't a book that goes deep into fonts and color palettes. To the contrary, Gardner gives the middle finger to traditional notions of branding. If your startup has paid someone to design a logo, he'd call that a foolish waste of money.
The big theme here is *emotional-value creation.* Whatever the purpose of your startup's existence (another big element of brand), you need to demonstrate that you care more about helping your community solve a problem than anyone else. Take a genuine interest in your users and build a meaningful relationship. Find ways to measure the things that are instrumental in creating that meaning. Iterate, and improve.
Excellent, important read.
I immediately latched onto The Lean Brand as a creative asset and competitive advantage not only for my company's re-branding effort but also in how I structure and execute my agency's branding/creative work with clients. The book provided the paradigm shift needed to gain more traction quickly and credibly, fueling sustainable brand development, client happiness, and—ultimately—client retention.
If you or someone you know has been struggling to "figure out this brand" or "get their hands around the future of the brand," this book is a must-read. I'm so grateful for the care that Jeremiah put into writing this book. It's dynamite.
If you are interested and/or focused on creating new products or services that succeed - this is a must read book that will have an impact on your success.
Jeremiah clearly and succinctly guides you through the steps to prepare your Story, Invitation and Artefacts, so people can engage with your brand. It also has a heap of useful case studies and fun stories. Strongly recommended reading for all startups.