- File Size: 738 KB
- Print Length: 203 pages
- Page Numbers Source ISBN: 1489583947
- Simultaneous Device Usage: Unlimited
- Publisher: The Story Of Telling Press (June 12, 2013)
- Publication Date: June 12, 2013
- Sold by: Amazon.com Services LLC
- Language: English
- ASIN: B00DCGXBDW
- Text-to-Speech: Enabled
- Word Wise: Enabled
- Lending: Not Enabled
- Amazon Best Sellers Rank: #198,914 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
|Print List Price:||$8.99|
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The Fortune Cookie Principle : The 20 Keys to a Great Brand Story and Why Your Business Needs One. Kindle Edition
|Length: 203 pages||Word Wise: Enabled||Enhanced Typesetting: Enabled|
|Page Flip: Enabled||
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Needless to say, this book did not disappoint. It went well beyond the 4Ps to show what it really takes to establish a distinct, elite brand in today's marketplace.
I enjoyed the way the information within the book was presented—the content was easy to read and memorable.
The only reason I didn't give this book five stars is because it was somewhat repetitive (a lot of the principles are connected) and some of the examples she used to support her points were a little weak.
That being said, I thought it was an excellent read and I'd recommend this book to any entrepreneurs, small business owners, or marketers who want to build a successful business and brand.
This book provides a lot of interesting examples of how businesses have used their brand story to greatly enhance the success of the business. I recommend it even if you aren't a business owner or marketer, as it's just very interesting to think about.
I learned about her work through an interview she did on a marketing podcast several months ago. Her thinking intrigued me and Seth Godin recommended her book. Bernadette speaks with clear intention and tells wonderful stories illustrating important marketing lessons. This book has 20 key ideas and insights to help you establish a framework for your brand. And best of all, there is a real fortune of wisdom inside.
I read The Fortune Cookie Principle on my last trip home from California. It is a small book bursting with a core idea that is simple yet profound. Marketers (and companies in general) are so hung up on selling the features of the cookie that they are forgetting to market the magic of their fortune. Think of a fortune cookie. It doesn't taste particularly good but what we are excited about is the fortune inside.
Marketing, when done right is that fortune. It’s the link that emotionally connects and binds us to a brand or a product. It is the activity that goes beyond the description of function and takes you toward emotional connection.
"People don't buy ideas. They buy into how an idea makes them feel."
One of my favorite examples in the book is the story of the humble shopping cart. Mr. Goldman, some 75 years ago had a grocery store in Oklahoma. He noticed that people had a problem carrying their groceries in their hands and he figured if he could help them, they might actually buy more groceries and have a better experience.
Who invented the shopping cart?
So he crafted a little makeshift trolley with a basket and then had a local manufacturer make 100 of them for his store. And what happened, people hated them. They thought that the cart made men feel inadequate and women were already busy pushing baby carriages around. Only older people were using them giving everyone the impression they weren’t for them.
So Mr. Goldman had an idea. He hired men and woman in their 20’s and 30’s to walk around the store using the cart. When a new customer came in, he said, would you like to use one of our new shopping carts, everyone else is? And the rest is history. The marketing idea of having models use the cart was the catalyst to acceptance.
Jiwa explains how the masters of marketing like Steve Jobs understood that people didn’t care about the computer power of his machines, they wanted to be part of the community he described in his ads. Whenever I read this, I know I want to join his tribe.
“Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.”
Pick up a copy of Bernadette's wonderful book. It may help you find your fortune.
Product - Meaning = Commodity
Product + Meaning = Brand
In a world flooded with commodities, price competition, design competition, down scaling, blah blah blah - your value is your story.
If you're wondering why you spent $1,000 on Facebook advertising and another $10,000 on a billboard promotion and didn't get any traction - this book is what you NEED.
Flooded with stories and strong references to brands and books where you can go on to learn even more.
If you're thinking of a weekend workshop for your business, get this book and get yourself to a quiet place and tackle her questions.
It's changed my business and I KNOW, it will change yours. For the better.
PS - did you know that the AirBnb website was originally developed in 24 hours?
:) highly recommended.
Top international reviews
You need to get your story right first. People listen to stories and they remember and retell them. I think the best product in the world is still lost without a story. Everyone with inferior products seems to be able to shout louder and have a bigger marketing budgets. If you have the better story you don't have to shout, you just have to tell it to the people that it matters to, those are your customers.
I can't rate the book highly enough. Calling it an eye opener doesn't do it justice.
I can't wait to sample Bernadette Jiwa's other books but there is so much to digest in The Fortune Cookie Principle I could happily sit down and start over.
A great read for any entrepreneur who understands our story is what distinguishes us and puts us on a level playing field with other businesses whatever their size and reputation.
I've already recommended your book to six people. Keep up the good work!
Sit down for an afternoon with this book, a cup of coffee, pen and paper, and I guarantee you your business will come on leaps and bounds. It forces you to think and react, and really get down to the core of your business and what it is you're aiming to deliver. Using the questions this book has raised, I know my business will be better. A must for all business owners.
Carl Fitton, artist.
I'll be re-reading this book and thinking long & hard about all the questions it raises. My business is undergoing changes and this book is the perfect companion on that journey.
A must read.