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People Buy Brands Not Companies Paperback – January 29, 2010
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The Amazon Book Review
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About the Author
Dr. John Tantillo has been called marketing's answer to Howard Cosell for his brash, tell-it-like-it-is fusion of street smarts, school smarts and New York into one distinctive brand (he's that guy on TV with the strong opinions (always right about marketing!) who waves his hands around a lot, wears a bow tie, favors a Borsalino and a made-to-order Brooks Brothers suit). An award winning marketing professional, lecturer and teacher, Dr. John Tantillo is a trained applied research psychologist who is internationally known for his expertise at diagnosing the factors that impact target markets. Dr. Tantillo is a member of the American Marketing Association (AMA), the International Association of Business Communicators (IABC) and the Cambridge Who's Who Registry of Executives and Professionals. He has won many creative awards for clients including Canon USA and SLS Health. A proponent of continuing education at all professional levels, Dr. Tantillo has taught graduate and undergraduate courses in Advertising, Sales Promotion, Market Research and Sales Management at Manhattan College in New York, and lectures around the country. He received a B.A., Magna Cum Laude St. Francis College, Brooklyn, New York, 1973, an M.A., Queens College of The City University of New York, Flushing, New York Experimental Psychology, 1976, and a Ph.D. Hofstra University, Hempstead, New York Applied Research Psychology, 1980. In 2006, Esquire Magazine named Dr. Tantillo as a finalist in their "Best Dressed Man" contest. He appears regularly on Fox Business News and is also a frequent guest on nationally televised programs and has appeared on the NBC Today Show, Fox News Channel's Your World with Neil Cavuto, BBC and on the nationally syndicated Access Hollywood. He has been a regular commentator for IncBizNet; his blogs are syndicated on the AMA website, and he is currently a Fox Forum columnist where his blog posts regularly rank in the top five of all posts on that site and one of his most recent posts has generated over 180,000 page views and 4,000 comments.
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Top customer reviews
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The author, John Tantillo, Ph.D., aka "The Marketing Doctor" (a veteran New York marketing professional) introduces the reader, in a way anyone can understand, to what marketing is--and is not.
The trouble is, says Tantillo, marketing is frequently misunderstood--sometimes with disastrous consequences. He gives us colorful examples of how even some of the biggest marketers in the world have blundered because of a failure to appreciate the subject's primary tenets. (Don't ask him about Superbowl advertising unless you're ready for a scathing rant on money wasted.) He minces no words when describing misplaced marketing efforts. On the other hand nothing gives him greater pleasure than showing us how employing good marketing practices make the clouds disperse, the sun burst forth and life a joyful song.
His main point is that the "brand" is at the heart of marketing and how just about everyone and everything is a brand of one sort or another. We get plenty of examples, of who's doing it right and wrong from Pringles to Coke to Martha Stewart to Gourmet Magazine, the Democratic and Republican parties, Oprah, Tom Cruise, Steve Jobs and plenty of others. Through it all Dr. Tantillo reminds us that good marketing means discovering what your "target market" (the people you're trying to reach) needs, finding ways to fill those needs and communicating it to them effectively.
So what if you're not Coke or Oprah, or Apple Computers or Procter & Gamble or an advertising agency? Tantillo says brand marketing can work for you too. He gives some examples: how to "brand", say, your job interview or your wedding. He could probably fill another book with further examples. "There simply isn't anything that can't be analyzed more effectively or run more efficiently and profitably when you apply the marketing lens," proclaims Tantillo.
"People Buy Brands" is an excellent introduction to the subject for anyone who wants to understand the basics of marketing. At 117 pages it's a quick and easy read. No doubt The Marketing Doctor has a lot more to say on the subject and we'll be looking for his next book. In the meantime, this primer has whetted our whistle.
The beauty of this book PEOPLE BUY BRANDS NOT COMPANIES is that it offers practical advice that applies to nearly everyone. In our business, personal lives, relationships -- goals financial or otherwise -- the reader will benefit from this book because the same principles apply to all walks of life! People sell themselves in one way or another everyday and people buy certain products for one reason or another every day as well.
Get the book. It is well worth the investment. In fact, get a few of them for friends or family. I promise you it contains a gold mine of insights that will help anyone on some level or perhaps on many! Submitted by Tracy davis
To help me get the job done I have two books within reach on my desk at all times- one is "People Buy Brands Not Companies" by Dr. John Tantillo.
In the spirit of full-disclosure Dr. Tantillo was instrumental in helping me develop my "Think Like a Black Belt" and "Black Belt Mindset" brands. It is because of the results produced with his incredible guidance and advice that I can so enthusiastically recommend "People Buy Brands..."
With a very frugal budget and Dr. Tantillo's guidance we built a globally recognized brand that has turned into lucrative speaking opportunities, major media appearances and sales of my own book. The techniques we continue to use are yours for the taking in "People Buy Brands..."
Dr. Tantillo is well known to TV viewers as "America's Marketing Doctor." He appears regularly on FOX News sharing his sometimes unconventional and always effective advice for branding and marketing your business whether you're a Fortune 500 exec or a small time entrepreneur.
This book is an essential addition to your business library! If you want to develop or expand an effective marketing campaign, don't do a damn thing until you read "People Buy Brands Not Companies."
Speaker, media personality, author of Think Like a Black Belt
From my point of view, the best thing about this book is that everyone can gain a better understanding of marketing. There are endless places where these rules can be applied and put into practice almost overnight..
In summary, I guarantee you that your investment in this book will be paid back over and over again.