About the book
The most practical and stylish branding guide, which is included in the list of 100 best business books of all time.
What is a brand? As Martier Newmeyer wrote in the revolutionary book “Brand Brend”, this is not something controlled by the company (logo or advertising slogan). This is the perception of the product, services, the company by the client. The closest synonym is a reputation. You can influence it, but not to control directly.
In this book, Marty shows how to brand in practice, that is, to satisfy customers so that over time more and more people buy more goods and services from you at a higher price. To do this, in the age of information and advertising overloads, when competition is manifested not in other companies, but in the extreme redundancy of the market, it is useless to offer more – it is necessary to offer something else. That is, as the author says, “do the patch when everyone does zig” – move in the opposite direction.
Goods are “good” and “bad”, but former …
Author
Newmeier Marty
Publisher
Mann, Ivanov and Ferber, 2015
Genre
Advertising. PR
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