Brand Babble: Sense and Nonsense About Branding

This book is about both the "good news" and the "bad news" of branding. And, it's vitally important to the success of your business. The good news is that the brand is finally getting the important marketing and corporate attention it so rightly deserves. The bad news is, unfortunately, much the same. The brand is getting a lot of attention-and with that, is coming much misguided, misdirected, ill-conceived, nonsensical advice, advice that often is ruining perfectly good companies and perfectly good brands.

That's why Brand Babble is so important today. Don and Heidi Schultz, long-time branding authors, educators, and investigators, explode an array of myths that have been passing and passed on as "branding wisdom."

The Schultzes show the way out of the current-day branding morass. First, they show how every successful brand is the sum of relationships between buyer and setter. Then they explain how marketers best communicate with their customers through an integrated approach that reflects the nature of that relationship. Those approaches set the stage for value-based branding that delivers the best value proposition to customers and increases the bottom-tine, financial value of the brand to the organization and its owners and shareholders.

That, today, is the "currency" of value-based branding. Getting to it is merely a matter of cutting through all the brand babble, all the nonsense about brands and branding that is posing as new marketing insight.

The information in your copy of Brand Babble: Sense and Nonsense About Branding will be the essential ingredient in more insightful, easier, and, most important, more profitable branding work for both your company and your customers.

Product Details
Hardcover:156 pages
ISBN: 0-538-72714-4