The Brutal Truth About Asian Branding: And How to Break the Vicious Cycle

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9780470826478: The Brutal Truth About Asian Branding: And How to Break the Vicious Cycle
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This is one of the most thoughtful books on branding I've come across. Most such books are either quickly-crafted "how-to" books or academic tomes over-burdened with references. This book is thoughtful because it raises questions which deal with the "why" rather than just "how" of branding. The reference to brutal truth as the truth which will set us free—to examine ourselves without self-illusions—is liberating. The notion that Asia has many good, but no great brands, is also not a put-down but a clarion call for Asian CEOs to rise to the challenge and create lasting, meaningful, committed brands.
Ho Kwon Ping
Chairman/CEO, Banyan Tree and Board of Trustees, SMU
2010 recipient of the "Lifetime Achievement Award" by the American Creativity Association

A cold shower to wake people up. Joe Baladi's Brand Blueprint is a great tool for anyone involved in Sovereign Relationship Marketing or brand building anywhere.
Timothy Love
Vice Chairman
Chief Executive Officer, Omnicom APIMA

There are many books about branding but few address Asian companies directly. Joe Baladi has been one of the loudest voices to advocate strong branding practices to Asian companies determined to outperform their competitors. The Brutal Truth About Asian Branding is a timely book that all Asian CEOs with global aspirations should read.
Richard Eu
Group CEO, Eu Yan Sang International

The Brutal Truth About Asian Branding is the first book that connects branding frameworks to the realities of operating in Asia. It offers a very straightforward perspective on the challenges Asian CEOs face as they build their businesses and their brands, and perhaps the most compelling part of the book is the passionate plea for how Asian CEOs should be thinking different about branding. In true Baladi style, it is straight from the heart.
Maarten Kelder
Managing Partner (Asia), Monitor Group

A very interesting and valuable perspective on Asian branding... one that decision makers in the region should read and embrace. Well done Joe!
Ron Sim
Founder & CEO, OSIM International

Brands mean Business, anywhere in the world! The focus on Asia, at this time, is natural since the developing nations of the region did so much to help the world recover from the global 2008 economic crisis. Baladi’s text is timely; it is thoughtful and thought-provoking; putting people and brands center stage with practical insights borne of his breadth of personal experience at the frontline.
Chris D. Beaumont
Professor, Tokyo University, Global Centre of Excellence
Director, North Asia, Results International

The brutal truth is that Joe Baladi is right. Asian CEOs must learn the brand skills used so successfully in the rest of the world. It will take a big change in mentality, but the rewards will be vast. This book is a great start to that revolution.
Michael Newman
Author, 22 Irrefutable Laws of Advertising

"synopsis" may belong to another edition of this title.

From the Inside Flap:

Why are so few great brands coming out of Asia (Japan aside)? The brutal truth is that branding is little understood by decision makers throughout much of the region. There exists widespread misconceptions and, in many cases, outright ignorance over the value and role of brands and the process required to build them. Surveys repeatedly confirm that Asians from across the region overwhelmingly prefer great Western brands to home-grown ones: given the choice, they will drink Coke, wear Nike shoes, and drive a BMW every time. Rare is the intense emotional relationship with an Asian brand found in, say, the Apple zealot. Yet, tens of thousands of new brands emerge every week in the region, reflecting the unstoppable energy and vitality that is fueling the increasingly universal belief that this century will belong to Asia. The continued absence of genuinely great Asian brands (as opposed to merely good ones) will, at best, slow that prospect, or at worst, put it in jeopardy. Something visible and disruptive needs to happen if Asian brands are to live up to their potential during this period of unprecedented change and opportunity.

This book provides a clear and compelling blueprint for Asian decision makers who are intent on creating great brands that will define the lives not only of Asian consumers, but consumers the world over. 

The Brutal Truth About Asian Branding aims to do three things: provide a reality check by showing the present state of branding in Asia for what it is; educate key decision makers about the role and importance of strong brands; and provide the means for brand owners to implement sound practices and strategies.

  • Reality check: This book exposes the practices, circumstances, policies, and management attitudes that effectively conspire to hold back Asian brands from becoming great brands. These factors range from the clearly visible to the insidiously undetectable. 
  • Education: The vast majority of Asian managers-particularly CEOs-are confused or misinformed about the role of branding and the importance of brand-building processes in creating great brands. This book takes a deliberately provocative, disruptive approach in an attempt to educate and enlighten brand owners, and encourage action.
  • Implementation: Knowledge is of little value if it is not complemented by execution. In addition to fundamentally rethinking the role that the brand needs to play within the organization, Asian brand owners will also need to implement change management practices in order to create brand-centric companies. 

The Brutal Truth About Asian Branding is a long-awaited, no-holds-barred account of a present reality that is inconsistent with the journey Asian brands will need to make if they are to deliver to their potential. It is a timely and valuable contribution to the evolution of arguably the region's most potent and dynamic driver: the Asian brand.

About the Author:

Joseph Baladi was raised in South America and educated in Australia. His working career - which has included postings to New York City, Mexico City, Tokyo, and Singapore - has given him a unique perspective on human values, consumer behavior and the valuable role that brands and branding play in building an organization. During the course of his career, Joseph has provided brand-building advice to leading global companies including Procter & Gamble, Mars, and Coca-Cola. Presently based in Asia, he is considered a leading voice for and an advocate of emerging great Asian brands. He is a prolific writer and a popular speaker at major business and branding forums around the world. 

 

In 2011, Joseph Baladi received the prestigious Ron Frank Fellowship to read the Executive MBA program at Singapore Management University (SMU).

"About this title" may belong to another edition of this title.

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Book Description John Wiley and Sons Ltd, United Kingdom, 2011. Hardback. Condition: New. Language: English . Brand New Book. This is one of the most thoughtful books on branding I ve come across. Most such books are either quickly-crafted how-to books or academic tomes over-burdened with references. This book is thoughtful because it raises questions which deal with the why rather than just how of branding. The reference to brutal truth as the truth which will set us free to examine ourselves without self-illusions is liberating. The notion that Asia has many good, but no great brands, is also not a put-down but a clarion call for Asian CEOs to rise to the challenge and create lasting, meaningful, committed brands. Ho Kwon Ping Chairman/CEO, Banyan Tree and Board of Trustees, SMU 2010 recipient of the Lifetime Achievement Award by the American Creativity Association A cold shower to wake people up. Joe Baladi s Brand Blueprint is a great tool for anyone involved in Sovereign Relationship Marketing or brand building anywhere. Timothy Love Vice Chairman Chief Executive Officer, Omnicom APIMA There are many books about branding but few address Asian companies directly. Joe Baladi has been one of the loudest voices to advocate strong branding practices to Asian companies determined to outperform their competitors. The Brutal Truth About Asian Branding is a timely book that all Asian CEOs with global aspirations should read. Richard Eu Group CEO, Eu Yan Sang International The Brutal Truth About Asian Branding is the first book that connects branding frameworks to the realities of operating in Asia. It offers a very straightforward perspective on the challenges Asian CEOs face as they build their businesses and their brands, and perhaps the most compelling part of the book is the passionate plea for how Asian CEOs should be thinking different about branding. In true Baladi style, it is straight from the heart. Maarten Kelder Managing Partner (Asia), Monitor Group A very interesting and valuable perspective on Asian branding.one that decision makers in the region should read and embrace. Well done Joe! Ron Sim Founder CEO, OSIM International Brands mean Business, anywhere in the world! The focus on Asia, at this time, is natural since the developing nations of the region did so much to help the world recover from the global 2008 economic crisis. Baladi s text is timely; it is thoughtful and thought-provoking; putting people and brands center stage with practical insights borne of his breadth of personal experience at the frontline. Chris D. Beaumont Professor, Tokyo University, Global Centre of Excellence Director, North Asia, Results International The brutal truth is that Joe Baladi is right. Asian CEOs must learn the brand skills used so successfully in the rest of the world. It will take a big change in mentality, but the rewards will be vast. This book is a great start to that revolution. Michael Newman Author, 22 Irrefutable Laws of Advertising. Seller Inventory # AAH9780470826478

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Book Description John Wiley and Sons Ltd, United Kingdom, 2011. Hardback. Condition: New. Language: English . Brand New Book. This is one of the most thoughtful books on branding I ve come across. Most such books are either quickly-crafted how-to books or academic tomes over-burdened with references. This book is thoughtful because it raises questions which deal with the why rather than just how of branding. The reference to brutal truth as the truth which will set us free to examine ourselves without self-illusions is liberating. The notion that Asia has many good, but no great brands, is also not a put-down but a clarion call for Asian CEOs to rise to the challenge and create lasting, meaningful, committed brands. Ho Kwon Ping Chairman/CEO, Banyan Tree and Board of Trustees, SMU 2010 recipient of the Lifetime Achievement Award by the American Creativity Association A cold shower to wake people up. Joe Baladi s Brand Blueprint is a great tool for anyone involved in Sovereign Relationship Marketing or brand building anywhere. Timothy Love Vice Chairman Chief Executive Officer, Omnicom APIMA There are many books about branding but few address Asian companies directly. Joe Baladi has been one of the loudest voices to advocate strong branding practices to Asian companies determined to outperform their competitors. The Brutal Truth About Asian Branding is a timely book that all Asian CEOs with global aspirations should read. Richard Eu Group CEO, Eu Yan Sang International The Brutal Truth About Asian Branding is the first book that connects branding frameworks to the realities of operating in Asia. It offers a very straightforward perspective on the challenges Asian CEOs face as they build their businesses and their brands, and perhaps the most compelling part of the book is the passionate plea for how Asian CEOs should be thinking different about branding. In true Baladi style, it is straight from the heart. Maarten Kelder Managing Partner (Asia), Monitor Group A very interesting and valuable perspective on Asian branding.one that decision makers in the region should read and embrace. Well done Joe! Ron Sim Founder CEO, OSIM International Brands mean Business, anywhere in the world! The focus on Asia, at this time, is natural since the developing nations of the region did so much to help the world recover from the global 2008 economic crisis. Baladi s text is timely; it is thoughtful and thought-provoking; putting people and brands center stage with practical insights borne of his breadth of personal experience at the frontline. Chris D. Beaumont Professor, Tokyo University, Global Centre of Excellence Director, North Asia, Results International The brutal truth is that Joe Baladi is right. Asian CEOs must learn the brand skills used so successfully in the rest of the world. It will take a big change in mentality, but the rewards will be vast. This book is a great start to that revolution. Michael Newman Author, 22 Irrefutable Laws of Advertising. Seller Inventory # AAH9780470826478

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