A Branded World Lib/E: Adventures in Public Relations and the Creation of Superbrands

Levine, Michael

ISBN 10: 0786188421 ISBN 13: 9780786188420

Publisher: Blackstone Publishing, 2004

Synopsis

Branding is ultimately a way of differentiating your product from the competition. Whether you're selling a celebrity image, automobiles, or a financial service, your goal is to make your brand the most recognizable by the consumer.

But there's much more to effective branding than ubiquitous advertising and a memorable slogan. Public relations is becoming key to the entire strategy. PR is much more than just damage control for when something goes wrong; it's an effective way to communicate the story of your brand through media outlets that the public trusts.

Filled with engaging stories and nuts-and-bolts tips, A Branded World shows marketers and brand managers how to tap into the power of PR to build stronger brands.

About this title

About the Authors

Michael Levine, founder of one of the country's most prominent entertainment public relations firms, has been called one of Hollywood's brightest and most respected executives by USA Today. He is the author of numerous books, including Guerrilla PR, the world's most widely used introduction to public relations. His essays have been featured in the New York Times, Reader's Digest, Hollywood Reporter, and USA Today. He hosts Inside Out with Michael Levine on KRLA, and he is the founder and owner of Levine Communications, based in Los Angeles.

Lloyd James (a.k.a. Sean Pratt) has been narrating since 1996 and has recorded over six hundred audiobooks. He is a seven-time winner of the AudioFile Earphones Award and has twice been a finalist for the prestigious Audie Award. His critically acclaimed performances include Elvis in the Morning by William F. Buckley Jr. and Searching for Bobby Fischer by Fred Waitzkin, among others.

Reviews

This insider's glimpse into the manipulative world of branding is sedately delivered by reader Lloyd James in a bland, occasionally smirking tone. This seems appropriate, as author Levine, a marketing guru, has "handled" movie star and rock star clients (Michael Jackson, among others), corporate public relations disasters, and major product launches. He's rather smug about it all. James walks us through the creation and cold-blooded branding of a fictional brand of ice cream to illustrate the "creation of a superbrand," a quasi- psy-ops project that requires marketers to second-guess every nuance of public response. While full of useful pointers, A BRANDED WORLD suffers from its manipulative approach to marketing. D.J.B. © AudioFile 2004, Portland, Maine-- Copyright © AudioFile, Portland, Maine

Edition details

• Publisher: Blackstone Publishing
• Publication date: 2004
• Language: English
• ISBN 10: 0786188421
• ISBN 13: 9780786188420
• Binding: Audio CD