Briefs for Building Better Brands: Tips, Parables and Insights for Market Leaders

3.5 avg rating
( 2 ratings by Goodreads )
 
9780974916903: Briefs for Building Better Brands: Tips, Parables and Insights for Market Leaders
View all copies of this ISBN edition:
 
 

Marketing successfully in today'ss commoditized marketplace takes delivering an experience of brand delight according to strategic and creative-guru Allan Gorman. Delight is just what you'sll find in this collection of insightful and inspiring--and sometimes witty--essays appropriate for business execs, marketing students and anyone interseted in creating and maintaining a brand that lasts.

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

About the Author:

The author is the owner of Brandspa llc - The world's first healthspa for brands. Brandspa offers a comprehensive menu of products and services for organizations looking to make their brands healthier, stronger and more attractive.

Mr. Gorman is a 35 year veteran of the advertising and communications industry and has held senior positions at some of the world's largest ad firms working on some of the world's largest brands (as well as some of the smallest). In 1987, he started AGCD which has now evolved into Brandspa.

Gorman is an award-winning designer, speaker and author of the "Briefs for Building Better Brands" electronic newsletter.

Excerpt. Reprinted by permission. All rights reserved.:

DO YOU KNOW WHY YOU'RE IN BUSINESS?

Ask most executives about what the objective of their busi- ness is, and they’ll probably tell you that it’s primarily "to make as much profit as possible."

But they’d be wrong.

Of course, it’s crucial to make a profit—you can’t have a viable business for very long unless you do. And, because your spread sheet is easily the most measurable way to track your brand’s viability, it’s simple to understand why "profits" can become management’s focus and business definition.

But to view the purpose of your business strictly in terms of the bottom line is a limiting perspective that often makes for ugly and irresponsible business and marketing practices that can actually hurt profitability—or even kill off your brand in the long run.

The big problem with the "maximize profitability" mindset is that it forces focus towards a traditional "buy low/ sell high" marketing strategy and mentality...

"What can we do to trim expenses?"... "What incentives do we use to get more people to buy our products?"

But this isn’t a marketing strategy or marketing mentality at all—it’s all about selling; and unfortunately, selling is antithetical to building successful and profitable brands.

(an excerpt from the first chapter)

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

Top Search Results from the AbeBooks Marketplace

1.

Gorman, Allan
Published by AGCD Brandspa Books (2004)
ISBN 10: 0974916900 ISBN 13: 9780974916903
New Hardcover Quantity Available: 2
Seller:
Murray Media
(NORTH MIAMI BEACH, FL, U.S.A.)
Rating
[?]

Book Description AGCD Brandspa Books, 2004. Hardcover. Condition: New. Never used!. Seller Inventory # P110974916900

More information about this seller | Contact this seller

Buy New
US$ 52.00
Convert currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, rates & speeds

2.

Allan Gorman
ISBN 10: 0974916900 ISBN 13: 9780974916903
New Quantity Available: 1
Seller:
BennettBooksLtd
(San Diego, CA, U.S.A.)
Rating
[?]

Book Description Condition: New. New. Seller Inventory # STRM-0974916900

More information about this seller | Contact this seller

Buy New
US$ 84.16
Convert currency

Add to Basket

Shipping: US$ 4.95
Within U.S.A.
Destination, rates & speeds