Christopher Rosica The Authentic Brand

ISBN 13: 9780979310119

The Authentic Brand

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9780979310119: The Authentic Brand
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The Authentic Brand: How Today's Top Entrepreneurs Connect with Customers is a refreshing real-world business book that can help readers build companies that resonate with their customers and stand apart from the crowd. It is about leadership and marketing and is based on the practical and real-life experiences of highly successful and prominent, self-starting entrepreneurs. Written by Chris Rosica, CEO of Rosica Strategic Public Relations, the book gives valuable marketing and business management insights to help grow a company and build a loyal, even fanatical, customer base. Readers are provided with insight from the following highly successful and inimitable legendary entrepreneurs: Ben Cohen & Jerry Greenfield, Ben and Jerry s Homemade; Bobbi Brown, Bobbi Brown Cosmetics; David Neeleman, Jet Blue; David Oreck, Oreck Vacuum Cleaners; Gary Hirshberg, Stonyfield Farm; Jeff Taylor, Founder, Monster.com; Jerry Baldwin, Co-founder Starbucks; Jim Koch, Samuel Adams Beer; Kate and David Spade, Kate Spade New York; Roxanne Quimby, Burt's Bees; Wally "Famous" Amos. The primary motivator for most of the entrepreneurs was not money, although they took their bottom lines seriously. They all had a higher calling, which was to create intelligent brands that were uniquely positioned and which offered a special brand experience. These companies speak to their customers intelligence, which has helped generate tremendous brand equity, enabling many of our entrepreneurs to create optimal exit strategies and sell when they were on top. Some of the findings detailed in Rosica s book include the effectiveness of cause-related marketing; importance of having a highly visible spokesperson; resultant effect of crafting a compelling and authentic story to emotionalize a brand; issue many innovators face, which is whether to fly under the radar or be noticed; power of owning a geographic territory; and value of standing for something a feeling, belief or attitude. While the book provides a look into how these category leaders profoundly connect with their customers, the following is examined: How they have provided a unique marketing advantage Shaped the brand and brand identity Provided accountability and authenticity Differentiated the brand from competitive brands Built a loyal customer base Provided a flavor or flair that would not otherwise be possible Created brand consistency and kept the "brand promise" Gave back a portion of their success to causes about which they feel strongly Formed a company with widespread brand awareness, producing significant brand equity

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About the Author:

Chris Rosica, president and CEO of Rosica Strategic Public Relations, is a recognized public relations and marketing expert, speaker and author. He is passionate about entrepreneurship and helping businesses grow, adapt to change, outpace the competition and improve internal and external communications. Rosica s national PR firm serves a variety of industries and specializes in media relations, message development, cause-related marketing, crisis communications/planning and online marketing as a means of building brand awareness. An authority on cause marketing, Rosica also authored The Cause Marketing Handbook: How Doing Good Means Doing Well (Noble Press), which details the process and effects of incorporating cause marketing into a company s business and promotional agenda. He is a frequent keynote speaker, media trainer and public speaking coach who teaches CEOs, salespeople, corporate and nonprofit executives and higher-ed students. Rosica has lectured at Fordham, Seton Hall and PACE universities and numerous other colleges and universities. As part of a symposium for the Young Presidents Organization (YPO) and the Entrepreneurs Organization (EO), Rosica received high accolades for his interview with renowned CEO Jack Welch. Rosica is past president of New York s Young Entrepreneurs Organization, chairs the public relations committee for EO Global, and serves on the boards of Boys & Girls Clubs in New Jersey and United Way of Essex & West Hudson. In 2006, he completed Birthing of Giants, an exclusive three-year course on entrepreneurship at MIT sponsored by EO in conjunction with Inc. Magazine and the MIT Enterprise Forum. He was recently inducted into Leadership New Jersey, which joins the state s corporate, government and nonprofit leaders to affect positive change. Rosica is a graduate of Florida International and Johnson & Wales Universities and lives in New Jersey with his wife, Wendy, daughter and son.

Review:

"The Authentic Brand gets to the heart of how companies connect with their customers by speaking to them at their level, never talking down to them. It's smart business and marketing for today's smart consumer culture." --Jerry Greenfield - Co-founder, Ben & Jerry's Homemade

"The Authentic Brand helps readers learn the importance of speaking to customers' intelligence and creating an authentic partnership between company and consumer." --Gary Hirshberg, CE-Yo, Stonyfield Farm

Rosica's book is dead on. He has captured the essence of how to create brand equity and awareness for a successful business. This book provides outstanding insight from an A-list of people that have built enormously successful companies. If you're building a brand for your business, this is a must-read." --Brien Biondi, Executive Director, Chief Executives Organization

"In the future, I think 'authenticity' will become a tremendously important concept for marketers. It's a great book." --Al Ries, Chairman, Ries & Ries, Author

Rosica's book is dead on. He has captured the essence of how to create brand equity and awareness for a successful business. This book provides outstanding insight from an A-list of people that have built enormously successful companies. If you're building a brand for your business, this is a must-read." --Brien Biondi, Executive Director, Chief Executives Organization

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