Dim Sum Strategy: Bite-Sized Tools to Build Stronger Brands - Softcover

Wilken, Peter

Softcover

ISBN 10: 1772562440 ISBN 13: 9781772562446

Publisher: Post Hypnotic Press Inc., 2019

Synopsis

In the past, brands were the sole domain of owners, advertisers and marketers. Strategies were crafted in smoke-filled boardrooms and rolled out with little to no input from consumers.

Times have changed. Today, consumers are the new owners. They have more information, more channels, more power and more choice but less time, less loyalty and less trust than ever before. Brands intersect every aspect of our lives, but the business of building brands is still misunderstood.

Dim Sum Strategy presents a carefully curated selection of proven strategic tools, with insights and anecdotes from three decades working with some of the world's leading brands at the world's top agencies. The book is structured to follow the author's proven Brand Centered Management(TM) process, with a smattering of different "tools" split into four parts: Discovery, Definition, Direction, and Delivery. Each tool is presented in bite-sized, standalone chunks; you can read the book in stepwise fashion or cherry-pick in whatever order you wish--just like a dim sum meal.

About this title

About the Author

 
 Peter Wilken is a branding expert with 30 years experience working with some of the world's most prestigious brands including Coca-Cola, BMW, Disney, FedEx, IBM, McDonald's, Shell, Sony, and Visa. Having run agencies for BBDO, Leo Burnett, and Ogilvy, Peter co-founded The Brand Company in 2002, a Hong Kong-based firm whose clients included AIG, SmarTone-Vodafone, and Shangri- La Hotels. 
A global gypsy, Peter has lived in England, Scotland, America, the Solomon Islands, Singapore, China, and the Philippines. He moved to Canada in 2007, where he founded the consulting business Dolphin Brand Strategy and his online brand strategy coaching platform The Lighthouse Brand Strategy Academy. He now lives in West Vancouver with his wife Regina. They have three grown sons, two children and a psycho-beagle.

From the Back Cover

"This book is full of common sense. The kind of sense that isn't always common."
--Andrew Robertson, President & CEO, BBDO Worldwide, Inc.

"If you've had your fill of long-winded books on branding, then Dim Sum Strategy is for you. Filled with bite-sized nuggets of wisdom, it's the perfect format for time-stressed professionals. In other words, all of us."
--Graham Kelly, Founder of Originate and former Executive Creative Director at Ogilvy, BBH, Saatchi & Saatchi, and TBWA

"Peter Wilken brings great warmth, humanity, and vast experience to bear on his wide-ranging analysis of the myriad brand philosophies and tools out there. In an era where there is no 'one size fits all' solution, his Dim Sum Strategy is just what you need."
--David Guerrero, Creative Chairman, BBDO Guerrero

"I've read numerous books on brands and branding, but this one is refreshingly different. Peter Wilken, who has a wealth of experience in the field, has captured all the essentials right here and expressed them in an easy-to-digest manner. Bon appetit!"
--Dr Wayne Lotherington, Founder & CEO, Allsorts Habit Creation and author of How Creative People Connect

From the Inside Flap

In the past, brands were the sole domain of owners, advertisers and marketers. Strategies were crafted in smoke-filled boardrooms and rolled out with little to no input from consumers.
Times have changed. Today, consumers are the new owners. They have more information, more channels, more power and more choice but less time, less loyalty and less trust than ever before. Brands intersect every aspect of our lives, but the business of building brands is still misunderstood.
Dim Sum Strategy presents a carefully curated selection of proven strategic tools, with insights and anecdotes from three decades working with some of the world's leading brands at the world's top agencies. The book is structured to follow the Brand Centered Management™ process developed by the author and The Brand Company, with a smattering of different "tools" split into four parts: Discovery, Definition, Direction, and Delivery. Each tool is presented in bite-sized, standalone chunks; you can read the book in stepwise fashion or cherry-pick in whatever order you wish—just like a dim sum meal.
Some will be familiar to you, others new. Amongst things to discover:
* The three reasons brands fail
* How to check the health of your brand
* The value of putting the brand at the centre of your business
* Why understanding perspective lenses is
important
* How to develop a brand DNA
* A change management model that works
* How practical segmentation can accelerate
the process
* How to recognise creative ideas
* How to overcome vested interest in inertia
So pick up your chopsticks and dig in!

Edition details

• Publisher: Post Hypnotic Press Inc.
• Publication date: 2019
• Language: English
• ISBN 10: 1772562440
• ISBN 13: 9781772562446
• Binding: Paperback
• Edition number: 2
• Number of pages: 240