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Brand Babble: Sense and Nonsense About Branding |
by Don Schultz and Heidi Schultz This book is about both the "good news" and the "bad news" of branding. And, it's vitally important to the success of your business. The good news is that the brand is finally getting the important marketing and corporate attention it so rightly deserves. The bad news is, unfortunately, much the same. The brand is getting a lot of attention- nd with that, is coming much misguided, misdirected, ill-conceived, nonsensical advice, advice that often is ruining perfectly good companies and perfectly good brands. That's why Brand Babble is so important today. Don and Heidi Schultz, long-time branding authors, educators, and investigators, explode an array of myths that have been passing and passed on as "branding wisdom." The Schultzes show the way out of the current-day branding morass. First, they show how every successful brand is the sum of relationships between buyer and setter. Then they explain how marketers best communicate with their customers through an integrated approach that reflects the nature of that relationship. Those approaches set the stage for value-based branding that delivers the best value proposition to customers and increases the bottom-tine, financial value of the brand to the organization and its owners and shareholders. That, today, is the "currency" of value-based branding. Getting to it is merely a matter of cutting through all the brand babble, all the nonsense about brands and branding that is posing as new marketing insight. The information in your copy of Brand Babble: Sense and Nonsense About Branding will be the essential ingredient in more insightful, easier, and, most important, more profitable branding work for both your company and your customers. Table of Contents Preface: Some Rules for Business
Books 4 What the experts are saying
about "Don and Heidi have done it again.
Here, they deploy all of their worldly wisdom and communication
skills in making branding accessible. Practitioners and students
will be grateful for their robust approach to a subject that needs
to be understood by everyone in business." "Finally, a book that points out all of the gibberish being
spouted about branding. The Schultzes are candid and insightful,
but also entertaining, in clearing the air on this topic. Anyone
involved in brand-building should read their book now-before investing another nickel on anything else about branding."
"Before investing another dime on brand-related matters, managers
and executives should read Brand Babble. Don and Heidi cut through
the clutter surrounding the brand, often an organization's biggest
and least understood asset. Their knowledge about this truly
complex subject offers valuable insights on getting the best
return on brand equity ... without wasteful spending." "Don and Heidi have done a masterful job of cutting through all
the clutter and noise to give us a thoughtful, pragmatic and
user-friendly look at the branding world as it exists today
and-more importantly-how it should look tomorrow." "Another great book by Don & Heidi Schultz, which cuts through the
'brand babble' and gets straight to the point. Interesting,
insightful and full of useful analogies. A goldmine of helpful information and a must for all marketers bookshelves."
"Any executive who prides him or herself on truly understanding
the big picture of how to brand and what there really is to gain
from it-or who is building their library for training team
members- ill want this book." "Brand Babble is another Don Schultz straight- alking, no-nonsense
piece that brilliantly cuts through advertising hype to reveal the
common sense of branding. It's full of great examples and solid
business propositions. It will ruffle a few feathers as it
logically demonstrates that brands must have a meaningful value
proposition. If you want to understand brand building, you have to read this book." About the authors of Brand Babble: Sense and Nonsense About Branding Don E. Schultz is Professor Emeritus of integrated Marketing Communications at the Medill School of Journalism, Northwestern University, Visiting Professor, Cranfield School of Management, Bedfordshire, UK, Adjunct Professor as Queensland University of Technology, Brisbane, Australia, and President of Agora Inc., based in Evanston, IL. He has consulted, lectured, and held seminars on integrated marketing communications, marketing and branding in Europe, South America, Asia/Pacific, the Middle East, Australia, and North America. His articles have appeared in Advertising Age, Journal of Advertising Research, Marketing Communications, Journal of Business Strategy, and Marketing News. He is author/co- uthor of 11 books, including Strategic Brand Campaigns, Sales Promotion Management, Measuring Brand Communication ROI, Communicating Globally, and Integrated Marketing Communications, which was the first book in this emerging field. Heidi F. Schultz is Executive Vice-President of Agora, Inc., a marketing and branding consulting firm based in Evanston, IL, and a lecturer in Northwestern University's Department of Integrated Marketing Communications. She is a frequent speaker on integrated marketing and brand communications and conducts training sessions for corporations, marketing service providers, and media organizations. She has served as subject matter expert on four seminal benchmarking studies by the American Productivity and Quality Center and has authored articles that appeared in Advertising Age, Marketing Management, and the Journal of Marketing Communications. We accept Visa, MasterCard, American Express, and Discover credit cards as well as PayPal. Ordering inside the USA For information on the cost of International shipping, please email our order department and make sure you provide your address to receive a reply with accurate shipping cost. |
