Brand Babble: Sense and Nonsense About Branding | Don E. Schultz, Heidi Schultz

Brand Babble: Sense and Nonsense About Branding | Don E. Schultz, Heidi Schultz | Common sense in a confusing industry

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Brand Babble: Sens...

	Brand Babble: Sense and Nonsense About Branding Don E. Schultz, Heidi Schultz South-Western Educational Pub, 2003 - 160 pages average customer review:based on 6 reviews view larger image
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Brand Babble: Sense and Nonsense about Branding is about both the "good news" and the "bad news" of branding. And, it?s vitally important to the success of your business. As long-time branding authors, educators, and investigators, the Schultz?s explode an array of myths that have been passing and passed on as "branding wisdom." They show that a brand will not rescue a flawed business concept, is not owned by one group or individual, nor does it depend on "media-by-the-ton" spending. The authors show how every successful brand is the sum of relationships between buyer and seller and explain how marketers best communicate with their customers through an integrated approach that reflects the nature of that relationship. Those approaches sets the stage for value-based branding that delivers the best value proposition to customers and increases the bottom-line, 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. This book will be the essential ingredient in more insightful, easier, and, most important, more profitable branding work for both your company and your customers.

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Objective opinion

(I graduated from Northwestern's Kellogg School of Management, but I never met the authors, who are also from Northwestern, so this is an unbiased review.) Brand Babble is one of the very best books I have read on branding (or marketing for that matter). This book was very interesting and really got me excited about the branding/marketing concepts discussed. The book is an easy read but has many important insights into advertising and branding. These are real pearls of wisdom. Anyone who is involved with branding or marketing should read this book to quickly learn how to separate the wheat from the shaft. The authors demystify one marketing/branding myth after another. If you buy this book, you won't be sorry you did. If you don't read it, you won't know how many advertising dollars you have wasted, or possibly why your branding campaign went astray.

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Common sense in a confusing industry

Real branding happens when buyers and sellers exchange value, not just when customers are exposed to advertising. This is the notion that is at the heart of this book. Your organization's people deliver the brand experience. All your employees are, in effect, marketers.

And yet, the industry model for branding is based almost entirely on image and customer attitudes, rather than relationships with the customers. This, the author's explain is all a bunch of "brand babble." Your research needs to come from customer behavior and interaction with your company, not just their attitudes and spurious predictions about their future behavior. Sales and customers make a brand successful, not strategic maneuvering against competitors. Branding is expensive, so don't waste resources branding products and services unless they're worth it.

This book is a bit of fresh air. It could have been organized better, but the ideas here are worth the little digging you'll have to do through the text.

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Insightful!

Marketing consultants Don and Heidi Schultz present a plain-language deconstruction of branding jargon in this guide for executives who want to understand branding and build brands. The book's strength is its simplicity and clarity. At times, however, it reads like a series of articles that once were published separately, so that certain essential information is restated - often in virtually identical language. However, we find that the information in the book is valuable, as is the authors' thoughtful approach to branding. Their book merits a read by marketers and corporate decision makers.

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reviews: page 1, 2

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