Brand Aid: An Easy Reference Guide to Solving Your Toughest Branding Problems and Strengthening Your Market Position [Englisch] [Gebundene Ausgabe]

The challenge of market positioning, business-to-consumer and business-to-business, has intensified. Buyers' minds have become crowded-no, cluttered-with a bombardment of messages urging them to select one product or service over another. Organizations that desire to positively influence people about their offerings must be concerned about brand. And "organizations" encompasses more than just manufacturers, retailers, and other for-profits. Not-for-profits, schools, civic groups, causes, and even individuals need to pay more attention to developing, enhancing, and defending their brands.

This high-content book is written for beginners as well as those who think they know at least something about what they're doing. In chapter after chapter, "Brand Aid" delivers critical knowledge that is both educational and though-provoking. The chapters conclude with sets of questions to help readers measure just how well they're doing...and what needs to be done. No matter how good you think you are, you will find reinforcement and unsettling feelings for work to be done in each of these check-off lists. "Did You Know" inset boxes throughout the book provide interesting facts, case studies, and other material to effectively supplement the primary text. The three appendices deliver even more knowledge...and challenging questions.

As I read this book, I felt like I was taking a college course-maybe a graduate course-in branding. I found myself wanting to talk with the professor to explore even further than the depth I was experiencing. The style of the book is quite engaging and will certainly hold the interest of people in the field. I'd recommend it as well for business owners and executives who may not be directly involved with branding; indirectly, you are a part of the process, and gleaning the messages and insights in this book will enable you to serve as a much more effective leader.

The comprehensive index and the book's website make "Brand Aid" even more useful. A glimpse of the cover and acknowledgement of what comes immediately to mind will stimulate your thinking, then turning the pages will start you on an exciting adventure. You'll be motivated to take action from practically every chapter, so get ready for an application-oriented reading experience. Great as a read-through and as a reference book.

Even the most basic branding concepts in the early chapters were insightful and deepened my belief in the importance of building strong relationships with customers and employees.

My organization began a branding initiative earlier this year. I now wish I had read "Brand Aid" before we started. This book should become required reading for all business leaders responsible for driving the growth of their organizations.

Thomas J. Miller
Product Marketing, Director
Newport Corporation, Inc.