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Product details
File Size: 38050 KB
Print Length: 288 pages
Publisher: McGraw-Hill Education; 1 edition (November 2, 2018)
Publication Date: November 2, 2018
Sold by: Amazon Digital Services LLC
Language: English
ASIN: B07HZ3H8KP
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Amazon Best Sellers Rank:
#772,532 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
If you're a marketer, you need to pick this book up, regardless of the industry you're in. This book is jam packed with insights, inspiration, and real world examples that will get the gears in your head rolling. I'm grateful to have read it, and I'm excited to continue using it as a resource.
The authors present a large number of ideas, identified as "laws." There are some gems in here, but you have to dig for them. Lot of quotables:"Branding isn't about your logo, the approved color palette, and cool tag lines. Branding is about the stories that your communities create around your mission.""In the age of the empowered consumer, your brand is not what you say it is. It's what they say it is.""Brand storytelling done right is never self-absorbed; it is a dialog.""Gone are the days where staying neutral advances or protects your brand. Your brand can no longer afford to be a bystander."Not, "How much risk are we taking? but "What is the risk of NOT taking action?"Each chapter focuses on a category of laws, but within each chapter there are more laws that don't seem directly related to the chapter title. It was easy to get lost. For instance, the Protagonist section includes a subheading, "Your vibe attracts your tribe." That would be an excellent theme for the section. But in the same chapter there's reference to an Authenticity Playbook (which is not fully explained), as well as macro and micro stories. A lot of the suggestions fit under more than one law; e.g., Tesco's humorous response to a missing scotch egg.The book would have benefited from stronger organization and flow. There are so many examples, they run together in the reader's mind. It's difficult to see how the chapter titles flow into each other and they're set up like silos. For instance, in the chapter on storymaking, the authors applaud the TSA's humorous Instagram campaign. Unfortunately, TSA agents are known for being less than light-hearted or even polite. So according to the book's chapter on consistency, TSA would not be effective.Finally, the book's layout follows the red and white theme of the cover. Easier to read but not typical of business nonfiction.
I've ready many marketing books in my career as a serial entrepreneur trying to learn the elusive art of "marketing." How do I tell my story? How do I market my brand? Most books I've read add a little more to the mix, but this book offered little. (After reading the first section, I couldn't remember anything I had read.)The main focus of this book seems to be: "If you think your brand's reputation is made out of the marketing message you create, think again. Your reputation is what your customers (and partners and employees, for that matter) are saying about you when you are not in the room." This was written under the subheading of What Is the Culture You Want to Nurture? But the statement was made right after the sentence: "The culture you create internally will have a direct impact on your company's reputation externally."So my internal culture will impact my reputation, but my reputation isn't based on my marketing messages which, presumably, are based on my internal culture. Huh? No, they're based on what customers are saying about me on social media.The book recommends mining social media sites to find out what people are saying and crafting marketing messages around that conversation. Enlist the help of "brand ambassadors" by giving them free products and asking them to submit comments, pictures, write blog posts, etc. If you think you're offering a wholesome meal and your customers think they're buying indulgence, then ditch "wholesome" and craft your message around "indulgence."The book writes about several companies and how they built their culture and crafted their marketing to take advantage of customer feedback, but I found the examples bland and uninspiring. For example, I had to slog through the following paragraph about a marketing company that is doing just that:"The team at Havas has built an operational framework for how they develop big ideas, anchored in a deep understanding of how culture impacts the brand and its customers specifically, which will ultimately become award-winning advertising and customer engagement frameworks for some of the most notable brands in the United States. By creating a repeatable methodology, the framework acts as an "engine," efficiently churning out unique, innovative, fresh perspectives for its clients."Be cute, be funny, be relevant, be unique, be authentic, be true to your values. It's not all about you; it's about your customers, so stay connected to them, listen, address their concerns. And, try to get them to do your marketing for you.I made it to a little past the halfway mark. I just can't get myself to read further. Too much repetition. Too little of the obvious. (That's right, United Airlines. You can't say you value customers and expect them to believe it when you physically drag someone off a plane that you overbooked.)
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