A Branded World

by Michael Levine

s/t: Adventures in Public Relations and the Creation of Superbrands
The head of a celebrity public relations firm offers expert advice on the art of PR and branding
In A Branded World, renowned celebrity publicist and bestselling author Michael Levine explores the fascinating and complex world of branding. He explores the many facets of PR in the branding process, including packaging, damage control, and e-branding. By actually creating a fictional product and using it as a branding template throughout the book, this definitive work offers extraordinary advice for PR executives and marketing managers on how to build their brands and use the appropriate media to effectively promote those brands. With examples of successful and unsuccessful branding campaigns and an exploration of the idea of personalities as product, this is the definitive guide to branding.
Michael Levine (Los Angeles, CA) has represented hundreds of major-name celebrities as head of a prominent public relations firm with offices in Los Angeles, New York, Washington, D.C., and London. His client list includes Janet Jackson, Fleetwood Mac, and Reebok, among others. His essays have appeared in USA Today, the National Review, the Los Angeles Times, and The New York Times.

Genres: Business, Nonfiction, Audiobook

Hardcover

First published April 7, 2003

Reviews

[Mckinley · Rating 3 out of 5]

Need a product first - marketing. Marketing is not advertising. Marketing takes a product and gives it a personality (Apple). Public Relations gets out the message.
Branding - positive image in public mind of product

[AttackGirl · Rating 5 out of 5]

Well written book and insightful for all you entrepreneurs desiring to sell products or self. If you can stand the name dropping and lack of detail you will enjoy the comments about ice cream esp all you strawberry ice cream lovers.

Perhaps an add to the additional reading list of business students

[Thom Disch · Rating 3 out of 5]

Interesting but unfortunately much of this info has become out of date.

[Andrea · Rating 1 out of 5]

Totally gave up on this one when it became to dangerous to drive while listening to this. I'm sure there was some good information in here somewhere about branding and brand identity management, but it was hidden in a LOT of repetition. I don't think I'm particularly knowledgable about how marketing, PR, and advertising work together, but I was disappointed to find I already knew the vast majority of the territory this book covered.

[Tai Odunsi · Rating 2 out of 5]

the new coke case study is dramatically trite and overused in this book

[Sam Motes · Rating 4 out of 5]

Focuses on the power of PR to build brand awareness on a company, product, and personal level.

[Alberto Lopez · Rating 5 out of 5]

This is a fantastic book. As the brand manager for the stars, Mr. Levine delivers the equivalent to an advanced class in Public Relations.