60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals

by Idris Mootee

Praise for 60-Minute Brand Strategist "A fresh take on the wisdom of putting brand strategy at theheart of corporate strategy. Brilliant insights for a fast-movingworld."
—Angela Ahrendts, CEO, Burberry "Idris Mootee paints a sharp, comprehensive, and finelyarticulated analysis of the potential of meaningful brands in the21st century's cultural scenario and business landscape. The resultis a smart manual that reminds you and your company how to buildrelevant, authentic, sustainable, and successful brands in anevolving society."
—Mauro Porcini, Chief Design Officer, PepsiCo Inc. "Idris's book teaches us how to engage today's increasinglycynical consumers on a deeper emotional level to build real equityand leadership. He demonstrates how to break out of the box andconnect business strategy to brand strategy, and how the rightbrand story never really ends!"
—Blair Christie, SVP and CMO, Cisco Systems, Inc. "It's rare to find a book that's both inspiring and practicalbut Idris nailed it! He has crafted the ultimate guide to brandbuilding in the connected world with visual clarity andthought-provoking strategy."
—Eric Ryan, cofounder, Method Products, Inc. This book is about one thing branding. Period. In thiseconomy ruled by ideas, the only sustainable form of leadership isbrand leadership. 60-Minute Brand Strategist offers a fast-paced,field-tested view of how branding decisions happen in the contextof business strategy, not just in marketing communications. With acombi-nation of perspectives from business strategy, customerexperience, and even anthropology, this new and updated editionoutlines the challenges traditional branding faces in ahyper-connected world. This essential handbook of brand marketingoffers an encyclopedia of do's and don'ts, including new casestudies of how these concepts are being used by the world's mostsuccessful and valuable brands. 60-Minute Brand Strategist is your battle plan, filled with powerful branding tools andtechniques to win your customers' hearts and defeat thecompetition.

Genres: Business, Nonfiction, Design

256 pages, Hardcover

First published September 1, 2003

Reviews

[Sosi Dem · Rating 3 out of 5]

This book written by the CEO of Idea Couture is a quick, light, introductive guidebook for beginners. It touches as many subjects as possible, but doesn't explain or go deep into any of them.

[Dmytro B. · Rating 3 out of 5]

Смешанные чувства:

+ Книга ещё раз донесла всю важность построения не просто продукта, но и бренда с сильной культурой компании. Было интересно про самоидентификацию человека и демократизацию luxury брендов.

- Было ощущение, что это PowerPoint презентация на 240 слайдов, где местами явно не хватает глубины и комментариев.

"Якщо ви не бренд, то ви - товар. Тоді річ тільки в ціні, і перемагає той, хто продає дешевше"

[Ramzan Al Naimi · Rating 4 out of 5]

كتاب مميز للمهتكين في فهم استراتيجية بناء الهوية التجارية او المؤسسية من حلال أسلوب بصري مشوق صمم فيه الكتاب، يحاول الكاتب إدريس موتي في تسهيل مفهوم Branding أو الهوية بأسلوب سلس ولذلك يأتي الكتاب ضمن سلسة الكتب التي يمكن أن تقراها في يوم وذلك لأنها تبع أسلوب العناوين الكبيرة ووصفها بأسلوب مبسط ويحتوي الكتاب على محتوى عميق لمفهوم عناصر الهوية وكيفية بناء استراتجية للعلامة التجارية من خلال القيم والمكونات التي تقوم عليها الهوية المؤسسية وما يميز الكتاب انه يغطي اغلب العناصر التي تتيح لك صناعة هوية مميزة وهنا يجب للتنويه ان هذا الكتاب يركز على استراتيجيات بناء الهوية المؤسسية والتجارية وليس البصرية ولكنها جزء صغير مذكور بداخلها.. هذا الكتاب يصبح لمدراء الهوية أو العلامة التجارية أو لمن يرغب في بناء هوية تجارية لمشروع يدوم من خلال اتباع فكر استراتيجيات الهوية.

[Romano Cappellari · Rating 5 out of 5]

Capire in un'ora tutte le cose più importanti sul brand management? In genere diffido dei libri che fanno questo tipo di promesse ma direi che il libro di Idris Mootee, un consulente con diverse esperienze manageriali e di docenza, rappresenta un'eccezione. Qui potete trovare infatti riassunti in modo efficace e coinvolgente molti dei temi principali relativi al branding, con particolare attenzione al mondo dei prodotti fashion e lifestyle.
Se state scrivendo la tesi di laurea, non è certo questo il testo sul quale basare la vostra bibliografia perché il taglio è molto operativo, ma ci potete trovare diverse citazioni di manager e imprenditori che possono essere utili. Consiglio di leggere l'edizione cartacea perché il libro è un bel prodotto anche per il modo in cui utilizza fotografie, schemi e grafici.
PS Ringrazio Francesco Favaro per la segnalazione del libro

[John Pabon · Rating 4 out of 5]

Review #18 of my 52 week book challenge: 60 Minute Brand Strategist

Why can't we write all business books like this?

More graphic novel than text-heavy tome, Mootee walks through a history of brand strategy over the past 100 years. Citing cases from the world's best known brands, he quantifies the how to success in an unforgettable qualitative way. While some is common sense for brand strategists, a nice swift kick never hurts to get us back in line.

To find out why I started my 52 week book challenge, what I've been reading, and how you can get involved, check out my original LinkedIn Publisher article or follow me.

[Mikołaj Szymański · Rating 4 out of 5]

Published in a beautiful way, covers important matters concerning brands and has a lot of useful examples. You will find there summaries, frameworks, useful assessment & audit questions that give you reason to have it on shelf. However it is hard to treat it like a regular book. Chapters are not connected smoothly, topics varies in the level of the reader's experienced required and there are many chaotic or soon to be outdated fragments.

[Arturo Hernández · Rating 4 out of 5]

This is a very short read (it does finish in 60 mins or less) however it works as a great introduction to the branding world. I would have loved that it talked more about some concepts (the brand creation process at the end) and less about others (the luxury branding chapter feels out of place). Overall, a good read.

[Giulia · Rating 3 out of 5]

Quick and easy to catch on most of the topics, it gives a general view of marketing. A lot of graphics and examples makes this title a bit different from all marketing books available on the market. Nonetheless some concept are quiet confusing and “up-in-the-air”. A lot of theory mixed with semiotic that the author try to bring to the real life but not too successfully

[Mohamed El-zarkawy · Rating 5 out of 5]

استمر معي الكتاب لاكثر من شهر
كتاب. يحمل الكثير من المعلومات عن استراتجيات العلامات التجارية وطريقة بناءها ومراجعتها

الكتاب يفضل ان لا يكون في جلسة واحده وبالتاكيد ساقوم باعادة القراءة مره اخري

[Hussein Alkoheily · Rating 2 out of 5]

This book told me small things about branding didn't change anything in my knowledge or inspire me for anything, sorry but this is reality.

[Ashley Gawron · Rating 2 out of 5]

Mix of random charts and marketing jargon with a few meaningful nuggets. Very quick read, but did not need to be put into book format.

[Kerri · Rating 4 out of 5]

A thoughtful, in-depth, and accessible intro to a fascinating line of work. Beautiful type and design helps the non-fiction go down easier. (If you are a true beginner, like me, this was longer than the advertised 60-minute-read. Aim to carve out at least 2.5 hours if you want to process everything — which you'll definitely want to.)

[Tati · Rating 3 out of 5]

A nice refresher for those in the industry and a nice introduction for newbies; lots of visuals and anecdotes for understanding branding. If you're in the marketing industry and looking for deep insights, look for another book though.

[Martin Bihl · Rating 4 out of 5]

to read my review, please visit theagencyreview.wordpress.com/60-minute

[Alexis Cheong · Rating 4 out of 5]

I actually really finished this under 60 minutes. Very simple to digest.

[Aleksandra Gudelj · Rating 5 out of 5]

One of the best books I have read in segment of strategic Managment and brand development .

[Wemmie Ma · Rating 4 out of 5]

this book is very good for refreshing the branding basics. there are quite a number of frameworks/ tools there that are pretty handy if you are in ad/ media/ digital business.

[Stef Hamerlinck · Rating 2 out of 5]

There is nothing essential about this book, trying to make a lot off short cuts and touching on as many subjects as possible, but not really explaining anything really wel