The Meaningful Brand: How Strong Brands Make More Money

by Nigel Hollis

Why do consumers pay a premium price for a brand? Is it better quality, the look and feel, or is it the brand’s social standing? Author Nigel Hollis believes the answer to all those questions is "yes." Yet the vast majority of brands today trade on past equity and transient buzz. And marketers focus on plan execution rather than creating meaningful differentiation rooted in the brand experience. This lack of meaning is creating a market full of commodities rather than products that instill loyalty. But loyalty (i.e., repeat business) is the key to long term success, and that requires focusing on meaningful functional, emotional, or societal. Here, brand expert Nigel Hollis focuses on the four components of a meaningfully different purpose, delivery, resonance, and difference.This unique model will be applied to two very different brand premium priced and value priced. The models will show readers how to amplify what their brand stands for across all the brand touch points findability, affordability, credibility, vitality, and extendibility. The book will include cases of global brands such as Dyson, Johnnie Walker, Geico, Volkswagen, and more.

240 pages, Kindle Edition

First published October 22, 2013

Reviews

[Lyubov · Rating 3 out of 5]

Доста Captain Obvious книга. Но има тук-там по някое интересно изречение.

[Ben · Rating 5 out of 5]

The Meaningful Brand by Nigel Hollis – a great read about branding and marketing communications. How it is done. And how it works. To create value and drive revenue based on meaningful differentiation.

So forget your master studies. And get a hold of this one. Particularly, if you are into research and consumer behavior.

[Cvetelina Nancheva · Rating 1 out of 5]

Дори в книга, в която основната тема е бранда, абзаци като този са изключително досадни и тромави:
"Същия ден, когато "Хюлед-Пакард" обяви отписването на 9 млрд. щ.д. за закупуването на британската софтуерна компания "Аутономи", главният изпълнителен директор на "Хюлед-Пакард" Мег Уитман даде интервю на Кей Рисдал, водещ на шоуто "Маркетплейс" на "Америкън Пъблик Медиа", в рубриката "Корнър офис"."
Излишни подробности след които идва съществената част, че Мег Уитман не е могла съвсем накратко да дефинира смисъла на бранда HP. Което е важно и интересно, но книгата е твърде много натъпкана с излишно споменаване на имена на брандове, имена на рубрики, имена на телевизии.

Тезите, които се поставят в книгата, са правилни. Но книгата е написана скучно, тромаво и е пълна с излишности като за "обем".