The Only Book You Will Ever Need on Branding

by Michiel Maandag, Liisa Puolakka

A great product is not enough. You cannot sell or promote anything without an original and distinctive brand. But how do you create a good name, a memorable logo and a recognizable category so that everyone understands what you are selling?

In The Only Book You Will Ever Need on Branding you'll find out everything you need to know - fast.

Using quirky illustrations to make its point you'll discover how to fast forward the success of your brand in a couple of hours. You'll grasp the key concepts of branding, learn how to improve your existing brand and find out what other start-up books don't tell you.

Genres: Business, Nonfiction

160 pages, Hardcover

First published April 3, 2014

Reviews

[Anna Petruk · Rating 2 out of 5]

Sooo... this took the term "quick read" to a whole new level. I read it in one sitting in under two hours.

What I liked:

- the points the authors wanted to make were very clear and very specific;
- some of them were helpful;
- they provided plenty of specific examples;
- it's a practical 'how-to' kind of book.

What I didn't like:

- some examples were exasperating. Oh, Google, Philips and Mitsubishi are doing their branding wrong? Um, I think they're good! And who are you again? Yep, I've never heard of these authors before, apparently they worked at Nokia. Well.... I can't say I share their opinion that Google should make "The #1 search engine" their slogan:



- sometimes the approach seemed simplistic, and the points - pretty bland and generic. But I guess that's unavoidable when you try to fit such a giant topic into such a small book. I guess I just expected more.

- where some points were good, some too-obvious, the others were downright questionable. And they were either not supported by anything at all, or were supported by some vague "research" which clearly studied something only loosely connected to what the authors were claiming. I don't mind people having opinions. I do, however, mind when they claim that it's more than an opinion. If you're bullshitting me and referring to research at the same time, I find that to be very unprofessional and off-putting.

So it was recommended to me by industry experts, but my overall verdict is...
UNIMPRESSED

[Lai Reading · Rating 4 out of 5]

Cuốn sách này phù hợp với những bạn nhập môn vì em ý cung cấp rất nhiều kiến thức cơ bản và hữu ích về cách để tạo dựng thương hiệu.

Phần mình ấn tượng nhất trong sách là Công thức định vị thương hiệu, với phần ví dụ ở đầu và giải thích cặn kẽ phía sau. Xong phần này, bạn sẽ nắm bắt được thế nào là thương hiệu, hạng mục sản phẩm, khách hàng mục tiêu, mục đích của thương hiệu và tại sao khách hàng lại sử dụng thương hiệu của bạn. Nhờ em sách này mà mình đã có những bước đầu xây dựng ý tưởng với thương hiệu cho việc kinh doanh của gia đình mình ấy.

Em sách này rất mỏng (chưa đến 200 trang nữa), chữ ít và hình minh họa nhiều nên vừa đọc vừa nghiền ngẫm cũng chỉ tầm 2 tiếng thôi là xong rồi.

À, nếu bạn thường xuyên nhận diện thương hiệu xung quanh thì đọc các ví dụ mà sách đưa ra sẽ thấy "ồ ra lạ vậy", ngược lại, chắc bạn sẽ tốn kha khá thời gian để tra Google ấy.

Lý do mình chỉ cho em ý 3,75 sao là vì phần cuối hơi lướt quá, không đủ nhấn mạnh và không cho mình quá nhiều ấn tượng. Có lẽ mình cần tìm một em sách khác chuyên sâu hơn về tạo dựng thương hiệu để đọc cho phê.

[Michiel Van laeken · Rating 3 out of 5]

I might be taking it too serious, but I doubt this will be the only book you'll ever need if you are serious about branding. Although it tells the branding story from A to Z, it does not elaborate at any point, nor hint at useful tools. The theory presented in this book is given as fact, but almost never proven. The reader has to take a lot for granted.

Truth be told, I probably expected too much from a book that consists mainly of blank space and a few drawings. This book is a starting point for people with no knowledge of branding and has a few catchy takeaways, but I doubt it will satisfy the more eager reader.

[Rolf · Rating 5 out of 5]

REVIEW QUYỂN SÁCH HƠI BỊ ĐỈNH VỀ (BRAND)MARKETING
Mọi Điều Bạn Cần Biết Về Tạo Dựng Thương Hiệu
Ai không đọc quyển này hối hận ráng chịu, tui đã cất công làm chuột bạch đọc thử roài!
---
Hôm nay mình ra nhà sách Hải An tìm mấy quyển về Thương hiệu cá nhân thì đọc phải em nó chứ cũng không có chủ đích đâu, em nó nằm cạnh nên nhầm )))
Nhưng vừa mở ra là thấy được phết rồi, tinh tuý quyển sách được cô đọng ở phần đầu, phần sau là giải thích và nêu ngắn gọn các điểm đáng lưu ý trong việc xây dựng thương hiệu; cấu trúc sách rất Clear thay vì Đầu&Vai.
Nếu bạn từng đọc “22 quy tắc bất biến trong Marketing” thì quyển này cô đọng lại tất cả, nó không diễn giải lan man.
Mình chia sách gồm 2 phần:
Phần 1: Nói về câu thần chú khiến bạn định vị được bạn là ai, thương hiệu của bạn ở đâu? Thông qua diễn giải câu thần chú, mình cơ bản đã viết được định vị cho bản thân!!! Ghê thật! Mình muốn leak quáaa, mà làm vậy mắc công bên công ty sách tốn tiền mài dao nên thoai.
Phần 2: Nói rất ngắn gọn nhưng đủ đầy về các quy tắc trong Brand-marketing. Nếu bạn đọc quyển 22 rồi đọc sang quyển này sẽ thấy mọi thứ rất gọn gàng.
Còn nếu đảo thứ tự đọc ngược lại, thì mình nghĩ sẽ ổn hơn đấy. Vì bạn đang đọc theo tiến trình “Tóm tắt -> Diễn giải.”
Nhưng mình không chắc là bạn có thể hiểu hết đâu (vì nếu chưa đọc quyển 22 thì có thể bạn là new-bie trong ngành (brand)marketing hoặc ít đọc sách rồi).
Sách chỉ có khoảng 140 trang, mà mỗi trang có minh hoạ nên chắc dung lượng chữ giảm 1 nửa là ít :3
Mình đọc xong trong đâu đó tầm 2 tiếng ngay tại đấy luôn! Quá cuốn! Quá đỉnh nên vừa về là phải làm ngay quả review này đây!
Ai nên đọc sách này? Tất cả những ai học kinh tế, đặc biệt là các bạn học, làm việc trong ngành (brand)marketing!!
“Không đọc thì lỗ, đọc thì không lỗ!” – Keoly Ngang.
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28/07/22 – Rolf.
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Link review (.pdf) dễ đọc: https://drive.google.com/open?id=1Qjh...

[Epos Opus · Rating 3 out of 5]

Branding is a fundamental aspect of business success, shaping how customers perceive and interact with products and services. In today's competitive landscape, establishing a strong brand identity is crucial for standing out and building customer loyalty. This book delves into the intricacies of branding, offering insights and practical advice for creating and positioning a memorable brand.

Readers can expect to gain a comprehensive overlook of branding fundamentals, from defining what a brand is to crafting a compelling brand story. The book breaks down key concepts such as brand positioning, target audience identification, and the importance of consistent communication. Practical tips on logo design, color selection, and slogan creation equip readers with tools to effectively represent their brand visually and verbally.

This book is written in a concise, accessible manner and it provides a quick and easy read for those looking to enhance their branding knowledge. While the book may lack in-depth theoretical exploration, its practical approach makes it a valuable resource for beginners or as a handy reference guide for seasoned professionals seeking a quick refresher.

tldr: Easy and Quick to read. Basic concepts of branding. Lacks in-depth.

[Ph · Rating 3 out of 5]

3.5.

I appreciate the authors for making the book very short and easy to read with lots of one-line pages. This is a great book for newbies and people starting their businesses as it gives you a sense of what branding is and what are the first steps to get closer to it.

But claiming it the only book you will ever need on branding is a seriously supa dupa exaggerating title.

Nonetheless, it's an easy and great read for beginners.

[Nilesh Tailor · Rating 5 out of 5]

Lots of great insights and tips for budding entrepreneurs and established businesses alike. I don't have time for multiple books with volumes of theory. This book provides practical examples and simple rationale to back them up. Oh, and the cartoons (by Liisa Poulakka) in the 2014 version are great!

[Tuyet Lan · Rating 3 out of 5]

26 lời khuyên và tips siêu ngắn - vô dụng cho các chuyên gia, khá hữu ích cho những ai tay ngang với xây dựng thương hiệu.

Sách giúp bạn khởi động suy nghĩ về sản phẩm đặc trưng, đối tượng khách hàng hướng đến và gạch đầu dòng những việc mà bạn cần thảo luận với đội nhóm/ chuyên gia marketing được thuê.

[Multifandom Booknerd ✨ Kiera ✨ · Rating 5 out of 5]

Super helpful book! I'd read certain sections before and they were a great help, but now reading the book as a whole I have a whole new insight. An amazing book if you're starting a business/brand, revamping, or want new ideas.

[Phan · Rating 3 out of 5]

Sách ngắn, dễ đọc, có ví dụ thực tế nhưng chắc chắn không phải là "mọi điều bạn cần biết". Đọc cuốn sách này mà để nói biết tất cả về branding chẳng khác gì hôm nay nghe về định nghĩa blockchain ngày mai mua bộ sưu tập NFT, rõ ràng là không khả thi.

[Joe Nuttapong · Rating 5 out of 5]

The best book that provides the right understanding on Branding. Short, simple, easy-to-digest, right amount of examples. The content is just a crisp but powerful enough to make you understand it. An hour of reading is enough.

[Max Malysh · Rating 5 out of 5]

The title is pure truth. This book is very well written. Clear and concise.

[Андрей · Rating 5 out of 5]

Коротко и по делу. Обязательно к прочтению

[Ankita · Rating 2 out of 5]

Too basic. Don’t agree with much here, too.

Definitely NOT the only book you will ever need on branding.

[Steven van den Tol · Rating 4 out of 5]

Meer een handleiding dan een boek. Simpel en doeltreffend.

[N · Rating 4 out of 5]

Sách dễ đọc và ngắn. Tác viết ý rất xúc tích và rõ ràng, được chia thành từng mục và có rất nhiều ví dụ minh hoạ. Tuy nhiên có cảm giác đa số đều khá lý thuyết và không cụ thể.

[Lily · Rating 4 out of 5]

Cơ bản, súc tích, dễ hiểu và nhiều hình minh hoạ. Chỉ khoảng 150 trang nên đọc rất nhanh.

[Roope · Rating 4 out of 5]

From the pov of an engineer, some really valuable basics to consider about branding. Also a quick read of 1-2 hours depending on how much you pause to think.

Worth a read!

[Giang Hà · Rating 3 out of 5]

Quick read, về marketing thì nó hầu hết là kiến thức bề nổi, không chuyên sâu lắm. Ví dụ oke

[EMGEE · Rating 3 out of 5]

A very quick read, similar to “Positioning” by Al Reis.

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[YOUR BRAND] is the only [YOUR PRODUCT CATEGORY] that helps [YOUR TARGET AUDIENCE] to [WHAT YOUR BRAND IS USED FOR] so that [WHY YOUR TARGET AUDIENCE USES YOUR BRAND]

Facebook is the only social network that helps everyone to connect and share with thr prior they choose so they that they can have an instant connection.

It is not what you say your brand is, it is what consumers say it is. There is no point fighting an established consumer perception.

You must attach your brand to a product category to give it meaning. Without a clear strategy it is hate to say where you are. Facebook or a social network.

If you don’t tell what your product category is, then others will.

A brand is strongest in the mind of the consumer when it has only one meaning.

In the mind of the consumer, a brand that does just one thing really well is more credible than a brand that does everything.

There is nothing better than a true brand story, because
is unique and it is yours. Your story is about why and
how you you started your brand. It gives an authentic
foundation to what you are selling.

In the short term your story is your ticket to the media.
A good story gives a unique and fresh angle to an
existing or new product category - it is something
interesting to write about.
Eventually, your brand story is the long term
differentiator against the competition. This is why you
want to keep reminding people about it - so they feel
good about picking your brand over the competition.

Keep your story alive, it is the one thing that people can’t copy.

It Is not the things you do better or different from your
competition that make people talk about you - it is the
things that you do that are new.
When you introduce a new product category, you always
have a great opportunity to be newsworthy.

If you are the leader in your product category, then say that you are. This makes others look like copycats.
Coca-Cola, the real thing.

There can only be one real cola dink, and the real thing
is better than an alternative.

Heinz, the world's favourite ketchup.

There can only be one world's favorite, and that is better
than an alternative.

Once you are the first in the mind of the consumer, it is
hard to convince consumers otherwise. Even if another
ketchup brand would sell better than Heinz, consumers
would still believe for a long time that Heinz is the
number one in the ketchup category.

PRESENT YOURSELF AS THE
TRUE ALTERNATIVE USING
THE ACKNOWLEDGED FLAWS
OF THE CATEGORY LEADER.

Consumers form opinions about brands based on opinions from people and media they trust - not just advertising

Use advertising to also protect your solidified successful position - figure on your leadership of the position and it’s unique benefit

[Tharika Tellicherry · Rating 5 out of 5]

This is one of the simplest and best books in branding that you will ever read! It has everything you need to know, from choosing a brand name, creating a logo to basics of brand positioning minus all the annoying made-up marketing jargon.

The best part is that it explains tough branding concepts with simple words and illustrations that even a 5-year-old can understand. With just 150 pages in total, it makes for a light reading. I highly recommend this book for anyone who wants to do anything in branding. It totally worth every buck. Plus, the book looks really cute and smells good too. That counts too, right? 

[Alex Milburn · Rating 5 out of 5]

Short and to the point.

[Ahuv · Rating 4 out of 5]

Good guidelines to reiterate what most know about branding and how important it is. A quick 1h read.