Brand: It ain't the logo* (*It's what people think of you)

By Andris Pone and Ted Matthews

Book Overview

After 5 years of appearances as a Globe and Mail business bestseller, the fully updated and revised edition of this book could not be more timely. The first edition was a plea to North American leaders to confront three crises -- hyper-messaging, the labor shortage and the rise of China -- by embracing the fact that a Brand is not a logo, advertising or any other marketing communication, but what people think of you. Unfortunately, these crises have only become more serious, and the majority of North American executives still fundamentally misunderstand Brand's true meaning. Yet there is good news: once you realize that your Brand is what people think of you, you realize it is your culture. Then you can build a "remark-able" Brand that cuts through competing messaging, helps you attract, retain and inspire the best and brightest, and leverage the full power of Branding -- our single remaining advantage over the East Asian economies. This new edition is packed with 37 entertaining and practical new stories, along with numerous actionable frameworks, on how to build a Brand for the 21st century -- starting by rooting it in an inspiring core purpose and Brand Foundation. You can put this book to work at your organization -- whether B2B, not-for-profit, B2C or government -- today.

• Format: Paperback
• Language: English
• ISBN: 1477698523
• ISBN13: 9781477698525
• Release Date: June 2012
• Publisher: CreateSpace Independent Publishing Platform
• Length: 204 Pages
• Weight: 0.10 lbs.
• Dimensions: 9.0" x 0.5" x 6.0"

Customer Reviews

Insightful Read

This book is a must read for any recent graduate, budding entrepreneur, or established business owner who seeks to differentiate themselves among their peers. Not only does Ted Matthews captivate, he effectively articulates the importance of consistency in "the core idea", and ensuring that those behind the brand embody it to the utmost. Matthews' approachable, understandable writing style is both colloquial and refined: any audience will easily grasp the concepts he lays before them, all the while being able to understand their greater relevance. "Brand: It Ain't the Logo" is laden with powerful examples and insights that open your mind to the notion that a brand truly is what people think of you.

Truly Remark-able

Devoid of any useless filler, Ted Matthews definitely practices what he preaches and has given us a 'remark-able' insight into what a brand really is. 'Brand:...' includes plenty of quotes and testimonials from Ted's clients, colleagues, and peers and weaves business cases and histories effortlessly into the commentary and expertly demonstrates how a brand is never truly owned by a corporation or firm, but by all who experience it.