The Truth about Creating Brands People Love

By Brian D. Till and Donna Heckler

Book Overview

In this book, leading branding researcher Brian D. Till brings together the 51 absolutely crucial facts and insights you must know to successfully manage and build brands in any industry or market environment. The Truth About Creating Brands People Love doesn't deliver abstract theory: it delivers quick, bite-size, just-the-facts information and plain-English explanations you can actually use, no matter what business you're in, consumer or B2B. You'll learn how to define your brand promise...name and position new brands...determine when, if, and how to reposition existing brands...package products to support your brands...manage the retail experience...even measure the power of brands and the effectiveness of campaigns. Along the way, Till reveals how to avoid the disastrous branding blunders too many companies make: mistakes in research, promotion, advertising, brand extension, segmentation, market share strategies, and more. Unlike some books on brand management, this one's simple to read, simple to use, up-to-date, and complete: it's the only guide to managing brands you'll ever need!

• Format: Paperback
• Language: English
• ISBN: 0137128169
• ISBN13: 9780137128167
• Release Date: October 2008
• Publisher: FT Press
• Length: 211 Pages
• Weight: 0.82 lbs.
• Dimensions: 0.5" x 5.5" x 8.5"

Customer Reviews

The Truth About Creating Brands People Love

While accurately assessing the impact of marketing activities can be difficult, this book illustrates that the fundamental purpose of marketing is the maximization of margin. Everyone involved in sales should read this book.

Book captures the essence of branding truisms!

This book peals back the secrets of how to make great brands. Filled with countless real life examples, it's an easy read. A great primer for the marketer just starting out or for the established manager who thinks he knows it all.

Very effective strategies

Very insightful book with serious "aha!" moments. I recommend this book for marketing professionals as a brush up on the fundamentals, but especially for the decision makers in any organization that think marketing is just conventional wisdom: Well, think again and read this book.

a pithy study of brand building

Brian Till and Donna Heckler have done a masterful job of uncovering the secrets of creating and sustaining brands people love in a short, concise and valuable manner. This book has insightful observations for all marketers from the person new to the marketing discipline to the experienced marketer, or business executive. The 51 "truths" offer up positive steps for the stewards of brands, as well as the pitfalls to avoid that diminish the value of brands.

Great book

I strongly recommend this book. I teach brand management and started using this book in my classes this semester. My students are really enjoying it so far. They enjoy the examples used and have commented on how much they love the format. The short two or three page "truths" do a great job of cramming a lot of teaching into short, quick spurts. The book content is also great. Managing brands is difficult, and the book skillfully covers all of the important topics in an easy to follow way. If branding is something important to you, take a second to consider buying this book!