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If customers LIKE your brand, be afraid. Be very afraid.
In a world where the average customer grows up seeing 170,000 marketing messages by her 17th birthday; where 86% of people admit to sharing social media content in the bathroom; where less than 1% of young people trust advertising; customers only talk about the brands they LOVE. And, if customers aren't talking about your brand, you might as well not exist.
What is Brand Love?
- There are 18,000,000 photos on Instagram tagged #starbucks. Not one is paid for by Starbucks.
- When Chinese mobile brand Xiaomi launched their new tablet, stock sold out in 2.7 seconds
- Monster Energy drinks has become the most successful energy drinks brand in the US, without a single dollar spent on advertising.
- LEGO continues to defy critics and analyst expectations selling billions of dollars of analog toys in the digital age.
All these stories are made possible by Brand Love.
Fans don't just "like" these brands, they love them. And the good news is that it's neither expensive or exclusive to cool cutting-edge brands. Brand Love is as achievable to all brands. Whether you're an airline or selling energy drinks, Brand Love is a guide to help you build a brand worth talking about.
Written by an ex-telecoms CEO, the head of marketing for one of the world's fastest growing soda brands and a digital anthropologist, Brand Love is a journey that takes you around the world from the US to China in search of the brands both fans and industry analysts are talking about.
What Questions does this Book Answer?
- What is Brand Love?
- Why do some brands have it while others are just "liked"?
- How can you replicate their success formula?
Brand Love answers these 3 questions through case studies of brands doing it right; brands well-adapted to the digital age; brands that can build billion dollar market caps without significant sums spent on advertising; and brands that defy the expectations of both investors and their category by breaking all the rules.
Brands Featured in this Book:
Brands mentioned in this book: 7-11, Amazon, Apple, Best Buy, British Airways, Chipotle Mexican Grill, Converse, Cisco, Coke, Delta, Disney, Ford, GoPro, Kodak, LEGO, Mattel, McDonalds, Microsoft, Minecraft, Monster Energy Drinks, Nokia, Pepsi, Pure Digital, Red Bull, Samsung, Shake Shack, Skinny Mobile, Southwest Airlines, Starbucks, Wahoo's Fish Tacos, Xiaomi, Zappos.
- Sales Rank: #1788464 in Books
- Published on: 2015-07-23
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .52" w x 6.00" l, .69 pounds
- Binding: Paperback
- 228 pages
About the Author
3 marketers with extensive experience building and working with consumer brands: Graham Brown - founder of mobileYouth, the world's first youth mobile consultancy. Jamal Benmiloud - former VP of marketing at Monster Energy Drinks and senior marketer at both Red Bull and the BBC. Paul O'Shannessey - former CEO of New Zealand Telecom's youth-focused MVNO Skinny Mobile.
Most helpful customer reviews
1 of 1 people found the following review helpful.
Great book with great ideas.
By Tom
Brand Love defines what is relevant to people in a changing market. I hadn't read anything by the author before and was surprised at how cogent the concepts were put across. It picks up with a really thorough orientation of the landscape of brand ideology, how it used to work and some of the major changes that have taken place. Anyone can pick this up and understand it.
What I really liked was how it explained the rift between vanity metrics and real brand love, the emotional investment of users and the story they relate to and why. It goes over numerous examples of how failed brands focussed on short term branding without any solid connections with loyal followers. After reading, I'v grasped some concepts I hadn't considered and have begun to understand the magnitude of brand and culture.
What Graham has done with this book is collect really lucid examples of what works and why and what doesn't with case studies ranging from Lego to Apple. The combination of a great base of knowledge, real world experience and sharp writing style puts this book up amongst some of the other heavyweight titles in the space. I myself have already looked at all the ways it is going to apply to my project and can now see a clear way forward and can commit to what is important.
1 of 1 people found the following review helpful.
Easy and informative read
By Joe Drew
I've been playing with the idea of starting some sort of business or another for a long time now, but the modern climate is..kind of scary, if I'm to be honest. Reading this book kind of put things into perspective for me. The importance of brand and how to use it to your advantage..I never had it explained to me in a way that just "clicked" until now. The book is very informative, and it's written in a way that should make everything easy to understand, even for someone like me with no experience dealing with business management. There's a ton of famous brands covered in the book, and some of them were pretty surprising examples for me. I had never really thought about how social media plays into brand, and the kind of money these companies save for a much more effective advertising campaign. I'll be thinking about this every time I daydream about starting up my own gig, now.
1 of 1 people found the following review helpful.
The definitive guide for understanding and attaining brand awareness and love
By E.A. Gray
For anyone seeking in-depth information about branding, I have yet to find one as dense with insight as this one. It not only informed me, but it inspired me along the way as well. From enlightening statistics and references to powerful world brands to finding your frontline and ecosystem, this guide includes anything you would need to know in order to understand the power of brand love and social awareness. This book gives a good overview of the shift from old school advertising to new school relationship building in marketing. There are some great case studies featured from brands like Zappos and Southwest Airlines that make it a fun read. After digesting the material I’ve no doubt that I’ll be referring back to it many times in the future. I’m sure you’ll feel the same way too.
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