This book is for anyone who aspires to establish a distinct presence with long-term product consumers. The Agile Brand: Brand Creating Authentic Relationships Between Companies and Consumers gives you a deeper understanding of the consumer, sales, and marketing sector. Divided into three parts, the author starts the book by highlighting the basics of brands. Simple questions like what branding is, why we do branding and what makes a brand successful are lucidly answered to the satisfaction of any new comer to the field.
One of the many things I learned from this book includes the need to have your audience understand how your brand is pronounced. People tend to obliviously mispronounce some names. The author made a table with some brands like IKEA, Adidas Hermes, and Porsche. He noted how a majority mispronounce the names and listed the correct pronunciation. He emphasized that having consumers mispronounce your brand may have them misunderstand the attributes of your company.
Your brand is more than your logo, Greg Kihlstrom says. He goes on to advise those who are new to branding. The author mentions the use of social media and digital advertisement tools and how important it is for the brand to build a solid bond with the target audience. On making a brand successful, the writer lists three easy methods to determine the success of a brand. Substance, focus, and relevance are the basic methods of evaluating how good or bad a brand is.
The book is filled with nuggets of wisdom. If you want to build a brand that will leave an impact and paint a permanent picture in the consumer’s mind, then you need this book. The Agile Brand provides great learning material for marketing students, with notes written by the author coming in handy at some point in their career.
While reading through this book I felt as if I was in a classroom with a competent teacher you are begging to glean wisdom from. The book is truly educational. Brand-pushers will definitely find the text in this publication useful and will apply the lessons learned in their daily businesses. What I really enjoyed about this book was that it was concise. Many books of in this field will happily fill you with fluff details, but Greg Kihlstrom keeps his focus and gets to the point.
One thing that stood out from this book is the author’s need to mention real companies when expounding. Companies like Dominos, Starbucks, and Lowes Foods are given as examples when talking about changing the messaging while still maintaining success rates. Greg Kihlstrom clearly explains why the said brands changed their slogans at some point, and how it worked for them. Here the author enables the reader to understand that there is no loss in changing slogans, as long as your packaging as a brand is up to standard.
Be sure to grab a copy of this book, as there is so much you will learn. The book is especially recommended to newbies in the branding and marketing industry, as it will help you grasp the basic concepts of advertisement in the modern world.
Pages: 186 | ASIN: B07CV4M8WH
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