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The book seeks to challenge accepted theories of marketing, claiming that many work against brand immortality rather than for it. (Campaign )
Book Description
Brand Immortality explores the key marketing factors in brand health, and shows how brands need to adapt to prosper throughout their life. Using case studies from the IPA Effectiveness Awards, it shows how to manage strategy to ensure that your brand rides the category life-cycle waves and becomes immortal.
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Customer Reviews
Most Helpful Customer Reviews
2 of 2 people found the following review helpful
Format:Hardcover
I'm very selective about the books I invest time in. This one is worth it.
Brand Immortality is a grown up book that helps you think seriously about the permanence of brands and the intangible value this can create.
I particularly enjoyed the way in which it tackled the pros and cons of the business models you see everyday and how it provided a range of great case studies, many of them from the IPA dataBANK, to illustrate the arguments.
Well written and very easy to read in an afternoon.
Brand Immortality is a grown up book that helps you think seriously about the permanence of brands and the intangible value this can create.
I particularly enjoyed the way in which it tackled the pros and cons of the business models you see everyday and how it provided a range of great case studies, many of them from the IPA dataBANK, to illustrate the arguments.
Well written and very easy to read in an afternoon.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
1 review
1 of 1 people found the following review helpful
Fresh thinking, great case studies, must read
9 Jan 2009
Format:Hardcover
I just finished reading my review copy of this book and I am very impressed. This book is must reading for brand managers and anyone involved in marketing management.
Drawing conclusions and culling data from 880+ case studies submitted to the Institute of Practitioners in Advertising (IPA) dataBANK and detailing numerous case studies from winners of the IPA Effectiveness Awards, the authors have compellingly made the case as to why the eventual death of any given brand is not an inevitable fact of life. The authors point out the pitfalls and dangers in much current thinking in the field of marketing.
This book delivers some visionary thinking about how to view your brands in the face of decreasing control over brand messages by you and increasing control by consumers. Your customers and the market will determine what your brand really means and it is up to you to listen first and only then continually develop and hone your brand's personality, emotional elements and communications in order to stay unique, salient and profitable.
Learn why applying the Boston Matrix to brands is dangerous and why tagging your brands with labels like "cash cows", "dogs', and "question marks" almost assures them of eventual death. Learn how to make your brands transcend product categories to live long and prosperous lives. Learn the truth about how the effectiveness of TV advertising has actually grown over the past 25 years despite what you may have heard or read about its alleged demise and decreasing relevancy. Learn about the fallacy of Rosser Reeves and why people who buy your brand are more aware of your brand rather then the other way around. Learn why the ratio between share of voice (SOV) and market share is so important and gain an understanding of how this ratio can be managed to extend the life of your brands indefinitely. Understand the difference between leading and lagging indicators and why it is essential to keep a well-balanced scorecard when monitoring KPI's. This book will change the way you think about product brands and brand management.
Brand Immortality represents a truly new and refreshing approach to the subject and I absolutely recommend it. The only downside is that most will have to wait until January 28 for the book to be available. When it does become available, buy it.
--Review by the author of the e-book, "How to Build and Manage Your Brand (in sickness and in health)."
Drawing conclusions and culling data from 880+ case studies submitted to the Institute of Practitioners in Advertising (IPA) dataBANK and detailing numerous case studies from winners of the IPA Effectiveness Awards, the authors have compellingly made the case as to why the eventual death of any given brand is not an inevitable fact of life. The authors point out the pitfalls and dangers in much current thinking in the field of marketing.
This book delivers some visionary thinking about how to view your brands in the face of decreasing control over brand messages by you and increasing control by consumers. Your customers and the market will determine what your brand really means and it is up to you to listen first and only then continually develop and hone your brand's personality, emotional elements and communications in order to stay unique, salient and profitable.
Learn why applying the Boston Matrix to brands is dangerous and why tagging your brands with labels like "cash cows", "dogs', and "question marks" almost assures them of eventual death. Learn how to make your brands transcend product categories to live long and prosperous lives. Learn the truth about how the effectiveness of TV advertising has actually grown over the past 25 years despite what you may have heard or read about its alleged demise and decreasing relevancy. Learn about the fallacy of Rosser Reeves and why people who buy your brand are more aware of your brand rather then the other way around. Learn why the ratio between share of voice (SOV) and market share is so important and gain an understanding of how this ratio can be managed to extend the life of your brands indefinitely. Understand the difference between leading and lagging indicators and why it is essential to keep a well-balanced scorecard when monitoring KPI's. This book will change the way you think about product brands and brand management.
Brand Immortality represents a truly new and refreshing approach to the subject and I absolutely recommend it. The only downside is that most will have to wait until January 28 for the book to be available. When it does become available, buy it.
--Review by the author of the e-book, "How to Build and Manage Your Brand (in sickness and in health)."
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