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Creative B2B Branding (No Really): Building a Creative Brand in a Business World Hardcover – 29 Mar 2010


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Creative B2B Branding (No Really): Building a Creative Brand in a Business World + Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers
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Product details

  • Hardcover: 246 pages
  • Publisher: Goodfellow Publishers Limited; 1 edition (29 Mar 2010)
  • Language: English
  • ISBN-10: 1906884129
  • ISBN-13: 978-1906884123
  • Product Dimensions: 1.6 x 15.9 x 24.8 cm
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Bestsellers Rank: 513,261 in Books (See Top 100 in Books)
  • See Complete Table of Contents


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5 of 5 people found the following review helpful By scorpiosallie on 14 May 2010
Format: Hardcover
Scot McKee has cracked it: instructional text expressed in the form of coffee table pick up/put down magazine. It's simple to read: the points he makes are clear and concise, informative and reinforced with anecdotes and colourful experience. The guy has done it then written about it. Tough to find both skill-sets in one person working in the B2B arena in such an appealing way. He says what we'd like to think. And if we don't think like that we are formulaic and, ultimately, work in a way which is self-defeating. I like it. There's edge. But it's logical edge, not gratuitous. It's logical because it's founded on principles, built on method and finished with analysis. And the creative bit comes at the end of the process not the start. Which means it's got a chance or delivering results. (No, really).Creative B2B Branding (No Really): Building a Creative Brand in a Business World
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2 of 2 people found the following review helpful By AJ Huisman on 15 Nov 2010
Format: Hardcover
Yes, yes, yes, that was a very nice brand thingy document whatsit. Now then, I need a new case study and my wife likes pink...' The first thing that you notice when reading Scot McKee's book is the style that it's written in. Mckee has a certain direct, elaborate and definitely humorous way of putting things. From its inception McKee takes us through a short history of B2B branding to its current state, mixing theory and practical examples and ends up taking a look into the (online) possibilities that lie ahead.

The journey that the book takes you through conveys the continuous need for improvement of B2B branding efforts. A brand is a confusing thing, it's not merely the badge or logo but a brand is all about perceptions in the minds of an audience. What we as marketers must manage are those perceptions in order to build a reputation that sets our company apart from the competition. Preferably we manage this in a creative way. The central message of this book therefore is: `B2B marketer, dare to be different!". In these often homogeneous markets we operate in, having a brand and reputation may well be the most important thing that makes buyers choose us. Not anything to think lightly of, and McKee doesn't. He pleas to B2B marketers to work on storytelling the benefits instead of merely stating the functional features of products or services. He uses a lot of real-life examples from his own experience to support this. The examples range from rebranding Eskimo's, using corporate brand tattoos, through to the use of dodgy stock photography and rocket science.

What's good about the book is that McKee uses his own voice to tell his story and while it makes you laugh frequently it helps you understand what he's on about.
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1 of 1 people found the following review helpful By DaniCorinna on 17 Jan 2012
Format: Hardcover
From the second I started reading this book, I was hooked. Real life examples are plotted through out as well as the bigger picture Scot paints. For me, the ending was by far the best. I don't want to spoil it for you but I'll never look at a B2B case study the same again!

Highly recommend this book to any marketer in the B2B arena who wants to get away from boring, unimaginative and 'safe' unsuccessful marketing.
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By Lee Harris on 28 Aug 2013
Format: Kindle Edition
It took me 6 weeks to read this book which means one of two things, either each chapter tells a story that you want to take and apply in a meaningful way to your business...or I'm not very bright.

Despite lacking the volume of swearing that I know Scot is capable of, it still contains the same blunt, butt-clenching beautiful story telling that he has become well known for.

The only business book that I have ever read cover to cover and if I'm honest, have genuinely applied. A masterclass in marketing and branding for todays ridiculously complex landscape. Ignore it at your peril.

Funny, charming and loaded with brilliant content. His talent is only surpassed by the author of this review.
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Format: Hardcover
I've known Scot (the author of this book) for quite some time - and I've hired him more than once for good reason. His agency, Birddog, delivers breakthrough Brand Strategy, Creative Strategy & Digital Strategy - without a picture of a suited handshake in sight. Hurrah.

I recently finished reading this book (Creative B2B Branding: No Really) and I found it useful to get his perspective on creative b2b branding. I'm already looking at sections of the book for a 2nd time - and I think it is fair to say, I'll return to the book in years to come.

The bottom line is that Scot is a B2B marketing legend. And if you are a B2B marketeer with even a modicum of common sense - you'll read this book straight away.
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Format: Hardcover
the funniest, and best B2B marketig book ever! that's it! nothing more to say. The author also turned out to be a very nice guy, always ready to reply via Twitter to his readers

although i would have preferred it in paperback format, the hardcover looks a bit ridiculous on such a thin book
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Format: Hardcover
I'm not usually a fan of business books, colleagues have given me some in the past that have just seemed dull and talk utter pap. This one is different. I stumbled across Birddog (Scot's Agency) a couple of years ago and have enjoyed reading their pearls of wisdom and laughed out loud on many occasions - wishing I had the guts to commission them for some work. They have always appeared edgy, slightly barking, and it is great to see that Scot has carried through this personality into the book.

Personality is an important element of Scot's branding message. Scot doesn't rely on complex and theoretical models that are nonsense when applied in the real world, there doesn't even appear to be much science behind his methods. The main theme is to build a personality for your brand with the help of your customers and your colleagues.

Read it, enjoy it, laugh with it and then implement his ideas. If you are brave enough, you might end up with some adverts featuring a fat bloke with his head in a bowl of cornflakes.
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