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Creative B2B Branding (No Really): Building a Creative Brand in a Business World [Hardcover]

Scot McKee
4.7 out of 5 stars  See all reviews (13 customer reviews)
RRP: 29.99
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Book Description

29 Mar 2010
B2B brand communications have changed little in the last 25 years, until now. This book combines experience, insight, anecdote, observation and example to demonstrate how businesses can dramatically improve their creative communication and the value of their brands. What readers will gain from 'Creative B2B Branding (no,really): ~ A deep focus and understanding of B2B branding from the coalface ~ The immediate ability to apply B2B brand theory directly to business ~ Visible improvement to brand value - simply, easily,instantly ~ The ability to shape the case for creative change and improved budget support ~ A view of Social Media, Digital Strategy and Online Tools applied to B2B brands ~ Inspiration, motivation and comfort derived from the experience of others

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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: 257,964 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description


I've never laughed out loud at a B2B book before - but this is genius! May 2010

From the Author

A confession. Try as I might, I've never been able to read a business book of any description from cover to cover. I've dipped into some. I've returned to a few. I've even quoted lines from a couple. But I've never been able to read the whole thing. I've reflected on that and have decided that, either I'm stupid, or the books are boring.
For me to read a book (any book) from cover to cover, it has to tell a good story. I like stories. When I build a brand, I'm telling a story. When I have conversations, I'm telling and listening to stories. The narrative is the interesting part.

This is undoubtedly a business book - you will learn about building business brands. You will also read some stories that, in my mind, are the interesting parts - because, as in life, the stories inform our learning.

Some of you will dip into this. Some will return to it periodically. Who knows, some may even quote lines from it. But I'd like you to read it from cover to cover. Whilst I've never been able to read a business book like that, I hope I've been able to write one.

Finally, this is a social project. I'm interested in your views, your brands and your stories - please share them with me. You'll find me on the web, on Linkedin and on Twitter. Google me, I'm there... but I'm not the weird, pervy Scot McKee on the third page of the search results. He's strange. I'm not. (No, really.)

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

4.7 out of 5 stars
4.7 out of 5 stars
Most Helpful Customer Reviews
5 of 5 people found the following review helpful
5.0 out of 5 stars Edge with method 14 May 2010
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
4.0 out of 5 stars B2B marketer, dare to be different! 15 Nov 2010
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
5.0 out of 5 stars Brilliant read: no business talk, great ideas 17 Jan 2012
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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5.0 out of 5 stars Gratuitous plug 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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5.0 out of 5 stars Read this book straight away 6 Feb 2012
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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5.0 out of 5 stars a must for any B2B Marketeer 8 Aug 2011
By marco
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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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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Most Recent Customer Reviews
2.0 out of 5 stars Hard work and verbose (experienced professionals should know much of...
I'm going to get one gripe off my chest at the top of this review - with the exception of a couple of people, the others that have reviewed this book (and who have given it 5... Read more
Published 7 months ago by G Marwaha
5.0 out of 5 stars A must for every marketing student and practitioner!
For every marketing student or practitioner this book is a must. Throw away, use as doorstops or light the BBQ with the over-sized and clichéd texts that your Uni prof... Read more
Published on 14 Jan 2011 by Peter R
5.0 out of 5 stars Against invisible brands
In an economic climate of uncertainty Scot McKee makes the point that brands don't exist in theories and spreadsheets, they exist in the hearts and minds of people... Read more
Published on 15 Nov 2010 by Neil Stewart
5.0 out of 5 stars Can't Stop Recommending This Book
As someone who has learned all he knows about marketing from books, it's good to find one that I read all the way to the end. Read more
Published on 18 Sep 2010 by C. Killick
5.0 out of 5 stars What B2B marketing wants to be when its older
If, like me, you have battled against the following scenario:

Marketing: "We need to talk about the brand"
Sir: "I want to see people shaking hands. Read more
Published on 3 Aug 2010 by Graeme A. Fraser
5.0 out of 5 stars if only all business books were this good
I had never heard of scot McKee before I received his book but I don't mind admitting that I am now a bit of a scot McKee stalker. Read more
Published on 26 July 2010 by J. hodson
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