Most helpful critical review
2 of 3 people found the following review helpful
Useful Information, but inconsistent and limited
on 1 March 2007
This book is simple in design - a solidly researched set of 19 case-studies, detailing how companies bring their brand alive into the customer experience.
In particular, the evidence is well supported by interviews with senior players in the firm, offering insight into how execution was achieved, rather than purely from a customer viewpoint.
However, the book has some fundamental flaws:
In seeking out more unusual case-studies that have not been "done to death" by others, the portfolio brings together huge beasts like Tesco, alongside minnows like Richer Sounds. Not enough information is provided to enable readers to compare the scale of these enterprises. A simple, standard table of revenue, income, employee numbers and growth would have enabled this.
Another weakness is the limited geography covered. All of the companies quoted are drawn from just two markets - the UK and US.
This places great restrictions on describing the cultural differences impacted by customers. For example, brands such as IKEA and Tchibo have distinctive experiences drawn from deep roots in Swedish and Germanic culture - it is a shame that European and Asian examples are excluded.
The irony of the book is that its own reader experience is so poorly managed. In particular, the lack of any sound structure within each case-study forces the reader to pick through a long narrative, looking for clues to compare companies.
This makes much of the insight hard to take away, and restricts the value to anecdotal at best.
A missed opportunity.....