- Hardcover: 240 pages
- Publisher: John Wiley & Sons (29 July 1999)
- Language English
- ISBN-10: 0471295558
- ISBN-13: 978-0471295556
- Product Dimensions: 2.4 x 1.6 x 0.3 cm
- Amazon Bestsellers Rank: 1,756,279 in Books (See Top 100 in Books)
- See Complete Table of Contents
Warp-Speed Branding
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Product Description
Amazon.co.uk Review
Technology has changed everything. Product life cycles are shorter. Consumers are more informed, demanding, elusive. And brands can no longer afford to be crafted over lengthy periods of time. Instead, writes advertising guru Agnieszka Winkler, a brand can--and must--be built at warp speed. She continues: "With the advent of new communications technologies, it is now possible to spread the word, like a village drumbeat, to all corners of the world in months, weeks, or even days. The drumbeat is often carried by the users themselves--a more believable source of information in our jaded, sceptical society."
By profiling agile companies such as Apple, America Online and Amazon.com, Winkler exposes the first myth of branding: "A brand is built over a long time." Among other myths and their "new reality": "A brand is precisely crafted for a tightly defined target." Reality: "A brand is expansive." Myth: "Brand the product." Reality: "Brand a bigger idea." "Myth: "The brand is a marketing concept." Reality: "The brand is a financial concept." But the most important industry trend may be the role of the Internet, which has become an integral link between producer and consumer. Winkler's "Just Do It" Internet approach isn't groundbreaking, but the online opportunities are made quite clear. The Internet also pops up in the 31-question "Warp-Speed Branding Quiz," which measures a company's readiness to tackle branding with warp speed. Marketers and advertisers who fail this test are well advised to get up to speed. --Rob McDonald, Amazon.com
Supply Management, 2nd December 1999
- "...this book will certainly benefit those in marketing... Overall, the book is an enjoyable and informative read, giving a good overview of communications technologies and how companies approach branding."
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It was late in the fall of 1995. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
It was late in the fall of 1995. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Amazon.com:
15 reviews
63 of 68 people found the following review helpful
knee-jerk branding is more like it
27 Sep 1999
Format:Hardcover
The premise of this book is that brands can be developed in very short timeframes which is contrary to everything effective marketers know to be true. Only brand 'awareness' can be generated overnight; the 'identity' of the brand (that is, the brand's image and personality that set it apart from its competitors) is created and held in the consumer's mind only through time and experience. To set a proper foundation for sustainable brand identity, there is no viable substitute for long-term planning even among technology brands. High tech companies today compete on brand identity as much as they do on technological innovation; thus to treat the brand in such a fashion as Winkler suggests is detrimental to responsible brand management. Anyone can `build' a brand but Winkler's advice won't make a brand `relevant' to anyone but the manufacturer itself.
Winkler appears to be a closeted engineering-oriented client dressed up as an (alleged) advertising 'guru' as indicated by her thinking. Among those in the business who are known for brand advertising that truly engrosses the consumer rather than treats them as lemmings, Winkler's reputation is far from exemplary. What's more, her agency's creative product generally lacks insight and understanding, which is the first place one should look before assessing the strategic advice offered by an agency-based author. I suspect the agency does not employ any qualified account/brand planners as I imagine they'd be miserable.
I am a senior UK-based account planner on loan to a respected creative agency in California with several high profile technology clients. Whilst I agree that time to market is becoming increasingly short, I know from experience that Winkler's advice runs contrary to smart advertising development. It's just a recipe for fast advertising development, and there's already enough of that in the world. What we need are breakthrough ideas, not just more of the same. And breakthrough ideas rarely happen overnight and they certainly won't evolve from such whiplash thinking as evidenced in this book.
If I could rate this book with fewer than one star I would have. For proper branding and advertising advice, read `Advertising and the Mind of the Consumer' by Max Sutherland, `Marketing to the Mind' by Maddock and Fulton, `Positioning' by Ries and Trout, `Truth Lies and Advertising' by Jon Steel, or `Under the Radar' by Kirshenbaum and Bond.
8 of 9 people found the following review helpful
too much advertising fluff
9 April 2000
Format:Hardcover
when i first bought the book, i thought i had got a real winner. there were ideas on brand building but limited to the companies which the author had direct contact. and they talk too much about advertising and their personal work ethics..ridiculous!
9 of 11 people found the following review helpful
Not very useful information
27 Sep 2000
Format:Hardcover
The book assume and reader have a certain level of knowledge branding. It does not tell you how and why rather state only the what. The examples and case studies in this book is really pathetic. I feel that half of the book is certainly advertisement for the author's company. In conclusion, this book is definitely not worth reading if you do not have much time to spare.If you are serious about branding look somewhere else.
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