Top positive review
4 people found this helpful
on 31 March 2009
I was in the process of recommending this book to someone and saw the lousy reviews it has garnered. My advice is to pay no attention to them. I read it a few years ago and it had a profound impact. Are its ideas entirely new? Who cares? Its central premise that brands belong to consumers and showing the essential components in what the brand has to do in order for it to be loved - and thus bought massively at a premium price - is highly relevant and useful.
It is beautifully laid out, engaging to read and not verbose. Its ideas are simple and easily assimilated. It might be slightly trumpet-blowing, for Saatchi and P&G, but this can be dealt with.
There are no doubt different ways to marketing success, but not many products are in the situation that Microsoft (see below) finds itself. Apple on the other hand has always known how to make its products loved and this has been of huge benefit to its profitability. IBM, remember, stopped making PCs, because everyone felt indifferently about them and they found themselves a simple commodity. This has never happened to the Mac.
The canny use of social networking for branding is the most recent manifestation of the idea and has appeared subsequent to the book's publication. Check out the amount of Nutella lovers on Facebook and tell me that this book has nothing useful to say.
The essential tenets of the book are lucid and true and more cogently put than in most business books.