A must for every marketing student and practitioner!,
This review is from: Creative B2B Branding (No Really): Building a Creative Brand in a Business World (Hardcover)
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 forced you to pay exorbitant amounts for.
Don't be put off by the rather specific 'b2b branding' title. Anybody involved in even the vaguest way with marketing will benefit hugely from this book. For example, there is a chapter on various research methodologies, their pros and cons and even how to best use each one, complete with story about why there is a fat man, face down in cereal on the cover. For those who use the words 'logo' and 'brand' interchangeably, read chapter 2 before Scot hunts you down and skins you alive.
This is not to say that the book is not about B2B Branding. It is. Specifically. And there aren't many of those around. So if that's your game then this is just the steroid you need.
Neither should you be upset that this doesn't have endless pictures of pretty logos or fancy marketing campaigns. In fact you could count on one hand the number of pictures in this book. Yes. Here is a book on branding that does not have a picture of Coca-Cola, the Coke bottle or anything else related to Coke. And yet you will learn more from this book than those loaded with pictures of brands that we see a 1000 times a day anyway. He replaces the clichéd pictures with delightfully dry British humour.
This is like no marketing book you have read - whether on branding or otherwise. It is evident that Scot McKee lives and breathes brands and specifically B2B brands. He writes in a way that is extremely accessible, entertaining and yet puts the point across in an easy-to-understand-and-apply manner.
Hope that helps.