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Step Away from the Crayons: Building a Strong B2B Brand [Paperback]

Alan Bright , Phil Parr
3.5 out of 5 stars  See all reviews (2 customer reviews)

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Book Description

1 Oct. 2008
Step Away From the Crayons specifically addresses the subject of branding in the business to business arena. The book introduces the concept of 'holistic branding', a vital ingredient for business success in the 21st century - not just another marketing methodology.

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Product details

  • Paperback: 206 pages
  • Publisher: Matador (1 Oct. 2008)
  • Language: English
  • ISBN-10: 1848760221
  • ISBN-13: 978-1848760226
  • Product Dimensions: 21.2 x 13.8 x 1.6 cm
  • Average Customer Review: 3.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 2,177,621 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

About the Author

Alan Bright has nearly 40 years in the design industry, as a designer andphotographer. In 1979 he designed the typeface 'Brighton' which has been used as the text face for thebook. Alan started running his own business in 1980, and is now CEO of Twentyfive Creative LLP.Phil Parr is a strategic Brand Specialist and Director of Twentyfive Creative LLP. Phil has 20 yearsexperience working in large corporates in the Financial Services sector. Phil joined Twentyfive in 2002and has spent the last 2 years developing and finefine-tuning the Holistic Brand model and toolset.

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2 of 2 people found the following review helpful
3.0 out of 5 stars How to build an effective Brand 6 Mar. 2010
Format:Paperback
A book co-written by a speaker I heard at an MD2MD session. Essentially about the need for a holisitc approach to creating a company brand (rather than just focusing on teh creative image aspects)
Thoughtful sections were
p32 about the power of using stories to communicate a message.
p35 Be clear about the purpose of the business (and this isn't just to make a profit!)
p45 lovel poem about the average man and his negative opinions
p54 Whate are my customers buying (as opposed to what am I selling)
p75 a checklist of what you should know about your (key) customers
p84 on the dangers of too much measurement 'You can't fatten a pig by weighing it'
p118 the improtance of teh right working environment
p126 what search terms do our customers use to find us on the web?
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1 of 1 people found the following review helpful
4.0 out of 5 stars step away from the crayons 13 Nov. 2009
Format:Paperback
An excellant book which adopts a refreshing and holistic approach to branding.

The authors of this book have taken their marketing and organisational experiences into account when writing this book.

This is a must read for any aspiring business, so they can build a business understanding of the impact they have, wherever they interface with their "public" and how this builds into brand strength or brand weakness.
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