Top positive review
18 people found this helpful
Outstanding resource for branding professionals
on 3 April 2013
It's tough to find books about branding that aren't either (a) self-help manuals which over-state the obvious and are therefore useless if you know almost anything at all about marketing, or (b) which take the case-study approach - often involving huge, existing brands like Coca-Cola or IBM and scenarios you may never face.
This book, however, is sharp, bang up to date (4th edn) and ideal for anyone involved in building and articulating brands. Don't be put off by 'designing' in the title: it's ideal for copywriters (like me) and planners, for example, and as a resource or even a refresher for experienced branding professionals.
Beautifully presented, a delight to read, 300+ fascinating pages... it definitely doesn't have an academic feel, but it does takes you through processes and metrics, rather than woolly suggestions, and there's a huge amount to get your teeth into. It's the first book I've encountered which looks at brand-building as a process and a science, as something which can be followed, and it provides the tools to help you do it. If I wasn't afraid of appearing to gush, I'd say I'd stumbled on trade secrets I should be paying a fortune for under the label 'consultancy'.
Definitely recommended - although, unlike all the other books I wasted my money on, this one won't be a quick scan-read!