What do brands like Planet Fitness, Everlane, and Bombas all have in common? They're capturing peoples' emotions and winning customers' hearts. And they are based on commodity products or services.
Following the success of his best-selling book, How to Launch a Brand, acclaimed brand strategist Fabian Geyrhalter is back with an enlightening new book that digs deep into today's new world of brand creation. Bigger Than This challenges companies - from startups to Fortune 100s - to (re)discover their spark and connect with today's consumers on a deeper level.
In Bigger Than This, Geyrhalter analyzes brands that are based on commodity products - watches, socks, shoes, fish - yet they quickly turn into beloved brands. He emphasizes the importance of storytelling, encouraging brands to embrace eight simple traits these brands showcase and offers specific, actionable commandments that any brand can implement - story, belief, cause, heritage, delight, transparency, solidarity, and individuality. Instead of playing "dress-up" he wants businesses to uncover the roots of their ventures and share honest, empathetic stories that resonate with consumers, creating a loyal following that leads to strong, successful brands.
Delightfully concise and refreshing, Geyrhalter draws on his personal experience of having helped shape over 60 brands, and intentionally (and noticeably) steps away from marketing fluff and business lingo that often clouds the integrity of marketing books.
"In Bigger Than This, Fabian Geyrhalter offers a set of ideas and a collection of case studies to help you create long-lasting value in head-spinning times. Don't just [listen to] this book...put it to work inside your company and in your career." (William C. Taylor, Co-Founder, Fast Company, and author of Simply Brilliant)
“This book, without a doubt, will create better companies in the years to come.” (Jonah Berger, Wharton Professor and best-selling author of Contagious and Invisible Influence)
If you could sum up Bigger Than This: How to Turn Any Venture into an Admired Brand in three words, what would they be?
Informative, entertaining and eye-opening.
What did you like best about this story?
This book is a valuable and easy-to-read summation of many of the ways modern organizations distinguish themselves through authentic connections to their customers, not just old-fashioned marketing hype.
Which scene was your favorite?
I enjoyed the behind-the-curtain look at several iconic brands that are making waves for their honest approach to marketing.
Any additional comments?
This audiobook has already provided me with some fresh ideas and new perspectives that have enhanced my work as a digital marketer.
2 su 2 utenti hanno ritenuto utile questa recensione
I just finished listening to Bigger Than This, and found it to offer a variety of immediately useful insights I have already started to apply in my own business. The examples provided were accessible and helpful. Along with Building a Storybrand, these are my two favorite books on thinking about your brand promise and communicating authentically.
1 su 1 utenti hanno ritenuto utile questa recensione