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Finally a book about branding that an average business owner can use from the mouth of a branding and ad agency insider.
Think two products ahead is a powerful book, it will completely change your view of what branding is, how it works and whether or not you should do it.
You probably fall into one of five categories:
1. Branding is a waste of money
2. My company is too small to worry about branding
3. Branding is difficult and requires specialized attention from ad agencies
4. You are a direct marketer who lives by the idea that branding should NEVER be done in conjuction with direct marketing.
5. You have a feeling that you should be directing your brand but are not quite sure how.
And, if you've had any of those thoughts you need to read this book. Mack reveals the truth about big ad agencies and their "proprietary" branding strategies (and he should know, he worked on some of the biggest brands in the world, Cingular, Yomega Yo-Yos, and dozens more).
The book makes a very powerful point, your brand is not your logo or your colors or your tag lines, Ben calls those brand accessories. Your brand is actually something very palpable in the mind of your customers, it is the associations and attachments that they have with the experience you provide them, it is real in the way that they interpret it . . . and they'll interpret it however they want if you don't take control. Branding isn't about trying to get millions of people to remember your name or recognize your logo by the effective matching of pantone colors in an ad, it is getting people to have an experience that they'll remember, that they'll talk about through a conversation and words you'll control. Brands are influential and persuasive to the extent that you can control the experience of the person interacting with you and your company. Tell them what to say about you and how to say it and they will. Leave them to their own devices and they'll simply say whatever comes to mind or forget about you all together.
Think Two Products Ahead walks you through the process of creating your own legend platform, the basis from which you story is told and grows. The legend platform is crucial to the success of your brand, it is the base of the pyramid from which the rest of the structure of your messaging will be built and seen.
What I love about this book is the methodical approach, the way Ben sets up, draws you through and then systematically reveals what your legend, your brand really is. And he shows you how to make your brand know regardless of the size of your company or marketing budget.
This is a must read marketing book and I'm confident destined to become an entrepreneurial classic.
To learn more about Think Two Products Ahead, Click Here
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