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Summary: Read this book!
Review: Rob Frankel offers fresh insights into branding in the Internet age. His treatment of the old media vs. the new media is brilliant. Several case studies also help people understand the value of branding.Dan Janal author of "Dan Janal's Guide to Marketing on the Internet"
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Summary: A practical, often humorous, look at branding.
Review: Rob Frankel's "The Revenge of Brand X, How to Build a Big Time Brand on the Web or Anywhere Else" is a practical, often humorous, look at branding. Frankel, who spares no ink to promote his own brand ...lays out his approach to branding in a series of directives and laws. For example, Frankel's Prime Directive says, "Branding is not about getting your targets to choose you over the competition. Branding is about getting your prospects to see you as the only solution to their problem." Then there is Frankel's First Law of Big Time Branding: "Brands are not about you.Brands are about them."
Frankel goes on to enumerate a total of ten laws of "Big Time Branding," a law about media hype, two laws concerning web branding, an "Inverse Theory of Branding," a "Ubiquitous Brand Test" and a "DYI corollary" (Doing it yourself works...) If you really get the meaning of Frankel's First Law of Big Time Branding (Brands are not about you. Brands are about them.) you may be able to forgo reading the rest of the book. However, if you do, you will miss out on some pretty funny and thought provoking material about how big brands have blown it and how some have actually gotten it right. Besides using examples of well-known brands that have, according to Frankel, done it right or have blown it, Frankel shares some case studies of small to international-sized businesses that have used branding to help them achieve financial success. The book features lists of action items at the end of each chapter. These lists challenge the reader to apply the principles of "Big Time Branding" to their own business making it a book that you'll want to keep close at hand for quick reference as you make decisions that effect your brand.
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Summary: Brandasaurus!
Review: Rob knows his stuff! In fact if he was a dinasaur he would be from the brandasaurus species. His book is entertaining and educational but easy to read and full of great insightful ideas.
Rating:
Summary: Brandasaurus!
Review: Rob knows his stuff! In fact if he was a dinasaur he would be from the brandasaurus species. His book is entertaining and educational but easy to read and full of great insightful ideas.
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Summary: Getting Insight and Having Fun
Review: The Revenge of Brand X provides a unique perspective on branding. I enjoyed the combination of insight and humor that I saw in it. This book is a necessity if any person interested in Branding wants to have a healthy, well-rouonded view of the subject.
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Summary: Why it is Required Reading for Rushmore MBA Program Students
Review: This book is required for our students because it will change their mindset when it comes to marketing themselves, and marketing on the web and elsewhere. I highly recommend this book to anyone who wants to learn branding and enjoy the rewards of doing so. Michael Cox, Director of the Rushmore University Distance Learning MBA/DBA Program.
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Summary: Getting your customers to see you as the ONLY solution!
Review: This is a fantastic book. It is now required reading for all of our employess and consultants. There is so much simplicity to what the author lays out here that we were all upset we didn't do this a long time ago. I never would have thought that the simple concept of having your customers to see you as the only solution to their problems, challenges and needs would change the way we think about everything we do in our business. If you haven't read this already you should.
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Summary: I laughed, I cried...
Review: Typical Rob Frankel, no punches pulled. I read this book on a cross country flight drawing many sideways looks from the other executives in first class as I giggled and tee-heed through this wonderful book. Yes I laughed, and then I cried as I thought of how many companies who needed this information. As a Certified Management Consultant I am called on every day to help companies achieve their maximum potential. The largest fundamental problem is that most companies have no idea of who they are, and most importantly, who they are vis-a-vis their customers. Their entire strategy, how they operate, every decision they makes idealy should flow from this central core. Unfortunately, for most companies, that central core is a great void. Rob shows you what you are missing, and how to fill in some of those gaps. He does it with humor, if not with a great editor.
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