30 Seconds To a Better Brand

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  ennyman10/21/08 Report as spam
  1

  RE: 30 Seconds To a Better Brand

  OK, I took the quiz... not all of it was relevant... yes, it was intended to hook you to read the pitch for the book.
  
  I then went to amazon to read the reviews for the book. Three were five stars. This was was a pan. I quote a short snippet: "The writer doesn't like branding, or at least what he thinks people think branding is. I'm really not sure what his point was, as he just launched into a series of attacks on dumb, failed campaigns. The cutesy/folksy style fills pages, but encouraged me to skim for nuggets I could use. Or at least recognize. And I came up empty."
  
  Branding is under attack in part because Capitalism is pretty much out of favor in some sectors. (my speculation) It is also somewhat mischaracterized, just as Quality is misrepresented. Quality does not always mean The Best. Saltine crackers are not the BEST crackers, but their quality control makes them the same every time you open the box. There are tastier crackers out there, more interesting, and more expensive...
  
  Every ideology is a brand, actually. So... what's his?

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  jonathansalembaskin10/21/08 Report as spam
  2

  RE: 30 Seconds To a Better Brand

  Ideology? Simple: brand is behavior...everything else is lead-up
  or narration. I filled my book with detailed arguments and a
  number of blue-sky ideas. I encourage you to read it. The
  branding widget is a (hopefully) funny diversion.