Most business books about branding are too thick and too analytical for most people, especially if branding isn’t their primary interest. Our approach to demystifying the process of good branding was to reduce it to concepts that we could make visual and memorable by illustrating them in a humorous, slightly irreverent way.
For people who aren’t normally brand advocates, this book gets the point across that everyone in a company needs to practice good branding principles, not just the marketing department.
For those who already understand branding, they’ll find this book is a great way to get the point across to people in other disciplines - such as finance, operations, and technology - in a lighthearted way.
We use the concepts in our seminars and find that people in other disciplines -- such as finance, operations, and technology -- really appreciate our humorous approach to branding. More importantly, they get the message. After one of our seminars, a Senior VP of Operations told us, "I finally realize how important doing branding correctly is to the entire organization, not just marketing."
For each letter, there is a brief description of why the concept is important and a cartoon that captures the essence of the concept in a humorous and memorable way. The letters are also annotated with:
Things that can sneak up on you and upset your brand strategy if you're not paying attention.
Comments from an alternative point of view.
At the end of the book are a series of useful exercises that help you determine how well your brand strategy is working.