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Brand Identity Breakthrough: How to Craft Your Company's Unique Story to Make Your Products Irresistible
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Product details
Paperback: 272 pages
Publisher: Identity Books; 1 edition (May 9, 2016)
Language: English
ISBN-10: 069265187X
ISBN-13: 978-0692651872
Product Dimensions:
6 x 0.6 x 9 inches
Shipping Weight: 13.4 ounces (View shipping rates and policies)
Average Customer Review:
4.5 out of 5 stars
140 customer reviews
Amazon Best Sellers Rank:
#180,683 in Books (See Top 100 in Books)
The title of this book is a misnomer. There is no "breakthrough" to be found here. Everything the book covers are basic, tried and true tenants of marketing and sales development that have been codified and refined over decades and, in some cases, generations. The important marketing building blocks of Positioning, Differentiation, Targeting, Personas, and so on are covered, but not in great depth. For instance, in 1981, Al Ries wrote the seminal marketing book: "Positioning - The Battle for Your Mind", which is a nearly 500 page study of just this one concept. In Mr. Diehl's book it's covered in a few pages. However, it is covered quite well.In some cases Mr. Diehl makes simply uninformed statements. For instance on page 76 he talks of a "New phenomenon in marketing called Education Marketing". In fact, companies like John Deere and DeBeers Diamond were doing education marketing 100 years ago. Before the advent of radio advertising most companies utilized long form education marketing because there were not the time constraints of the 30-second broadcast ad. In the last 10 years, education marketing has come back into vogue because people have become so numbed by the overwhelming onslaught of short form advertising they are subjected to, they simply tune it out. “Content Marketingâ€, which is simply old-school education marketing, is the new marketing buzz-word.Mr. Diehl’s book ranges far-a-field and sometimes seems to lack focus. It covers multiple subjects in marketing and sales and even touches on subjects like executive presence and the importance of a good phone voice. This is not a fault, as I believe the author is just excited to give his audience all the important information he can, but it is a distraction.Here is where the book shines and where I think it’s quite substantial value is: The book is targeted towards young entrepreneurs who, perhaps, lack a formal business education or real entrepreneurial experience. The subjects Mr. Diehl covers are absolutely essential to the success of any entrepreneurial endeavor. Many entrepreneurs get into business because they have an idea and passion, energy and a lot of heart. These attributes will take you far, but I've seen so many young organizations fail, crashing the hopes, dreams and financial fortunes of their founders along with them, simply because there was no knowledge of basic business fundamentals.Brand Identity Breakthrough does an excellent job of introducing some of the most important components of a successful brand development, marketing and sales program. Mastery of these components is central to any company's success. In my 30 year business career I have started 12 companies and I have consulted with many more. I have found that being successful in business is really just a matter of understanding how business works, what its fundamental building blocks are, and the levers you can pull as a manager to accomplish your goals. This book illustrates very well the building blocks surrounding the marketing and sales process. By reading the book, new entrepreneurs will learn about business functions and skillsets that they will desperately require to be successful. Just the knowledge of a proper marketing and sales system will save many businesses from making critical mistakes.Simply put, the book is a very good overview and conceptual primer on many critically important marketing and sales functions. Reading it will help any new entrepreneur immeasurably.Mr. Diehl is a very talented writer, and he is able to illustrate complex ideas in easy to understand, sometimes almost poetic language. He often speaks about the purpose and practice of business in philosophical terms that are evocative and powerful. This is Mr. Diehl’s first book, and, in my opinion, he has the potential to be a very influential and accomplished business writer.Brand Identity Breakthrough is light on actual application and tactical practice. It would be great if the author would follow it up with a more "hands-on" guide to implementing the principles he writes about here. Perhaps that is in the plans, but for now, as an easy-to-read overview of critically important business functions, that can spell the difference between success and failure, the book is spot on and highly valuable.
This is a MUST read book for YOU.Do you own your own business? Do you want to? Or do you run one for someone else? Perhaps you are in sales or marketing?Let me tell you a secret. YOU are the CEO and brand strategist for your own life and your own career whether your work for yourself or somebody else. You decide how to market your time and your talent.The ideas and concepts in this book are critical not only in running a business, but in taking charge of your own destiny and truly living as a free human being. Seriously, I got more useful and actionable content out of this book and supplementary materials that come with it than from my MBA marketing class. Hell, more than any of my MBA classes.Get yourself a copy today.
I must admit to reading this book in a most profoundly "un-entrepreneurial" spirit. The week before I had just closed down a "new" business I had started 9 months before after realizing my fundamental premise was all wrong, that after having a lot of problems concerning existing businesses that made me regret ever bothering with anything. Running your own business is hard. Sometimes it really sucks. While reading this book I started thinking of different ways I might be able to rekindle the entreprenurial zeal that has sadly been kicked out of me by some unfortunate experiences. There are some very important ideas presented that have triggered my brain to want to go back and try again. Maybe if I refocused my brand, tightened the niche, researched a bit more on who my target market really is? I don't know. But I enjoyed reading it, and will keep the book handy in case I decide to take another crack at the business world. Perhaps if I followed the advice in this book I might do a bit better.
When an athlete trains for the Olympics, he is surrounded by trainers who guide him to make the correct choices to be his best. Even beauty pageant people have coaches who teach them how to speak, what to wear, and how to present themselves. This is a terrific book that serves as an all-purpose life coach to guide anyone in bettering their life. Whether a person works for a large company, is unemployed, or the boss of a major corporation, this book lights a path to success. Diehl instructs how to reinvent yourself, how to follow trends and find the next idea, then package it so it is embraced by the public. He reminds the reader they should step out of their insular world and really think about what they are selling and why it should matter to someone else. This is a great guide to being a better salesperson, even if your not selling anything. It can be applied to any work situation. There is nothing wrong with self-promotion- what better brand is there than you? I was given a copy of this book voluntarily to read.
This book itself is a breakthrough about brand identity. It has a rare quality, getting you to look at a specific topic and even, remarkably, all of life through new perspectives. I am grateful to Gregory for writing this book. I come with some context having an MBA in my past and have read my fair share of business books. This is an excellent book, in tune with modern unfolding ways of understanding business.The communication is crystal clear.I can also see from the insights he offers about the nature of how people are and function that he has been on a great journey of personal expansion. He brings expertise from various different domains to bear on his profound understanding of the world of marketing and branding.Thank you Gregory.
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