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Power Branding: Leveraging the Success of the World's Best Brands, by Steve McKee
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Every one of the largest, most successful corporations were, at some point, mere startups. McKee explains what enables some companies to growbigger and better, while others stumble along year after year, running but never winning the race. The difference is that the biggest and best brands aren't slaves to conventional marketing wisdom. McKee shows by example how the same, sometimes counter-intuitive, strategies used by the biggest brands can also best serve small and mid-sized companies. Among the topics explored: How can a company grow big by thinking small? Why do the best companies sometimes avoid being better? Why do brands that create the most memorable advertising stay away from focus groups? What is the secret to an effective slogan? When can admitting a negative become a positive? A diverse selection of companies provides powerful lessons, ranging from traditional icons like Coca-Cola, McDonald's, and General Motors, to new media models like Google and Facebook. This book appeals not only to time- starved executives, but also to middle managers and owners of small businesses who have a wide variety of marketing problems to address and who need to change the way they think about how to generate healthy, consistent growth.
- Sales Rank: #543770 in eBooks
- Published on: 2014-01-07
- Released on: 2014-01-07
- Format: Kindle eBook
Review
“Both readable and wise—a rare combination—this book will be a welcome counselor to both the CMO and CEO as they look to build and nurture their most important asset—their company's brand." —Jon Iwata, SVP, Marketing and Communications, IBM
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Steve McKee is masterful in taking the theoretical and making it real.� Continuing his approach from his previous informative book, When Growth Stalls, Steve looks at a business’s most valuable but misunderstood asset, its brand, and aids readers with a look in the mirror at how they are managing theirs.�—Tommy Millner, Chief Executive Officer, Cabela’s Inc.
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"In Power Branding Steve McKee delivers a knockout that should be mandatory reading in every business school in America. This is now the definitive book on modern branding." —Jay Baer, New York Times bestselling author of Youtilty
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“Steve McKee breaks brand strategy down into bite size pieces�with concrete examples to consider. With a simple and compelling message, Mr. McKee's�book is so thought provoking that I am giving a copy to my entire senior management team.” —Stan E. Hubbard, CEO, REELZCHANNEL
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“I found the book entertaining, insightful and best in class on the subject of branding. For those of us interested in building exceptional companies, Steve shows us how essential and powerful it is when we develop and communicate our brand in alignment with our Vision, Mission and Value Proposition. For leaders looking to internally inspire, motivate, and spur creativity and growth while building great cultures and lasting customer loyalty, this book is invaluable.”�—Kim Bang, Former CEO, Bloomberg Tradebook
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“Most business books these days either rehash the same themes or merely validate what you already know. It’s refreshing to read Power Branding and be able to apply so many things both your customers and marketing team will appreciate.” —Jay Steinfeld, CEO/Founder, Blinds.com
About the Author
Steve McKee is the president and co-founder of McKee Wallwork & Company (MWC), an integrated marketing firm that specializes in revitalizing stalled, stuck and stale brands. MWC is an Inc. 500 company, has twice been awarded the American Marketing Association's Effie Award (one of the industry's highest honors), and has been recognized by Advertising Age as one of ten top small agencies in the nation. Steve has nearly three decades' experience coaching troubled brands as they look to better position themselves for success.Steve writes a monthly marketing advice column for BusinessWeek.com and has been published or quoted in The New York Times, USA Today, Advertising Age, Adweek, Investor's Business Daily and The Los Angeles Times, as well as in dozens of newspapers and magazines throughout the U.S. He has appeared on CNBC, ESPNII, CNNfn, Bloomberg TV and network television affiliates in dozens of cities across America.�Steve is a popular speaker and has shared his insights with a wide variety of organizations and associations including British Airways, Einstein Bros. Bagels, Cabela's, Pizza Hut, International Paper, Bloomberg, the IBM Alumni Association, the American Marketing Association, the Public Relations Society of America, Grant Thornton Executive Seminars,and the International Executive MBA Council, among others.
Most helpful customer reviews
7 of 7 people found the following review helpful.
great read!
By william s mcdonald
Chock full of interesting and entertaining anecdotes that present key marketing concepts and know-how for both experienced and beginner marketing teams.
6 of 6 people found the following review helpful.
Branding pays off!
By TG
There are so many powerful branding messages Steve McKee offers in his book. I particularly enjoyed the messages on relationships needing to be reciprocal and customers not always being right. Those two branding concepts need to be front and center for any business owner. I highly recommend this book to anyone who values the importance of branding their business, and maintaining outstanding working relationships with colleagues and customers.
8 of 9 people found the following review helpful.
It will change your buisness
By Lior Alk
I used to think you start a business with a business plan and branding is a luxury, this book changed everything. Since I read it I realized the clockwork behind the world of branding. My perception has changed and now I know branding is step 1 and if branding is step 1 then this book should be the first you read .
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