Why Johnny Cant Brand
By Bill Schley & Carl Nichols, Jr. Portfolio, 2005
brandchannel.com says: Not groundbreaking, but if youre still trying to get your head around what is a brand and why should I care, this book is as readable as any weve seen this year. After drawing the reader in with what branding is not, the authors focus on defining, identifying and instructing the reader in devising a dominant selling idea (DSIwhat used to be called USP). Short illustrative examples from current popular brands quickly make the point and move on to more enlightenment. The book has teeth; the authors are not afraid to stake out a position (focus groups blow, the AFLAC duck is a quack), but they have a tendency to get over-excited with their own outrage. (Dec-05, RR)
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