“In a world of extreme clutter you need more than differentiation. You need RADICAL differentiation. The new rule: When everyone zigs, zag.”
With the subtitle “A Masterclass in Modern Marketing Ideas”, British marketing consultant Kevin Duncan’s Marketing Greatest Hits provides quick summaries of what he considers seminal or interesting titles and their key ideas in marketing. Touted as a “definitive compendium of everything you need to know from the best minds in modern marketing”, the book attempts to encapsulate key lessons from the discipline’s thought leaders.
Neatly organised into six chapters, Duncan’s book systematically dives into the essence of 40 books covering major themes, principles and philosophies, branding, consumer behaviours, creativity and personal organisation. Each section provides a book summary that is further crystallised into an elevator pitch of sorts called a one-sentence summary – the core idea behind a book. Examples of these include the following:
Ensure that all customer touchpoints are branded (courtesy of Marketing Brainstorm)
You’ve probably heard variations of these conversations in your own organisation:
“Our branding sucks! Let’s change our logo and splash it all over the place.”
Not everybody can brand it like Bieber (courtesy of Entertainment Earth)
“Brand extensions refers to the use of a successful brand name to launch new or modified products in a same broad market“ while “brand stretching refers to the use of an established brand name for products in unrelated markets“.
According to the post, “religion is highly branded”, and this can be seen in the differences in how different religions are divided and further subdivided into denominations, sects, and branches.
Which came first, the Apple brand or its fantastic products? (source)
“Brand it like Beckham” so we’ve been taught, and untold fame and fortune would follow you. Learn to emulate Nike’s brand success story, and be inspired by how its world famous “Swoosh” logo and “Just Do It” tagline. Apple became such a global powerhouse largely because of its distinct brand personality and immaculately executed brand architecture.
Build your brand and the rest – publicity, sales, profits, reputation – will follow. Really?