Identifies the five characteristics shared by exceptional brands like Apple, Volkswagen, and JetBlue—and explains how anyone can create a killer brand
Companies invest more than $100 billion annually for marketing in the U.S. alone, yet only a select few brands break away and dramatically rise above the competition. Revealing the strategies behind extraordinary branding successes such as the iPod, The Breakaway Brand explains how you can develop and market your own outstanding brand. Filled with real-world case studies and exclusive interviews, the book discusses why only a handful of brands truly break away and stand out in an overcrowded marketplace.
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“The Breakaway Brand stands out just like a great brand. This is not a me-too marketing book, but rather one that gets to the bottom line of the breakaway brand…. This book’s insight is worth its weight in gold to brand marketers who want to dominate over the long term.” --Wenda Harris Millard, Chief Sales Officer, YAHOO! Inc.
“A powerful primer on building great brands. The Breakaway Brand is a timeless reminder of what it takes to build winning brands and a successful business. Must-reading for those who aspire to lead championship brands.” --Steven Wilhite, SVP, Global Marketing, Nissan Motor Company
“A useful guide for Brand Managers, Chief Marketing Officers, marketers, or anyone leading, developing, or managing a brand. This book is filled with practical advice and real-world examples from experienced senior executives who are true pros at creating advertising for breakaway brands.” --Gail McGovern, Professor of Management Practice, Harvard Business School
“Documents how the best of the best are not only attacking today's challenges, but thriving.” --Jeff Hicks, CEO/President, Crispin Porter + Bogusky
“Captures what successful brand-building is all about…how to break away from the pack, and create a distinctive and relevant brand that differentiates you from competition and drives sales.” --John Costello, EVP, Merchandising & Marketing, The Home Depot
What would happen if your brand were out of stock in a retail store? Would a customer wait until your brand becomes available, travel to another store to buy it…or purchase another brand instead? This is a brand’s moment of truth.
In today’s overcrowded marketplace, only a select few brands truly rise above the competition. That’s what The Breakaway Brand is about. It’s about the brand that stands out, not just in its own product category, but from all other brands. It’s about the brand that achieves huge results. It’s about the brand that breaks away.
Drawing from their experiences at Arnold Worldwide, one of the leading and most innovative advertising agencies in the business, branding experts Francis Kelly and Barry Silverstein reveal what it takes to create a breakaway brand and how today’s great brands execute breakaway campaigns, packaging, and promotion. You’ll get an inside look at such phenomenally successful brands as Apple, Nike, Volkswagen, JetBlue, Starbucks, and many others, and you’ll find out how you can apply their breakaway strategies in your own organization. Discover how a breakaway brand:
Kelly and Silverstein also take you inside the mind of the breakaway chief, revealing the level of dedication, vision, and leadership required of CEOs, COOs, and CMOs to foster breakaway brands.
It isn’t easy for brands to break away. But it can be done, and The Breakaway Brand shows you how to “Think Different,” “Just do it,” and create a truly revolutionary and sustainable brand.About the Author:
Francis J. Kelly, III is president and chief operating officer of Arnold Worldwide. He has worked with clients ranging from Jell-O and Johnson & Johnson to Titleist and Hewlett-Packard. Kelly has helped Arnold Worldwide develop its Brand Truth creative philosophy and grow into a nationally acclaimed agency, with clients such as Fidelity Investments, Jack Daniel’s, Radio Shack, Royal Caribbean, and Volkswagen. Kelly holds an MBA from Harvard Business School and is coauthor of What They Really Teach You at the Harvard Business School (Warner Books, 1986).
Barry Silverstein, a senior vice president at Arnold Worldwide, has 30 years of experience in advertising and marketing communications. Before joining Arnold he was CEO of his own direct and Internet marketing agency. Silverstein has worked with scores of leading clients, including Gillette, IBM, Sun Microsystems, Tyson, and Vonage. Silverstein is the author of Business-to-Business Internet Marketing, (Maximum Press, 2001).
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