The Breakaway Brand: How Great Brands Stand Out

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9780072262377: The Breakaway Brand: How Great Brands Stand Out

Discover the Secrets Behind 50 of the World's Most Successful Brands

What would happen if your brand were out of stock in a retail store? Would a customer wait until it 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:

· Is positioned for success

· Continuously innovates

· Connects with its audience

· Establishes brand leadership

· Delivers brand truth and consistency

· Stands out with exceptional campaigns and unique packaging

· Uses the Internet for breakaway marketing

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.

Praise for THE BREAKAWAY BRAND

“A breakaway book. The authors know their subject matter and bring new insights and ‘to do’s’ to every serious marketer.” —Peter Klein, SVP, Strategy and Business Development, The Gillette Company

“The book will make you scratch your head and think, ‘Why aren’t we doing that?’ A must-read.” —Liz Vanzura, Global Marketing Director, HUMMER, General Motors Corporation

“Not a me-too marketing book...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...Must-reading for those who aspire to lead championship brands.” —Steven Wilhite, SVP, Global Marketing, Nissan Motor Company

“Filled with practical advice and real-world examples from 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.” —John Costello, EVP, Merchandising & Marketing, The Home Depot

“[Takes] an extraordinarily complex marketing issue and breaks it down into something simple you can apply to your business.” —David Lubars, Chairman and Chief Creative Officer, BBDO North America

“Clearly, the authors understand the mechanics of getting brands to operate at optimum potential.” —Lee Ann Daly, EVP, Marketing, ESPN, Inc.

“A truly unusual look ‘inside’ at what it takes to be great by many of the best in business today.” —Jeffrey J. Jones II, EVP, Global Marketing, Gap, Inc.

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From the Back Cover:

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:

  • Is positioned for success
  • Continuously innovates
  • Connects with its audience
  • Establishes brand leadership
  • Delivers brand truth and consistency
  • Stands out with exceptional campaigns and unique packaging
  • Uses the Internet for breakaway marketing

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).

"About this title" may belong to another edition of this title.

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