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Bigger Than This: How to Turn Any Venture Into An Admired Brand
What do brands like Planet Fitness, Everlane, and Bombas all have in common? They’re capturing peoples’ emotions and winning customers’ hearts. And they are based on commodity products or services.
Following the success of his #1 bestselling book, “How to Launch a Brand,” acclaimed brand strategist Fabian Geyrhalter is back with an enlightening new book that digs deep into today’s new world of brand creation. “Bigger Than This” challenges companies – from startups to Fortune 100s – to (re)discover their spark and connect with today’s consumers on a deeper level.
In “Bigger Than This,” Geyrhalter analyzes brands that are based on commodity products – watches, socks, shoes, fish – yet they quickly turn into beloved brands. He emphasizes the importance of storytelling, encouraging brands to embrace 8 simple traits these brands showcase and offers specific, actionable commandments that any brand can implement – story, belief, cause, heritage, delight, transparency, solidarity and individuality. Instead of playing “dress-up,” he wants businesses to uncover the roots of their ventures and share honest, empathetic stories that resonate with consumers, creating a loyal following that leads to strong, successful brands.
Delightfully concise and refreshing, Geyrhalter draws on his personal experience of having helped shape over 60 brands, and intentionally (and noticeably) steps away from marketing fluff and business lingo that often clouds the integrity of marketing books.
Following the success of his #1 bestselling book, “How to Launch a Brand,” acclaimed brand strategist Fabian Geyrhalter is back with an enlightening new book that digs deep into today’s new world of brand creation. “Bigger Than This” challenges companies – from startups to Fortune 100s – to (re)discover their spark and connect with today’s consumers on a deeper level.
In “Bigger Than This,” Geyrhalter analyzes brands that are based on commodity products – watches, socks, shoes, fish – yet they quickly turn into beloved brands. He emphasizes the importance of storytelling, encouraging brands to embrace 8 simple traits these brands showcase and offers specific, actionable commandments that any brand can implement – story, belief, cause, heritage, delight, transparency, solidarity and individuality. Instead of playing “dress-up,” he wants businesses to uncover the roots of their ventures and share honest, empathetic stories that resonate with consumers, creating a loyal following that leads to strong, successful brands.
Delightfully concise and refreshing, Geyrhalter draws on his personal experience of having helped shape over 60 brands, and intentionally (and noticeably) steps away from marketing fluff and business lingo that often clouds the integrity of marketing books.
202 pages, Paperback
Published January 23, 2018
47 people are currently reading
1009 people want to read
About the author
Fabian Geyrhalter
4 books43 followers FABIAN GEYRHALTER is a renowned brand strategist, the founder and Principal of FINIEN, a Los Angeles-based consultancy specializing in brand transformations, and a partner at Chameleon Collective. He has deep expertise in guiding organizations through their brand transformations and has been sought out by companies such as Marriott, Warner Brothers, Match, Honeywell, Kaplan, and Randstad. His thoughts on branding have appeared in publications like Inc., Forbes, Entrepreneur, and The Washington Post, and his creative direction has won over 50 international awards. A frequent speaker and mentor to entrepreneurs worldwide, he is a “Global 100” mentor at the Founder Institute, and all four of his books on branding have turned into Amazon Bestsellers. His newest book is “The Brand Therapy Book 2.” Born in Vienna, Austria, he lives and works out of Greater Los Angeles and is a graduate of ArtCenter College of Design.
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Displaying 1 - 30 of 35 reviews
February 7, 2018
This book offered great insight into what makes a business successful, especially in marketing. There were a lot of great examples of what has worked and why. I enjoyed this read. I was so inspired while listening to this audiobook that I had to pull over and takes notes. I highly recommend this to anyone in business, big or small, new or old. This is a quick read that contains some very valuable information!
December 2, 2025
Read this for my marketing class and it was very insightful. Will I ever start my own brand? Probably not. But IF I did, I believe this book would be a great tool.
July 16, 2020
I am amazed by this book! Fabian's style of writing and explaining what is branding and its importance is just incredible! It's very clear and interesting and it just got me! I loved it! It's fun and smart and very enjoyable to read! But, most importantly it has been giving me so many brilliant and powerful insights about branding! And that's very important for me as an early-stage brand consultant! Well done!
June 27, 2019
I had seen Fabian on The Futur a couple of times and decided to buy the book. What a treat! Great read. Read it in a couple of days, but will keep it in hand and get back to the principles whenever needed.
This book is a must for any entrepreneur trying to build a brand and not only make fast money.
Super recommend :)
This book is a must for any entrepreneur trying to build a brand and not only make fast money.
Super recommend :)
August 5, 2019
Super fast read that is full of relevant ideas that can be applied straight away. Also, there are some nice case studies and stories included which help understanding the concepts. Oh yeah, and the price of the book is a bargain!
May 11, 2020
Another jaw-dropping book from Fabian. The book introduces you to a piece of structured and practical advice which can easily be turned into a fantastic branding framework. I love his insights and it has helped me create an impact in my positioning. A must-read if you're into branding.
February 27, 2023
Nice snappy read and really relevant amongst current markets and evolving generations. Whilst the concepts discussed are super valid, their values need solidarity (a point actually addressed) - something that can be difficult to implement with more established brands, less willing to commit to the cause.
July 4, 2020
Excelente para definir que hace a tu marca diferente
Un producto porque sea simple no tiene porque no tener una gran historia que lo haga único. Muy buenos puntos 👍
Un producto porque sea simple no tiene porque no tener una gran historia que lo haga único. Muy buenos puntos 👍
June 18, 2022
Truly inspiring
This book offers a clear and actionable framework that you can start using right away on your business or your clients’. Definitely a must read for those venturing into the entrepreneurial and/or brand strategy worlds.
This book offers a clear and actionable framework that you can start using right away on your business or your clients’. Definitely a must read for those venturing into the entrepreneurial and/or brand strategy worlds.
April 10, 2018
Bigger Than This: How to Turn Any Venture Into an Admired Brand by Fabian Geyrhalter is a guidebook for companies that need a reboot on branding, driving home the importance of (re)creating a commodity brand that consumers can connect with. Geyrhalter's book exposes eight successful brand traits, a case study for each based on a strong, well known company that employed the trait, and their "commandments". His words leap from the page - and I mean, they actually feel like they are clawing at you for attention - with large fonts, bold sections and highlighted features. More than just advice on how to get results with gimmicks and giveaways, Geyrhalter instead teaches how to campaign for and play the long game, with practices that have proven to be lucrative.
Honestly, I feel like I just drank an energy drink and went to one of those seminars where there's a light show, loud music, and a motivational speaker with a headset microphone. I'm pumped! Bigger Than This by Fabian Geyrhalter will, within the first few pages, make it clear why the author is such a branding and marketing guru. It draws you in and unlocks something that you're a little afraid to let out. Potential? Creativity? Drive? If you're interested in starting, or taking your existing business to the next level, I'm absolutely certain that Bigger Than This is the very best place to start. Read, absorb, apply, build your tribe, and thrive. It's as simple and as difficult as that.
Review written for Readers' Favorite.
Honestly, I feel like I just drank an energy drink and went to one of those seminars where there's a light show, loud music, and a motivational speaker with a headset microphone. I'm pumped! Bigger Than This by Fabian Geyrhalter will, within the first few pages, make it clear why the author is such a branding and marketing guru. It draws you in and unlocks something that you're a little afraid to let out. Potential? Creativity? Drive? If you're interested in starting, or taking your existing business to the next level, I'm absolutely certain that Bigger Than This is the very best place to start. Read, absorb, apply, build your tribe, and thrive. It's as simple and as difficult as that.
Review written for Readers' Favorite.
July 17, 2018
What do brands like Planet Fitness, Everlane, and Bombas all have in common? They’re capturing peoples’ emotions and winning customers’ hearts. And they are based on commodity products or services.
Following the success of his #1 bestselling book, “How to Launch a Brand,” acclaimed brand strategist Fabian Geyrhalter is back with an enlightening new book that digs deep into today’s new world of brand creation. “Bigger Than This” challenges companies – from startups to Fortune 100s – to (re)discover their spark and connect with today’s consumers on a deeper level.
In “Bigger Than This,” Geyrhalter analyzes brands that are based on commodity products – watches, socks, shoes, fish – yet they quickly turn into beloved brands. He emphasizes the importance of storytelling, encouraging brands to embrace 8 simple traits these brands showcase and offers specific, actionable commandments that any brand can implement – story, belief, cause, heritage, delight, transparency, solidarity and individuality. Instead of playing “dress-up,” he wants businesses to uncover the roots of their ventures and share honest, empathetic stories that resonate with consumers, creating a loyal following that leads to strong, successful brands.
Delightfully concise and refreshing, Geyrhalter draws on his personal experience of having helped shape over 60 brands, and intentionally (and noticeably) steps away from marketing fluff and business lingo that often clouds the integrity of marketing books.
Following the success of his #1 bestselling book, “How to Launch a Brand,” acclaimed brand strategist Fabian Geyrhalter is back with an enlightening new book that digs deep into today’s new world of brand creation. “Bigger Than This” challenges companies – from startups to Fortune 100s – to (re)discover their spark and connect with today’s consumers on a deeper level.
In “Bigger Than This,” Geyrhalter analyzes brands that are based on commodity products – watches, socks, shoes, fish – yet they quickly turn into beloved brands. He emphasizes the importance of storytelling, encouraging brands to embrace 8 simple traits these brands showcase and offers specific, actionable commandments that any brand can implement – story, belief, cause, heritage, delight, transparency, solidarity and individuality. Instead of playing “dress-up,” he wants businesses to uncover the roots of their ventures and share honest, empathetic stories that resonate with consumers, creating a loyal following that leads to strong, successful brands.
Delightfully concise and refreshing, Geyrhalter draws on his personal experience of having helped shape over 60 brands, and intentionally (and noticeably) steps away from marketing fluff and business lingo that often clouds the integrity of marketing books.
August 7, 2018
This isn’t just another guide book for new innovators trying to find the right niche for their product or service, instead innovators new and old will find valuable advice on realising why their brand is important and why connecting with consumers on a deeper level will be a game changer.
Every idea starts somewhere right? Well here you’ll discover why the heart and soul behind a business venture that’s not just driven by the dollar, but instead has a genuine cause will shine above any competitor, and why well-known brands and positioning within the market is not enough alone for maintaining success in today’s world of business.
Fabian Geyrhalter knows what makes one brand stand out above another being a renowned brand strategist for Finien Consultancy based in L.A, turning ventures into brands. Through real business case studies, he shows how success can be achieved by identifying, understanding and following eight traits and their commandments that will have your company’s brands singing success while being driven by the loyalty of its consumers.
This is a realistic, easy and logical companion for any business venture willing to realise and share the story behind their products. A must read for any entrepreneur.
Every idea starts somewhere right? Well here you’ll discover why the heart and soul behind a business venture that’s not just driven by the dollar, but instead has a genuine cause will shine above any competitor, and why well-known brands and positioning within the market is not enough alone for maintaining success in today’s world of business.
Fabian Geyrhalter knows what makes one brand stand out above another being a renowned brand strategist for Finien Consultancy based in L.A, turning ventures into brands. Through real business case studies, he shows how success can be achieved by identifying, understanding and following eight traits and their commandments that will have your company’s brands singing success while being driven by the loyalty of its consumers.
This is a realistic, easy and logical companion for any business venture willing to realise and share the story behind their products. A must read for any entrepreneur.
June 21, 2018
Excellent book. This is one of those books where the author is really able to articulate what I've concluded from my short period of time as a visual communicator and art director.
In essence, traditional forms of advertising are no longer effective and this book goes through a series of traits and case studies that explain what branding and storytelling are the new forms of advertising. This one is a must-read not only for designers but also for business owners and entrepreneurs.
In essence, traditional forms of advertising are no longer effective and this book goes through a series of traits and case studies that explain what branding and storytelling are the new forms of advertising. This one is a must-read not only for designers but also for business owners and entrepreneurs.
March 11, 2021
This is the first time I have heard the term Unique STORY Proposition...highlighting the success of commodity brands with a compelling story. Innovation is the big buzzword today, however, Geyrhalter makes a case for good old-fashioned (and AUTHENTIC) storytelling.
I read this book cover to cover in one sitting. Small in size but mighty big thinking.
I read this book cover to cover in one sitting. Small in size but mighty big thinking.
January 23, 2018
Bigger Than This is the perfect, no nonsense, quick read that people can have in their laptop bag on their way to their next meeting, read on the airplane or pick up and read just a portion at anytime.
December 6, 2019
This book has been awesome.
Simple & practical wisdom that can put you in the right path to build an amazing brand strategy that will help any business or entrepreneur connect with their audience.
Simple & practical wisdom that can put you in the right path to build an amazing brand strategy that will help any business or entrepreneur connect with their audience.
May 16, 2021
A really fast read that has a lot of pertinent information for start-ups and existing businesses . I really liked the case studies at the end of each chapter. If you are involved in a business, pick up this book, you'll be glad you did.
April 27, 2019
In “Bigger Than This” (which is a very small and short book—easily read in one sitting!), Fabian Geyrhalter shows how you can gain an edge over competitors and earn the support and loyalty of customers, not through product innovation but instead by infusing soul into your brand.
Geyrhalter identifies eight ingredients that can be used to differentiate your commodity brand in a way that isn’t dishonest or superficial (for the most part). Through a series of case studies, he demonstrates how a diverse set of companies including Fishpeople (fish), Planet Fitness (gyms), Everlane (apparel), and Poppins (office supplies) are using these different ingredients to stand out and succeed in spite of their unremarkable products. He then offers some practical advice on things to consider before implementing any of the ingredients in your own business.
My one gripe with the book is that the editorial design on multiple occasions became a distraction (though I respect the desire to do something unique).
Geyrhalter identifies eight ingredients that can be used to differentiate your commodity brand in a way that isn’t dishonest or superficial (for the most part). Through a series of case studies, he demonstrates how a diverse set of companies including Fishpeople (fish), Planet Fitness (gyms), Everlane (apparel), and Poppins (office supplies) are using these different ingredients to stand out and succeed in spite of their unremarkable products. He then offers some practical advice on things to consider before implementing any of the ingredients in your own business.
My one gripe with the book is that the editorial design on multiple occasions became a distraction (though I respect the desire to do something unique).
January 5, 2018
When reading this book, it made me feel as though I was learning secret methods to win the hearts and minds of my customers in this modern era. It was encouraging for me to read along my entrepreneurship journey because the information shared is inspiring to create more than just a business, but to think about the purpose behind the company and to allow that to breathe life into the brand.
Fabian does an excellent job of identifying and explaining 8 key traits that can transform a commodity product into a beloved brand. You can apply one or all of these key traits to your new business venture. In doing so, you set yourself apart from your competitors in a way that is difficult to replicate with any amount of authenticity.
Disclaimer: I am grateful to have received an advance reader copy of this book in exchange for my honest review.
Fabian does an excellent job of identifying and explaining 8 key traits that can transform a commodity product into a beloved brand. You can apply one or all of these key traits to your new business venture. In doing so, you set yourself apart from your competitors in a way that is difficult to replicate with any amount of authenticity.
Disclaimer: I am grateful to have received an advance reader copy of this book in exchange for my honest review.
December 30, 2019
Although truthfully I got this book as a winner for a contest, I would definitely have bought it myself! This book is small but packed with applicable info and you’ll be referencing the “commodity commandments” again and again. Even better, every bit of advice is supported with an expertly analyzed case study.
For me, it was really eye-opening that through using branding strategically *even* commodities can be leveraged to create beautiful, unique communities around products and the values they convey. I was so inspired I even decided to apply it by creating a project with my own spin on headphones.
Overall, I would absolutely recommend it.
For me, it was really eye-opening that through using branding strategically *even* commodities can be leveraged to create beautiful, unique communities around products and the values they convey. I was so inspired I even decided to apply it by creating a project with my own spin on headphones.
Overall, I would absolutely recommend it.
December 30, 2017
Barrier to entry to enter market these days are incredibly low. Thus every business owners must be prepared for their products being commoditized sooner than later. This book has excellent examples, rich with tips and tricks, and easy to understand for a branding newbie like me and it helps me strategize my offering. I highly recommend this for anyone that wants to differentiate their products in this age.
January 6, 2018
This is a fascinating book. I enjoyed the case studies which clearly illustrated each of the main points presented. The book not only offers achievable ideas for making your business stand out but also explanations of how and why they work.
While this book focuses on commodity brands the principles can be applied to any business venture.
I accepted a copy of this book via Netgalley to review.
While this book focuses on commodity brands the principles can be applied to any business venture.
I accepted a copy of this book via Netgalley to review.
October 29, 2020
Its a small book, easy and fast reading. I give a 4 because some of the aspects Fabian talks are (for me) already well known (but it’s good to remember to solidify those points on your brain). There’s some great insights!
I would recommend this book mostly for people taking a degree (creative fields), or for those who are starting the career or even those who didn’t had many work experiences.
I would recommend this book mostly for people taking a degree (creative fields), or for those who are starting the career or even those who didn’t had many work experiences.
July 9, 2025
Working in a Fortune 500 company, we often get lost in scale and data. Bigger Than This was a refreshing reminder that brand value starts with emotional connection not just strategy decks. The eight traits Geyrhalter outlines are immediately useful in refining how we position legacy products to modern audiences.
May 26, 2023
Increíble que un libro tan corto pueda ser una pérdida de tiempo. Se resume en que las start ups se enfocan demasiado en innovación y su branding esta demasiado concentrado en el producto y la novedad
January 8, 2018
A clear, concisely written book about what moves a company beyond just being a company.
January 23, 2018
Bigger Than This challenges companies, from startups to Fortune 100s, to (re)discover their spark and connect with today's consumers on a deeper level.
March 2, 2018
review to come
August 17, 2019
Smart, concise and concept clearing. Must read for anyone related to marketing and development, not just brand or startup owners.
August 30, 2022
Easy read with relevant points that can stand alone or work synergistically. Like with we humans, great brands start w understanding who you are, your story and what makes you unique.
Displaying 1 - 30 of 35 reviews