Đột phá tư duy thương hiệu

by Jeff Rosenblum, Uyên Thảo (Translator), Jordan Berg

Giới tiếp thị thương hiệu chuyên nghiệp trên khắp thế giới luôn nằm lòng phương châm: “Thương hiệu được gầy dựng bởi các thành tựu, không phải chỉ nhờ vào quảng cáo”, nó lột tả đúng vấn đề, bản chất của tiếp thị từ trước đến nay. Với cuốn sách Đột phá tư duy thương hiệu, hai tác giả Jeff Rosenblum và Jordan Berg đưa ra một luận điểm vừa có tính kế thừa vừa có tính bổ sung và nhấn mạnh: Thương hiệu vĩ đại chỉ có thể có được thông qua quá trình gầy dựng, không phải nhờ đi mua.

Cuốn sách này giới thiệu cho các doanh nghiệp nhiều phương thức tiếp cận mới để gặt hái thành công trong việc xây dựng thương hiệu, kinh doanh trong kỷ nguyên số. Một thời đại đã qua, một thời đại mới đang đến, mô hình cũ dựa trên độ phủ và tần suất tiếp cận đã không còn phù hợp và hiệu quả nữa, nhưng mô hình mới dựa trên độ phủ và tính cảm thông đang dần chứng tỏ được tính ưu việt của mình.

Đều là những bậc thầy trong ngành quảng cáo, nhóm tác giả nắm bắt gọn ghẽ đâu là vấn đề lớn nhất mà ngành quảng cáo đang gặp phải, làm sao để doanh nghiệp và tổ chức thoát khỏi những lối mòn tư duy, làm sao tận dụng được ưu thế công nghệ mang tính cách mạng và đột phá, làm sao để có thể xây dựng thương hiệu thành công dựa trên sự gắn kết trải nghiệm với khách hàng và người tiêu dùng...

Vậy làm cách nào để xây dựng thương hiệu thành công và bền vững trong kỷ nguyên số? Hãy nghiền ngẫm Đột phá tư duy thương hiệu, và bắt đầu BỎ QUA MỌI TRỞ LỰC, TIẾN TỚI THÀNH CÔNG!

Genres: Business, Nonfiction, Buisness

260 pages, Paperback

Published May 1, 2018

Reviews

[Phuongvu · Rating 3 out of 5]

Một quyển sách trình bày khá dễ đọc tuy nhiên làm được không phải dễ.
Để đột phá trong tư duy và không đi theo lối mòn.
Cuối tuần 30/8/2020

[Emily McGalliard · Rating 5 out of 5]

This book has been rotating around the marketing department where I work. When my coworker passed it off to me, I was initially taken back by the size. I was reassured that it’s an easy, entertaining read. They were not wrong! I’m not usually a read-the-whole-book-in-one-day person, but this almost made me one! First off, as a designer, I couldn’t help but admire the beautifully designed spreads, intentional photography and jaw dropping paper. Truly quality. To top it off, the content continually drew me in. I couldn’t seem to stop myself from turning the page. As a millennial working in marketing, I found this book to be extremely helpful. It affirmed things I think myself as a consumer as well as a brand advocate. If advertising, branding and marketing interest you at all, this book needs to be on your shelf!!

[K.J. Adan · Rating 3 out of 5]

This was going to get a solid 4 stars until the last chapter, where the author switched from a narrative to listing marketing issues. To show I was paying attention, this is something he advised against in the previous chapter. But then I guess sometimes it cannot be helped.

Other than that, this is a mostly engaging book about a subject that would not normally interest me. It does manage to summarize the major irritations inherent in most marketing in a compelling manner.

It is my hope that everybody marketing things online reads it, especially those sites that have those stupid pop ups compelling you to sign up for something before you even read or buy anything. There is a circle in hell for those sign up pop ups.

[Matt · Rating 4 out of 5]

First two thirds were great. Some fun examples. Last third was blah. Super fast listen.

[Meowzette · Rating 3 out of 5]

Mixed feelings

The preamble to my review is that I had a hard time deciding on a rating, so I’m going for a 3. I give the book a 2 for it’s terrible format. You can’t highlight, the pages are more like an image, you can’t change font sizes, etc. It’s wretchedly difficult to read and when I got tired of fighting to just advance the pages, I just stopped reading it until my patience returned. The content is a 4. There is a lot of really great information in here on how to help your business. Very good pointers on marketing, and attracting consumers, but buyer beware, the digital version of the book is a pain in the butt to read.

[QuakerMaid · Rating 3 out of 5]

It's a great book to help a business person know what steps to AVOID in the promotion of her brand. But it doesn't do much in the way of telling one which way to proceed.
It gives vague ideas of how to go about it, but no specifics.
I think this is superb for the indie biz owner ~such as myself.
I have been debating on how much $$ I should put into FB ads, premium subscriptions to my selling platforms, and the like. Now I realize that will do little in the long run for sales.
Personally, I think the 'make a story of your brand' would be something like making YT videos and donating some merch (or time, with the donator being my company name, not myself) to charities.

[David · Rating 3 out of 5]

I struggled with the word ‘friction’ here because I’m used to using it in the context of customer friction rather than the friction brands go through to get customers emotionally connected to a brand. Then the word ‘friction’ was used as an adjective to describe every interaction in every situation, which made it hard to tie it back to the original definition. As a result, I didn’t find the different examples or stories very aligned, more a laundry list of challenges that require actual work hidden behind a buzzword that didn’t resonate with me.

[Cheryl · Rating 5 out of 5]

I'm rating this book five stars (rounded up from 4.5) because of two consecutive pages. However, I'm not going to tell you which two, because you have to read the whole book to appreciate them. It's worth noting that their are other gems scattered throughout, but there's also a fair amount of holier than thou exposition. But I think it's worth making it through the whole volume, especially since for the most part it's a clear, engaging and fast paced read.

[Joseph Williams · Rating 3 out of 5]

Started out great—GREAT! However quickly falls off towards the end. Disappointing, as a good portion of the book is the antithesis of most brand hype books, until it begins spouting ambiguous claims, hyperbolic cliches, and preaching how things should/could be. The first half is definitely worth the read. Skim the rest.

[James Kiser · Rating 5 out of 5]

Good perspective

this book offers some good case studies on challenges in marketing brands in today's environment. Proper application of the advice offered could grow your business.

[BAM who is Beth Anne · Rating 5 out of 5]

Easy to digest. Highly readable content. I read it twice and marked pages furiously. Then passed it on to my colleagues to read.

It’s lucky I love what i do, and even luckier when I find books that actually mean something and help me to think differently in the workspace.

[Erin · Rating 4 out of 5]

Interesting book on how to step back from the performance oriented marketing to a more inspiration oriented marketing focusing on experiences. I just wish the book was more cohesive and ideas were connected better. Many chapters felt like discrete notes.

[Spire Metro · Rating 4 out of 5]

Mr. Rosenblum spends most of the page time describing and convincing what a passion brand looks like. Then will provide a straightforward process on how to achieve this aim.

The physical copy of the book its self lives the mantra described by the author. It is a delight.

Recommend.

[Mike Berckenhoff · Rating 5 out of 5]

Great read. It read very fast but is packed full of information. This is a must if you are trying to figure out how to compete in an ever changing market place.

[Meg · Rating 5 out of 5]

Have now read this two times. I appreciate this inspiring and lofty take on what brand marketing can (and should be) in the digital age.

[Daryl Thompson · Rating 5 out of 5]

A fun read about how products catch on for market share

[Michelle · Rating 5 out of 5]

I heard Isaac Hanson mention this book in an interview and got curious. I'm happy he mentioned it because the writing is brilliant and powerful.

Thought provoking and absolutely worth the read.

[Trần Văn Tiến · Rating 5 out of 5]

Done.

[Madison · Rating 3 out of 5]

I'm not a business mogul. I am not studying, starting, or really in the field of business at all. I am an associate, and my boss wanted me to read this. I found it confusing at some points (it being my first business book) but it had some good ideas. I was a little bored, because this is something I'm not passionate about, but it was a good book to start out with. My rating comes not from a place of knowledge of the field, just someone merely dipping their toe in.

[Brooke Lorren · Rating 4 out of 5]

This book is an excellent book for anybody that has a business... whether it is a large business or if you're a blogger where you're the owner and only employee.

I wasn't sure whether this book would be a book with useful information for a very small business owner like me, because when the author was talking about the book last year with Glenn Beck, he talked about all these larger business examples like Yeti and the North Face, and I don't even produce a physical product, but I found this book useful as well. If you are in business, you should read this book.

[Nina Zapala · Rating 5 out of 5]

I can't wait to read this. If you are in business or own a business this is a must read about how your brand can captivate audiences without selling. I heard the author speak at a recent tourism summit and this book will change the way you think of branding and ignite insightful approaches to reaching your customers. Stay tuned!

[Martin Bihl · Rating 3 out of 5]

For my review, please visit: http://the-agency-review.com/friction

[Kit]

Recommend by GB on 7/13/17 and for the last several weeks.