Power Branding: Leveraging the Success of the World’s Best Brands (Hardcover)
Every one of the largest, most successful corporations were, at some point, mere startups. McKee explains what enables some companies to growbigger and better, while others stumble along year after year, running but never winning the race. The difference is that the biggest and best brands aren't slaves to conventional marketing wisdom. McKee shows by example how the same, sometimes counter-intuitive, strategies used by the biggest brands can also best serve small and mid-sized companies. Among the topics explored: How can a company grow big by thinking small? Why do the best companies sometimes avoid being better? Why do brands that create the most memorable advertising stay away from focus groups? What is the secret to an effective slogan? When can admitting a negative become a positive? A diverse selection of companies provides powerful lessons, ranging from traditional icons like Coca-Cola, McDonald's, and General Motors, to new media models like Google and Facebook. This book appeals not only to time- starved executives, but also to middle managers and owners of small businesses who have a wide variety of marketing problems to address and who need to change the way they think about how to generate healthy, consistent growth.
About the Author
Steve McKee is president of McKee Wallwork & Company, an integrated-marketing firm recognized by Advertising Age as one of top ten small agencies in the US. He is a BloombergBusinessweek.com columnist and is the author of the Axiom Award-winning business book When Growth Stalls.
“Both readable and wise--a rare combination--this book will be a welcome counselor to both the CMO and CEO as they look to build and nurture their most important asset--their company's brand.” —Jon Iwata, SVP, Marketing and Communications, IBM
“Steve McKee is masterful in taking the theoretical and making it real. Continuing his approach from his previous informative book, When Growth Stalls, Steve looks at a business's most valuable but misunderstood asset, its brand, and aids readers with a look in the mirror at how they are managing theirs.” —Tommy Millner, Chief Executive Officer, Cabela's Inc.
“In Power Branding Steve McKee delivers a knockout that should be mandatory reading in every business school in America. This is now the definitive book on modern branding.” —Jay Baer, New York Times bestselling author of Youtilty
“Steve McKee breaks brand strategy down into bite size pieces with concrete examples to consider. With a simple and compelling message, Mr. McKee's book is so thought provoking that I am giving a copy to my entire senior management team.” —Stan E. Hubbard, CEO, REELZCHANNEL
“I found the book entertaining, insightful and best in class on the subject of branding. For those of us interested in building exceptional companies, Steve shows us how essential and powerful it is when we develop and communicate our brand in alignment with our Vision, Mission and Value Proposition. For leaders looking to internally inspire, motivate, and spur creativity and growth while building great cultures and lasting customer loyalty, this book is invaluable.” —Kim Bang, Former CEO, Bloomberg Tradebook
“Most business books these days either rehash the same themes or merely validate what you already know. It's refreshing to read Power Branding and be able to apply so many things both your customers and marketing team will appreciate.” —Jay Steinfeld, CEO/Founder, Blinds.com