OXFORD UNIVERSITY PRESS Building Distinctive Brand Assets

Très bon livre que je recommande mais accrochez vous car les exemples ne sont pas omniprésents.

I loved how data-driven this book is. It provides a clear case of "why" Distinctive assets are important and the key branding concepts that all marketers need to know. But the "How" isn't clear. For example, it would say that mental availability is important but does not dive into exactly how to measure that. It doesn't share what survey questions they used in their experiments.

I'm a market researcher and brand consultant with lots of international experience. And I just love this book as I have the previous book from Byron Sharp and Jenni Romaniuk. Why? Because they write their findings of how marketing works based on science, based on how our brains really work instead of how we perceive our brains to work or how we wish our brains should work. And I must admit, that I had to change the way I've interpreted our own data in the past. Nowadays I can see the rules of Romaniuk und Sharp popping up in most data sets. Creating strong, distinctive assetts is of outmost importance in times of information overload. Romaniuk writes eloquently about the chances and pitfalls of working with the brands assetts. Many examples make it easy to follow her reasoning. Want to become better at Branding? Grab a copy and get to work!

Sort of part of trilogy...(2 editions of how brands grow and this), definitely a not to be missed book for marketers. Actionable is the word.

Livro muito bem fundamentado, com teoria bem embasada. Recomendo muito, principalmente para quem leu How Brands Grow. Li e comprei de presente para algumas pessoas do meu time também.