How Brands Grow Part Two Book Review
Following the massive success of the first iteration,
“Jenni Romaniuk and Byron Sharp are back with a How Brands Grow part 2”
has been reviewed by our Senior Marketing Executive Dominic Moore.
The revised edition includes updates to all chapters, new research on Physical Availability and Luxury Brands, and the addition of a new chapter “Getting down to Business-to-Business Markets”.
"An Interesting Read"
Outline Of The Book
The book attempts to challenge the consumer to consider errors that arise fundamentally within marketing. For someone who has read the first book, you will find the first few chapters repeat and re-used points are noticeable throughout. For some, the book could be seen as not living up to the first, however there are parts of the book which offer new levels of insights and thought processes, for brands to explore.
About The Author
Jenni is a leading expert in brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word of mouth and the role of loyalty and growth. Through her work at the Ehrenberg-Bass Institute she has advised many of the world’s biggest brands.
Making Yourself Available
The ability for your business to be easily accessible from a physical perspective to communications, consumers will see you more, allowing you to win more buyers and grow as a business.
Brands need to be associated with the market and often seen so that consumers think of you when making a purchase decision. Standing out from the crowd is a great way of delivering your brand persona towards the target audience. Playing on emotions can be a great way of doing this.
Being accessible is key to keeping the consumer happy. If your product or service isn’t prevalent from a store or online purchases, the likelihood of success is slim. Evaluate where you and your competitors succeed the most and put time and effort into coming up with a successful strategy to become THE product or service.
Research means Results
Most brand research is ineffective. In order to succeed, you need a trusted research partner to produce actionable insights that can shape your brand strategy, which contributes to the growth of you business. Measuring key performance indicators such as the distinctiveness of your business, the needs of your market and the emotion in which your consumers feel towards you and your competitors.
In short, the book gives you a good indication of growing a brand isn’t as complicated as you would believe, but the book doesn’t give you the how, and trusting brands with proven track records is still the most effective way to understand the whole market. I believe the importance lies within unlocking the secrets to your consumers needs and tailoring your strategy to fuel the growth of your business.