About the book
Brand strategist Maria Ross argues that a brand is far more than a logo: it is a company's core promise, personality and reason for being. Strong branding, in her view, depends less on spending than on communicating the right message clearly and consistently. The book is split into three parts. Part One explains what brand means and why it matters, Part Two walks through a ten-question process with exercises for building a brand strategy, and Part Three turns that strategy into action through design, marketing tactics, social media and content marketing. Ross draws on case studies of small business brands and insights from global marketing experts, with small businesses, start-ups and non-profits in mind.
Seth Godin endorsed it, writing that Ross understands a brand as the promise and experience people expect rather than a logo. Ann Handley praised it as the place to start on brand strategy before creating content.
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This book has 2 recommendations
Seth Godin (Author & Entrepreneur)
Marketing no longer means advertising, and brand no longer means logo. Your brand is the promise, the experience, the interactions, and the expectation people have for you. Maria Ross understands this, and teaches you how to think about this essential element of your business.
Ann Handley (CCO/MarketingProfs)
Creating content that captivates customers, differentiates your organization, and drives sales is vital today. But the first step is getting crystal-clear on your brand strategy. Before you dive into random acts of content, read this book!
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