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, by Aaron Keller Renee Marino
Ebook Download , by Aaron Keller Renee Marino
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Product details
File Size: 7703 KB
Print Length: 192 pages
Publisher: HOW Books (July 21, 2016)
Publication Date: July 21, 2016
Sold by: Simon and Schuster Digital Sales Inc
Language: English
ASIN: B01FYF59AQ
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In one generation brand communications has been transformed. But into what? And how? I was raised on the traditional David Aaaker’s, McKinsey, SWOT, AIDA models but but The Physics Of Brand is the first workable framework for understanding brands in our mobile, always on, social on demand world..The central premise of the book is that brand value is the result of a brand’s interactions with people across time and space; or simply put, a brand is the result of customer experience. The authors go on to present a framework with three models that show how brands operate in Time, in Space, and how the customer experience rolls-up into Brand Value.The Time Model identifies three critical areas: 1) The first moment of contact with a brand, when that initial memory is made; 2) The total amount of time people invest in a brand, an indicator of brand value; 3) The velocity of increase in time people invest in a brand, another indicator of brand value. Then the Space Model identifies four main players in the eco-system of a brand: A) The Brand Owner; B) Brand Handlers (the suppliers, distributors, consultants, etc., who help are extensions of the brand); C) Community; D) The Individual.And finally, the Jacobs Ladder Model shows how brand value is created — moving from Signals, to Senses, to Moments, to Memories, to Energy, to Sales, to Profits, to Brand Value. These models are the guts of the book, and the authors—all three are leading practitioners—deliver useful tools to build a brand.What these raw models can’t do is provide all the nuanced aspects that surround this new way of thinking. The book has fascinating excursions into neuroscience, brand valuation and the history of brands and branding. I’ve been involved in marketing for years, and I learned much from this book. The concepts apply to digital marketing, traditional marketing, finance and operations. The Physics of Brand is the only book I know of that links Branding (what you communicate) with Marketing (how you go to market) and the critical component, Customer Experience (why it matters to customers).After buying a Kindle version I bought a hard copy of the book so I could add notes tin the margins. It’s that kind of handbook for analyzing, describing and planning a brand today—not just theory, but in practice.
This book links brand value with customer experience, and in the process provides a whole new way to look at brands. The most unique insight is all about time. The three co-authors make a compelling case that time is an unseen but crucial element in brand building. They argue that time is the most dear human resource because we all die, so smart brands work hard to save people time and allow them to enjoy time. Money itself is linked to time. In Chapter One they state that "People use brands to survive and thrive, fulfill wants and needs, spend time and money, and save time and money." A strong sense of both common sense and economic story weaves its way through a fun and illuminating history of brands and branding. The Physics of Brand points the way toward the future, particularly in Chapter 9. There is also a framework of three useful models (Space, Time, Jacob's Ladder) that show how brands stimulate memories and build brand value. If you are looking for insights into how contemporary brands are built, this book is well worth your time.
This was an interesting book with many helpful graphics. However, this book is specifically for people in a larger company which has many products under the same brand - definitely not for a smaller company.
I'd say 4 1/2 stars, just because there was some grey type on a couple of pages. (I hate grey type.) As far as books on this particular subject, I've never read one before. I've tried to read lots of articles on branding on LinkedIn just because I work in advertising, but come on--who wants to read about this stuff? Well, as it turns out, I do. The Physics of Brand is a joy to read whether or not you work in marketing/adverting or you're one of those people who has heard that we are all brands, not just celebs like Oprah and Anderson Cooper. This book is visually pleasing and the writing is crisp. If you want to skip around like you were reading a magazine, you'll find thought-provoking information on every page. While The Physics of Brand is a how-to, it's no more so than a biography of Alexander the Great is a how-to for world conquest. It's just a thought-provoking and eye-opening read for anyone who lives in a country, like America, where companies and the products we know them by occupy a significant amount of space in our brains
I found this book both strong on theory, as well as strong on offering practical advice that I could incorporate into my work as a branding and marketing communications professional. As I read it, I was struck by this thought: We as marketers need to keep bringing our work back to what matters most -- people. While everything in our world is going digital, we cannot forget that brands are living, breathing conversations/experiences that add value to our lives and the environment (culture) in which we live. Brands are not something we do to someone else. Brands are something we share with each other, and in sharing, we glean value. Well done. Highly recommend. Thoughtful with easy to digest ideas and concepts.
As a B2B brand therapist, I found "The Physics of Brand" clearly (and cleverly) explained the science behind much of the guidance I bring to my clients. There's a ton of valuable, albeit geeky stuff in every chapter. But this book does more than transfer knowledge; it actually helps me make stronger connections with my clients. Now, rather than asking my clients to "trust" my knowledge, intuition and experience that support the guidance I prescribe, I am armed with "Physics" which validate my recommendations and create confidence. And that makes all the difference.
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