About this book

Comments Off on About this book

The Authentic Brand gives a behind-the-scenes look at a dozen of today’s top entrepreneurs to discover their leadership, management and marketing triumphs and lessons.  These include:

  • Wally “Famous” Amos
  • Jerry Baldwin, Co-founder, Starbucks, Principal, Peet’s Coffee
  • Bobbi Brown, Bobbi Brown Cosmetics
  • Ben Cohen, Ben and Jerry’s Homemade
  • Jerry Greenfield, Ben and Jerry’s Homemade
  • Gary Hirshberg, Stonyfield Farm
  • Jim Koch, Samuel Adams
  • David Neeleman, JetBlue Airways
  • David Oreck, Oreck Corporation
  • Roxanne Quimby, Burt’s Bees
  • Andy and Kate Spade
  • Jeff Taylor, Monster.com

Because of the insights revealed by our interviewees, the take-home value in The Authentic Brand is remarkable and applicable to all types of businesses, regardless of size or industry: After all, leadership and marketing are universal and transcend industry nuances.  Each pioneer has risen to the top amidst an abundance of competitors and started from nothing.  All of the business leaders and brand-builders in this book speak to their customers’ intelligence, and they are about more than just commerce. For example Ben & Jerry have worked actively to make the world a better place; Wally Amos has helped tens of thousands of adults to read; Bobbi Brown donates pallet loads of product to women in need; and Gary Hirshberg brings healthy snack foods into schools and works toward improving the environment.  More than price or the superficial elements of the product, each of these brands resonates with the customer.  There is a feeling associated with these brands – something real and substantial. It is authenticity.
The Authentic Brand is a refreshing real-world business book that can help readers build companies that resonate with their customers and stand apart from the crowd.  It is about leadership and marketing and is based on the practical and real-life experiences of highly successful and prominent, self-starting entrepreneurs.  The Authentic Brand leaves the world of the theoretical behind.  It avoids supposition, academic conjecture, or unsubstantiated conclusions.

Comments are closed.