Why read this book?

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In The Authentic Brand: How Today’s Top Entrepreneurs Connect with Customers, you will gain valuable marketing and business management insights to help grow your company and build a loyal, even fanatical, customer base.

To provide readers with exceptional take-home value, we have included interviews with the following highly-successful and genuinely inimitable entrepreneurs:

  • Ben & Jerry
  • Bobbi Brown, Bobbi Brown Cosmetics
  • David Neeleman, JetBlue
  • David Oreck, Oreck Vacuum Cleaners
  • Gary Hirshberg, Stonyfield Farm
  • Jeff Taylor, Founder, Monster.com
  • Jerry Baldwin, Co-founder Starbucks
  • Jim Koch, Samuel Adams
  • Kate and Andy Spade
  • Roxanne Quimby, Burt’s Bees
  • Wally “Famous” Amos

As we learn from the experience of legendary business leaders, it should be noted that the Authentic Brand principal and lessons in this writing apply to businesses of any size, industry, product or service. Moreover, all of the entrepreneurs highlighted in this book started small, often from nothing, and built their successes on fundamentals that can be applied to virtually any company.

After spending time with each of these accomplished entrepreneurs and extracting their formulas for success, we analyzed their commonalities, which serve as compelling themes that comprise our chapters. These include effective leadership traits and beliefs, potent marketing strategies, the power of owning a geographic market, customer service beliefs, methods to really connect with your audience, and the importance of living mission statements.

These shared experiences endow readers with tools that can increase their effectiveness and bond with today’s savvy customer.

Though they took their bottom lines seriously, we found that the primary motivator for most of the entrepreneurs with whom we spoke was not money. They all had a higher calling, which was to create intelligent brands that were uniquely positioned and which offered a special brand experience. These companies “speak to their customers’ intelligence,”; which has helped generate tremendous brand equity, enabling many of our entrepreneurs to create optimal exit strategies and sell when they were on top.

Some of our findings detailed in this book include the:

  • effectiveness of cause-related marketing
  • importance of having a highly visible spokesperson
  • resultant effect of crafting a compelling and authentic story to emotionalize the brand
  • issue many innovators face, which is whether to fly “under the radar” or be noticed
  • power of “owning” a geographic territory
  • value of standing for something – a feeling, belief or attitude

While we provide a look into how these category leaders profoundly connect with their customers, we examine:

  1. How they have provided a unique marketing advantage.
  2. Shaped the brand and brand identity.
  3. Provided accountability and authenticity.
  4. Differentiated the brand from competitive brands.
  5. Built a loyal customer base.
  6. Provided a flavor or flair that would not otherwise be possible.
  7. Created brand consistency and kept the “brand promise.”
  8. Gave back a portion of their success to causes about which they feel strongly.
  9. Formed a company with widespread brand awareness, producing significant brand equity.

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