Brand Books

Part 1: Next to introducing their research on a divergence between market capitalization represented in brands against consumer brand perception ("The Brand Bubble") the authors provide a thorough analysis of the actual changes in the relation between brand owner and consumer driven by technological and sociological developments. Part 2: Application of the findings in part 1. Case studies and recommendations for responding with appropriate brand management measures.

...it must be the chickens coming home to roost. It's always been a concern to me that when so-called 'intangibles' are factored into the value of a brand the most important group with most to say on the subject, (namely consumers), are singularly ignored. Could it be that when you ask consumers, as the BAV has done for over a decade now, you find they are far less enamored with brands than the Wall Street analysts assume?

Well, here's the wake up call. The analysts can't be allowed to create a world as they wish it to be. Instead strong brands require a more disciplined approach which Gerzema begins to outline in this treaties.

I'm hoping this book will lay the foundations to a more grounded model of brand building that factors the consumer into the equation from the outset. The most successful brands know this already.

Brands today have hit a wall. This important book tells why...and what marketers can do about it. Most branding books are filled with fluff and opinion. This is the only one I've read that is built on a foundation of facts. As such, it provides a rich understanding of how to move your brand forward today.

What's brilliant about this book is the way that it demonstrates the misguided approach to brand management that many companies practice in language that the perpetrators themselves can understand. It is rigorous in the way it leverages years of proprietary brand data to illustrate and quantify the gap that exists between corporate and consumer perception of brand value. But it doesn't stop there: it's real value is in highlighting the underlying cause of this discrepancy, the failure of organizations to understand the true source of value that consumers derive from a brand. Ultimately the value is in how the brand experience makes them FEEL, i.e. it's emotional and not just a rational value proposition. The more brand management has been taken over by data-driven, MBA-educated technocrats, the more they have tried to manage brands based on a false paradigm of how brands work. The Brand Bubble doesn't just highlight a branding or business challenge, but a systemic failure of many supposedly brand-driven business to truly understand what business they are in.

John and Ed's excellent book couldn't be more timely or more insightful. While Wall Street is rewarding brands that are over-inflated, it's critical to understand the true value of a brand from a consumer perspective. This takes on even more importance in the face of the current economic environment. Well thought out and well documented!

I can't take it anymore, I'm only on pg 73, this guy is driving me up the wall.

he keeps confusing product design (egg) and branding (chicken) as the samething and their not. what comes first, type of problem, the chicken or the egg.. (I can hear Adamson saying it the samething dummy)

This book, is his resume, he has to be looking for work

on pg 71 he makes a reference to VCR, u can't even buy one, much less use one....so why bring that up....i'm guessing, he pushed his old note.

if your still confused after reading the book, hire his agency so they can pick your pocket clean...brand-broke

the reason I didn't give it one star, u might think i'm some nut
I bet $20 he used his friends to pump the 4.5 rating

update:
finished the book and tossed it in the garbage can

BrandSimple is a refreshingly easy read that boils the essence of brands and branding down to, well, their simplest but most important basics. Anyone involved in business management of any kind should read this book.

Adamson reminds us throughout the book that a brand is a very different thing than branding and that marketers cannot be great at branding without first creating a great brand.

The best brands are different. They promise something different and unique and deliver on that promise every time. They also find a way to simplify their brand message so that just about everyone instantly "gets it" and that the "it" resonates and seems obvious after the fact. Getting to that simplicity can require a lot of hard work and thinking, but making it seem so simple, obvious and intuitive is the key.

As Managing Director of Landor Associates, Allen Adamson peppers the book with real-world examples from his work at Landor and from his previous positions. His case studies show how the best brands work tirelessly to emerge with a simple promise and a simple message that is easily communicated in just a few words.

The real examples are brief yet clearly show the challenges and ultimate solutions from brands like Compaq, Visa, Apple, Aquafina, Baby Einstein, BlackBerry, JetBlue, Timberland, Pixar and many more. He uses these brands to show that often a simple insight that makes your product different is the real power in building a great brand -- as long as that difference is important and relevant to your potential customers.

The book is written at an easy reading level so that any business manager will be able to readily breeze through it without tons of technical branding terminology and grasp the important concepts. This in turn will inspire them to reevaluate and transform their own brands. The book is straight-forward, simple and highly insightful and useful.


On my "Professional Marketer Investment Scale";
($-Poor investment, $$$$$-Great investment)

Rating: $$$$$

- If you're starting an ad agency, marketing business, or developing your own brand you NEED to read this. I know while reading personally, I had to stop and breathe every 2 pages and take notes because it was packed with so many thought provoking truths.

- Every page has something important or special. Usually books like these are written with a lot of Filler in between chapters just to make the book longer. However BrandSimple avoids this, and stays clear, simple, and informative throughout the end.

- I'm keeping this one, If I ever hire employees for my Ad Agency this book will be a mandatory read.

- Also, Tested Advertising Methods by John Caples is a Must read as well.

This book provides insight about how to make your brand stick. With all the marketing noise that we as business people have to penetrate through, it is necessary to differentiate your product. This book details the process of creating a relevant brand in our global market. I recommend this book to anyone who has a business at any level from a home based business to a start up. It is written in a simple style and is highly informative with stories and interviews to highlight the key points. Learn how to establish your brand idea and align your signals for a profitable return.

I've just finished reading BrandSimple and wanted to thank Allen for writing this book.

We are at a stage in the life of our company in which we are using branding & positioning to go head-to-head with companies that are much bigger than us and BrandSimple has saved us from making many mistakes that would have cost us dearly in both the short & long term.

Beware though, that this book has been written in a compelling manner which is true to its mantra (i.e. keeping things simple) and will make the reading of other most other marketing books much more difficult.

This book has a number of practical messages for anyone who is managing or learning how to run an organization. Unlike most books, the author explains how to implement the ideas. For my company it helped us build a foundation of principles by which everyone can live by not just talk about. The end result was a more enjoyable workplace and five star customer experience.

As a MBA student, I found this book a must-read. Unlike other books I have read, this book looks beyond classroom branding theory and teaches you how to successfully implement a brand strategy through the alignment of a company's employees with its vision. I look forward to executing the truths as I head into the "real world," now better prepared!

Finally a book that didnt leave me hanging. Achieve Brand Integrity goes the extra mile. Gregg didnt let the book fall into the business-book-trap of only telling us "what we need to do"...he actually gives us access to the tools on "how to get it done." Pretty selfless stuff. If this read doesn't get you off the dime towards competing globally in the 21st Century...then stop buying books on Brand. C-Level Mgmt should take notice from Mr. Lederman...change is coming with or without them!

I like this book because it starts with a simple yet powerful concept missed by the vast majority of business leaders. Brand Strategy is "The process of aligning what we say with what we do, to positively influence what customers think." Simple because it is what your customers expect. Powerful because in my experience most competitors don't get it. They're wrong. Great brands are fueled by strong cultures, cultures that strive to bring their brand's promise to life. Chapter 6 is worth the entire price of admission. In this chapter, you begin to understand the underlying psychology of your workers and how beliefs drive behavior. And what you must do to change them to become a "visible" brand. Not from a strategy standpoint, rather from a get your hands dirty point of view. When Gregg Lederman says process, he means that literally. He spells out in clear steps what you need to do to align what "we do" with what "we say." In fact the book refers you to [...] to access templates that allow you to progress this concept on your own. Achieve Brand Integrity is a small investment that can pay huge dividends if you embrace the power of a designed culture.

Gregg Lederman lives five years in the future, so if you want to know how to motivate your employees and have more profitable growth in your company, just ask him.

Lederman sets it all out so well. This is a huge contribution that if used will empower any business of any size to distill brand integrity in their employees. This book is easy to read and makes it all so easy to understand. I really wish I had this resource to refer to 15 years ago. I make it a common practice to give this book to every new employee that I hire.

I have 100's of cookbooks and I always refer to this one as my bible. The recipes are easy to understand, and most of the time quick to put together! I use this book for anything, for holiday dinners, company to everyday. My mom got everyone in the family this book when it first came out. My kitchen was flooded and this is one of the books I lost and the only book my mom & I looked high and low to find and did on your web site. I am now getting the bible for my daughter who just moved on her own and has started her own collection of cookbooks, this one is her first request. This book is a must for every kitchen.

Recently while pondering over dinner ideas a co-worker said she had the answer and indeed she did. The next day she brought in her FAVORITE BRAND NAME COOKBOOK, and after skimming through it I realized I had to get my hands on one. The easy to follow reciepts made it very user friendly and all the ingredients needed were right in my cabinets. The one dish reciepts were quick and simple too. The unfortunate thing is I am unable to get one of my own, I have looked everywhere and have had no luck and my co-worker is not willing to sell hers so please REPRINT THE BEST COOKBOOK EVER ASAP!!!!

I'm a French and I was looking for a cookbook easy to read because I'm not familiar with american recipes ( and I'm not fluent in english). This one is very complete and easy to do, I even find some french recipes! I think I will use it a lot and bring it back to France, it will complete my collection of french cookbooks. It's pretty amazing to find a cookbook where all the recipes are good and easy, and you can do lot of them with the same king of food or sauces, you don't have to buy 25 different spices for one recipe! It's a very good cookbook (my husband is agree with me!)and now I can really make dinners!

I put my husband though law shcool with this cookbook. Every other weekend before we were married, I would visit him at the U of Iowa. While he studied, I would prepare 10 different casseroles from this cookbook and freeze them. In 1996, shortly after we were married, the book was accidentally dropped in a sink full of sudsy water. I am still searching for a replacement. This book is a "cooking bible"!

I use this book above all others for get-togethers, last minute dishes, and dinners. I would love to purchase this book for my sister-in-law! She bought me this cookbook as a gift a few years ago and I'd like to give her a copy too. I have not found a recipe yet that my family hasn't LOVED! Please reprint this cookbook!

What a wonderful book and an enjoyable easy read. I can't believe how easy it is to forget the simple priciples that are brought to your attention in this book. It reminds you how important the human connection is vs the typical emotionless business model. I highly recommend both of these books as they have increased repeat business in many happy clients. I'm thrilled to review this with 5 stars!

This books works in parallel to "Everything I Learned, I Learned in Kindergarten" but conveys the message in a single narrative. The message is also similar to Tom Peter's BrandYou. It goes back to the simplicity of the sandbox and childhood to convey the message for a successful business life today. Well written, indeed enchanting without being overly pedantic. A short and easy read but well worth it. Enjoy!

I first came across Tom's writing in an online marketing newsletter I received. In it, he wrote about how important it is to understand, and care about, our customers' feelings. Most important, he did it with a real eye towards getting results, which is obviously "top of mind" in the business world. The other thing that struck me about Tom's writing is that he writes in a real way, about the real stuff we all go through. In creating a business, building a brand is one of the most critical pieces. Tom shows you how to do it, with some help from the kids. Because, after all, the children get this stuff - they walk through puddles and sprinklers. They taste first snows on their tongues. And Tom gets that they get it, so he shares it with us. Thanks, Tom!

What a treat it was to read Sandbox Wisdom. But better yet, putting the principals to work that Tom's book teaches is even more rewarding. Thank you Tom for taking me back to the basics that I have managed to smother with my life's experiences. I would highly recommend this book to anyone who interacts with people....... My gosh, I guess that's everyone.

This is an easy book to read with fundamental statements on what is most important in being successful today in business and in your own career. Good reminders in a world where communication is quick and often without the human feeling of caring and understanding. In addition to being easy to read is is a great story!

This book is a must for managers and supervisors working in a fast changing and highly competitive market. The book has good examples for leaders today in taking risk in listening, feeling, and caring. I introduced this book to my team in a call center of 500 employees in Phoenix Arizona with great results in terms of culture change.

While some books talk up fun in the work place this book brings in the human side. It is about recognizing the needs and feelings of our employees and customer.

This is a "MUST" book to read for anyone in business, leading others or involved in their own start-up business. It gives real useable ideas for branding your business and being competitive when all else in your market is even. You will learn how to attract customers and keep your customers coming back.

Mr. Lane:

I am at page 180 of your book, Killer Brands. I had to write to let you know how the book has affected me. The Prostestant reformer, Martin Luther, described himself as finding a "gateway to Heaven" after he finally understood the phrase "righteousness from God" in Romans 1:16-17.

He said the whole of Scripture took on a new meaning for him from that point on.

Don't get me wrong, I'm not preaching the Bible here. What I am saying is Killer Brands has opened up to me a "gateway to category leadership."

I have been reading the book for a few months now, and just yesterday finally "got it".

Your five principles of choice, expectation, focus, alignment and linkage have given the discipline of branding a whole new meaning to me.

In fact, I will be taking, per the instructions of your book, these principles to heart and using them to create Killer Brands in my area.

Thank you for sharing such an incredible amount of practical advice, knowledge, and experience.

James Dominguez

"Killer Brands" provides very interesting case studies, but more importantly, great advice. Rather than overwhelm the reader, the book empowers you to take control of your brand. After reading this book, you will be far more prepared to move your product to the next level and will be excited about the work required. There is potential for big return for a minimal investment of money and time.

Few have the ability to panoramically explain and teach with clear focus expert brand marketing techniques like Frank Lane. Filled with keen insight this valuable work concentrates on examples of proven techniques from the past and present. I commend this work to all business leaders who want to increase their understanding, while simultaneously gleaning deep truths, that will challenge you to brand marketing greatness. This practical guide is filled with many years of wisdom and understanding and with focused application will deliver extraordinary, "Killer Brand," results in this vast and changing world we call the marketplace. You will truly do yourself and your business a favor by reading this book! I am so impressed with this book that I am on the third reading of it! I have purchased five copies to give to my Marketing Director, General Manager and friends.

Mason F. Pacini/President
Rain Clan, L. L. C.

Killer Brands is a great read. It is well written. The principles are applicaple to a broad range of personal and professional objectives. I am using the book to lead my team at work through re-branding. I am so impressed with the book that I have purchased ten copies to give away to friends and key business contacts.

- John Greaves, CPP
Georgia Power

I waited for years for Frank to write this book. I first met him in 1982 when I left my position of Senior VP and Creative Director of a major international ad agency to pursue a new product idea I had developed. I was recommended to Frank who had just formed Peachtree Creek Consulting Group. But instead of launching my idea, we became partners in Peachtree Creek and worked together on a multitude of projects for Fortune 500 companies, large financial institutions and technology companies.

I left the group in 1988 to start my own advertising creative service with clients that included GMC, Gold Bond, Ban Antiperspirant, Icy Hot, Dexatrim, Wells Fargo Bank, Thomson Electronics, HammerMill, No Nonsense and BullFrog, the sunblock that Frank had co-created.

I have used and worked successfully with every principle that Frank outlines in this wonderful, easily read, marketing "bible". In addition to being one of the most instinctively brilliant marketing gurus I have ever known, he unselfishly shares his thinking in a clear, easy to understand fashion.

This book is a must read for anyone who markets a product, large or small.

Jason writes out in detail the 50 steps to personal magnetism that explains what attracts others to us, our product we offer, and what we stand for. I have read some of these concepts before, but Jason Hartman's "Become the Brand of Choice" puts all the powerful distinctions (50) together in one place in a simple and easily understood format. I would definitely recommend this book to other entreprenuers! Joe Milunas, President of REInvestingPartners.com

Jason writes out in detail the 50 steps to personal magnetism that explains what attracts others to us, our product we offer, and what we stand for. I have read some of these concepts before, but Jason Hartman's "Become the Brand of Choice" puts all the powerful distinctions (50) together in one place in a simple and easily understood format. I would definitely recommend this book to other entreprenuers! [...]

Jason Hartman's common sense approach and easy
to comprehend delivery gives you the desire to want to know more.
If you want to understand what Branding is all about...
read Jason Hartman's Book: "Become the Brand of Choice"!

Jason writes out in detail the 50 steps to personal magnetism that explains what attracts others to us, our product we offer, and what we stand for. I have read some of these concepts before, but Jason Hartman's "Become the Brand of Choice" puts all the powerful distinctions (50) together in one place in a simple and easily understood format. I would definitely recommend this book to other entreprenuers! Joe Milunas, President of REInvestingPartners.com

Jason's humanly sensitive and ethical approach is commendable. You can tell early on that he's a sincere and likeable guy with loads of integrity, and it's easy to understand why his relationship marketing approach is so successful. It didn't take long for me to completely trust the author -- not something I can always say about marketing books. The book is written in a very accessible conversational style which lends great clarity and makes it an enjoyable read and readily applicable. The goal-setting tips are valuable for application to every area of life. I detect a lot of Napoleon Hill's concepts coming through ("Think and Grow Rich"), but have to say that the way Jason lays them out and applies them is even more readily grasped by me than the original Hill book (which is another excellent read, by the way).

Un libro de facil lectura y que te abre la mente, para el desarrollador común como yo.

McGovern illustrates strategies for creating more impactful web content without boring the reader to death. The advice is practical, easy to follow, and timely. I have been very satisfied with this purchase.

I purchased this book specifically to read more about the process for researching usability issues. I am not a market researcher, but I am a web developer who understands SEO, basic usability issues and general web practices. I found this book to be well-written, simple to understand and it provides a pretty good map for researching your web audience. I have actually read it twice now, finding even more the second time around.

I highly recommend this book, I still use it as a resource as I learn more about market research, something I don't particularly care for, but that is essential to my success as a brand manager and web developer.

Gerry is a genius.

Gerry McGovern's "Killer Web Content" *seems* to be a primer about writing "killer content." And it is. He talks about simple ideas (e.g., "killer, not filler," or, on the Net, "in self-service mode, people go on gut instinct") in simple sentences, with lots of words in red so you get the idea. Then you put those ideas all together and think about them. And *then* you start looking at websites created from the grad school universe by professionals, all too often FOR PROFESSIONALS, that leave you - us - Everyman - frustrated or even amused (and that is not the intent). Ah, the epiphany: you realize that too many people are getting paid too much money when they have no idea how to talk to us: the folks who are surfing at 2AM in hotel rooms, trying to learn something for tomorrow's presentation to the Executive Committee. Obviously McGovern has practiced medicine: you listen to the patient, and the patient will tell you what the problem is. You listen to the customer, and the customer will tell you what she needs to hear. You listen to your children, etc.

Of course, the devil is in the details. Would that there were a standard operating procedure to ferret out the words that each of us wants to hear. Then we could fire Sales and Marketing - all they do is get us folks in Technology and Operations into trouble, right? Nope, says McGovern, you have to talk to people, relate to them, listen to them, hear what they say, abstract the content, try it out on your site. Each word is a hypothesis: true or false. Does it work? Does it bring people? You measure, you re-frame, you redesign, you re-relate. Surely it must be easier than this! All Jeff Bezos did is slap some stuff onto a website, and look at him! Right? McGovern just smiles, probably lifts a Guinness - he hints at his pleasure in Ireland - and, secure in the knowledge that you'll reread his book, just goes on about his business, writing and consulting.

Oh, it seems so simple. Oh, it's not really that complicated. Oh, it is so, so worthwhile. Read the book carefully.

David Block MD, PhD
Editor & Publisher, "The RoadeWarrior: every consultant's ezine"
www.roadewarrior.com
david@roadewarrior.com

I work for a Fortune 500 company and was first introduced to Gerry McGovern through one of his workshops that my company was hosting. I really connected with Gerry's passion for both the customer's perspective, as well as his message to get the fundamentals right. Armed with his book Killer Web Content, I left the workshop inspired with new ideas for solving some of the UX issues we were having with our Careers website (strategic business tool for talent recruiting).

I started to read his book the next week and learned enough useful information with each chapter that I finished it. I got a lot of value from some of the techniques described in Killer Web Content. I appreciated the information specific to generating good content using "Carewords" in the right way and at the right time. I also learned from this book that the web user is a different animal than traditional application users. Gerry has a good handle on the machinations that drive this new information hunter's behavior.

I can honestly say that I've quoted Gerry's work in UX meetings dozens of times since first attending his workshop. Since December, I've given away three copies of Killer Web Content to other UX professionals. All 3 have given it rave reviews! In addition to attending one of his live workshops (absolutely awesome!), I HIGHLY recommend getting this book!

A good selection of illustrative business cases, occasional thoughts that we had at the back of our mind organized and presented in a clear and enlightning way. Logical and convincing theory. Good reading for managers who want their daily routine to be in tune with the global picture.

First off, this book is NOT for know it all types who believe their product and marketing is far superior already or those looking for quick fixes. What JC outlines is continuous sustainable improvement. Executives or business owners looking to improve quarterly numbers may walk away disappointed because there aren't a bunch of one time "jewels" in the book that can be implemented today with results to follow in a few hours.

JC's enthusiasm for the topic shines through like a beacon on a dark and dreary night. It's contagious as you read through the book. There are a lot of takeaways including but not limited to:

1. Small changes can have a huge impact on your business. For instance, 1% improvements in key areas can make exponential differences.

2. Look for traits in people you want your business to emulate then train them on the tactical stuff.

3. Build relationships by connecting emotionally with your customers and creating delightful experiences.

4. Give customers what they need--the extras are unnecessary. Make sure they're satisfied above all else. This seems to be a view being echoed by more and more marketing experts.

Among the benefits you may obtain:
A. 8 steps to a long term winning strategy. Who couldn't use that?

B. Review case studies which are beyond traditional statistics that demonstrate applied theory to relate back to your business.

C. Develop a holistic philosophy for your organization that incorporates excellence throughout.

D. Drive 80% more shareholder value through high performance marketing.

E. Challenge the status quo and your way of thinking so that you look at things from an innovative perspective.

Finally, this book builds upon Blue Ocean Strategy, and I would highly recommend it if you're looking to develop a culture of excellence in your organization.

This book is about how to create profitable growth and sustain that growth indefinitely. Achieving this state of indefinite profitable growth is called momentum. Momentum results from an intense customer focus that permeates the enterprise. Notions relating to customers - insights, value, equity, offering, satisfaction, retention, and engagement -- are given qualifying labels, explicit momentum oriented definitions, and represented as modules of a system of an iterative synergistic process. This process develops traction with customers and removes resistance to growth while focusing all the sources of energy of the firm on building and keeping the momentum going. This is a complete framework for what the title of the book claims - how to ignite exceptional growth. Each stage of the process is described along with related case studies that provide evidence of the effectiveness of the process.

Applying this momentum framework as an interpretive lens to businesses reveals compelling insights. One insight is that a business with a disciplined approach to providing compelling customer value and creating vibrant customer satisfaction actually does this at a lower cost than a business not so oriented. And, of course, the kicker is the phenomenal profitable growth and value that accrues to the firm practicing the principles of momentum. Another insight is the cumulative results that come about with such a tight-knit discipline. Over time, even small advantages in cost or growth factors in the business result in tremendous leads over competitors - like the miracle of compound interest - putting a firm into a whole new arena, i.e. leaving competitors trailing in their wake.

What is particularly good about this book is the thoroughness with which a very complex subject has been addressed. Each essential idea, such as `compelling equity' or `power offering,' is explicitly defined to bring home what it means specifically to this process. Frameworks and constructs explain how to pragmatically address the essential idea in each module of the overall process. For example, there is an Insight Discovery Matrix for flushing out Compelling Insights. There is the Customer Value Map and Wedge to define what the customer perceives as value. The frameworks bring effective guidance to what are otherwise too often unstructured activities. One particularly powerful framework is the Action Roadmap to Momentum that guides the mobilization of stakeholders, detects friction and insights, and converts customers. Disciplined use of this framework, even by the most successful firms, will prevent management from falling into the traps of hubris or complacency. Essential to effective management, possible performance metrics related to each of the essential ideas are provided as well.

What I think makes the momentum approach particularly effective is that the inherently messy process of exploration is given the structure needed to manage it but, at the same time, not destroy the messiness that is essential for creativity to thrive. A vital element of exploration is the technique of iteration. The power and value of iteration is often unrecognized and untapped by impatient management. Here it is a central theme to the whole approach.

An important contribution to the discussion of business models is noting the design and execution of the firm's offering as a business model in and of itself. Larréché identifies three renditions of an offering creation business model as it has evolved over time. First is the product-focused model: develop the product, make the product, and sell the product. Next is the value-delivery model: select the value proposition, create the value, and communicate the value. These first two models are linear models. The third model, the momentum model is an iterative, interactive, and integrative model that brings the design and execution of offerings into one symbiotic relationship.

The employee momentum, the internal momentum that complements the external momentum, is addressed with the same model and principles as the one that addresses the customer. The leadership to build momentum and create synergy between customer momentum and employee momentum is also addressed. Both the employee momentum and momentum leadership are part of the overall momentum puzzle to be solved.

A lot is packed into this book. It may require some study to capture its full value. It is a valuable contribution to the art and science of management.

THE MOMENTUM EFFECT - HOW TO IGNITE EXCEPTIONAL GROWTH covers all aspects of management, both external and internal, of a successful company sustaining high growth. It demonstrates how momentum powered firms significantly increase value for all stakeholders, including customers, employees and shareholders through the following eight steps:
* Momentum Design
o Compelling insights that can only come from time spent with customers;
o These insights lead to compelling values by understanding the deeper human drivers;
o Compelling values lead to power offers meaning power with customers and power to generate growth;
o Power offers generate customers with compelling equity maximizing the value of customers to the firm;
* Momentum Execution
o Power offers are continuously tweaked and improved until they become irresistible;
o The delivery of the power offer leads to superior customer satisfaction what the author calls vibrant satisfaction;
o Vibrant satisfaction leads to vibrant retention and
o Vibrant engagement of the customer. Momentum companies engage customers at an emotional level to generate positive, momentum-driven action.

Each of these eight essential components of momentum strategy are described in detail and richly illustrated by real life stories from momentum companies like Wal-Mart, BMW, Skype, Apple and IKEA, to name just a few. These momentum driving components allow you to systematically harness the powerful, sustainable energy that can take your firm to the new efficiency frontier, driving the exceptional growth that will propel you into a different league. Finally, the Momentum Effect is a never ending journey, not a destination.

Jean-Claude Larreche is professor at the renowned European management school INSEAD and a consultant with leading global corporations.

THE MOMENTUM EFFECT is a joy to read and a must read for anybody who needs to excel in today's competitive world. Kai Wenk-Wolff (MBA INSEAD) is a turn-around specialist for manufacturing operations.

With so much being written about 'delighting customers', the 'customer experience', 'customer satisfaction' and the like it is great to read a book that really goes beyond the ordinary, to really dig into how organisations can really leave their competitors behind.
And it's none of this; engage customers differently or deliver compelling offers, this book really takes it to the next level.....Compelling Value, Power Offers, Vibrant Satisfaction, Vibrant Engagement and Vibrant Retention.
Great descriptions that really help organisations understand the need to go beyond good to the heart of building momentum.
If you've read all the standard texts on the topic, I'm sure you'll find a stimulating, thought provoking journey beyond ordinary thinking.
Enjoy!

This book is about breaking through into a world where you don't accept number two status but you focus every element of your business into being the best of your own category.

Don't accept that this book is just for marketing executives, it should be read by everyone in business to comprehend how crucial it is to change your way of thinking. The entire book is summed up on page 264, where there is a clear four stage process outlined visually. The book is full of stories to illuminate Morgan's theories and outlines 'think tank' processes in order for your business no matter how big or small to 'break with your immediate past' and forge a new way of doing things.

Brilliant book that changed the way I approached business and marketing. I'd not have the drive and success without it.

This book did great things for my understanding of a challenger brands greatest strengths and strategies. Not to turn this into a forum, I have a few questions though: Does anyone know more about Adam Morgan? Did he work for TBWA? Any other agencies? What was his discipline? Any info would help.

I don't know how to explain the insightful ideas I have taken from this book.

I have read tens of books on branding and how to gain a competitive advantage, yet none were as ground breaking as "Eating the Big Fish".

While others will tell you "what" marketing approaches they used...this one explains the "why".

I got my copy almost free using a coupon from UnderTag.com

Author Adam Morgan went hunting for the second most successful brands. He sought commonalities among them to develop guidelines for those who are challenging the number one brands in their fields. In other words, if you are coming into the battle in the number two slot, here's your strategy for winning the marketing wars. Morgan is very adept at breaking things down into precise action steps. Witty and engaging, he offers a detailed analysis of the current consumer attitude about brands plus strategies you can use to market your second or third rank brand. We recommend this compilation of competitive ideas to those who want to boost their "Challenger" brands.

I own (oooooh) probably between 80 and 100 books on marketing, some are obligatory read for my masters in marketing, some are handpicked in stores and on amazon and I stand by the title of my review. What can you take out from this book: YOU CAN compete with big brands, there are attitudes and ways of running your business that can knock down the goliath in your industry, and this book explains how, giving numerous examples from various industries. Only negative, if I can call it that, is author's writing style, which was rather hard for me, but then again, I am croatian, so it could be my english, not mr Morgan's :). A MUST!! have.