While there are numerous books on branding available, few tackle the psychology behind it andimportantly the thinking of the people of today You know, what worked yesterday may not necessarily work today and unless you completely understand they why and mindset behind doing something, it is like giving a tool box to a monkey or surgeons instruments to a caveman You can have all of the information, but without understanding how it is best used, it is merelyjunk accumulating somewher While there are numerous books on branding available, few tackle the psychology behind it andimportantly the thinking of the people of today You know, what worked yesterday may not necessarily work today and unless you completely understand they why and mindset behind doing something, it is like giving a tool box to a monkey or surgeons instruments to a caveman You can have all of the information, but without understanding how it is best used, it is merelyjunk accumulating somewhere on a shelf In Brand Strategy 101 Your Logo Is Irrelevant, Michael Drew cuts through the fluff and b.s and gets straight to the meat of what branding really IS, today He talks about relationships and how the best brand speaks to the heart of the customer It is never just about the style, fonts, colors and logos that is just the superficial icing It is about knowing and understanding your customer, in the intimate way that relationship builds Using some of the most successful companies and analyzing their strategies, he shares that the customer is always key and the relationship you have with that customer, speaking in a language they understand and relate to is where branding begins There may be classic books, best selling books and books that have stood the test of time, but THIS book tells it how it really works in today s landscape Technology has changed the way the marketing game is played and with the examples he shares throughout as examples the real success will come if you understand and ride the waves of change I highly recommend this book if you want to present yourself to your customer in a way that will make a lifelong and dedicated client who is happy to keep coming to you forWell done I had taken advertising Marketing class before and it s great reminder of what s what. Great book for marketers, preachers and anyone who needs to understand.The concepts here apply to an awesomely wide scope of genres.Mr Drew has a real world approach to Branding, and never lets you grow tired learning the difference as the desires of our audience keeps shifting back and forth You would be missing out if you never grasped the concepts in this book. Not much to itBasically it s a to do list No details and pretty much a regurgitation of other author s work Most of which I have read from best selling author. this book is 30 pagesso not very comprehensive pithy and not completely useless i suppose Excellent action points, but incredibly short Would have appreciated. Book is not going in dept about branding but gives some nice points which are important I would recommend it for Designers beginners It is a good start. Great book for starting professionals I m definitely going to be implementing most if not everything I read in this book to the brand I am currently developing. Your Logo Is Irrelevant No really, it is Let me explainIt turns out that drooling dogs and ringing bells are far important than a logo thank you PavlovSure, successful businesses have logos easily recognizable logos Playboy, McDonald s, Coke But there s far to their success than bunny ears, golden arches or a certain shade of red Stripped of all the marketing lingo, branding is pretty simple Your brand is all the associations that come to mind when your potential customers see or hear your nameWhether your focus is on personal branding or on branding your company culture you ve got to have than a fancy logo and edgy color scheme to create brand stickability you know, a brand your customers can t get out of their headsWell, there s a process to capturing attention and getting your foot in the door of your customers minds Here s a taste of some of the personal branding advice you ll find in this book You must become the first solution your customer thinks of when they have a problem you can solve How The first step is to figure out what your audience cares about What keeps them up at night What problems can you help them solve From there, you need to apply these three stepsFrequency Repetition AnchoringIn this e book, we ll show you how to figure out what your customers really want Then we will show you how to apply these three steps to help you become the trusted resource that comes to mind first when your customer s itch needs to be scratchedIs real and authentic branding going to happen overnight Probably not But ask yourself this Do you want short term results that lose effectiveness Or are you willing to invest a bit time and effort to create long term results that get better and better If you re looking for a branding book that promises a quick fix, this isn t the book for you But if you want to create a brand that sticks like superglue read this book Go ahead and let the wimps and whiners have the get rich quick schemes that fizzle and fall flat like a wet firework You want to ignite a branding bonfire