Wow! eBook
Never Mind the Sizzle…Where's the Sausage?: Branding Based on Substance, Not Spin
Author(s): David Taylor (Author)
- Publisher: Capstone
- Publication Date: 7 Sept. 2007
- Edition: 1st
- Language: English
- Print length: 120 pages
- ISBN-10: 1841127698
- ISBN-13: 9781841127699
Book Description
Editorial Reviews
Review
“A funny story cooked up inside a marketing book” (Roe Valley Sentinel & Londonderry Sentinel, Wednesday 21st November 2007)
From the Publisher
‘David’s created the 21st century’s answer to Who Moved My Cheese? with
this entertaining, easy-to-read parable of brand building.’ –Roisin
Donnelly, Corporate Marketing Director, Procter & Gamble UK and Marketing
Society Marketer of the Year 2007
‘A great tool for aligning and energising every employee behind the idea of
delivering the brand, that can be read and used by everyone from the CEO to
the call centre.’ –Phil Chapman, Chief Marketing Officer, T-Mobile
‘Maybe the most enjoyable and productive 2 hours of reading you’ll have
done in years! A refreshingly original book that brings important lessons
alive in a vivid, memorable way, for the novice and expert alike.’ –Kevin
Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business
‘From CMOs seeking a refresher to enthusiastic amateurs looking for
light-hearted fun, this book reminds you of the essential truths of
successful marketing in a humorous, engaging and simple way.’ –Tim Seager,
UK Marketing Director, Scottish & Newcastle
‘If you want to capture and communicate the essence of your brand, this is
book is full of practical tips, delivered in an inspiring and entertaining
format.’ –Andy Weston-Webb, President Mars Snackfoods Europe
‘Packed with entertaining insight and wisdom about brands, this innovative
tool for learning and development explains what marketers must focus on to
achieve both business and personal success.’ –Andy Bird, Founder and
Managing Director, Brand Learning
‘I couldn’t put this down. By following the trials and tribulations of the
hero (think Bridget Jones meets The Office), you learn more about branding
than in any tedious academic book.’ –Pierre Chandon, Professor of Brand
Management, INSEAD
‘David Taylor’s latest book is inspired – it reads like fiction but weaves
in many lessons, so by the end you are full of applicable knowledge.’
–Carol Welch, Marketing Director, Green & Black’s
‘A fabulous romp through the world of branding, in which Bob Jones’
learning curve becomes ours. Finally, a jargon-free book on brands that
delivers insights clearly, passionately, and engagingly. My students will
love it!’ –Niraj Dawar, Associate Professor, Richard Ivey School of
Business
From the Author
branding tips, tricks and tools in the form of an irreverent and
entertaining story. This style, along with the £9.99 price tag and short
length of 100 pages, will hopefully make branding accessible to a much
wider audience than before.
Its ideal if you are trying to make you organisation more brand-led, as its
an easy way of explaining branding to non-marketing folk, including
front-line people such as call-centre staff. Its also a fun refresher for
people with more experience, especially those who like to see the piss
taken out of marketing.
I hope you have as much fun reading the book as I did writing it. My alter
ego and the book’s hero, Bob Jones, is able to rant about how so much of
modern day branding is built on spin not substance in a way I’m not allowed
to!
From the Inside Flap
1. Cut through the bull and buzzwords and discover how branding can create growth, not hot air.
2. Get deep insight into y our consumers without breaking the bank on expensive research.
3. Create a big brand idea that makes your marketing more effective.
4. Get your boss on board by bringing to life your vision and selling its value.
5. Win your consumer’s heart and mind by creating a potent mix of product “sausage” and “emotional sizzle”.
6. Stand out from the crowd by using every bit of your marketing mix to differentiate your brand.
From the Back Cover
Can it really be as complicated as all the argon-heavy books suggest?
Isn’t it just about using advertising spin and a nice logo to cover up a second-rate product?
Bob Jones is asking these questions as he reluctantly leaves the sales department of Simpton’s Sausages to start a one-year placement in brand management. He finds a business is in crisis, with his new boss’ plans set to make things a whole lot worse. Bob brave and often comical battle to cut through the bull and buzzwords and save the business is an entertaining way for anyone to find out about delivering a brand based on substance, not spin.
“A great tool for aligning and energising every employee behind the idea of delivering the brand,m that can be read and used by everyone from the CEO to the call centre.”
―Phil Chapman, Chief Marketing Officer, T-Mobile
“Maybe the most enjoyable and productive 2 hours of reading you’ll have done in years! A refreshingly original book that brings important lessons alive in a vivid, memorable way, for the novice and expert alike.”
―Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business
“From CMOs seeking a refresher to enthusiastic amateurs looking for light-hearted fun, this book reminds you of the essential truths of successful marketing in a humorous, engaging and simple way.”
―Tim Seager, UK Marketing Director, Scottish & Newcastle
“If you want to capture and communicate the essence of your brand, this is book is full of practical tips, delivered in an inspiring and entertaining format”
―Andy Weston-Webb, President Mars Snackfood Europe
“Packed with entertaining insight and wisdom about brands, this innovative tool for learning and development explains what marketers must focus on to achieve both business and personal success.”
―Andy Bird, Founder and Managing Director, Brand Learning
“I couldn’t put this down. By following the trials and tribulations of the hero (think “Bridget Jones” meets “The Office”), you learn more about branding than in any tedious academic book.”
―Pierre Chandon, Professor of Brand Management , INSEAD
