Book Review- From Ideas To Iconic Brands
From Ideas To Iconic Brands is written by Giles Lury and published by Jaico Publishing House. This is a cross between a business book and storybook, more for the entrepreneur’s, startups, senior management etc.
INSPIRING STORIES TO HELP YOU BUILD A BIGGER, BETTER, STRONGER BRAND
A cross between a business book and a storybook, From Ideas to Iconic Brands is a collection of accessible, enjoyable and revealing tales behind the creation of some of the world’s greatest brands, including Mercedes, Apple, Disney, KFC, WWF, Guinness World Records, and Coca-Cola.
The stories are arranged into sections covering brand origins, brand naming, and identity, marketing strategy, communication, innovation, repositioning, and renovation, with a moral at the end of every story. For each story, the author has drawn a marketing principle that can be applied to many brand and marketing challenges business face today.
Packed with compelling anecdotes illustrating how to gain increased visibility, cultivate a loyal following and establish a reputation of being the best in the market, this book provides the reader with a fully-equipped toolbox for building a winning brand.
This book is a collection of interesting business stories, with a moral ending. The book is divided under eight main heads, which further has many subheads. The topics being touched under main heads are generally around the brand, communication, marketing strategy etc. All the brands mentioned in the book are iconic brands. Many times the story narrates about their humble beginning and how they evolved. The stories are nowhere boring or preachy, they definitely give the reader enough food for thought.
I loved the story of Virgin Atlantic, everyone has heard the brand name. In the field, generally due to sales pressure or ensuing higher brand equity, brands often tend to compromise with the core values and identities. But there are a few brands which do not follow this principle. Virgin as a brand has always represented “Naughtiness”, but in 2002 when the brand officially turned 18, an uneasy feeling crept in the marketing department. They were bothered by following questions -Was the brand getting old? Is it starting to lose its edge? The marketing team decided to talk to the staff, to get an answer and what they found was amazing. They heard a chocolate tale, where a stewardess out of box naughty thinking, lead to the finish of chocolate dessert among the passengers. Thus in a way of retaining the brand core values.
This is one of the many anecdotes, shared in the book. Many marketing professionals go through an internal battle, to follow the instincts or go by regular rules. This is one book, which will give them the necessary push to follow instincts. Following the instincts at times create history.
This book is for corporate professionals, marketing students, entrepreneur and all those who want to create a brand that will outlive them.