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Bigger Than This: How to Turn Any Venture into an Admired Brand
- Narrado por: Fabian Geyrhalter
- Duração: 1 hora e 42 minutos
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Sinopse
What do brands like Planet Fitness, Everlane, and Bombas all have in common? They're capturing peoples' emotions and winning customers' hearts. And they are based on commodity products or services.
Following the success of his best-selling book, How to Launch a Brand, acclaimed brand strategist Fabian Geyrhalter is back with an enlightening new book that digs deep into today's new world of brand creation. Bigger Than This challenges companies - from startups to Fortune 100s - to (re)discover their spark and connect with today's consumers on a deeper level.
In Bigger Than This, Geyrhalter analyzes brands that are based on commodity products - watches, socks, shoes, fish - yet they quickly turn into beloved brands. He emphasizes the importance of storytelling, encouraging brands to embrace eight simple traits these brands showcase and offers specific, actionable commandments that any brand can implement - story, belief, cause, heritage, delight, transparency, solidarity, and individuality. Instead of playing "dress-up" he wants businesses to uncover the roots of their ventures and share honest, empathetic stories that resonate with consumers, creating a loyal following that leads to strong, successful brands.
Delightfully concise and refreshing, Geyrhalter draws on his personal experience of having helped shape over 60 brands, and intentionally (and noticeably) steps away from marketing fluff and business lingo that often clouds the integrity of marketing books.
Resumo da Crítica
"In Bigger Than This, Fabian Geyrhalter offers a set of ideas and a collection of case studies to help you create long-lasting value in head-spinning times. Don't just [listen to] this book...put it to work inside your company and in your career." (William C. Taylor, Co-Founder, Fast Company, and author of Simply Brilliant)
“This book, without a doubt, will create better companies in the years to come.” (Jonah Berger, Wharton Professor and best-selling author of Contagious and Invisible Influence)
"Bigger Than This will, within the first few pages, make it clear why the author is such a branding and marketing guru. If you're interested in starting, or taking your existing business to the next level, I'm absolutely certain that Bigger Than This is the very best place to start." (Jamie Michele, Reader’s Favorite)
"Bigger Than This has just the right mix of big ideas and practical examples. Fabian Geyrhalter’s book does a superb job of illuminating modern-day branding...." (Barry Silverstein, Foreword Reviews)
"I highly recommend Bigger Than This. Funny, direct, honest, packed with insights, stories and great tips. Concise and clever...." (Andy Milligan, author of Bold: How to Be Brave in Business and Win)
"The author's genuine enthusiasm for this topic is infectious. ...you're likely to find yourself referencing it again and again." (David Glaze, Creative Director, Amazon)
"Essential reading for any entrepreneur who wants their brand to be more empathetic." (Heather McGough, Co-Founder, Lean Startup Co.)
“5 out of 5.” (Clarion)
"Refreshingly clear and devoid of jargon, Bigger Than This is full of case studies, insights, and analysis that explore the best ways in which to turn a business into a brand." (Brittany Golob, Editor, Transform Magazine)
"If you are a business owner, this is an important book." (Dr. Alex Mehr, CEO & Co-Founder, Mentorbox)