Brand Babble

Brand Babble: Sense and Nonsense about Branding is about both the ?good news? and the ?bad news? of branding. And, it?s vitally important to the success of your business. As long-time branding authors, educators, and investigators, the Schultz?s explode an array of myths that have been passing and passed on as ?branding wisdom.? They show that a brand will not rescue a flawed business concept, is not owned by one group or individual, nor does it depend on ?media-by-the-ton? spending. The authors show how every successful brand is the sum of relationships between buyer and seller and explain how marketers best communicate with their customers through an integrated approach that reflects the nature of that relationship. Those approaches sets the stage for value-based branding that delivers the best value proposition to customers and increases the bottom-line, financial value of the brand to the organization and its owners and shareholders. That, today, is the ?currency? of value-based branding. Getting to it is merely a matter of cutting through all the Brand Babble, all the nonsense about brands and branding that is posing as new marketing insight. This book will be the essential ingredient in more insightful, easier, and, most important, more profitable branding work for both your company and your customers.

Don E. Schultz is Professor Emeritus of Integrated Marketing Communications at the Medill School of Journalism, Northwestern University, Visiting Professor, Cranfield School of Management, Bedfordshire, UK, Adjunct Professor as Queensland University of Technology, Brisbane, Australia, and President of Agora Inc., based in Evanston, IL Heidi F. Schultz is Executive Vice-President of Agora, Inc.