How to grow a brand
How Brands Grow: What Marketers Dont Know by Byron SharpThis is tricky. On one hand this seems to be mythbusting, forget-everything-you-know kind of sensationalist book with researches to back its claims. On the other hand it is off-handed and lazy writing treating its reader as dimwit.
It is worth flipping through with a hint of common sense and finding if these truths work for you:
-Reach is everything. Target audience are bullshit. Reach as broad audience as you can.
-For advertising to work you need to build memory structures.
-Create brand assets - branding is crucial tool to make the brand as easily recognisable as possible.
-Loyalty is overrated.
-Lovemarks (brands people love) does not exist.
18 Sneaky Ways to Build Brand Awareness
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