The Breakaway Brand: How Great Brands Stand Out

The Breakaway Brand: How Great Brands Stand Out

5.0 2
by Francis Kelly, Barry Silverstein
     
 
Discover the Secrets Behind 50 of the World's Most Successful Brands
What would happen if your brand were out of stock in a retail store? Would a customer wait until it becomes available, travel to another store to buy it...or purchase another brand instead? This is a brand’s moment of truth. In today’s overcrowded marketplace, only a select few brands truly rise

Overview

Discover the Secrets Behind 50 of the World's Most Successful Brands
What would happen if your brand were out of stock in a retail store? Would a customer wait until it becomes available, travel to another store to buy it...or purchase another brand instead? This is a brand’s moment of truth. In today’s overcrowded marketplace, only a select few brands truly rise above the competition. That’s what The Breakaway Brand is about. It’s about the brand that stands out, not just in its own product category, but from all other brands. It’s about the brand that achieves huge results. It’s about the brand that breaks away.

Drawing from their experiences at Arnold Worldwide, one of the leading and most innovative advertising agencies in the business, branding experts Francis Kelly and Barry Silverstein reveal what it takes to create a breakaway brand and how today’s great brands execute breakaway campaigns, packaging, and promotion. You’ll get an inside look at such phenomenally successful brands as Apple, Nike, Volkswagen, JetBlue, Starbucks, and many others, and you’ll find out how you can apply their breakaway strategies in your own organization. Discover how a breakaway brand:

  • Is positioned for success
  • Continuously innovates
  • Connects with its audience
  • Establishes brand leadership
  • Delivers brand truth and consistency
  • Stands out with exceptional campaigns and unique packaging
  • Uses the Internet for breakaway marketing
Kelly and Silverstein also take you inside the mind of the breakaway chief, revealing the level of dedication, vision, and leadership required of CEOs, COOs, and CMOs to foster breakaway brands.
It isn’t easy for brands to break away. But it can be done, and The Breakaway Brand shows you how to "Think Different," "Just do it," and create a truly revolutionary and sustainable brand.

Product Details

ISBN-13:
9780072262377
Publisher:
McGraw-Hill Companies, The
Publication date:
10/16/2005
Pages:
272
Product dimensions:
6.32(w) x 9.28(h) x 1.25(d)

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What People are saying about this

Wenda Harris Millard
"THE BREAKAWAY BRAND stands out just like a great brand. This is not a me-too marketing book, but rather one that gets to the bottom line of the breakaway brand. Reaching the consumer is easy but connecting is truly challenging, and this book's insight is worth its weight in gold to brand marketers who want to dominate over the long term. In today's media and marketing environment, that's no mean feat."
Chief Sales Officer, YAHOO! Inc.
Steven Wilhite
"The authors have stitched together insightful anecdotes and often-ignored wisdom into a powerful primer on building great brands. THE BREAKAWAY BRAND is a timeless reminder of what it takes to build winning brands and a successful business. Must reading for those who aspire to lead championship brands."
SVP, Global Marketing, Nissan Motor Company
Gail McGovern
"THE BREAKAWAY BRAND is a useful guide for Brand Managers, Chief Marketing Officers, marketers, or anyone leading, developing, or managing a brand. This book is filled with practical advice and real-world examples from experienced senior executives who are true pros at creating advertising for breakaway brands."
Professor of Management Practice, Harvard Business School
Peter Klein
"A breakaway book. The authors know their subject matter and bring new insights and 'to do's' to every serious marketer. Don't tread water - make a splash with your brands!"
SVP, Strategy and Business Development, The Gillette Company
Ken Romanzi
"The most compelling point in the book is that Breakaway Brands start with a deep commitment from the top. It is the CEO, COO or CMO that act as the brand visionary; every 'Chief Officer' must be passionate, brave and relentless. That's why this is a must read for every 'Chief.'"
Chief Operating Officer-Domestic, Ocean Spray Cranberries
Jeff Hicks
"Marketing today is a moving target as we cast aside the old model and collectively fumble our way to the future. THE BREAKAWAY BRAND documents how the best of the best are not only attacking today's challenges, but thriving."
CEO/President, Crispin Porter + Bogusky

Meet the Author

Francis J. Kelly, III is president and chief operating officer of Arnold Worldwide. He has worked with clients ranging from Jell-O and Johnson & Johnson to Titleist and Hewlett-Packard. Kelly has helped Arnold Worldwide develop its Brand Truth creative philosophy and grow into a nationally acclaimed agency, with clients such as Fidelity Investments, Jack Daniel’s, Radio Shack, Royal Caribbean, and Volkswagen. Kelly holds an MBA from Harvard Business School and is coauthor of What They Really Teach You at the Harvard Business School (Warner Books, 1986).

Barry Silverstein, a senior vice president at Arnold Worldwide, has 30 years of experience in advertising and marketing communications. Before joining Arnold he was CEO of his own direct and Internet marketing agency. Silverstein has worked with scores of leading clients, including Gillette, IBM, Sun Microsystems, Tyson, and Vonage. Silverstein is the author of Business-to-Business Internet Marketing, (Maximum Press, 2001).

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The Breakaway Brand 5 out of 5 based on 0 ratings. 2 reviews.
Guest More than 1 year ago
This book is a must-have for ad agencies and companies alike. I loved reading the different case studies and the strategies that top agencies, and their SMART clients, are using to breakout their brands in this heavily saturated market. I work for a small agency and I'm planning to live by 'The Ten Rules for Success'...I'm keeping this book right by my desk!
Guest More than 1 year ago
Experience teaches. In this well written book the authors focus on actions people have taken to create exceptional success in the marketplace. It should stimulate brand managers, inspire marketing leaders and give students of marketing a vision of what can be done. Because it is an easy read, the authors make it sound a little too easy but when you realize what can be achieved if you follow their insight, guidance and recommendations it is motivating and inspirational. If you want to reach the breakaway level share copies of this book with all who can help you get there.