Chief Sales Officer, YAHOO! Inc.
The Breakaway Brand: How Great Brands Stand Outby Francis Kelly, Barry Silverstein
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
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
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.
- McGraw-Hill Companies, The
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Chief Sales Officer, YAHOO! Inc.
SVP, Global Marketing, Nissan Motor Company
Professor of Management Practice, Harvard Business School
SVP, Strategy and Business Development, The Gillette Company
Chief Operating Officer-Domestic, Ocean Spray Cranberries
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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Most Helpful Customer Reviews
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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!
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.