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 #1 bestselling 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 8 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.
|Publisher:||Geyrhalter Design Inc|
|Product dimensions:||4.72(w) x 7.48(h) x 0.46(d)|
Table of Contents
BRANDS IN COSTUMES, About Bigger Than This
THE RESURGENCE OF COMMODITY BRANDS IN TIMES OF INNOVATION AND DISRUPTION
THE 8 COMMODITY BRAND TRAITS AND THEIR COMMANDMENTS
STORY When the background story is bigger than the product
CASE STUDY: FISHPEOPLE SEAFOOD, Fish
BELIEF When values are bigger than the product
CASE STUDY: GEA, Shoes
CAUSE When the cause is bigger than the product
CASE STUDY: BOMBAS, Socks
HERITAGE When a sense of location is bigger than the product
CASE STUDY: SHINOLA, Watches
DELIGHT When the small delight is bigger than the product
CASE STUDY: POPPIN, Inexpensive Office Supplies
TRANSPARENCY When trust is bigger than the product
CASE STUDY: EVERLANE, Apparel
SOLIDARITY When solidarity is bigger than the product
CASE STUDY: PLANET FITNESS, Fitness Centers
INDIVIDUALITY When customization is bigger than the product
CASE STUDY: FANATICS, Fan T-shirts
THINK BIGGER THAN THIS
ABOUT THE AUTHOR