Bigger Than This: How to turn any venture into an admired brand

Bigger Than This: How to turn any venture into an admired brand

by Fabian Geyrhalter

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Overview

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.

Product Details

ISBN-13: 9780989646178
Publisher: Geyrhalter Design Inc
Publication date: 01/23/2018
Pages: 202
Sales rank: 585,772
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

COMMANDMENTS

BELIEF When values are bigger than the product

CASE STUDY: GEA, Shoes

COMMANDMENTS

CAUSE When the cause is bigger than the product

CASE STUDY: BOMBAS, Socks

COMMANDMENTS

HERITAGE When a sense of location is bigger than the product

CASE STUDY: SHINOLA, Watches

COMMANDMENTS

DELIGHT When the small delight is bigger than the product

CASE STUDY: POPPIN, Inexpensive Office Supplies

COMMANDMENTS

TRANSPARENCY When trust is bigger than the product

CASE STUDY: EVERLANE, Apparel

COMMANDMENTS

SOLIDARITY When solidarity is bigger than the product

CASE STUDY: PLANET FITNESS, Fitness Centers

COMMANDMENTS

INDIVIDUALITY When customization is bigger than the product

CASE STUDY: FANATICS, Fan T-shirts

COMMANDMENTS

THINK BIGGER THAN THIS

APPENDIX

RESOURCES

FURTHER READING

ACKNOWLEDGMENTS

ABOUT THE AUTHOR

REFERENCES

INDEX

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