by Vasken Kalayjian


by Vasken Kalayjian



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"Brand real: The Startup Entrepreneurs' Guide to Effective Branding and Building Values-Based Organizations by Vasken Kalayjian is about how startup entrepreneurs can build real brands that can make an impact on the market. The book also guides the startup entrepreneur on how to build an effective organization. The first fifteen chapters specifically focus on different branding aspects. These chapters cover such things as what branding is and why it is important and how branding is related to organizational values. They cover the process of naming one's company and how the company name will affect the brand. They also cover the process of creating a strong brand.

Chapters sixteen to nineteen are about building an effective organization. Here, the book covers the attributes that make an organization effective with emphasis on openness to change, values and the team.
Chapters twenty to twenty-seven cover attributes that should be built into the entrepreneur and the team members. These attributes will attract financial backing and help business growth.

The index covers other practical aspects that an entrepreneur needs to be equipped with. Aspects such as how to make a business plan, manage social media and protecting intellectual property.

This book is quite useful as it covers various aspects that a startup entrepreneur needs to build knowledge on. The author is an expert on branding himself and owns a company that specializes in branding. He also went on to seek the advice of various experts on different topics which he included in his book. The book is well researched and has links and references to other works that the author consulted and found useful. I especially liked that the book has numerous diagrammatic illustrations. The author offers a lot of examples that the reader can relate to. He makes numerous examples to Apple, a brand that most people are familiar with, a brand that has earned respect internationally. I also found it interesting that you also need to be a brand as an employer and not only as a product or service provider.

I would rate this book, Brand real: The Startup Entrepreneurs' Guide to Effective Branding and Building Values-Based Organizations by Vasken Kalayjian, 4 out of 4 stars."

"I recommend this book for all entrepreneurs. They will enjoy learning practical tips about effective branding and marketing. I suggest that anyone genuinely interested in starting a values-based business should read this book. Long-standing businesses can also benefit from the ideas taught in this book. It is an excellent resource material that should be in institutional libraries. I found only one minor spacing error in this book so I think it was professionally edited. I rate this book 4 out of 4 stars because it is a useful resource material. This is more than yet another book about branding and marketing, it is an entrepreneur's best friend."

"Branding is important in the business world. Every company needs to have its own unique identity. In this non-fiction book, Brand Real -The Startup Entrepreneurs' Guide to Effective Branding and Building Values-Based Organizations by Vasken Kalayjian, the author discusses the importance of branding. The book has useful exercises and takeaway messages at the end of each chapter. The questions asked in the book can help readers organize the aspirations they have for their businesses. It also contains appendices of useful worksheets and summaries. These appendices can be used by entrepreneurs to design their business marketing plans. There are several color illustrations and flow charts in the book. I think they can help readers remember what they have read.

Brand Real gives many practical tips that entrepreneurs will find useful. It teaches how to build values-based companies. It explores the basics of branding and what makes it effective. I liked the explanation of branding as an empty vessel that needs to be filled with just the right elements with just the right meaning.

I thoroughly enjoyed reading this book. Branding is discussed in a lucid and simple manner. The writing is systematic and methodical. The book is structured in short chapters that treat the topics adequately. I found the subsection on telling your story effectively in chapter six very educative. In this subsection, the author shares some very useful nuggets which can be applied to various types of businesses. Surprisingly, it contains very useful messages for storytellers and writers.

Entrepreneurial skills such as innovation, leadership, service delivery, and team building are discussed in this book. I liked the chapters that discussed resilience, optimism, crisis management, and how to get backers for a startup business. In my opinion, these are crucial survival skills for entrepreneurs. I found nothing to dislike about this book."

Product Details

BN ID: 2940159093356
Publication date: 03/22/2018
Sold by: Barnes & Noble
Format: eBook
File size: 16 MB
Note: This product may take a few minutes to download.

About the Author

Vasken Kalayjian
The Award-Winning Global Branding Expert
Author, CEO, Entrepreneur, Brand Architect, co-founder of Tribe Global, Vasken has worked extensively with Fortune 500 companies, as well as startups, charitable organizations, and government agencies. His thirty years of experience includes developing strong corporate identities, product portfolios, place and country branding systems, integrated multi-media marketing campaigns and new product launches.

Vasken’s diverse blue-chip clients have included such world-renowned brands as A&E, ABC, Abbott, American Airlines, BP, Canon, CBS, Chase Bank, CNBC, Coca-Cola, College Board, Eppendorf, GE, Hanshin, Hanwha, HBO, IBM, Kia Automobiles, NBC, Neuberger Berman, NFL, Olympics, Panasonic, Pfizer, Pepsi, Pizza Hut, P&G, Radio Liberty, Roche, Siemens, Sony, Shell, Suzuki, The History Channel, Time, Tropicana, UJA Federation, Unilever, Visa, and many other prestigious names.

With a Communications degree from Pratt Institute in New York, Vasken began his professional career at NBC Universal and quickly rose through the ranks from designer and art director to creative director, on-pair promotions director, and the head of the network’s marketing and promotion department. It was in this role that he was responsible for the rebranding of NBC. As part of an impressive portfolio for network television, he initiated and shaped new businesses and program launches, including: NBC Sports, NBC Radio, World Series, Olympics, Super Bowl, Pro Bowl, Rose Bowl, College Bowl, Wimbledon Tennis, Boxing, Formula 1, NBC News, NBC Corporate, NBC Day Time, NBC Late Night, NBC News, NBC Olympics, and SNL-Saturday Night Live. He launched and promoted major hit features and series such as Saint Elsewhere, Hill Street Blues, LA Law, Live from Studio 8H, Shogun, Cheers, The A Team, and many other popular shows.

Previously in his career, Vasken was a designer for a prestigious New York City package design company, earning numerous awards for his designs for Bloomingdales, Pottery Barn, and many other leading retail brands. He later held a position as an art director at Environetics, a leading environmental architecture company in New York City. During this time, he branded the corporate headquarters for Swiss Bank, Blue Cross Blue Shield, and other major global entities.

Vasken wrote Brand Real because he wants to see more innovators and entrepreneurs turn great ideas into thriving businesses, adding value to the world around us.
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