Brand Is a Four Letter Word - by Austin McGhie (Hardcover)
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<p/><br></br><p><b> Book Synopsis </b></p></br></br><p>In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with "branding" and instead focus on the real work of marketing: positioning. In fact, McGhie believes there's no marketing problem or opportunity that can't be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketer's stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand.</p><p>Drawing on his 30-year career working with some of world's best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.</p><p/><br></br><p><b> Review Quotes </b></p></br></br><br><p> <b>Brand Is a Four Letter Word: Positioning and the Real Art of Marketing</b> <p/> If Sloan Wilson's classic The Man in the Gray Flannel Suit personifies the top-down business culture of the 1950s, individuality rules today. And businesses must embrace this evolution, McGhie suggests in this perceptive exploration of evolving marketing doctrine. With the Internet impelling unprecedented cultural change, cookie-cutter conformity ensures mediocrity; the most differentiated, strongest products come from "oddball entrepreneurs." Contrary to conventional thinking, McGhie argues that a brand is not imposed on the market but is awarded by the market; it is "a consequence, not an action." This shift in perception manifests the need for a dialectic between producer and customer, with sincerity at the core. McGhie draws on his extensive marketing background to show how brands engage customers in company culture and persuade them to participate in the corporate "sense of mission." Whether the reader accepts or condemns McGhie's contention that the model of one-way persuasion is obsolete, the heightened significance of customer word-of-mouth reaction, or its electronic counterpart, seems unassailable. The customer, not the marketer, controls the brand in the brave new world of viral marketing. And McGhie's argument that traditional marketing theories, though still adapting to new media, are not necessarily obsolete should intrigue both industry professionals and marketing neophytes. <b>-</b><b> Publishers Weekly</b> <p/> <p/> <p/> "Creating a world-famous brand is easy. First, create a killer product. Next, read <i>Brand is a Four Letter Word</i> to get an idea of the kind of very hard (but very rewarding) work you'll need to do to really make your mark on the marketplace. There may be no shortcuts on this journey, but this book is the road map."</p> <p> <b>--</b><b>Daniel H. Pink, author of <i>Drive</i> and <i>A Whole New Mind</i> </b></p><br><br><p>"I'll tell you what I like about Austin's work, and why it's worth reading. He's written an angry book about what's not happening in the marketing world. To me, it's time to get angry and restate what many overlook or just don't get about building a differentiated brand."</p><p><b>--</b><b>Jack Trout, global marketing expert and author </b></p><br><br><p>"The same people who think you can 'brand' something are the ones who ask us to produce 'viral' videos. What's with these people hijacking adjectives and verbs for dubious marketing purposes? Just as viral videos are outcomes of smart, insightful thinking, so are brands. I just hope the marketing pundits don't brand Austin McGhie a heretic for his spot-on ideas. Wait, did I say that?"</p><p><b>--</b><b>Tom Yorton, CEO, Second City Communications</b></p><br><p/><br></br><p><b> About the Author </b></p></br></br><P>Austin McGhie is the president of Sterling Brand's Strategy Group. Throughout his thirty-year career, he ran marketing departments, sales forces and advertising agencies before slowly coming to the realization that he was really only good at strategy. Austin fervently believes that there is no marketing problem or opportunity that can't be framed as a positioning exercise. Austin's team at Sterling Brands works with some of the top marketers in the world, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott Labs and YouTube. Austin travels too much, but when he's home he lives in Northern California's Marin County with his wife, two children and dog. Back in the day, he was "almost good enough" to play professional soccer. Having recently ridden his bike 100 miles a day to cross the country, you can usuallyfind him riding up the nearest hill.
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