Power Branding: Leveraging the Success of the World's Best Brands

Power Branding: Leveraging the Success of the World's Best Brands

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How small and mid-sized business leaders can instantly improve their own marketing efforts and grow their businesses by applying the same business strategies from leading brands.

Every one of the largest, most successful corporations were, at some point, mere startups. McKee explains what enables some companies to grow bigger and better, while others stumble along year after year, running but never winning the race. The difference is that the biggest and best brands aren't slaves to conventional marketing wisdom.

McKee shows by example how the same, sometimes counter-intuitive, strategies used by the biggest brands can also best serve small and mid-sized companies. Among the topics explored: How can a company grow big by thinking small? Why do the best companies sometimes avoid being better? Why do brands that create the most memorable advertising stay away from focus groups? What is the secret to an effective slogan? When can admitting a negative become a positive?

A diverse selection of companies provides powerful lessons, ranging from traditional icons like Coca-Cola and McDonald's to new media models like Google and Facebook. This book appeals not only to time-starved executives, but also to middle managers and owners of small businesses who have a wide variety of marketing problems to address and who need to change the way they think about how to generate healthy, consistent growth.


ISBN: 9781137278845

Published Date: January 7, 2014

Publisher: Palgrave Macmillan

Language: English

Page Count: 246

Size: 9.62" l x 6.45" w x 0.94" h