Unfortunately since the first edition of Brand: It Ain’t the Logo, these crises have only become more serious, as the majority of North American executives still fundamentally misunderstand Brand’s true meaning—business schools don’t get it, never taught it—it’s a systemic educational problem. Yet there is good news: once you do realize that your Brand is what people think of you, you’ll then understand that it is about your organization’s culture. Then you can build a “remark-able” Brand that cuts through competing messaging, sell at a premium and have you attract, retain and inspire the best and brightest- leveraging the full power of Branding—our single remaining advantage over the emerging economies.
This updated edition of Brand: It Ain’t the Logo is packed with 37 more entertaining and practical new stories, along with numerous actionable frameworks, on how to build a Brand for the 21st century — starting by rooting it in an inspiring core purpose and Brand Foundation. The book contains the must-follow 3 Rules and 3 Tools for successful Brand building. Put this book to work at your organization—whether B2B, not-for-profit, B2C or government—today.
“Perhaps what I enjoyed most about this book is the parallel Matthews draws between brand and culture. Matthews believes (as I do) that in today’s world – where the average consumer is savvy, active and hyper-connected – your brand is the culmination of customer experience. Every interaction, therefore, will impact your brand – either to the positive or the negative. As the average consumer gets bombarded by more and more messages in a given day, that window in which to make an impression (hopefully positive!) grows smaller and smaller. We need to be clear, we need to stand for something and, most importantly, we need to be consistent.“
By Chris Taylor, Actionable Books Founder and Editor-in-Chief
“Ted’s lessons, 3 tools and 3 rules can be applied to any organization. Whether you have an established culture or an emerging one, read this book.”
“Ted Matthews is the smartest brand specialist I know, and Brand: It ain’t the logo* is the best, clearest, most sensible guide to the subject around. As branding plays an increasingly important role in an ever more competitive world, this is the book you need to build a better business.“
By Bo Burlingham, Author, Small Giants: Companies that Choose to be Great Instead of Big Editor-at-Large, Inc. Magazine
Helping lay the groundwork for future Branding excellence and building from his 18-year involvement with the Young Presidents’ Organization, he also makes time to coach and mentor young entrepreneurs.