"This is a book about perspective and understanding. The kind of perspective that marketers need – not just for themselves but for those with whom they work every day and rely upon for support at planning time. Brand: It Ain't the Logo* should be required reading for anyone who sits around the ‘big table’ and for anyone who seeks to influence their decisions."
Ken Wong
Associate Professor, Business and Marketing Strategy
Queen’s School of Business
"From Bangkok to Beijing and Sydney to Singapore, Ted's advice rings true because the branding principles he so clearly articulates are universal. This makes Brand: It Ain’t the Logo* a must-read for marketing success in any hard-fought international arena."
Ron McEachern
President, PepsiCo Asia
Twice appearing on the Globe & Mail’s best selling business books list in 2010.
Egged on by business schools and the ad industry, most senior executives equate their Brand with their logo or advertising tactics – and as a result, they delegate the Brand to their marketing department.
They’ve never been taught that in fact, a “Brand is what people think of you,” and that it must be owned by the CEO – the only person in the organization who can make delivering it everyone’s responsibility.
If you have anything to do with your company’s Brand you should read this book.
Brand: It Ain’t the Logo* (*It’s what people think of you™) will give you an understanding and appreciation of Brand that can’t be found anywhere else.
