Twice appearing on the Globe & Mail’s best selling business books list in 2010.
"Matthews and his team are champions of Brand actualization. They validate the business rationale for emancipating Brand from the confines of market fads, cyclical ad budgets and management whim. Thus, Brand is justly positioned as a cornerstone in corporate strategy, organizational behavior and leadership. The impact? The amorphous definition of Brand evolves into a tangible, actionable set of behaviors for individuals throughout any organization to embrace and strengthen, or dismiss and destroy, with their every interaction."
Michael Boydell Former Vice President, Yahoo!
"Marketing is going digital. Customers and prospects are interacting with brands in ways we never anticipated. It is up close and personal…and there is nowhere to hide. Understanding a brand’s equity, and delivering it consistently on-line, is a whole new challenge for marketers. Failure is everywhere – but Ted Matthews’ book is an excellent, easy-to-read roadmap to success in this future."
Tony Miller Former CEO MacLaren McCann and Vice Chairman of McCann Worldgroup
"Ted Matthews has taken the mystery out of branding and, in so doing, has given executives a powerful competitive weapon. Tomorrow I become the Chief Brand Officer of my company!"
Real Bergevin CEO, NuComm International One of Canada's 50 Best Managed Companies™ for six consecutive years Author, Call Centers for Dummies
"Brand: It Ain’t the Logo* contains a concise message that is delivered very effectively. The lessons can be applied to companies in every industry. If you have an emerging brand or an established one, you have to read this book."
Jerry Patava President & CEO, Great Gulf Group of Companies
"Brand: It Ain’t the Logo* is an enjoyable read with a host of clear rules and colorful stories that will inspire CEOs and their CMOs to build great brands."
John Bogert Chief Marketing Officer, Coleman Natural Foods
"Ted Matthews wraps a persuasive argument in a lively read. This book is packed with fascinating examples that back up its clear-sighted analysis of how to build your brand, and – just as important – how not to. If you want highfalutin academic analysis, look elsewhere. But if you want clear, convincing and actionable advice on how to build your brand, you've come to the right place."
Jim McElgunn Senior Editor, PROFIT Magazine
"Ted gives us pause for thought that branding should become a corporate metric. If companies were to directly correlate the billions of dollars they spend on brand-building to their ROI, I suspect they would discover it to be negative – because they fail to grasp that a brand, indeed, "is what people think of you."
Neil Glasberg President and CEO, Invis Head of Mortgage Services, HSBC Financial
"Brand: It Ain’t The Logo* is a great read. I couldn’t put it down. Great stories and great insights. I plan to lay it on our MBAs to help them in GettingItDone!"
Brendan Calder Professor, GettingItDone Rotman School of Management, University of Toronto
"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
"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
"In Brand: It Ain’t The Logo*, Ted Matthews offers a simple, logical and inspirational manual made especially compelling by his insistence that the CEO must be the Chief Brand Officer. As well as being a must-read for every CEO and their teams, this book is a sales and marketing "bible" for every organization and I will definitely make it a must-read in my company!"
Karen Kerswill Vice President, Global and Multi-National Sales, HRG North America
"Devoid of any useless filler, Ted Matthews definitely practices what he preaches and has given us a 'remark-able' insight into what a brand really is. 'Brand:...' includes plenty of quotes and testimonials from Ted's clients, colleagues, and peers and weaves business cases and histories effortlessly into the commentary and expertly demonstrates how a brand is never truly owned by a corporation or firm, but by all who experience it."
Reader Review Amazon.com
"This book is a must read for any recent graduate, budding entrepreneur, or established business owner who seeks to differentiate themselves among their peers. Not only does Ted Matthews captivate, he effectively articulates the importance of consistency in "the core idea", and ensuring that those behind the brand embody it to the utmost."
Reader Review Amazon.com
"Matthews' approachable, understandable writing style is both colloquial and refined: any audience will easily grasp the concepts he lays before them, all the while being able to understand their greater relevance."
Reader Review Amazon.com
"Brand: It Ain't the Logo" is laden with powerful examples and insights that open your mind to the notion that a brand truly is what people think of you."
Reader Review Amazon.com
