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One of the most valuable skills for any marketer or entrepreneur is to be able to read a brand positioning book and apply the concepts to their own business. A brand positioning book is a type of marketing literature that explains how a brand can create a distinctive and desirable place in the minds of the target customers. It usually covers topics such as brand identity, brand personality, brand values, brand promise, brand differentiation, brand communication, and brand strategy. However, reading a brand positioning book is not enough. You also need to extract the key concepts and frameworks from the book and use them to analyze, evaluate, and improve your own brand. In this section, we will show you how to do that in four steps:
1. Identify the main idea and the supporting arguments of the book. The main idea is the central message or theme that the author wants to convey. The supporting arguments are the evidence or reasons that back up the main idea. To identify the main idea and the supporting arguments, you can look for clues such as the title, the introduction, the conclusion, the headings, the summaries, the examples, and the quotes. For example, if you are reading the book Positioning: The Battle for Your Mind by Al Ries and Jack Trout, the main idea is that positioning is the art of creating a unique image for a brand in the customer's mind. The supporting arguments are the various principles and techniques of positioning, such as the law of leadership, the law of category, the law of the mind, the law of perception, and so on.
2. Extract the key concepts and frameworks from the book. The key concepts and frameworks are the core ideas or models that the author uses to explain, illustrate, or apply the main idea and the supporting arguments. They are usually presented in the form of definitions, diagrams, tables, charts, graphs, matrices, or formulas. To extract the key concepts and frameworks, you can look for clues such as the bolded or italicized words, the captions, the labels, the legends, the symbols, and the equations. For example, if you are reading the book Building a StoryBrand: Clarify Your Message So Customers Will Listen by Donald Miller, one of the key concepts is the StoryBrand framework, which is a seven-part formula for creating a clear and compelling brand message. The framework is presented in the form of a diagram that shows the elements of a story, such as the hero, the problem, the guide, the plan, the call to action, the success, and the failure.
3. Relate the key concepts and frameworks to your own brand. The next step is to apply the key concepts and frameworks from the book to your own brand. This means that you need to use them to analyze your current brand positioning, to evaluate your strengths and weaknesses, to identify your opportunities and threats, and to generate ideas for improvement. To relate the key concepts and frameworks to your own brand, you can use tools such as the SWOT analysis, the competitor analysis, the customer analysis, the value proposition canvas, the brand archetype quiz, and the brand personality test. For example, if you are reading the book Zag: The Number One Strategy of High-Performance Brands by Marty Neumeier, one of the key concepts is the zag, which is a radical differentiation strategy that helps a brand stand out from the crowd. The book provides a tool called the zag test, which is a set of 17 questions that help you assess your brand's uniqueness, relevance, and sustainability.
4. Implement the key concepts and frameworks in your brand strategy. The final step is to use the key concepts and frameworks from the book to create or refine your brand strategy. A brand strategy is a long-term plan that defines your brand's vision, mission, values, goals, objectives, tactics, and metrics. It guides your brand's decisions and actions in the market. To implement the key concepts and frameworks in your brand strategy, you can use tools such as the brand pyramid, the brand essence, the brand positioning statement, the brand identity system, the brand voice, the brand story, and the brand touchpoints. For example, if you are reading the book The 22 Immutable Laws of Branding by Al Ries and Laura Ries, one of the key concepts is the law of focus, which states that the most powerful brands are the ones that focus on one word or concept in the customer's mind. The book suggests that you should create a brand mantra, which is a three-word phrase that captures the essence of your brand. For instance, the brand mantra of Nike is "authentic athletic performance".
One of the most important skills for any brand strategist is to be able to evaluate and critique the existing literature on brand strategy. There are many books that claim to offer insights, frameworks, and tools for creating and managing successful brands, but not all of them are equally valuable or relevant. Some books may be outdated, biased, superficial, or misleading, while others may be insightful, rigorous, practical, or inspiring. How can you tell the difference? How can you use the best books to enhance your own brand strategy skills and knowledge? In this section, we will explore some of the criteria and methods for analyzing the strengths and weaknesses of brand strategy books. We will also provide some examples of how to apply these criteria and methods to some of the popular and influential books in the field.
Here are some of the steps you can follow to evaluate and critique brand strategy books:
1. Identify the purpose and audience of the book. What is the main goal or message of the book? Who is the intended reader or user of the book? Is the book aimed at academics, practitioners, students, or general readers? Is the book trying to inform, persuade, educate, or entertain? Knowing the purpose and audience of the book can help you understand the context and expectations of the book, as well as the tone and style of the writing.
2. Assess the credibility and authority of the author. Who is the author of the book? What are their credentials, qualifications, and experience in the field of brand strategy? Have they published other books or articles on the topic? Are they affiliated with any reputable institutions or organizations? Do they have any personal or professional biases or conflicts of interest? The credibility and authority of the author can affect the quality and reliability of the information and arguments presented in the book, as well as the reputation and influence of the book in the field.
3. Examine the structure and organization of the book. How is the book divided into chapters, sections, and subsections? How are the main ideas and arguments presented and supported? How are the concepts and terms defined and explained? How are the examples and cases selected and analyzed? How are the conclusions and recommendations drawn and justified? The structure and organization of the book can affect the clarity and coherence of the book, as well as the ease and enjoyment of reading and using the book.
4. evaluate the content and quality of the book. What are the main strengths and weaknesses of the book? How original, relevant, and useful are the ideas and arguments in the book? How accurate, valid, and reliable are the facts and data in the book? How consistent, logical, and persuasive are the reasoning and evidence in the book? How comprehensive, balanced, and objective are the perspectives and opinions in the book? How practical, actionable, and applicable are the frameworks and tools in the book? How creative, engaging, and inspiring are the stories and examples in the book? The content and quality of the book can affect the value and impact of the book, as well as the satisfaction and learning of the reader or user of the book.
5. Compare and contrast the book with other books on the topic. How does the book differ from or relate to other books on brand strategy? How does the book complement or contradict other books on brand strategy? How does the book update or challenge other books on brand strategy? How does the book fill or create gaps in the literature on brand strategy? Comparing and contrasting the book with other books on the topic can help you gain a broader and deeper understanding of the field of brand strategy, as well as the strengths and weaknesses of different approaches and perspectives.
To illustrate how to apply these steps, let us consider two examples of brand strategy books and how to evaluate and critique them:
- Building Strong Brands by David Aaker. This is one of the classic and influential books on brand strategy, written by a renowned academic and consultant in the field. The book introduces the concept of brand equity and the four dimensions of brand identity, brand associations, brand awareness, and brand loyalty. The book also provides a comprehensive and systematic framework for managing brand equity, including brand audits, brand positioning, brand architecture, brand extensions, and brand metrics. The book is aimed at both academics and practitioners who want to understand and apply the principles and practices of building strong brands. The book is well-structured and well-written, with clear definitions and explanations, relevant examples and cases, and practical guidelines and recommendations. The book is based on extensive research and experience, and offers original and useful insights and tools for brand strategy. The book is widely cited and respected in the field, and has influenced many other books and articles on the topic. However, the book also has some limitations and weaknesses, such as being too focused on the US market, being too theoretical and abstract, being too prescriptive and rigid, and being too outdated and irrelevant for the current and future challenges and opportunities of brand strategy.
- Zag by Marty Neumeier. This is one of the modern and popular books on brand strategy, written by a prominent designer and author in the field. The book proposes the concept of zagging, which means creating a unique and compelling brand that stands out from the crowd and resonates with the customers. The book also provides a simple and creative framework for developing a zag, consisting of 17 questions that cover the aspects of brand vision, brand purpose, brand promise, brand personality, brand story, brand voice, brand identity, brand touchpoints, and brand metrics. The book is aimed at general readers and users who want to learn and apply the basics and essentials of brand strategy. The book is well-designed and well-written, with catchy phrases and slogans, colorful graphics and diagrams, and engaging stories and examples. The book is based on intuitive thinking and experience, and offers original and useful tips and tricks for brand strategy. The book is widely read and praised in the field, and has inspired many other books and articles on the topic. However, the book also has some limitations and weaknesses, such as being too simplistic and superficial, being too subjective and opinionated, being too descriptive and suggestive, and being too trendy and fashionable for the long-term and sustainable success of brand strategy.