Building the Brand Driven Business
February 8, 2017
Building the Brand Driven Business – Operationalize Your Brand To Drive Profitable Growth
By: Scott M. Davis & Michael Dunn
What is the Topic or Central Idea?
The book describes with many different examples of how to operationalize a brand. It speaks on the brand in relation to the employees and how every time a customer comes into contact with an employee they are in turn coming into contact with the brand. Essentially your employees are your brand.
How did you hear about this book?
This book is jokingly referred to as our “brand bible” in The Brand Establishment. We have teachings we go through in order for new members to become certified that come directly from this book.
Did this book hook you immediately or take you time to get into?
It’s not really a hookable book. It is very intense and takes the right mind frame to get into. Although the book itself it great it takes great focus to learn what you need to from it.
Do you have a favorite quote or passage in the book?
Why is this your favorite? “Every time an employee gets to touch a customer or a customer gets to touch the brand, that company gets the opportunity to either reinforce its brand promise of totally denigrate it”. This is the motto we live by at The Brand Establishment, and also with our own agency BrandSavants. We teach this to each and every agency and every client we service.
What did you learn and take away from this book?
The one thing I enjoyed the most were the brand metrics. It is so difficult to measure brand, but this book gives you great direction on how to do that.
Review Submitted by: Russ Cornelius, Managing Partner of The Brand Establishment