Kamis, 19 April 2012

Painting With Numbers by Randall Bolten - Book review



Painting with Numbers

Presenting Financials and Other Numbers So People Will Understand You


By: Randall Bolten

Published: April 3, 2012
Format: Hardcover, 352 pages
ISBN-10: 1118172574
ISBN-13: 978-1118172575
Publisher: John Wiley & Sons, Inc.










"In the case of financial documents, poorly understood reports could lead to mass confusion or even mistakes costing millions of dollars. But the right presentation of that same information could make an audience think aha! and motivate outstanding performance", writes long time CFO of several Silicon Valley companies, Randall Bolton, in his comprehensive and communication improving book Painting with Numbers: Presenting Financials and Other Numbers So People Will Understand You. The author describes how to present even complex mathematical information in an easy to understand manner, using the same basic idea sharing communication skills as writing with words, or for having a personal conversation.

Randall Bolten understands the critical importance of understanding financial numbers to the success of any organization. The author points out, however, that there is a real disconnect between how the numbers are presented to decision makers, peers, and subordinates, and how well those numbers are understood. For many executives, describing financial statements of all types to other people, presents a real challenge. Many of the people hearing the reports as presented, either do not gain any information or insights from the numbers. All too often, the message received about the underlying figures is an incorrect one, resulting in enormous and expensive mistakes being made by the organization. Randall Bolten provides a complete blueprint for presenting financial statements in an understandable and and professional manner.



Randall Bolten (photo left) recognizes that the fundamental problem posed by presenting numbers, to an audience of any size and varying levels of mathematical and accounting knowledge, is simply one of communication. Through developing the insight that presenting numbers follows a set of rules, similar to grammar, spelling and wording, the author begins the process of demystifying financial statements. While the rules of words are taught in schools, and are well understood by most people, Randall Bolten asserts that such is not the case with number presentation. As a result, the author rectifies that shortcoming, and offers a clear and concise system and set of rules for presenting numbers and financial information in terms that are fully understood by the intended audience.

For me, the power of the book is how Randall Bolten provides a complete outline for presenting numbers and financial data to anyone at any time. The author offers an entire process for number presentation based on a series of rules, that make any sort of numbers comprehensible and readily understood, even by people with limited mathematical or financial background. The author points out that the person making the presentation is responsible for conveying the message contained in the numbers.

With this basic premise in mind, Randall Bolten offers a repeatable set of steps for transforming any number presentation into one that is both enlightening and focused on the truly important numbers and their implications. By following the procedure established by the author, anyone can be successful at sharing numbers or financial data, regardless of complexity, in an accessible and engaging manner. This book will change the way anyone thinks about numbers, data presentation, and any sort of numeric communication.

I highly recommend the very accessible and process based book Painting with Numbers: Presenting Financials and Other Numbers So People Will Understand You by Randall Bolten, to anyone in business, public policy making, analysis, science, or any occupation or profession who works with numbers and must present that data to an audience. This book will improve your numeric and overall presentation skills, boost your career, and create a more successful business.

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Rabu, 18 April 2012

The Panic Free Job Search by Paul Hill - Book review




The Panic Free Job Search

Unleash the Power of the Web and Social Networking to Get Hired


By: Paul Hill

Published: March 22, 2012
Format: Paperback, 256 pages
ISBN-10: 1601632037
ISBN-13: 978-1601632036
Publisher: Career Press













"No longer will you have to settle for a job that is available to you simply because you need a paycheck. Nor is it about what is hot or good, but rather about what excites you and what you can make money at, while getting a thrill. writes career transition expert, coach, speaker, and founder of ADV Advanced Technical Services Inc., Paul Hill, in his very practical and results oriented book The Panic Free Job Search: Unleash the Power of the Web and Social Networking to Get Hired. The author describes how to leverage the power of social media to uncover the hidden job market, to become more visible to employers utilizing advanced tools, and find the job that you really want.

Paul Hill recognizes that many people are frustrated with their current jobs, and yet they lack the knowledge of up to date techniques to transition to a new job. The author presents proven and up to date strategies and techniques for landing a great job even in today's down economy. Paul Hill emphasizes, however, that employment seekers must understand and utilize current job finding tactics to achieve success. The author points out that methods that were effective in the past simply do not work in the modern job market. To find a job, according to Paul Hill, job seekers must demonstrate a web knowledgeable online presence, utilize social media strategies effectively, and understand how employers use those same social media sites to find suitable employment candidates.



Paul Hill (photo left) understands that to find that tremendous job, a person must truly know what they really want, and what excites them in life. Without this basic personal understanding, an individual will not have the focus to discover the ideal job for them and their passions. Paul Hill begins the employment journey with this critical first step of recognizing one's own goals, wishes, and dreams prior to beginning any active job search campaign. This personal discovery will sharpen the focus, and increase the drive and desire to land that dream employment position.

Paul Hill guides the employment seeker through an entire hands on course in job hunting that takes into consideration the realities of the current employment marketplace. The author includes information that works, and advises against using out dated techniques that will lead only to dead ends. The author provides his proven ACT formula for finding that job that is right for the employment seeker. The three principles of the ACT concept are as follows:

* Alignment: Matching your inner person with the right job
* Confidence: Setting and visualizing your employment goals
* Tactics: From search to resume to interview

For me, the power of the book is how Paul Hill provides a comprehensive employment seeking road map, that will result in a job, that fits the inner goals and passions of the candidate. The author begins the guide with a thorough self examination exercise for the job seeker to focus on their personal goals, passions, and dreams. With this targeting in place, Paul Hill then provides a step by step search process, that is not only proven to work in the real world, but is repeatable for any type of job seeker regardless of the stage in their career.

The author offers advice for understanding how the current job market works, a thorough grounding in the essential social media tools, and a realistic assessment of how employers probe the social media landscape to find candidates. With the employer focus on candidates in mind, Paul Hill transforms the job seeker into a web and social media savvy employment candidate, who will be sought after for several highly desirable positions.

I highly recommend the employment seeking blueprint and strategy based book The Panic Free Job Search: Unleash the Power of the Web and Social Networking to Get Hired by Paul Hill, to anyone at any stage of their career, whether employed currently or not, who are seeking a guide to finding and landing that ideal job for them. This book will steer you in the right direction, provide the proven advice you need, and guide you toward your personal employment goal.

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Selasa, 17 April 2012

Phil Gerbyshak: #TwitterWorks - Blog Business Success Radio

Listen to Wayne Hurlbert on Blog Talk Radio



Social media consultant, founder of the Make It Great! Institute, and author of the very practical and ideal filled #TwitterWorks: Restaurant 2.0 Edition: How social media built a restaurant, a pizza truck and thousands of relationships, Phil Gerbyshak describes how to use social media to grow your business. Phil demonstrates how businesses can start using social media effectively, and the right way, from the very start. He points out that not all social media platforms are right for every business and shows you how to choose what works best for your company. Phil Gerbyshak dispels many of the myths and misconceptions that have grown up around social media, and explains why these myths can harm your business. Phil provides a guideline for when to realistically expect results of any social media campaign. Learn the real world uses of social media, and how to utilize them to best result for your company,

Phil Gerbyshak is my internet radio show guest on Blog Business Success; hosted live on BlogTalkRadio.

The show airs live on Thursday, April 19, at 8:00 pm Eastern Time; 5:00 pm Pacific Time.

Social media consultant, founder of the Make It Great! Institute, and author of the very practical and ideal filled #TwitterWorks: Restaurant 2.0 Edition: How social media built a restaurant, a pizza truck and thousands of relationships, Phil Gerbyshak describes how to use social media to grow your business. You will learn:

* How Twitter and other social media can help build your business

* What type of business lends itself especially well to social media

* How to get started with the right social media tools the right way

* What are some of the fallacies and misconceptions about social media



Phil Gerbyshak (photo left) is the chief connections officer who works with small businesses and organizations to increase employee & customer engagement by using social media to create and build relationships. He helps them understand it’s really not about the tools; it’s all about the conversations they participate in and the connections they create and cultivate.

Phil worked in IT for the past 15 years, and has focused his efforts on understanding and leveraging the social media space for over 5 years. His work building relationships using blogs was spotlighted in the 2005 book What Nobody Ever Tells You About Blogging and Podcasting: Real Life Advice from 101 People Who Successfully Leverage the Power of the Blogosphere.

In addition to doing keynote and breakout addresses, Phil greatly enjoys coaching others in the simple strategies and tactics that make life great. His first book 10 Ways to Make It Great! was published in 2006 and inspired many to make the changes in their life to go from good…to GREAT.

His second book Help Desk Manager’s Crash Course offers managers a guidebook for hiring, firing, discipline, and more.

His latest book #TwitterWorks: Restaurant 2.0 Edition: How social media built a restaurant, a pizza truck and thousands of relationships features success stories, tips and traps about using twitter for independent restaurants and small businesses.

Phil is currently working on several projects to enable small businesses to effectively use social media in a concentrated amount of time.

In a nutshell, Phil does speaking, coaching, and training for small and medium sized organizations and entrepreneurs who want to take their life, and their business to the next level.

Listen live on Thursday at 8:00 pm Eastern, 5:00 pm Pacific time.

BlogTalkRadio.com

If you miss this very informative show, it will be available for free download as a podcast for iPod, iTunes, and MP3 players; or play it right on your computer. To download this, or any other of my guest interviews, go to the Blog Business Success host page and click on Archived Segments. Once there, click on the podcast icon at the end of the episode description, to download the show free of charge for your listening enjoyment. You can also subscribe to the show feed.

Add to iTunes

To call in questions for my guest, the number is: (347) 996-5832

Let's talk with social media consultant, founder of the Make It Great! Institute, and author of the very practical and ideal filled #TwitterWorks: Restaurant 2.0 Edition: How social media built a restaurant, a pizza truck and thousands of relationships, Phil Gerbyshak as he describes how to use social media to grow your business. Phil demonstrates how businesses can start using social media effectively, and the right way, from the very start. He points out that not all social media platforms are right for every business and shows you how to choose what works best for your company.

Phil Gerbyshak dispels many of the myths and misconceptions that have grown up around social media, and explains why these myths can harm your business. Phil provides a guideline for when to realistically expect results of any social media campaign. Learn the real world uses of social media, and how to utilize them to best result for your company on Blog Business Success Radio.

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Senin, 16 April 2012

Relevant Selling by Jaynie L. Smith - Book review




Relevant Selling

Research Proves Customers Value More Than Just Price


By: Jaynie L. Smith, Craig Mowrey, Mark Steisel

Published: April 1, 2012
Format: Hardcover, 270 pages
ISBN-10: 0615564038
ISBN-13: 978-0615564036
Publisher: Executive Suite Press, Inc.












"Most business simply do not align their operation with their customers' priorities - internally or externally", writes strategist and Founder and CEO of Founder and CEO of Smart Advantage, Inc., Jaynie L. Smith; Senior Partner at Founder and CEO of Smart Advantage, Inc., Craig Mowrey; and writer and editor Mark Steisel, in their research based and results oriented book Relevant Selling: Research Proves Customers Value More Than Just Price. The authors describe how their research demonstrates that companies have little internal agreement or understanding of what is really wanted by customers; and that the main customer desire not simply lower prices.

Jaynie Smith and her co-authors understand that it is critical to learn what is fundamentally most important to customers. For many business leaders, there is a complete disconnect between how customers perceive value, and how the company strategists think that customers perceive that value. Without this deeper consideration of what value really means, company decision makers will think mistakenly that value equates to pricing. When this mistaken belief about what customers want becomes the ruling paradigm in the company, the essential customer perspective is ignored and not given consideration. The authors consider this neglect of what is truly relevant to the customer a serious mistake that costs the company in lost sales and reduced profits.



Jayne L. Smith (photo left), Craig Mowrey, and Mark Steisel offer an effective alternative concept in the form of what they call relevant selling. Instead of ignoring customers, or assuming that the company decision makers know better what those customers are seeking, relevant selling emphasizes the importance of listening to and really hearing customers. This listening process will uncover what is truly important to customers, prospects, and the various target market segments. With a deeper knowledge of how customers perceive value and what is relevant to them, a more personal marketing message can be crafted and delivered to those audiences.

The authors present a complete examination of customer relevance and share the techniques and strategies for delivering a tailored message. Instead of being similar to other companies, relevant selling offers a method for being truly different from the competition. This real differentiation creates a positive and effective competitive advantage. Instead of guesswork, the authors share a quantitative research method that ranks the products being sold at present; as well as measuring the relevance and response to how those goods are being sold.

For me, the power of the book is how Jaynie Smith, Craig Mowrey, and Mark Steisel provide a comprehensive and research based strategy to understanding customers. The authors offer a concept the actually listens to customers, and values what they consider relevant. The principles of relevant selling go far beyond ideas found in the typical sales how to books. Relevant selling comprise a complete transformation of the company culture, including the firm's strategic planning, its view of customers, and what to measure for understanding the results of relevant selling.

The authors share a complete blueprint for integrating relevant selling into the new company culture. At the same time, the concept creates a measurable and repeatable process for applying relevant selling across the entire organization. The authors enhance their presentation with a group of case studies that illustrate the principles and practices of relevant selling, in action, in the real world marketplace.


I highly recommend the transformational and customer focuses book Relevant Selling: Research Proves Customers Value More Than Just Price by Jaynie L. Smith, Craig Mowrey, and Mark Steisel, to any business leaders, executives, and decision makers who are serious about truly understanding the real thinking and perspectives of their customers. This book will not only change how you think about and listen to your customers, it will create a sea change in how your company operates, as you utilize your new competitive advantage to become a market leader.

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Amber Hickey: A Guidebook of Alternative Nows - Author interview



Researcher and graduate student Amber Hickey was kind enough to take the time to answer a few questions about her upcoming, thought provoking and idea filled anthology A Guidebook of Alternative Nows.

Amber Hickey shared some of the groundbreaking essay concepts and also described her fundraising initiative for the book through the crowd funding Kickstarter platform.

Thanks to Amber for her time, and for her very thoughtful responses to the questions. They are greatly appreciated

What was the background to writing this book A Guidebook of Alternative Nows?

Amber Hickey: There's an author team I really like called J.K.Gibson-Graham (a fusion of both of their names). They write that when we criticize the current system, we are offering it more power and legitimacy. For instance, saying "we hate crony capitalism" will just make crony capitalism stronger. So rather than continuing to criticize, and expecting that will change something, we should instead strengthen the things in the world that we like and agree with. I completely connect to their argument. It feels constructive and smart.

So I decided to make this book to offer space for illuminating diverse and hopeful versions of now that most people do not know about, or think of as truly legitimate. Every evening, I switch on the news. The version of our world that I see portrayed in the media is not great, to say the least; but the incredible amount that creative thinkers and makers are producing easily sways minds in a more hopeful direction. That's why I decided to create this book - to highlight the versions of now that are more constructive and hopeful.

When you talk about alternative nows, what do you mean by that concept?

Amber Hickey: If you ask anyone what the economic system is in the West, they would probably say “capitalism.” But that is only part of the answer. There is a wide array of different economic systems in action right now, but a lot of people don't know about them - or acknowledge them as valid. I'm not talking about communism or socialism - although of course those exist as well. I'm talking about the economies that we fall back on when the capitalist market fails.

The original meaning of "economy" was "household." So for instance, the domestic economy is huge - in some western countries it's estimated that the domestic (unpaid) economy is "worth" the equivalent of more than 40% of GDP. There's also what we call the Solidarity Economy. That means everything from bartering to helping your neighbors, to sharing goods to forming cooperatives.

The idea is that by strengthening the ties between the different parts of the solidarity economy, and by acknowledging their influence and the part they play in our lives, the SE will be validated as a "proper" part of the economy and can grow even more. Our visions and experiences of the economy will therefore be more positive and holistic. So the economy is the first and most complicated element that the book addresses.
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Second is ecology. The media tells us that we've done serious damage to the environment, and that's true. The problem is that we don't often see examples of the people who are really trying to engage in actions that help rather than harm our environment. The book highlights several groups who are making the effort to work with the environment, rather than against it - for instance with permaculture and urban farming.

The third element is community. Many say that following the advent of the internet, people are becoming less social and more selfish. If you look at some of the examples in this book of communities working together to help each other, being mutually supportive, and therefore benefiting everyone, you can begin to question that perspective.



Amber Hickey (photo left)

The book is comprised of over thirty contributors. Who are some of the contributors and what ideas are they sharing?

Amber Hickey: The Urban Farmers create roof-top farms, using what's called an "aquaponic" system. That means they grow vegetables in fish-tanks. The vegetables are fertilized with the fish waste, and the users of the farm can eat the fish too. The Yes Men are contributors that probably everyone will have heard of. Their contribution addresses the overwhelming difficulty of producing change, and features practical suggestions for activists-to-be. It is comedically titled Monkey-Wrenching the Capitalist Juggernaut. Their work is often about subverting the dominant system to reveal different realities and they quite literally create "alternative nows."

The Community Economies Collective is a loosely knit group of researchers from all over the world, who are trying to increase the awareness and strength of community and solidarity based economies. They have two entries: one about taking back our food economy (having more knowledge and control over where it comes from and how it's made); the other is about the necessity of creative experimentation in coming up with new forms of security and resilience.

Jeanne van Heeswijk is a Dutch artist who works with communities to realize socially-engaged projects. Her contribution, Freehouse, is about a project she did with residents in an immigrant district in Amsterdam. The neighborhood was threatened with gentrification, but the residents worked to strengthen their infrastructure to resist and supersede the threat against their space. Those are just a few!

How were the contributors for the book decided upon to add content on the topic?

Amber Hickey: I knew a lot of the contributors before from my work as an artist and curator. I always thought more people should know about what they are doing because it is so interesting and beautiful, and makes one perceive the world differently. Whenever I invited a contributor, I asked if they knew of anyone else who was working in the field of creating alternative nows. Usually, they'd write back with one or two names. The network is already there! While I was researching for the book, looking at resources about alternatives in every field, I found out about the others. So eventually, it grew to be quite a comprehensive and diverse group of contributors.

One of the premises of the book is that ordinary people and their voices are no longer heard in the media. What do you mean by that?

Amber Hickey: I am not sure if ordinary people ever had their voices heard in the media. I meant that in general it can seem difficult to get your voice heard. It's easy to feel powerless and hopeless when there are so many of us, and the hierarchy of power and influence seems so difficult to penetrate.

How do the essays in the anthology provide some fresh ideas for building the economy and for respecting the environment?

Amber Hickey: There's a beautiful essay by the Laboratory of the Insurrectionary Imagination. They are art-activists who recently left their lives in London and bought land in France to start an autonomous permaculture community. The way they write about deeply listening to the land they live on is truly inspiring. I think we could all take a hint from them. In terms of the economy, the Community Economies Collective, Solidarity NYC and others highlight that we need to first look at and engage differently with the idea of "the economy." Then we can start to build one that we are happier with.

You elected to use the crowd funding concept of Kickstarter to help fund the book project. Why did you choose this funding avenue?

Amber Hickey: It makes sense - a book that emphasizes collectivity and cooperation should be funded by lots of people.



How can people get involved in helping to fund your book and what amounts of financial assistance can a person consider sharing with the project?

Amber Hickey: It's easy to help out with the Kickstarter campaign. Anyone can pledge any amount (from $1 and up). Every little bit counts! We need $5000 to cover the basic printing costs. $6500 would cover printing, plus other small things like shipping copies to the contributors and buying a website domain for the book. With $19,000 I could do all that, plus pay the contributors, book designer, and cover illustrator. We've all been working for free up until now -- well, I did offer to cook them all dinner at some point! But essentially, it's been a labour of love.

Here's the link to the Kickstarter campaign

What is next for Amber Hickey and A Guidebook of Alternative Nows?

Amber Hickey: I am writing my MA thesis on the same topic, but from a more research-based perspective. I'm also working on another book about what power is (or is becoming) today, with the backdrop of the Arab Spring, the Occupy movement, and a general destabilization of power in its traditional form. I'm thinking of doing a Ph.D. next, or going into book publishing professionally. But I'm open...I'd also be very happy to work on a farm in the daytime and write in the evening.

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Rabu, 11 April 2012

Desertification, Land Degradation and Sustainability by Anton Imeson - Book review



Desertification, Land Degradation and Sustainability

Paradigms, Processes, Principles and Policies


By: Anton Imeson

Published: March 27, 2012
Paperback: 344 pages
ISBN-10: 0470714492
ISBN-13: 978-0470714492
Publisher: Wiley-Blackwell













"In this book, desertification and land degradation are treated holistically from a systems perspective. By definition they are caused by human activities in the past and present, such as forest clearance, the use of fire and the use of trees for charcoal. Land degradation and desertification are therefore a consequence of man's impact on the earth's ecosystems", writes member of the Foundation 3D environmental Change, Foundation for Sustainable Development, Anton Imeson, in his comprehensive and authoritative book Desertification, Land Degradation and Sustainability: Paradigms, Processes, Principles and Policies. The author describes how local actions by humans affects the land and soil degradation process; and how global level activities also contribute to the desertification and degradation of landscape.

Anton Imeson understands that degradation and desertification are consequences of natural resource use of the land and soil by agriculture and industry. These processes are pushed forward by the economic activity, development of real estate, agricultural practices, and industry. The author describes how the drastic effects can be prevented or reduced through improved practices and sustainable strategies. Where the landscape has been damaged, Anton Imeson points to techniques for soil and landscape restoration, The author also offers ideas for educating people about their relationship to the land, as well as their responsibilities for conservation of nature and its landforms.

Anton Imeson recognizes that land degradation and desertification have both local%20and global causes. Local activity by humans, according to the author, can have severe effects on the landscape and proposes strategies for more sustainable processes being implemented in local land use. Global degradation results from the globalized economy, climate change, and a loss of biodiversity. The author presents the connection between local activity and global desertification through a fully integrated process approach to understanding the wide ranging impact of unsustainable practices. Anton Imeson provides strategies and methods for halting the spread of desertification and the potential for the effectiveness of these overall strategies.

Anton Imeson divides the book into three overall categories to cover the principles and concepts described throughout the book. The three sections of the book are as follows:

* The nature of desertification and its impact on ecosystems

* Local desertification causes, impact, and responses

* Global desertification causes, impact, and responses

For me, the power of the book is how Anton Imeson takes a holistic process based approach to understanding the causes, consequences, and potential solutions to the problems of desertification and land degradation. The author provides a comprehensive overview of both the local and global pressures that lead to land degradation. The book contains policy options, best practices for stewardship and any necessary restoration, and educational concepts for changing existing practices. The author shares examples from around the world to illustrate his concepts, and to demonstrate his principles in action.

Through taking a well structured and holistic view of the subject, the author is able to utilize examples from everywhere, without focusing on challenges faced in individual regions, countries, or continents. The author also included numerous photographs and graphs to enrich the understanding of the concepts. A very useful appendix and resource section provide additional materials for continuing study of the ideas presented in the book.

I highly recommend the outstanding and readily accessible book Desertification, Land Degradation and Sustainability: Paradigms, Processes, Principles and Policies by Anton Imeson, to any students, academics, researchers, engineers, business leaders, agriculturalists, and public policy makers at all levels who are seeking an action oriented book that both outlines the issues and offers real solutions. This book will change the way that people think about their current local, national, and global practices and how they contribute tho the alarming increase in desertification and land degradation.


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Selasa, 10 April 2012

Brand Real by Laurence Vincent - Book review




Brand Real

How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty


By: Laurence Vincent

Published: March 28, 2012
Format: Hardcover, 257 pages
ISBN-10: 0814416764
ISBN-13: 978-0814416761
Publisher: AMACOM













"Real brands make and keep a promise, and they deliver simple-but-powerful experiences", writes brand strategist Laurence Vincent, in his instructive and real world grounded book Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty. The author shares his brand manifesto on what it takes to make and then keep a brand promise, and offers practical and proven advice for making that brand promise a reality that builds long term customer loyalty.

Laurence Vincent understands that it takes hard work and a powerful commitment to create and maintain a real brand. The author points out that many brand managers are not truly aware of what it means to continue the discipline necessary to develop a brand. For many companies, a brand isn't their technique for product and service differentiation. Instead of building a solid brand that keeps its promises, company leaders resort to what amounts to window dressing. Laurence Vincents demonstrates that a brand must stand for something, or it isn't a real brand. That same real brand will make a firm promise, and then keep that word by delivering on everything that was promised and more. Everything a company does is simply an extension and support for that brand promise.



Laurence Vincent (photo left) recognizes that companies face unprecedented challenges in today's highly competitive marketplace. The author points out that many companies respond to that challenge in the wrong way. Instead of taking a stand with a real brand, they tinker with logos and names. Laurence Vincent offers firm evidence that the correct approach is to make and keep a promise to create an extraordinary experience. That is what the author's manifesto to create a real brand is all about.

To demonstrate how to create and maintain a real brand, laurence Vincent shares the following brand strategies:

* Forget logos and names as a solution as they are not the brand
* Understand how customers remember and recall the brand
* Discover proven and fresh ways to make and refine the brand promise
* Create brand architecture that grows while maintaining bonds with customers
* Position brands properly even in competitive markets
* Understand the mind of customers and how they attach to brands
* use the power of storytelling to communicate the brand promise
* Understand what brand identity really means beyond names and logos

For me, the power of the book is how Laurence Vincent provides a brand promise for his book and delivers on that promise. He pledges his manifesto as one of creating real brands that provide extraordinary experience. Unlike many books that promise much, but deliver less, that is not a problem here. Laurence Vincent offers a complete strategy for creating what he calls a real brand. He presents a blueprint for brands that is both effective and suited to the brand promise itself.

Laurence Vincent backs up his real brand strategic initiative with real world examples of real brands in action. He also provides cautionary examples of brands that failed to be real, or meet their brand promise obligation. The author also demonstrates how the latest research in brain science and market research support the concept of a real brand. Through a combination of case studies, brain science, and market research, Laurence Vincent presents a compelling case for his real brand principle. Acting on that evidence, and his own brand experience, the author presents a step by step, repeatable system for creating a real brand that truly delivers on its promise.

I highly recommend the very practical and research based book Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty by Laurence Vincent, to any brand managers who are serious creating real brands that deliver on their promise of an extraordinary brand experience. This book will place your brand on the right track for building a real brand that is memorable and powerful in the marketplace.

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