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Jason I. Miletsky, Genevieve Smith, "Perspectives on Branding"

Who’s the real branding expert: the agency or the brand? Each has a different approach to what brand building's really all about and the methods needed to generate consumer loyalty. Each approaches brand building strategies from a different angle - a different perspective - and without understanding both points of view, the picture is never fully complete. Perspectives on Branding is the first book to offer both sides of the story. In an easy-to-read, question/answer format, Jason Miletsky provides the agency perspective while Genevieve Smith gives the brand point of view on topics including what a brand actually is (not many people really get it, operationalizing the brand and making it tangible, successfully marketing the brand, the best ways to measure results, which brands do it left, and which brands do it wrong and a whole lot more. What makes this book different from other branding books is that there is no author collaboration or sharing of information during the writing process. Neither author was aware of what the other was writing. The result is a fascinating, no-holds-barred look at branding as both the client and brand see it, leaving readers with a list of action items and a better understanding of core brand building concepts to dramatically improve their strategies.

Summary: Key to business success

Rating: 5

Jason I. Miletsky provides the agency perspective in PERSPECTIVES ON MARKETING and PERSPECTIVES ON BRANDING, two powerful business titles covering both sides of the story in business operations. In MARKETING Michael Hand provides the client perspective in topics covering everything from how to get the most from a client/agency relationship to decision-making and personality perspectives. BRANDING has Genevieve Smith providing the brand perspective in a range of topics from brand analysis and marketing to analysis and evolution. The authors have not collaborated and what results are unbiased, unfiltered viewpoints key to business success.

Summary: A worthy read for both students and active marketers

Rating: 5

I'm in an odd place as a student- I'm both a student pursuing an MBA in Marketing as well as a consultant who works with his own clients on their branding and marketing. In reading Mletsky and Smith's book I found myself constantly looking at each perspective from my own varied perspectives.

Miletsky and Smith go out of their way to introduce branding concepts in a way that's not pejorative, but rather interesting and educational even for those who have been schooled in the concepts. In fact, the entire first section of the book is dedicated just to this. This may sound like I'm saying to those with experience in branding and marketing that they can skip this entire first section. I implore you not to- there's real gold in this area. If you don't believe me pick up the book and read topic 24, "What is the difference between branding and marketing" and carefully read both authors' perspectives.

In the later sections the authors spend their time focusing on the execution (both new and ongoing) of brands and their marketing. If you're on a limited time schedule skip left to topic 67, "There's a limited budget. Now what?" Read about some actual executable ways to market your brand and how to measure your effectiveness of your marketing. Each of the topics is worthy of at least a quick read, and all contain useful information.

Ultimately this is one of the better books about branding out there. If you're at all interested in branding (especially if you're a new company or a new marketer) I highly suggest picking this up.

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Rating:
2.5 out of 5 by Book123