Don Schultz on Brands

Author: (USA) Schultz et al./Gao Zeng'an/Zhao Hong
Publisher:
Publish Date: 2005-07-01
Features: This book tells you that a brand: cannot save a business concept with inherent shortcomings; cannot be owned by a specific group or entity; is not something that pops up like a soap bubble. Similarly, the success of a brand: does not depend on the implementation of so-called "creativity"; cannot be won through any "burn money" strategy; cannot be evaluated using traditional thinking and methods. If you want to make your brand strategy more visionary, more implementable, and create more profits for your business and customers, then "Don Schultz on Branding" is an indispensable masterpiece you must read. The connotation and vitality of a brand are worth exploring. The information we hope to gain is not simply analyzing what brands are doing well or what are not, but more focus on how to build a good brand and what aspects managers should start with. The greatest value of "Don Schultz on Branding" lies in the fact that it points out a new path to create corporate value through branding. — Li Tuchun, Chairman of the Board of Directors, Hunan Taizun Group
This is another powerful work by Schultz and Schultz. In the book, the authors expose the "branding delusions" and cut straight to the chase. The book is both engaging and profound, like a gold mine, containing a wealth of useful information. It should be on every marketer's bookshelf. — David Haig, CEO of Brand Finance Australia
Don Schultz is the world-renowned "father of integrated marketing communication." In this work co-authored with Heidi F. Schultz, he delivers a sharp critique of the various brand myths prevalent today, revealing the true secrets of brand success and laying the foundation for us to develop value-based brand strategies. The book emphasizes that a brand not only delivers the best value proposition to customers but also creates the best economic value for the company, brand owners, and shareholders. This book is suitable for corporate managers, brand managers, advertising and media agencies, as well as readers interested in brand building and management.