Brand Subversion

Author: Li Jinkui
Publisher:
Publish Date: 2005-08-01
Features: Corporate competition relies on a system—it is the entire competitive system of the corporate value chain. In this value chain, brand value is the most important part. To compete with the impending international giants, a company relies on strategy and brand. — Fang Hongbo, Vice President of Midea Group
Based on years of practical experience in brand management, the author weaves brand assets as the main thread, brand research as the foundation, and brand strategy as the means in this book, organically combining brand theory with marketing practice. This helps businesses re-examine their brand strategies. — Chen Pei'ai, President of the China Advertising Education Research Association
This book teaches us: Don't succumb to certain rules, but instead learn the attitudes behind them. After all, brand marketing is a war in the minds of consumers. Consumers are dynamic, and brand rules must evolve with their changing perceptions. — Chen Weiwei, former General Manager of Dentsu Asia Advertising Company
With a spirit of both practice and research, the author combines brand theory and practical experience in this book. I believe it holds significant reference value for brand managers in Chinese enterprises. — Liang Rongzhi, General Manager of Ogilvy Group
This book tells readers: What work is involved in brand management and how to do it; it also reminds advertising planners: What kind of services do companies need, and how should we deliver them? — Ye Maozhong, Chairman of Ye Maozhong Planning Agency
The practicality of Brand Disruption lies in its detailed case studies in each chapter, showing you how to solve specific situations and what methods to use. Currently, advertisers complain about how much of their ad spending is wasted, but they don't know exactly which part is being wasted. Advertisers need advertising agencies, yet they often feel their services are inadequate or incomplete. What constitutes perfect service? Even the advertisers themselves may not be able to articulate it clearly. Advertisers complain that clients don't fully understand their strategies and creativity, and that their work only scratches the surface.
Li Jinkui's Brand Disruption actually tells advertisers what work is involved in brand management and how to do it. At the same time, it reminds fellow industry professionals about the kind of services companies need and how to deliver them. This may also be the constructive aspect of disruption.
The value of Brand Disruption lies not only in the methods and skills it imparts during the brand management process but also in bridging the mutual understanding, recognition, and shared improvement between advertisers and advertising agencies.