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Usually ships in 1 business days | | Only 4 left in stock, order soon! | | | | | | 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 right, 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. | | | |
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| | Product Details | | Author: | Jason I. Miletsky | | Paperback: | 276 pages | | Publisher: | Course Technology PTR | | Publication Date: | March 23, 2009 | | Language: | English | | ISBN: | 1598638726 | | Product Length: | 8.9 inches | | Product Width: | 6.0 inches | | Product Height: | 0.9 inches | | Product Weight: | 1.1 pounds | | Package Length: | 8.9 inches | | Package Width: | 6.1 inches | | Package Height: | 1.1 inches | | Package Weight: | 1.1 pounds | | Average Customer Rating: |  based on 11 reviews |
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| | Customer Reviews | Average Customer Review: ( 11 customer reviews )
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Most Helpful Customer Reviews
Key to business success Sep 14, 2009
By Midwest Book Review
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.
A worthy read for both students and active marketers Aug 26, 2009
By J. Schuster
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 right 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.
Why Just Get One Perspective When You Can Have More Aug 07, 2009
By Deirdre Breakenridge
Perspectives on Branding is an interesting book on a number of levels. I know Jason, from working closely with him at PFS Marketwyse, and Genevieve from her days at WAMU. I respect both of their work and viewpoints. I appreciate a book that goes beyond just one author's point of view. In Perspectives on Branding you have two expert authors and even Guest Perspectives (I was one of them) and they do not share answers until after the book is published. As I read through the questions or topics, I noticed that the two expert authors had opposing viewpoints in a few areas including if it's important for a brand to have a mission statement, the importance of a tagline and how involved employees of a company should be in the brand building process. I found that when the authors disagreed, the unintentional debate was entertaining. There were times, however that they were on the same page and I agreed with them both. Then, there were those topics that I chose one answer over another because it more closely related to my own knowledge and experience. No matter the topic, I always found a good nugget of new information or validated my own reasoning.
I enjoyed this book and at times, felt like I was getting more than just one book on branding; mostly because the writing styles and the personalities of the authors were starkly different. As a result, you're getting double the perspective from cover to cover. Of course, I didn't expect anything less when you present the agency view vs. the client's and probably would have been disappointed if the answers were always the same. This book provides choices - in viewpoints, key takeaways and experience for you to relate to and compare to your own. It's also a book that you can read and then go back and refer to specific sections. Perspectives on Branding is a helpful guide. I highly recommend that you review these perspectives and then have some fun comparing how well they match your own.
 A compelling read Jul 14, 2009
By The Marketing Guy Who Drives Sales -r
Disclosure: Mr. Miletsky sent me a free, review copy of the book for the purpose of this review.
Jason Miletsky and Genevieve Smith each separately answer 90 questions about branding in this work, Smith from the corporate side and Miletsky from the agency side. While the two have very different writing styles and experiences, the narrative weaves itself into a compelling book that comprehensively covers business branding as a topic.
Miletsky's style is less formal and a few times in the book he uses words and phrases that I don't ordinarily find in business books (or in polite company) while Smith is clearly more formal in her answers. Her responses are drawn almost, if not, entirely from her experience at Washington Mutual (annoyingly referred to as "WaMu" throughout the book) and his answers come from his experiences at his agency, PFS Marketwyse.
As I read each question I first thought about how I would answer the question and then compared that to how the authors responded. In all but a few cases I was satisfied with the responses that each author gave and was fascinated at times by the different perspectives. What perhaps was most refreshing was the interplay and how it affects the reader. You will find yourself thinking about the questions and the branding process and then you'll look for the nuggets of information to be gained from each author. There are plenty of nuggets to be had. The fact that you are thinking about the process means the book accomplishes what a good book is supposed to do.
This is a very good book that is easily digestible and is not pretentious in its approach toward the topic. It brings business branding to a level that is approachable by most any business manager and that in and of itself is quite a feat. I recommend this work.
-- Review by the author of the e-book, "How to Build and Manage Your Brand (in sickness and in health)."
Indeed gives you both sides of the story... Jun 16, 2009
By Manny Hernandez
"@askmanny"
You know those talk shows where you have two guests talking about an issue coming at it from different sides? Well, this book does that for branding and it is very successful at it. It's not broken down into chapters (or at least not into chapters in the traditional sense of the word) but rather into 90 question about branding one may wonder about, grouped into five parts: Understanding the Brand, Operationalizing the Brand, Marketing the Brand, Brand Evaluation and Evolution, and Just for Fun.
The two authors tackle the questions from two different perspectives: Miletsky represents the agency side of the equation and Smith comes in as a former CMO for Washington Mutual (the corporate brand side of the equation). According to the authors, they didn't communicate during the writing process: I actually believe this because you can see how their points of view sometimes coincide and sometimes diverge (as it happens in real life).
Personally, I found Miletsky's writing to be a bit more in tune with my own style but Smith's contributions were equally valuable and worth reading. Whether you are developing a new brand or rebuilding an old one, no matter how big or small your company, if you work for an agency or as part of the brand team in a company, you can benefit from reading the two sides of these Perspectives on Branding.
See all 11 customer reviews on Amazon.com
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