Brand Is A Four Letter Word: Positioning And The Real Art Of Marketing
- Publish Date: 2012-04-15
- Binding: Hardcover
- Author: Austin McGhie
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In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with branding and instead focus on the real work of marketing: positioning. In fact, McGhie believes theres no marketing problem or opportunity that cant be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketers stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand.
Drawing on his 30-year career working with some of worlds best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.
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