Brand without myth

BOOK RECOMMENDATION: With their unconventional book, authors Arnd Zschiesche and Oliver Errichiello aim to inspire executives and marketing experts. They share their understanding of brand building in a fresh, new way.The authors praise their book as: "The first honest brand book or why so many people need a Mini". The self-confidence that Arnd Zschiesche and Oliver Errichiello display in their brand book may not only seem provocative or even arrogant to some of the marketing experts and advertising agency employees criticized in the book. The "plain language from the brand punks", as it says on the cover, is certainly a little too thick, but fortunately this is mitigated by a certain entertainment value and a pinch of smug humor. Formally, the authors take an unusual approach, as their book is not divided into chapters of several pages. Instead, there are dozens of rather brief articles introduced by equally catchy headings. Sometimes only a single statement follows in even more conspicuous letters. What is missing, of course, is a table of contents. As a reader, you can work your way through the book comfortably and bit by bit, but it is not very suitable for later reference. In other words: lots of inspiration, little orientation. The authors' aim is to awaken a new understanding of branding. getAbstract rating: 8Implementability: 7Innovation level: 7Style: 9 Publisher: GabalPublication date: 2013Pages: 276ISBN: 9783869364766