TITLE

World Famous

AUTHOR(S)
Tyreman, David
PUB. DATE
August 2009
SOURCE
World Famous - Business Book Summaries;2009, Vol. 1 Issue 1, p1
SOURCE TYPE
Book Summary
DOC. TYPE
Book Summary
ABSTRACT
23 pp. AMACOM 2009 Understanding brand identity is crucial for every business; yet, few actually have a well-defined brand identity that inspires legions of loyal followers. Companies that are the most successful, that consistently deliver results, and that hold on to a loyal customer base understand that business is more than just a series of transactions. In World Famous, David Tyreman reveals that the secret lies in working to inspire rather than to sell, in being authentic rather than trying to fit in, and in engaging a marketplace of consumers rather than by focusing on the competition. He reminds us that people choose a brand because it engages them personally, and he guides readers through the steps needed to create an engaging brand identity .Consumers will purchase from businesses that inspire them rather than sell to them, that are authentic, and that engage them. The businesses that are successful are those that understand business is not just a transaction; it is an experience. These are the businesses that stand out from the crowd, because they know who they are and stay true to their unique vision of themselves. They are success stories backed up by loyal fans and healthy profits. These businesses also understand another thing: There is something better than being number one. According to Tyreman, "There is a higher goal, a more rewarding goal, a goal that can be the difference between mediocrity and brilliance, between pennies and millions. That goal is to stand out as the obvious choice, the only choice in the hearts and minds of your market." The concept of being number one is actually a flawed one, because it intimates that there are other choices. It sets a business up for comparisons with other similar businesses; it suggests that there can only be one company that can win the comparison. When company leaders accept the belief that there can only be one winner in the war of brands, they risk taking the focus away from the unique identity...
ACCESSION #
43680766

 

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