Bigger Than This
9780989646178, $14.95, PB, 202pp, www.amazon.com
Synopsis: What do brands like Planet Fitness, Everlane, and Bombas all have in common? They're capturing peoples' emotions and winning customers' hearts. And they are based on commodity products or services.
Acclaimed brand strategist Fabian Geyrhalter's enlightening new book, "Bigger Than This: How to turn any venture into an admired brand" digs deep into today's new world of brand creation. "Bigger Than This" challenges companies ranging from startups to Fortune 100s, to discover and even rediscover discover their spark and connect with today's consumers on a deeper level.
"Bigger Than This" analyzes brands that are based on commodity products--watches, socks, shoes, fish--yet they quickly turn into beloved brands. "Bigger Than This" emphasizes the importance of storytelling, encouraging brands to embrace 8 simple traits these brands showcase and offers specific, actionable commandments that any brand can implement--story, belief, cause, heritage, delight, transparency, solidarity, and individuality. The underlying message of "Bigger Than This" is that businesses need to uncover the roots of their ventures and share honest, empathetic stories that resonate...