Intro to OBG QuickPix
While we’ve been diligent about reading the latest and greatest business books and posting summaries, all the stacks of books that surround our offices remind us that there are valuable older resources, too. We did our homework and checked to make sure these books (and in some cases, newer editions) are available for purchase. Here are three keepers:
Book: Brand Royalty
Author: Matt Haig
Published: 2006
Pages: 314
Why Read
There’s no secret formula to brand success, rather Haig’s book shines a light on brands that follow their own path—with confidence. He goes on to share 100 brand success stories as thought-starters for those looking for a new way to brand themselves.
A highlight is his take on Harley-Davidson’s brand success: H-D has created a legend—one that people want to be a part of. “Consumers aren’t just making a choice based on cheapest price or convenience. They are buying into the story and—in doing so—are becoming part of the brand story itself.”
Now that’s a powerful brand.
Summary
The book is helpful because it breaks down the types of brands (innovation, example: Xerox; pioneer brands, example: Heinz, distraction brands, example: MTV and 14 more). For each type, Haig explains the name of the type and why certain brands are that type. He follows with:
- Background & importance of the brand
- Focus on the factors that make the brand different, relating to the type
- Brand specifics, including facts
Book: Living the 80/20 Way
Author: Richard Koch
Published: 2004
Pages: 186
Why Read
Who doesn’t want to work and worry less, succeed and enjoy MORE? You are likely familiar with the concept: 80 percent of results are generated from just 20 percent of effort or causes (sales people know it as 80 percent of sales comes from 20 percent of customers).
Read the book because it’s a road map of sorts, one that connects the 80/20 rule to individuals via engaging stories of those who have opened their arms to it.
Summary
The author puts the foundation of personal success under the microscope to reveal how individuals can leverage the 80/20 rule. On the working less, it’s yet another way of saying you should be working smarter, not harder (or live to work instead of working to live). To do so, the theory is that if you do more of the things you love you can do “less things” in general and see great change in your own life.
It’s all about being more productive, and Koch says that getting more with less “delivers” on two promises:
One, that it’s possible to enhance anything by a large amount, and two, the road to improvement begins with the question “What will give me a better result for less effort?”
At the end of the day, according to the author, we need to spend more time living in the moment—while being proud of our past and hopeful about the future.
Book: Then We Set His Hair on Fire
Author: Phil Dusenberry
Published: 2005
Pages: 290
Why Read
With a book title like this, you know it comes from the world of advertising! The author shares funny and memorable moments from his career at the leading ad agency BBDO North America (the book’s title, for example, recalls the day in 1984 when Michael Jackson’s hair caught on fire during the filming of that infamous Pepsi commercial).
The take-away? One great insight can open up the world of advertising, and that big insight can be the very definition of brand that even has the power to change the industry.
Summary
There’s loads of stories, lessons, and tips but the stand-out is the “litmus test” for a great company or brand tagline (in the old days, they called it a slogan):
- It must be memorable, either by rhyming, spelling, or using a pun.
- It has to differentiate.
- It must be strategic (connecting products use or benefits).
- It should show personality (the brand’s).
- It must be original.
- It should be simple.
- It should encourage purchase (call to action).
- And ultimately, it can be extended into an entire campaign (a series of ads).