Bigger Than This
Fabian Geyrhalter
- 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.Following
- the
- success
- of
- his
- #1
- bestselling
- book,
- "How
- to
- Launch
- a
- Brand,"
- acclaimed
- brand
- strategist
- Fabian
- Geyrhalter
- is
- back
- with
- an
- enlightening
- new
- book
- that
- digs
- deep
- into
- today's
- new
- world
- of
- brand
- creation.
- "Bigger
- Than
- This"
- challenges
- companies
- –
- from
- startups
- to
- Fortune
- 100s
- –
- to
- (re)discover
- their
- spark
- and
- connect
- with
- today's
- consumers
- on
- a
- deeper
- level.In
- "Bigger
- Than
- This,"
- Geyrhalter
- analyzes
- brands
- that
- are
- based
- on
- commodity
- products
- –
- watches,
- socks,
- shoes,
- fish
- –
- yet
- they
- quickly
- turn
- into
- beloved
- brands.
- He
- 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.
- Instead
- of
- playing
- "dress-up,"
- he
- wants
- businesses
- to
- uncover
- the
- roots
- of
- their
- ventures
- and
- share
- honest,
- empathetic
- stories
- that
- resonate
- with
- consumers,
- creating
- a
- loyal
- following
- that
- leads
- to
- strong,
- successful
- brands.Delightfully
- concise
- and
- refreshing,
- Geyrhalter
- draws
- on
- his
- personal
- experience
- of
- having
- helped
- shape
- over
- 60
- brands,
- and
- intentionally
- (and
- noticeably)
- steps
- away
- from
- marketing
- fluff
- and
- business
- lingo
- that
- often
- clouds
- the
- integrity
- of
- marketing books.
pro-mbooks3 : libris
