Sell the Brand First: How to Sell Your Brand and Create Lasting Customer Loyalty

摘要

This book is about using the brand as a sales tool. It is aimed at sales people with some experience, but who would nevertheless be surprised to hear that that they are the biggest investment a company makes in its branding (p. 19). The target readership for this book would find the idea that they are selling the hole, not the drill, a novelty, and would not have heard the statement "No-one ever got fired for buying IBM" (p. 11) or, if they had heard it, would not have understood the implications behind that sentence. Clearly, then, this book does not push back the boundaries of knowledge. To be frank, the academic readership of the Journal of Product and Brand Management would generally work with, and teach, people who have thought more deeply about brands, marketing and selling than those who would benefit from this book.