Please welcome Karen Post, consultant, speaker, and author of BRAIN TATTOOS to Brand Autopsy's Authors as Hawkers series.
Author: Karen Post
Book Title: BRAIN TATTOOS: Creating Unique Brands that Stick to your Customers’ Minds (AMACOM)
Purchase Links: Amazon | 800 CEO READ
Website: www.brandingdiva.com
Sample Reading: from Amazon.com
THE GIST [concept/purpose of the book]
KAREN POST (KP): Brain Tattoos is a friendly tool so readers can better understand the power and opportunities behind a brand and how to build a sustainable one.
THE AUDIENCE [marketers who’ll benefit from the book]
KP: Entrepreneurs, business owners, marketing folks from all size organizations and individual professionals. B2B, B2C, and non-profits can benefit from it.
THE AUTHOR [author’s qualifications]
KP: I’ve been branding products and services for over twenty years. I founded my first company, a creative services agency at the age of 22. I’ve worked with startups and Fortune 500 companies along with professional athletes and entertainers. I’m still in the trenches of the marketplace; speak internationally; write for fastcompany.com; and consult with trade associations, businesses, and professionals on branding matters.
THE KNOWLEDGE [takeaway value of the book]
KP: A simple, applicable formula for a great brand (point of difference, personality, purpose, and a promise). How to create a brand worth talking about and connecting it to the marketplace and inside the organization via all touch points.
DOWATCHALIKE [author’s free space to riff]
KP: If you want a book with a lot of theory and data mumbo, pass on this one. If you want an easy-to-consume guide to building a valuable (Brain Tattoo) brand asset that instills confidence, creates buyer loyalty, and helps products earn a higher price, this book is perfect. The content covers the spectrum from branding opportunities, naming, creative thinking, internal branding, loyalty, sales, experience building along with living examples of brand brilliance, templates, and branding resources.
If you are new to branding, Brain Tattoos will be your new best friend. If you are a seasoned pro, you’ll find lots of good ideas and refreshing reminders to keep your brand on its best game.
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Thanks Karen for participating in Authors as Hawkers on Brand Autopsy!
"Audience:
Entrepreneurs, business owners, marketing folks from all size organizations and individual professionals. B2B, B2C, and non-profits can benefit from it."
Hmmm. When I hear such broad target scopes from clients, I wonder if they really know their customers. My question is no longer "Who is your target market?" it is "Who do you help the most?"
I'm not trying to ridicule, but rather I am curious who you help the most?
In a recent article, Al Ries (who I don't always agree with) said, "Any combination of words that appeals to everybody will never work in marketing." That, I do agree with.
Posted by: Dustin | July 13, 2005 at 12:20 PM
I hear ya Dustin. After reading BRAIN TATTOOS, I felt the practical and applicable tattoo tactics Karen shares are better suited to the neophyte marketer/bootstrap marketer than to a more experienced marketer.
That is not to say an experienced marketer couldn't learn from BRAIN TATTOOS. Karen has an "Exaggerate, Accentuate, and Eliminate" tip for developing marketing communication pieces which is succinctly brilliant. And her tattoo tests outline basic, yet ultra important, questions to answer about how indelible the brand is that an experienced marketer is managing.
Pair up Karen’s BRAIN TATTOOS with John Dijulius’ SECRET SERVICE and any entrepreneur will have all strategic and tactical marketing advice needed to make their business succeed.
Posted by: johnmoore (from Brand Autopsy) | July 13, 2005 at 01:43 PM