Branding: The Power of Brand
Differentiation is becoming increasingly difficult as the quality and cost of the products are similar. Therefore, the key is in the business of branding, i.e. the power of the brand as a differentiator.
For Tom Peters declared “guru of gurus” by The Economist and Fortune, which is precisely the differentiation of the intangible part of a company’s value, credibility and uniqueness of a brand. This is explained in new book which has just published under the title “The core of Branding.”
From his theory of “the 3 natural laws of marketing:” Benefits Patent “,” A Real Reason To Believe “and” a big difference, “Peters tells us that the brand is what defines us and it is much rather than marketing or logos. It has to do with passion, with the story that we have, with the cause that motivates us. The stories and experiences will be more important in future products, according to Peters, because the ability to convey emotion is most important in a world controlled by technology.
Tom Peters (1942) rose to fame after the publication of “In Search of Excellence” in 1982, a book in which to encourage business leaders to focus on a radically different way.
From the moment of its consolidation as a business genius, Peters became a consultant and writer, always at the forefront of management, advocating an attitude of permanent readiness to change. Provocative, unorthodox, colloquial and direct their work schedules and breaks are a source of countless “corporate thinking” of some magnitude.
Managers and professionals of any business-related areas of Marketing and Advertising, and graduate students, especially in the field of business studies, marketing, advertising and communication, and young professionals who want to differentiate themselves in the labor market will find this book an ideal text for beginners in the brand strategy.
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