Book Review -- Brain Tattoos
Book Review -- Brain Tattoos
The first thing we had to get over in reading the book was the author’s branding as the Branding Diva. Ok it is a personal mental block but we’ve met a number of divas in our career and in a number of instances they were simply prima donnas…individuals in love with themselves and their own self-importance.
But we were able to put that aside in reading Ms Post’s book because to start with the title was extremely intriguing – Brain Tattoos. After all that is exactly what every company and every product strives to achieve in today’s over communicated world.
The barrage of online/offline, print/air and event marketing activities all designed to make an impression (favorable) with the consumer is overwhelming. The noise level is so high it is easy for us to tune out even though you can’t seem to turn it off.
To Ms Post’s credit she doesn’t bog the reader down with hackneyed theory or rhetoric. Instead she wastes no time in getting to work to assist you in identifying your brand’s purpose, its personality, its consumer promise and how you can develop a unique and hopefully memorable difference.
The author doesn’t isolate products from the company or the firm’s management. She treats them as a single identity which we appreciated because people don’t buy products…they buy people. She explains how the company and the people marketing/selling the product have a profound impact on how well the brand makes an impression.
With open-ended questions she makes the reader think by asking questions that you need to answer if you are going to make a lasting impression, a tattoo.
She does an excellent job of helping you understand how you can develop a good balance between connecting through emotions and confirming the decision with reason…thus reaching both sides of the consumer’s mind.
She discusses, dissects, analyzes and explains what makes noteworthy brands such as Abercrombie and Fitch, Cingular Wireless, Virgin, The Container Store, Starbucks and FedEx.
Perhaps what you’ll find most valuable in the book are the inputs and observations from the Brain Trust. What’s the Brain Trust? This is the combined experience and expertise of well known marketing and branding gurus such as Tom Peters, Jack Trout and Joe Calloway.
In each of the book’s ten chapters, Ms. Post presents a set of five second brand bites. These are concise and practical statements which wrap up the essential lessons you should take away from the individual chapter.
Brain Tattoos is an impressive effort. You won’t find complicated, useless theories. Truth is you’ll find very little of today’s tired marketing jargon that we seem to hear when words replace ideas. This really a hands-on marketing book that will help you develop product impressions that can become brain tattoos!
The author helps you identify what it takes to develop a unique brain tattoo for a product – any product – whether it is sold business to consumer or business to business. She gives you information, recommendations and guidelines that you can put to use immediately to make phones and cash registers ring.
She lays out all of the tools you need to become your organization’s leading branding ambassador. She gives you all the items you need – questionnaires, tattoo tests and tol kits that can help your organization and you produce successful brands.
In addition, after reading the book in its entirety, Ms. Post rewards you with her list of top ten tattoo taboos. After reading and digesting each chapter you’ll find you can quickly recognize the taboo and you almost instinctively know how, why and where the concept goes wrong. It is a great self-test to see if you got the full value of the information presented.
If you didn’t…put the book down, leave it for a week or two and then reread it cover to cover. In no time you’ll be able to raise your messaging above the noise. If you’re lucky – real lucky – you’ll be able to produce and maintain your organization’s and its products own brand brain tattoo!
Brain Tattoos does an outstanding job of giving us a lasting and hopefully positive impression of Ms Post and the things we need to consider and do to help company management and products move to the next level.
###############
Book Review Brain Tattoos - To learn more about this author, visit Andy Marken's Website.
Like this article? Share it with your friends
The challenge of making your brand memorable and rememberable is difficult at best and a constant challenge for anyone in the industry.
The first thing we had to get over in reading the book was the author’s branding as the Branding Diva. Ok it is a personal mental block but we’ve met a number of divas in our career and in a number of instances they were simply prima donnas…individuals in love with themselves and their own self-importance.
But we were able to put that aside in reading Ms Post’s book because to start with the title was extremely intriguing – Brain Tattoos. After all that is exactly what every company and every product strives to achieve in today’s over communicated world.
The barrage of online/offline, print/air and event marketing activities all designed to make an impression (favorable) with the consumer is overwhelming. The noise level is so high it is easy for us to tune out even though you can’t seem to turn it off.
To Ms Post’s credit she doesn’t bog the reader down with hackneyed theory or rhetoric. Instead she wastes no time in getting to work to assist you in identifying your brand’s purpose, its personality, its consumer promise and how you can develop a unique and hopefully memorable difference.
The author doesn’t isolate products from the company or the firm’s management. She treats them as a single identity which we appreciated because people don’t buy products…they buy people. She explains how the company and the people marketing/selling the product have a profound impact on how well the brand makes an impression.
With open-ended questions she makes the reader think by asking questions that you need to answer if you are going to make a lasting impression, a tattoo.
She does an excellent job of helping you understand how you can develop a good balance between connecting through emotions and confirming the decision with reason…thus reaching both sides of the consumer’s mind.
She discusses, dissects, analyzes and explains what makes noteworthy brands such as Abercrombie and Fitch, Cingular Wireless, Virgin, The Container Store, Starbucks and FedEx.
Perhaps what you’ll find most valuable in the book are the inputs and observations from the Brain Trust. What’s the Brain Trust? This is the combined experience and expertise of well known marketing and branding gurus such as Tom Peters, Jack Trout and Joe Calloway.
In each of the book’s ten chapters, Ms. Post presents a set of five second brand bites. These are concise and practical statements which wrap up the essential lessons you should take away from the individual chapter.
Brain Tattoos is an impressive effort. You won’t find complicated, useless theories. Truth is you’ll find very little of today’s tired marketing jargon that we seem to hear when words replace ideas. This really a hands-on marketing book that will help you develop product impressions that can become brain tattoos!
The author helps you identify what it takes to develop a unique brain tattoo for a product – any product – whether it is sold business to consumer or business to business. She gives you information, recommendations and guidelines that you can put to use immediately to make phones and cash registers ring.
She lays out all of the tools you need to become your organization’s leading branding ambassador. She gives you all the items you need – questionnaires, tattoo tests and tol kits that can help your organization and you produce successful brands.
In addition, after reading the book in its entirety, Ms. Post rewards you with her list of top ten tattoo taboos. After reading and digesting each chapter you’ll find you can quickly recognize the taboo and you almost instinctively know how, why and where the concept goes wrong. It is a great self-test to see if you got the full value of the information presented.
If you didn’t…put the book down, leave it for a week or two and then reread it cover to cover. In no time you’ll be able to raise your messaging above the noise. If you’re lucky – real lucky – you’ll be able to produce and maintain your organization’s and its products own brand brain tattoo!
Brain Tattoos does an outstanding job of giving us a lasting and hopefully positive impression of Ms Post and the things we need to consider and do to help company management and products move to the next level.
###############
Book Review Brain Tattoos - To learn more about this author, visit Andy Marken's Website.
Like this article? Share it with your friends
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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