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Book Review -- Brain Tattoos
Written by: Andy MarkenArticle Overview: Brain Tattoos: Creating Unique Brands That Stick in Your Customers’ Minds – Karen Post, AMACOM (American Management Association) www.amacom.com, November 2004, ISBN-10 – 0814472346, 187 pages, $17.95
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Book Review -- Brain Tattoos
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.
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