Bigger Than This: How to turn any venture into an admired brand

Available

Description

What do brands like Planet Fitness, Everlane, and Bombas all have in common? They're capturing peoples' emotions and winning customers' hearts. And they are based on commodity products or services.

Following the success of his #1 bestselling book, "How to Launch a Brand," acclaimed brand strategist Fabian Geyrhalter is back with an enlightening new book that digs deep into today's new world of brand creation. "Bigger Than This" challenges companies - from startups to Fortune 100s - to (re)discover their spark and connect with today's consumers on a deeper level.

In "Bigger Than This," Geyrhalter analyzes brands that are based on commodity products - watches, socks, shoes, fish - yet they quickly turn into beloved brands. He emphasizes the importance of storytelling, encouraging brands to embrace 8 simple traits these brands showcase and offers specific, actionable commandments that any brand can implement - story, belief, cause, heritage, delight, transparency, solidarity, and individuality. Instead of playing "dress-up," he wants businesses to uncover the roots of their ventures and share honest, empathetic stories that resonate with consumers, creating a loyal following that leads to strong, successful brands.

Delightfully concise and refreshing, Geyrhalter draws on his personal experience of having helped shape over 60 brands, and intentionally (and noticeably) steps away from marketing fluff and business lingo that often clouds the integrity of marketing books.

Product Details

Price
$19.95
Publisher
Brandtro
Publish Date
January 23, 2018
Pages
202
Dimensions
4.72 X 0.46 X 7.48 inches | 0.43 pounds
Language
English
Type
Paperback
EAN/UPC
9780989646178
BISAC Categories:

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About the Author

Fabian Geyrhalter is the Founder and Principal of FINIEN. Geyrhalter has been published internationally by the likes of The Washington Post, Graphis and Communication Arts. He has written about branding for publications including Mashable and Entrepreneur and is a columnist for Inc. An active jury member of the Academy of Interactive & Visual Arts and winner of numerous design awards, including 23 American Graphic Design Awards, Geyrhalter is often invited to judge international design competitions. He served as an adjunct professor at USC and Art Center College of Design and is an Advisory Board Member of the Santa Monica College. Geyrhalter is a frequent speaker and mentor to entrepreneurs worldwide, a Global 100 mentor at the Founder Institute and author of the #1 best selling book How to Launch a Brand. He is further serving as consulting Executive Creative Strategist at Urban Insight, a leading technology consulting firm, managing the intersection of brand vision and creative digital strategy. At the age of 21, he became Creative Director at Insyght, developing corporate identity and collateral projects for pharmaceutical industry giants like Pfizer and Lilly. He later served as Creative Lead at Genex, an Adweek Top 50 Interactive Agency, overseeing the emerging online media account for the luxury automotive brand Acura. For 12 years he has been running the highly successful branding and graphic design agency Geyrhalter & Co, working for clients such as The Bill & Melinda Gates Foundation, Goodwill, Brandman University, W Hotels, CO-OP Financial Services, USC, Evolution Juice, The City Of Los Angeles and John Varvatos. Geyrhalter was born in Vienna, Austria and is a graduate of Art Center College of Design.

Reviews

"In a world of hyper-competition and non-stop disruption, the only way to stand out from the crowd is to stand for something special. Originality and authenticity have become the essence of strategy. In Bigger Than This, Fabian Geyrhalter offers a set of ideas and a collection of case studies to help you create long-lasting value in head-spinning times. Don't just read this book...put it to work inside your company and in your career."

- William C. Taylor, Co-Founder, Fast Company, and Author of Simply Brilliant

"Bigger Than This is a small book with a very big font and an even bigger idea."

- Shaun Smith, Author of On Purpose Delivering a Branded Customer Experience People Love

"The author's genuine enthusiasm for this topic is infectious. Expect your copy to become dog-eared...you're likely to find yourself referencing it again and again."

- David Glaze, Creative Director, Amazon

"Essential reading for any entrepreneur who wants their brand to be more empathetic."

- Heather McGough, Co-Founder, Lean Startup Co.

"Refreshingly clear and devoid of jargon, Bigger Than This is full of case studies, insights, and analysis that explore the best ways in which to turn a business into a brand."

- Brittany Golob, Editor, Transform Magazine