Bigger Than This: How to turn any venture into an admired brand
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.
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About the Author
"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