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The Brutal Truth About Asian Branding
And How to Break the Vicious Cycle
Joseph Baladi (Author)
9780470826478, Wiley
Hardback, published 18 February 2011
250 pages
23.6 x 15.8 x 2.3 cm, 0.581 kg
"The book delves into such insights to provide relevant information on the Asian market for all players." (Global Innovation Report, July 2011)
"This is one of the most thoughtful books on branding I've come across. Most such books are either quickly-crafted "how-to" books or academic tomes over-burdened with references. This book is thoughtful because it raises questions which deal with the 'why' rather than just 'how' of branding. The reference to brutal truth as the truth which will set us free—to examine ourselves without self-illusions—is liberating. The notion that Asia has many good, but no great brands, is also not a put-down but a clarion call for Asian CEOs to rise to the challenge and create lasting, meaningful, committed brands." "A cold shower to wake people up. Joe Baladi's Brand Blueprint is a great tool for anyone involved in Sovereign Relationship Marketing or brand building anywhere." "There are many books about branding but few address Asian companies directly. Joe Baladi has been one of the loudest voices to advocate strong branding practices to Asian companies determined to outperform their competitors. The Brutal Truth About Asian Branding is a timely book that all Asian CEOs with global aspirations should read." "The Brutal Truth About Asian Branding is the first book that connects branding frameworks to the realities of operating in Asia. It offers a very straightforward perspective on the challenges Asian CEOs face as they build their businesses and their brands, and perhaps the most compelling part of the book is the passionate plea for how Asian CEOs should be thinking different about branding. In true Baladi style, it is straight from the heart." "A very interesting and valuable perspective on Asian branding... one that decision makers in the region should read and embrace. Well done Joe!" "Brands mean Business, anywhere in the world! The focus on Asia, at this time, is natural since the developing nations of the region did so much to help the world recover from the global 2008 economic crisis. Baladi's text is timely; it is thoughtful and thought-provoking; putting people and brands center stage with practical insights borne of his breadth of personal experience at the frontline." "The brutal truth is that Joe Baladi is right. Asian CEOs must learn the brand skills used so successfully in the rest of the world. It will take a big change in mentality, but the rewards will be vast. This book is a great start to that revolution."
—Ho Kwon Ping, Chairman/CEO; Banyan Tree and Board of Trustees, SMU; 2010 recipient of the "Lifetime Achievement Award" by the American Creativity Association
—Timothy Love, Vice Chairman; Chief Executive Officer, Omnicom APIMA
—Richard Eu, Group CEO, Eu Yan Sang International
—Maarten Kelder, Managing Partner (Asia), Monitor Group
—Ron Sim, Founder & CEO, OSIM International
—Chris D. Beaumont, Professor, Tokyo University, Global Centre of Excellence; Director, North Asia, Results International
—Michael Newman, Author, 22 Irrefutable Laws of Advertising
Introduction 1 1. A Time of Profound Change 7 The old world order 7 The new world order 9 The rest of Asia 14 Toll-gates and vision 16 2. Five Reasons Why There are Very Few Great Asian Brands 19 Myopic CEO leadership 26 Corporate culture is by default, rather than by design 32 Charlatan brand practitioners 33 Performance of government agencies 36 Advertising agencies’ lack of branding competencies 41 Conclusion 45 3. Redefining Brand, Branding, and Advertising 49 Brand and branding: Thinking differently 49 Branding made easy: The People Analogy 57 The brand blueprint 70 The brand proposition 74 The relationship between branding and advertising 79 4. Pre-Branding 87 Overview of the business and branding flowchart 89 Business goals and business strategy 90 The role of corporate guiding principles 97 Charting the road to a successful business 132 5. Brand Strategy 139 If you don’t make a choice, the choice makes you 139 Differentiation 140 Emotional dimension 147 Focused target audience 159 Ability to innovate and stay relevant 165 CEO involvement and leadership 170 Employee involvement and commitment 178 Intelligent brand architecture 193 CSR: The new branding imperative 204 Summary 210 6. Methodology instead of Mythology 215 Positioning or repositioning? 218 Preparing for a (positioning or repositioning) branding project 219 The strategy-centric brand development methodology 224 Costing the project proposal 235 7. Brand into Action: Delivering against Your Promise 241 Be careful what you promise 241 Making the brand come alive 244 Summary 261 8. Conclusion 263 The future is here 263 Caught up in a good thing 264 The “Asian/Chinese Century” 265 Everything is connected; the rest is conceptual 266 Summary: Tomorrow’s Asian CEO today 270 Index 275
Subject Areas: Business & management [KJ]
