Myths of Branding: Dispel the Misconceptions and Become a Brand Expert, 2nd Edition

  • 3h 14m
  • Andy Milligan, Simon Bailey
  • Kogan Page
  • 2022

A brand is just a logo - everyone knows that, don't they? After all, it's not as though a good brand can save a bad business, and besides, the digital revolution is making branding irrelevant...

Myths of Branding, written by renowned branding experts Andy Milligan and Simon Bailey, explores the huge number of misguided, mistaken and blatantly false myths that abound in the branding arena. From the belief that developing brands is nothing more than fiddling with logos, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity and that the customer is always right - these myths are all surprisingly entrenched, yet could not be further from the truth.

Myths of Branding uses up-to-date case studies and witty examples to debunk these popular misconceptions, and replaces them with the reality of what it's really like to work in the world of branding. Jam-packed with entertaining anecdotes and useful information that practitioners can learn from, it guarantees a deeper, sharper understanding of the realities of branding and brand management.

About the Business Myths series...

The Business Myths series tackles the falsehoods that pervade the business world. From leadership and management to social media, strategy and the workplace, these accessible books overturn out-of-date assumptions, skewer stereotypes and put oft-repeated slogans to the test. Entertaining and rigorously researched, these books will equip you with the insight and no-nonsense wisdom you need to succeed.

About the Author

Andy Milligan is a leading international branding consultant. He has worked for almost 20 years advising major organizations on strategies for brand building, customer experience and internal culture, and comments regularly in the media on brand issues. He is the co-author of On Purpose and Bold.

Simon Bailey is an experienced business leader and brand specialist who advises CEOs on using their brand to drive business growth. He was formerly European CEO of Interbrand and UK CEO of WPP agency the Brand Union. His agencies have twice been awarded 'Agency of the Year' by Marketing Magazine.

In this Book

  • Introduction
  • Brands are Just a Way of Charging You More for the Same Product
  • Once Lost, Trust Can Never Be Rebuilt
  • A Strong Brand Can Be used to Prop up a Bad Business
  • Technology is Diminishing the Power of Brands
  • Branding is Just About the Logo and Advertising
  • Brands are Bad for Society, Exploiting Consumers and Workers to Make Profits
  • Brands Don't Have Financial Value
  • Brand Valuation is Entirely Subjective and Not Worth Doing
  • Brands Don't Generate Meaningful Returns
  • Differentiation is Dead. Distinctiveness Matters
  • The Customer is Always Right
  • You Need Many Decades to Build a Truly Global Brand
  • Having One Brand is Better Than Having Lots of Brands
  • A Brand is ‘Owned’ by the Marketing Department
  • Brand Purpose is Just CSR by Another Name
  • Customers are Seeking a Personal Relationship with Your Brand
  • Branding is all Fluff with No Rigour or Science
  • In Certain Types of Business, Brands Don't Really Matter
  • Branding has Nothing to Do with the Customer Experience
  • Branding is all About the Product
  • Creating Brand Names is Easy
  • Brands are Just Consumer Goods
  • Brands are Just About What Happens on the Outside
  • There is no Such Thing as Brand Loyalty
  • A Consistent Brand Identity is Everything