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Release Date: October 10, 2008

Branding: secrets revealed, best practices explained, pitfalls exposed! • The truth about positioning brands and developing brand meaning • The truth about brands as corporate profit drivers • The truth about advertising, pricing, segmentation, and more   Simply the best thinking the truth and nothing but the truth   This book reveals the 51 bite-size, easy-to-use techniques for building great brands—and keeping them great.   “I recommend this punchy, provocative book that uses vivid case studies to remind us of 51 truths about brands.” DAVID AAKER, Vice-Chairman, Prophet and Author of Building Strong Brands and Spanning Silos   Preface ix Truth 1 Managing brands is not common sense 1 Truth 2 No one loves your brand as much as you love it 5 Truth 3 The brand is not owned by marketing; everyone owns it 9 Truth 4 Making more by doing less 13 Truth 5 Does your brand keep its promise? 17 Truth 6 Price is the communication of the value of your brand 21 Truth 7 Brand personality is the emotional connection with your brand 25 Truth 8 Does your sales force know the difference between a product and a brand? 29 Truth 9 Beware of the discounting minefield 33 Truth 10 Packaging protects your product; great packaging protects your brand 37 Truth 11 Brand management is association management 41 Truth 12 The retail experience is the brand experience 45 Truth 13 Corporate ego: Danger ahead 49 Truth 14 Brand metrics: Best measure of success? 53 Truth 15 Customer complaints are a treasure 57 Truth 16 Brand stewardship begins at home 61 Truth 17 Market share doesn’t matter 65 Truth 18 Avoid the most common segmentation mistake 69 Truth 19 Public relations and damage control: The defining moment 73 Truth 20 Focus equals simplicity 77 Truth 21 Marketing is courtship, not combat 81 Truth 22 Don’t sacrifice brand focus for sales 85 Truth 23 The medium is not the message; the message is the message 89 Truth 24 Brand development and the small business 93 Truth 25 Imitation is an ineffective form of flattery 97 Truth 26 Positioning lives in the mind of your target customer 101 Truth 27 The value of brand loyalty 105 Truth 28 Quality is not an effective branding message 109 Truth 29 Effective use of celebrity endorsers: The fit’s the thing 113 Truth 30 Brand-building consumer promotion 117 Truth 31 Advertising built for the long run 121 Truth 32 A service brand is a personal brand 125 Truth 33 Is your brand the best at something? If so, be satisfied 129 Truth 34 Great positionings are enduring 133 Truth 35 Effective branding begins with the name 137 Truth 36 Your brand makes your company powerful, not the other way around 141 Truth 37 Be consistent but not complacent 145 Truth 38 Is your brand different? If not, why will someone buy it? 149 Truth 39 The three M’s of taglines: Meaningful, motivating, and memorable Truth 40 Customer service is the touch point of your brand 157 Truth 41 Smaller targets are easier to hit 161 Truth 42 Beware of the allure of brand extensions 165 Truth 43 Keep advertising simple, but not simplistic 169 Truth 44 It’s a long walk from the focus group room to the cash register 173 Truth 45 Repositioning can be a fool’s chase 177 Truth 46 With advertising, don’t expect too much 181 Truth 47 Don’t let testing override judgment 185 Truth 48 Effective advertising is 90% what you say, 10% how you say it 189 Truth 49 Compromise can destroy a brand 193 Truth 50 Don’t let the pizazz outshine the brand 197 Truth 51 There are no commodity products, only commodity thinking 201 References 205 Acknowledgments 209 About the Authors 211  

Xstamper is the stamp brand people ask for by name and is considered the premier brand in pre inked stamps. This Xstamper stamp is pre inked for up to 50, 000 impressions and re-inkable for the lifetime of the stamp. We will personalize your stamp with up to 3 lines of custom text. Ideal for both business and personal use and makes an excellent small address, bank deposit or any small message stamp.

Branding: secrets revealed, best practices explained, pitfalls exposed! • The truth about positioning brands and developing brand meaning • The truth about brands as corporate profit drivers • The truth about advertising, pricing, segmentation, and more   Simply the best thinking the truth and nothing but the truth   This book reveals the 51 bite-size, easy-to-use techniques for building great brands—and keeping them great.   “I recommend this punchy, provocative book that uses vivid case studies to remind us of 51 truths about brands.” DAVID AAKER, Vice-Chairman, Prophet and Author of Building Strong Brands and Spanning Silos   Preface ix Truth 1 Managing brands is not common sense 1 Truth 2 No one loves your brand as much as you love it 5 Truth 3 The brand is not owned by marketing; everyone owns it 9 Truth 4 Making more by doing less 13 Truth 5 Does your brand keep its promise? 17 Truth 6 Price is the communication of the value of your brand 21 Truth 7 Brand personality is the emotional connection with your brand 25 Truth 8 Does your sales force know the difference between a product and a brand? 29 Truth 9 Beware of the discounting minefield 33 Truth 10 Packaging protects your product; great packaging protects your brand 37 Truth 11 Brand management is association management 41 Truth 12 The retail experience is the brand experience 45 Truth 13 Corporate ego: Danger ahead 49 Truth 14 Brand metrics: Best measure of success? 53 Truth 15 Customer complaints are a treasure 57 Truth 16 Brand stewardship begins at home 61 Truth 17 Market share doesn’t matter 65 Truth 18 Avoid the most common segmentation mistake 69 Truth 19 Public relations and damage control: The defining moment 73 Truth 20 Focus equals simplicity 77 Truth 21 Marketing is courtship, not combat 81 Truth 22 Don’t sacrifice brand focus for sales 85 Truth 23 The medium is not the message; the message is the message 89 Truth 24 Brand development and the small business 93 Truth 25 Imitation is an ineffective form of flattery 97 Truth 26 Positioning lives in the mind of your target customer 101 Truth 27 The value of brand loyalty 105 Truth 28 Quality is not an effective branding message 109 Truth 29 Effective use of celebrity endorsers: The fit’s the thing 113 Truth 30 Brand-building consumer promotion 117 Truth 31 Advertising built for the long run 121 Truth 32 A service brand is a personal brand 125 Truth 33 Is your brand the best at something? If so, be satisfied 129 Truth 34 Great positionings are enduring 133 Truth 35 Effective branding begins with the name 137 Truth 36 Your brand makes your company powerful, not the other way around 141 Truth 37 Be consistent but not complacent 145 Truth 38 Is your brand different? If not, why will someone buy it? 149 Truth 39 The three M’s of taglines: Meaningful, motivating, and memorable Truth 40 Customer service is the touch point of your brand 157 Truth 41 Smaller targets are easier to hit 161 Truth 42 Beware of the allure of brand extensions 165 Truth 43 Keep advertising simple, but not simplistic 169 Truth 44 It’s a long walk from the focus group room to the cash register 173 Truth 45 Repositioning can be a fool’s chase 177 Truth 46 With advertising, don’t expect too much 181 Truth 47 Don’t let testing override judgment 185 Truth 48 Effective advertising is 90% what you say, 10% how you say it 189 Truth 49 Compromise can destroy a brand 193 Truth 50 Don’t let the pizazz outshine the brand 197 Truth 51 There are no commodity products, only commodity thinking 201 References 205 Acknowledgments 209 About the Authors 211  

Xstamper is the stamp brand people ask for by name and is considered the premier brand in pre inked stamps. This Xstamper stamp is pre inked for up to 50, 000 impressions and re-inkable for the lifetime of the stamp. We will personalize your stamp with up to 6 lines of custom text. Ideal for both business and personal use and makes an excellent large address, bank deposit or large message stamp.

Xstamper is the stamp brand people ask for by name and is considered the premier brand in pre inked stamps. This Xstamper stamp is pre inked for up to 50, 000 impressions and re-inkable for the lifetime of the stamp. We will personalize your stamp with up to 3 lines of custom text. Ideal for both business and personal use and makes an excellent small address, bank deposit or small message stamp.

This book explores the new world of the brand - now more powerful and prominent than ever. It argues that a brand is far more than just a logo, discussing the larger creative and economic process of branding as well as the psychological theory behind impactful and successful brands. The text is supported by practical tips and exercises, as well as contemporary examples from some of the world's best-known brands and brand agencies.

How do brand names differ from other names, and what goes into making a good name great and a bad name ghastly? Knowing this can spell the difference between bankruptcy and marketplace triumph. In this indispensable guide, the authors share the secrets of successful brand names--how they've indelibly stamped cultures around the world; who makes them; why they're made; and how they're compiled, bought, sold, and protected. The book outlines what kind of names exist--the initialized, descriptive, allusive, and coined. How namers surf on brainwaves. The do's, don'ts, and nevers of naming, how the structure of names is built from the ground up and how their sounds are engineered. Why names symbolize benefits. Where in the world brands may be found, and what will become of them. Fast-paced, illustration-packed, gazing at the past and probing into the future, this is the definitive book on naming. The Making of A Name is the one book anyone interested in 'owned words' must have. 'Right now, all over America, millions of freelancers are starting companies, inventing products and marketing their services. Whether they're laid-off dot-com kids or unfulfilled Boomers, they have one thing in common--they all need names. Sadly for them, there's no book on the market that lays out the process. Rivkin and Sutherland's book will fill that gap. It's packed with useful 'how to' as well as tales both inspiring and cautionary: back-stories on the brand names we know--and why we love or hate them.' --Laurie Pollock, formerly Senior Partner, Planning Director at Ogilvy & Mather Advertising in New York

Every day each of us experiences the marketing power and influence of a widely-recognized brand name. When we use Coke as a synonym for cola products, or Kleenex to mean tissue, we reinforce the power of these brands. It is no surprise, then, that companies with established brand names protect and nurture them, and that companies without brand names continuously strive to build them. Many have theorized about the most effective way to establish a popular brand. Seldom, however, have the owners of the world's leading brands given their views on the subject. In this volume, successful brand owners reveal their own views on the power and importance of brand names. Senior executives from major international companies such as Coca-Cola, Nestle, Guinness, and Mercedes-Benz get at the heart of what it takes to create, manage, and protect brand names. Coming from a variety of perspectives, the sum of the contributions offers a blueprint for the aspiring brand owner. Further analysis from academics, management consultants and marketing experts rounds out this comprehensive study.

Can you imagine your children eating fruits and vegetables? This book includes bizarre, funny, out-of-this-world, tasty treats that will have kids eating fruits and vegetables and giggling all the way to a clean plate! Chapter include light and healthy treats, quick snacks, Halloween favorites, fun drinks, desserts and birthday party goodies. Over 80 beautifully full-color photos. Fun food riddles to keep kids guessing and entertained.

How do brand names differ from other names, and what goes into making a good name great and a bad name ghastly? Knowing this can spell the difference between bankruptcy and marketplace triumph. In this indispensable guide, the authors share the secrets of successful brand names--how they've indelibly stamped cultures around the world; who makes them; why they're made; and how they're compiled, bought, sold, and protected. The book outlines what kind of names exist--the initialized, descriptive, allusive, and coined. How namers surf on brainwaves. The do's, don'ts, and nevers of naming, how the structure of names is built from the ground up and how their sounds are engineered. Why names symbolize benefits. Where in the world brands may be found, and what will become of them. Fast-paced, illustration-packed, gazing at the past and probing into the future, this is the definitive book on naming. The Making of A Name is the one book anyone interested in "owned words" must have.

Cake can be traced back to Ancient Egyptian bakers, whose sweetened breads likely were the foundation on which the modern cake was born. According to some sources, chocolate cake is America s second-most popular dessert, trailing only ice cream. Cakes Winning Recipes, from the highly acclaimed Favorite Brand Name Recipes cookbook series, presents more than 80 recipes for cakes of every flavor and kind.Favorite Brand Name Recipes editors selected from thousands of recipes to assemble this collections, which includes sections on chocolate cake, cheesecake, cupcakes, and classic cakes. This spiral-bound cookbook lies flat when open for easy use in the kitchen, and most of the recipes are accompanied by brilliant color photography. You ll want to try these all-time favorite cake recipes: Moist and Tender Carrot Cake German Chocolate Cake Black Forest Angel Food Cake Praline Cheesecake with Bourbon Pecan Sauce Apple Spice Custard Cake Banana Cake