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The Case for B2B Branding: Pulling Away from the Business-to-Business Pack By Bob Lamons ( South-Western Educational Pub )
Release Date: 2005-08-30
Average Customer Rating:
List Price: $38.95
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Product Description
The Case For B2B Branding is the first book ever to focus exclusively on business-to-business branding. A skillful blend of journalistic research and practitioner experience, this book contains 21 new case studies and an easy-to-follow seven step process for building b-to-b brands. You'll find actionable ideas on virtually every page.
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 B2B is Brutally Bad ( robertclarke77 )
I picked this book up because I work in B2B marketing. This book offers almost nothing in terms of branding your business in the B2B marketing, which is disappointing considering the title of the book. Mr. Lamons rehashes his "research" (ie. other people's ideas) and devotes more than half of the book to case studies. Another marketing book that clogs up the shelves, and which ideas could be consensed into a couple pages. No thanks!
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 Nothing Better On B-to-B ( rasegaljr )
The available literature on business-to-business marketing is pathetically meager, but Lamon's "Case" is a volume to be read, re-read and referred to until one's copy is worn and frayed like an evangelical's Bible. What little else that's out there is academic sophistry written by professors who've never peddled anything other than a consulting gig or a research project to a business decision-maker. Lamons has been to the books and the battlefields. As a marketing executive, agency owner and American Marketing Association columnist, Lamons knows how to tell the "how to" in a way that inspires deep appreciation of the unique fundamentals of B-to-B marketing and an understanding of how to put those fundamentals to work, right now. After 25 years in the vineyards of B-to-B --- drat! --- It's the book I wished I had written myself.
Rick Segal, Chief Executive, HSR Business to Business Inc.
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Dan Diveley ( ddiveley )
This is the best b2b branding book that I have read. Unlike other branding experts, the author presents branding in a simple, straightforward way. None of the typical b.s. other writers throw in to try to make them look smarter (and sell more books). Anyone in b2b marketing should read this book. As trite as this is going to sound, I think we all need to learn about branding in order to make our clients' companies strong which in turn, builds the economy and keeps our country prosperous.
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 Best quick guide to branding for B2B marketers
Bob Lamons gives you two books in one -- a succinct summary of branding fundamentals without the mumbo jumbo, plus 21 concise case histories from leading business-to-business companies. In an era where every brand consultancy must have its own "model," Lamons distills the essentials, the common ground, that every brand needs to thrive. His cases are to-the-point and insightful, although at times almost too brief, too neat, too self-contained. If your firm's (or your customers')brands need help, read this book first. It will be time well spent.
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A Clear View of B2B Positioning ( rolfdobelli )
How do you make a consumer feel good about a light bulb? General Electric did it by building its brand identity around trust. When customers attribute such personality traits to a corporation and its brand, that attachment translates into millions of dollars in revenues. This is why corporate positioning and brand building is so important, yet powerful branding remains as elusive as the marketing Holy Grail. Author and branding expert Bob Lamons' road map to building your brand is a very usable resource for navigating your way to a brand strategy that works. Lamons breaks down the brand-building process step-by-step, from wooing management to finding a position to measuring the results. He avoids market-speak and illustrates his points with motivational anecdotes and case histories from business-to-business companies with successful brands. Lamons does seem to concentrate more on branding and less on B2B, but we feel this would be a welcome, well-used addition to any marketing professional's resource library.
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