The Brand Within: The Power of Branding from Birth to the Boardroom (Display of Power Series)
According to the U.S. Census Bureau, every day nearly 2,500 people go into business for themselves. Their firms account for 78 percent of U.S. businesses and $951 billion in receipts. Entrepreneurship is abundant in America, especially in the current economic crisis, but how do these companies stand out from the rest in order to succeed?
The Brand Within by Daymond John, founder and CEO of the revolutionary FUBU clothing line, brand strategist and star of the ABC hit reality show, Shark Tank, is the second nonfiction book in the best-selling Display of Power series. The Brand Within examines the loyalty of relationships companies seek to establish by attaching celebrities to their brands and the instantaneous impulses consumers exhibit when purchasing a product. Drawing on his cutting-edge experiences in the fashion business, as well as his hard-won insights developed as a sought-after marketing consultant to trendsetters and tastemakers, the author argues that branding relationships have now seeped into every aspect of our lives.
Daymond John is widely recognized as a branding and marketing authority and a sought-after consultant on the ever-changing urban/pop culture marketplace. He describes the evolution of a brand--from its generic inception to its watermark--and offers expert commentary on iconic personal ''brands'' ranging from Tiger Woods to Muhammad Ali and branding as it pertains to corporations such as Blackberry and UPS, among others.
The Brand Within, co-authored by Daniel Paisner, who is credited with nine New York Times bestsellers, is a dynamic roadmap to growing a successful brand.
There are video games and all sorts of ways to associate with the brand online. There are UFC or “Ultimate Fighting” parties in clubs around the country, usually tied in to some pay-per-view event or other, and you can’t walk the beach down in Miami or out in Santa Monica without seeing some musclehead in a UFC tank-top or visor. Not too long ago, I was out in Vegas at a UFC fight, and the buzz around the ring was all about a rival league, which promoters were calling World Extreme Cage
Recording Star AMAZING! The Brand Within is a great read! As I build the Kim Kardashian Brand, I understand the importance of aligning myself with those who reflect the same elegance, beauty, fashion, and excellence as I do. Daymond helps you to realize the importance of perception and how it is conveyed to the world. Building your brand never stops and after reading this book, you’ll be inspired to keep thriving. —Kim Kardashian, Model, Actress and Businesswoman WOW! After finishing The Brand
perspective, why not pursue it as a pure marketing play? Why not reach out to an existing regional brand and see if you might interest them in your campaign? Think about it. Maybe there’s a strong line of syrup products out there that just can’t seem to catch a break or stand out in a crowded field. Maybe they’ve got all the elements in place that you were seeking, but they can’t get hot. Maybe your idea is just what they’re seeking—a fresh, bold way to distinguish their syrup and help tap an
interesting new direction. I just thought this go-round with Mark Burnett wasn’t meant to be, and hoped I’d get a shot at another at some point. As it played out, though, “at some point” came around pretty quick. Without telling me what they were doing, the Burnett people hunted down the producer of Keeping Up with the Kardashians, to see what the deal was with my involvement on the show going forward. They found this poor woman in the middle of a ski vacation with her family, and to this day I
thinking about it. Do right by your customers this one time, and they’ll do right by you the next time, and the time after that. That’s the current school of thought in marketing circles. Of course, this kind of sustainable loyalty goes out the window if you start messing with it. A tainted brand—one that falls out of favor for one reason or another—can’t expect to hold onto its base, so you want to make sure that your product is associated with the right movements and trends in the popular