Bigger Than This - How to Turn Any Venture Into an Admired Brand

I received a DIGITAL Advance Reader Copy of this book from #NetGalley in exchange for an honest review.

From the publisher -

What do brands like Planet Fitness, Shinola and Bombas all have in common? They’re capturing peoples’ emotions and winning customers’ hearts. And they are based on commodity products or services. Following the success of his #1 bestselling book, “How to Launch a Brand,” acclaimed brand strategist Fabian Geyrhalter is back with an enlightening new book that digs deep into today’s new world of brand creation. “Bigger Than This,” to be released Jan. 23, 2018, challenges companies – from startups to Fortune 100s – to (re)discover their spark and connect with today’s consumers on a deeper level.

In “Bigger Than This,” Geyrhalter analyzes brands that are based on commodity products – watches, socks, shoes, fish – yet they quickly turn into beloved brands. He emphasizes the importance of storytelling, encouraging brands to embrace 8 simple traits these brands showcase and offers specific, actionable commandments that any brand can implement – story, belief, cause, heritage, delight, transparency, solidarity and individuality. Instead of playing “dress-up,” he wants businesses to uncover the roots of their ventures and share honest, empathetic stories that resonate with consumers, creating a loyal following that leads to strong, successful brands.

Delightfully concise and refreshing, Geyrhalter draws on his personal experience of having helped shape over 60 brands, and intentionally (and noticeably) steps away from marketing fluff and business lingo that often clouds the integrity of marketing books.

I liked how the author went through branding with case studies that were individual and relevant to the following topics – Story (Fishpeople’s Seafood), Belief (Gea Shoes), Cause (Bombas’ socks), Heritage (Shinola Watches), Delight (Poppin’s office supplies), Transparency (Everlane Apparel), Solidarity (Planet Fitness) and Individuality (Fanatic’s fan T-shirts). I am an information junkie and really enjoyed learning about products I had heard of (I own a Shinola watch but it was bought at a Shinola store in Detroit vs. Costco) and those I didn’t even know existed before reading this short and to the point book.

It was nice to read about companies that actually have a soul and not profit driven to the point of turning off customers (hello, Walmart Canada and your inability to have ¾ of my shopping list in stock!)

I did find it amusing that a book about companies that launch with nothing but a consumer product had its forward written by a Director at Amazon.com but the relevant quotes by successful companies big and small throughout the book allowed me to forgive the author for that 😊.

If you are in business you should read this book --- if you are looking for your new favourite company you would like this book as well. If you are looking to launch a brand (even if that brand is yourself … ugh I don’t like people who call themselves a brand) this is the book for you!!! 5 solid stars.