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BRAND MOMENTUM

THE #1 GROWTH METRIC FOR EVERY BOARDROOM.

An earnest but uneven book that energetically offers a new angle on what it means to succeed as a brand.

Lewis, the CEO and founder of international research agency Vision One, presents a look at corporate success through the lens of branding.

In this business book, the author takes readers through a metric called the Brand Velocity Score, arguing that it’s a key indicator that should be of interest to all growth-minded executives. Lewis applies Newtonian physics to the realm of marketing, defining the momentum of a brand as its velocity multiplied by its mass, or size. His book opens with an overview of what brand momentum is, and explains that, to a consumer, a brand is fundamentally a mental model that synthesizes imagery, emotions, and experiences. It then moves to addressing growth as a driver of business health, highlighting metrics that the author asserts should be part of any assessment of a brand’s success. In the book’s third section, Lewis gets into the details of how the Brand Velocity Score is calculated—by asking consumers whether they think a brand is growing, shrinking, or staying the same—and how marketers should understand public perception of their brands. The final section guides readers through establishing a growth strategy that relies on brand momentum to ensure corporate longevity and success.

Lewis offers a combination of cheerleading and persuasion as he advocates for his primary concept while patiently explaining it to readers. The book presents an enthusiastic argument in favor of a metric that’s simultaneously concrete and nebulous—a dichotomy that Lewis explains is deliberate. Respondents bring their perceptions of the brand and their own definitions of “growing,” so the answer to whether a brand is growing is completely subjective. However, Lewis contends that by surveying a large enough population—due to the "wisdom of crowds" effect—responses will cluster around an objectively correct assessment of the brand’s health. The book makes a strong case for the validity of the Brand Velocity Score, citing examples of how the metric has paralleled and even predicted the success of some companies. Still, it doesn’t grapple enough with the concept of success as a self-fulfilling prophecy: “If we believe a brand is successful, popular or growing, we will eventually succumb to these beliefs... perception of momentum can be enough to fuel our behaviours,” Lewis writes, contending that a belief in success creates actual success without interrogating the concept further. Although the book trumpets the value of Brand Velocity Score data, it can be vague when it comes to other sources of quantitative information. (“One stat I saw estimated that 25 percent of businesses have yet to experience growth in the past decade.”) Lewis is an enthusiastic writer who shows that he’s fully convinced of the value of brand momentum as an indication of corporate health, and he does an excellent job of explaining the concept and how one may apply as a tool. However, his emphasis on perception-as-reality may leave skeptical readers wondering about its real-world validity.

An earnest but uneven book that energetically offers a new angle on what it means to succeed as a brand.

Pub Date: Oct. 3, 2024

ISBN: 9781068740510

Page Count: 230

Publisher: Vision-X

Review Posted Online: Nov. 1, 2024

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THINKING, FAST AND SLOW

Striking research showing the immense complexity of ordinary thought and revealing the identities of the gatekeepers in our...

A psychologist and Nobel Prize winner summarizes and synthesizes the recent decades of research on intuition and systematic thinking.

The author of several scholarly texts, Kahneman (Emeritus Psychology and Public Affairs/Princeton Univ.) now offers general readers not just the findings of psychological research but also a better understanding of how research questions arise and how scholars systematically frame and answer them. He begins with the distinction between System 1 and System 2 mental operations, the former referring to quick, automatic thought, the latter to more effortful, overt thinking. We rely heavily, writes, on System 1, resorting to the higher-energy System 2 only when we need or want to. Kahneman continually refers to System 2 as “lazy”: We don’t want to think rigorously about something. The author then explores the nuances of our two-system minds, showing how they perform in various situations. Psychological experiments have repeatedly revealed that our intuitions are generally wrong, that our assessments are based on biases and that our System 1 hates doubt and despises ambiguity. Kahneman largely avoids jargon; when he does use some (“heuristics,” for example), he argues that such terms really ought to join our everyday vocabulary. He reviews many fundamental concepts in psychology and statistics (regression to the mean, the narrative fallacy, the optimistic bias), showing how they relate to his overall concerns about how we think and why we make the decisions that we do. Some of the later chapters (dealing with risk-taking and statistics and probabilities) are denser than others (some readers may resent such demands on System 2!), but the passages that deal with the economic and political implications of the research are gripping.

Striking research showing the immense complexity of ordinary thought and revealing the identities of the gatekeepers in our minds.

Pub Date: Nov. 1, 2011

ISBN: 978-0-374-27563-1

Page Count: 512

Publisher: Farrar, Straus and Giroux

Review Posted Online: Sept. 3, 2011

Kirkus Reviews Issue: Sept. 15, 2011

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THE CULTURE MAP

BREAKING THROUGH THE INVISIBLE BOUNDARIES OF GLOBAL BUSINESS

These are not hard and fast rules, but Meyer delivers important reading for those engaged in international business.

A helpful guide to working effectively with people from other cultures.

“The sad truth is that the vast majority of managers who conduct business internationally have little understanding about how culture is impacting their work,” writes Meyer, a professor at INSEAD, an international business school. Yet they face a wider array of work styles than ever before in dealing with clients, suppliers and colleagues from around the world. When is it best to speak or stay quiet? What is the role of the leader in the room? When working with foreign business people, failing to take cultural differences into account can lead to frustration, misunderstanding or worse. Based on research and her experiences teaching cross-cultural behaviors to executive students, the author examines a handful of key areas. Among others, they include communicating (Anglo-Saxons are explicit; Asians communicate implicitly, requiring listeners to read between the lines), developing a sense of trust (Brazilians do it over long lunches), and decision-making (Germans rely on consensus, Americans on one decider). In each area, the author provides a “culture map scale” that positions behaviors in more than 20 countries along a continuum, allowing readers to anticipate the preferences of individuals from a particular country: Do they like direct or indirect negative feedback? Are they rigid or flexible regarding deadlines? Do they favor verbal or written commitments? And so on. Meyer discusses managers who have faced perplexing situations, such as knowledgeable team members who fail to speak up in meetings or Indians who offer a puzzling half-shake, half-nod of the head. Cultural differences—not personality quirks—are the motivating factors behind many behavioral styles. Depending on our cultures, we understand the world in a particular way, find certain arguments persuasive or lacking merit, and consider some ways of making decisions or measuring time natural and others quite strange.

These are not hard and fast rules, but Meyer delivers important reading for those engaged in international business.

Pub Date: May 27, 2014

ISBN: 978-1-61039-250-1

Page Count: 288

Publisher: PublicAffairs

Review Posted Online: April 15, 2014

Kirkus Reviews Issue: May 1, 2014

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