This book is mainly written for SMB’s, which maybe don’t have the time to read hundreds of pages, therefore the content is to the point and clearly written.
The book starts with a foundation of branding, it explains the history and use, which was informative and interesting to read.
It gives an introduction on several theories from where the Brand Triad exists:
*Attributes
*Behavior
*Circumstances
It’s a good reference and framework for your business strategy and brand strategy realignment.
The book introduces Nano-branding, which in the current era of emerging technologies can be applicated granular on the Web, in accordance with niche marketing and Blue Ocean Strategy, but takes it too a deeper level, maybe even the Utopian 1-on-1 marketing?
Nano Branding Defined
What is a nano brand? It simply means moving a brand into
the deepest level imaginable within the mind’s eye of the client. You
achieve this by creating a new value that’s not currently available
and executing it in such a way that’s hard to follow.
(Excerpt taken from the book p. 26)
(Image taken from the book, p. 28)From my personal point of view, this book can be used to explain new marketing and segmentation concepts/strategies within corporate strategies, and how they can help you with achieving (brand) strategic (sub-)goals.
It triggered my interest in reading much more on this subject, especially nano-branding and its impact on present business oppertunities.
What is your take on nano branding?
What will the iniator be to set off the realisation of nano-branding? The actual demand by marketers or technology enabling to effectuate this kind of granular niche-marketing?
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