Bigger than This: How to turn any venture into an admired brand
By Fabian Geyrhalter
Following his #1 bestselling book, “How to Launch a Brand”, Fabian Geyrhalter returns with an entertaining look at how today’s companies can create brands that resonate with their customers and result in a loyal following.
Concentrating on commodity products such as office supplies, socks, shoes and fish, that could find it hard to stand out in a crowded market, Geyrhalther looks at how companies have created strong, successful brands. Unlike most case studies, this book concentrates on smaller brands that readers may not have previously encountered.
Geyrhalter’s book analyses eight simple traits that turn products into beloved brands; Story, Belief, Cause, Heritage, Delights, Transparency, Solidarity and Individuality. Each chapter covers one of these traits, with a relevant case study and actionable ‘commandments’ that help businesses implement the idea. Geyrhalter wants companies to adopt a more honest approach that uses the roots of their brands to create sincere and empathetic stories that resonate with consumers.
For example, the first brand trait, Story, looks at Fishpeople Seafood, who supply sustainable and ethical fish. Geyrhalter examines how the company’s ‘Trace your Fish’ feature lets customers find out exactly where their fish was caught and who by, supporting their claims to an honest and transparent process. Their website also offers a blog, recipes and branded merchandise to further engage consumers.
The book is a quick and easy read, with a notable absence of obfuscating business jargon. It’s also beautifully designed, with simple but effective line illustrations introducing each chapter and the product that is used as an example for that trait. Bigger Than This is an easy read for marketers that will give them a blueprint for turning their product or service into a brand that will stand the test of time.
In Bigger Than This, Fabian Geyrhalter offers a set of ideas and a collection of case studies to help you create long-lasting value in head-spinning times. Don’t just read this book…put it to work inside your company and in your career.
– William C. Taylor, Co-Founder, FAST COMPANY, and author of Simply Brilliant
Note: The Tarsh Partnership periodically recommend products or services we think may be useful to our network of marketers. We do not receive any fees for recommendations or purchases.