How Brands Become Icons: The Principles of Cultural Branding Review

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(More customer reviews)I'm no business-head. I find modern consumerism more disturbing than exciting. But I read this book as part of a study on public relations and I must say Holt's passion for the subject is contagious.
First of all, his writing style is superb. He alternates nicely between anecdotes, charts and philosophy, allowing all sorts of minds to grasp just what he's saying. His ideas were bold and insightful, and he helped me to understand what a craft marketing really is.
I sometimes felt his connections were just that - his connections - but a lot of his ideas rang true, and for the most part his evidence was well, evident.
What I found most impressive was his aknowledgement of all the sexism in marketing. Perhaps it's a bit of sexism on my part, but I hadn't expected a man to pick up on all the overt and covert misogyny inherent in the advertising world. Holt not only saw it, he understood how it connected with the greater social and political environment surrounding it.
How Brands Become Icons should be required reading for every high school student in the country. And that's the first time I've said that. Holt's grasp of the subject goes beyond branding, into the heart of American culture, into the minds of the American people. This is not just a how-to book. It's an important book of why.

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Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.

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Survival of the Prettiest: The Science of Beauty Review

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(More customer reviews)The Survival of the Prettiest is an eminently readable, wisdom-filled, witty and very well-documented report on the human concept and experience of beauty and its utility, especially human beauty, or the perceived lack thereof. It is an example of a way of looking at ourselves that is becoming increasingly of value, both in terms of the insights it affords, and in the way it frees us from the muddled delusions of the past. This point of view is from the fledgling science of evolutionary psychology of which Professor Etcoff is a very persuasive spokesperson and practitioner.
"Pretty is as pretty does" and "Beauty is truth, truth beauty,-that is all/Ye know on earth, and all ye need to know" (Keats) are two widely differing attitudes toward beauty, but each in its way contains an essence of truth. However, rather than bring these or other presuppositions to what Etcoff has to say (as some readers have), I suggest we actually read what she has to say, and then draw our conclusions. What I predict will happen is that even the most ardent beauty-phobe will find something of value and enlightenment here.
Unfortunately (and understandably) not all readers have been able to approach the subject with an open mind. I noticed that an anonymous "reader" brought anorexia and bulimia into the discussion and blamed the rise in their instance on "media images" of beauty. No doubt media images are partly to blame (if indeed these disorders have become more prevalent). But it is more likely that the apparent rise in anorexia and bulimia is the result of the fact that the counseling professions now recognize that these eating disorders exist. In the past the symptoms had no commonly agreed upon locus such as "anorexia" or "bulimia" to adhere to, so we really do not know how prevalent they were. But more important in terms of being a public health problem is the enormous increase in obesity in this country, now often identified as an eating disorder due to "carbohydrate intolerance." The numbers of obese Americans hugely overwhelms the number of anorexics and bulimics, and obesity can hardly be blamed on "media images." We can point to the "super-sizing" of fast food dispensers if we want to fix blame. However--and this is one of Etcoff's important points--it is not the media or advertizing that is primarily responsible for our perceptions of beauty (or our tendency to eat too much), but an inborn, predisposition that has proven adaptive in the past that makes us find some people pretty and some others not so pretty.
Another "reader" claimed that Etcoff did not consider ideas of beauty in other cultures. That is incorrect, as anybody who has read the book knows. She devotes considerable ink to standards and ideals of beauty in cultures around the world and her observation is that ideals of beauty tend to be culture specific; that is, Ache tribesmen find their women and women of a neighboring tribe more attractive than European women. Indeed Etcoff reports that Asians typically find European and African noses not attractive because they are too large. Ache tribesmen actually made fun of the Caucasian anthropologists calling them "pyta puku, meaning longnose." (p. 139) Etcoff concluded that there were differences in standards of beauty, but that there were also similarities, and she goes into considerable depth detailing the studies. (See especially Chapter Five, "Feature Presentation.")
Etcoff is also criticized for her many literary quotes, references and allusions. But to my discernment they are a strength of the book and not a weakness. A very important part of our understanding of human nature comes not from the relatively new knowledge called science but from religion and literature. Etcoff is doubly wise to reference what great writers, statesmen and religions leaders have said about our ideas of beauty, first because what they say is worth knowing, and second because they express themselves so well. The anonymous reviewer who claimed to be a scientist perhaps ought to expand his or her reading to include wisdom from other sources, as has Etcoff. I just wish half of the writers writing today were one half as eloquent and readable as is Etcoff; and I'd settle for one-quarter as wise.
One of the significant things that this book does is to show that evolutionary psychology, despite the beliefs of its critics (and even that of some of its practitioners), is not limited to using insights from biological evolution alone, but from cultural evolution as well. Etcoff's book is a splendid example of this wiser, broader, synergistically more powerful employment.

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The Discipline of Market Leaders: Choose Your Customers, Narrow Your Focus, Dominate Your Market Review

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(More customer reviews)This book's concepts for strategic marketing management are so widely accepted that the popular Balanced Scorecard concept of Kaplan and Norton in 2001 decided to adopt the ideas for the "customer perspective".
The authors manage to take Michael Porter's two generic competitive strategies - Differentiation and Cost Leader - and elaborate on these to an extent never presented so elegantly before. In the process, they discover a third generic strategy - Customer Intimacy.
Thus, Treacy and Wiersema distinguish between focusing on the following value dimensions:
- Operational excellence (cost leadership / focus on supply chain management)
- Product leadership (innovation / focus on product lifecycle management)
- Customer Intimacy (service leadership /focus on customer relationship management)

These are the FOUR RULES that govern market leaders' actions:
Rule 1: Provide the best offering in the marketplace by excelling in a specific dimension of value
Rule 2: Maintain threshold standards on the other dimensions of value
Rule 3: Dominate your market by improving value year after year
Rule 4: Build a well-tuned operating model dedicated to delivering unmatched value
Expanding on the fourth rule - operating models - may the best long-term contribution of this book. The authors explain in detail and via case stories how the operating models differ for each of the three value propositions. In practice, I've learned that by explaining the operating models, many people can easier find themselves depicted than in the overall generic dimensions of cost, service or product leadership.
OPERATIONAL EXCELLENCE or Cost Leadership - Best total cost - operating model:
Key success factor: Formula!
Golden rule: Variety kills efficiency
Culture: Disciplined teamwork; Process focused; Conformance, "one size fits all" mindset
Organization: Centralized functions; high skills at the core of the organization
Core processes: Product delivery and basic service cycle; built on standard, no frills fixed assets
Management Systems: Command and control; Compensation fixed to cost and quality; transaction profitability tracking
Information Technology: Integrated, low-cost transaction systems; Mobile and remote technologies
PRODUCT LEADERSHIP - Best product - operating model:
Key success factor: Talent!
Golden rule: Cannibalize your success with breakthroughs
Culture: Concept, future driven; Experimentation, "out of the box" mindset; Attack, go for it, win
Organization: Ad-hoc, organic, and cellular; High skills abound in loose-knit structures
Core processes: Invention, Commercialisation; Market exploitation; Disjoint work procedures
Management Systems: Decisive, risk oriented; Reward individuals' innovation capacity; Product lifecycle profitability
Information Technology: Person-to-person communications systems; Technologies enabling cooperation and knowledge management
CUSTOMER INTIMACY - Best total solution - operating model:
Key success factor: Solution!
Golden rule: Solve the client's broader problem
Culture: Client and filed driven; Variation: "Have it your way" mindset
Organization: Entrepreneurial client teams; High skills in the field
Core processes: Client acquisition and development; Solution development; Flexible and responsive work procedures
Management Systems: Revenue and share-of-wallet driven; Rewards based in part on client feedback; Lifetime value of client
Information Technology: Customer databases linking internal and external information; Knowledge bases built around expertise
If you're interested in Customer Intimacy, you may want to add Wiersema's additional book on only this strategy to your shopping basket. I highly recommend both paperback books ... great value for money ;-)
Peter Leerskov,
MSc in International Business (Marketing & Management) and Graduate Diploma in E-business

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Why is it that Casio can sell a calculator more cheaply than Kellogg's can sell a box of corn flakes? Why can FedEx "absolutely, positively" deliver your package overnight but airlines have trouble keeping track of your bags? What does your company do better than anyone else? What unique value do you provide to your customers? How will you increase that value next year? As customers' demands for the highest quality products, best services, and lowest prices increase daily, the rules for market leadership are changing. Once powerful companies that haven't gotten the message are faltering, while others, new and old, are thriving. In disarmingly simple and provocative terms, Treacy and Wiersema show what it takes to become a leader in your market, and stay there, in an ever more sophisticated and demanding world.

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The Fred Factor: How Passion in Your Work and Life Can Turn the Ordinary into the Extraordinary Review

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(More customer reviews)
This short book focuses on a mailman Mark Sanborn met, a man named Fred. When the author first met Fred, Fred took an effort to get to know his new customer, and find ways to do a better job as a mailman. This book about the value of doing a better job, how to build relationships, and why we should take initiative. In short by going the extra mile we'll have a better life, and others will benefit.
It is a good book, and a short book. It is well written. The book is entertaining and at the same time makes many good points.
The first of four sections covers how the author met Fred the mailman, and how very quickly the author realized that Fred was a superstar mail carrier. The basics of what a "Fred" is are explored, and then the author mentions sightings of other "Freds."
The second section explains how you can become a Fred. Basically you need to build relationships with others so you know them well enough to then be able to be create, take initiative and make a difference.
The third section gives pointers on how you can help others grow into being Freds. The basic steps are to:
1) Find - how do you recognize a Fred
2) Reward - how should Freds be rewarded
3) Educate - how help people improve their Fredness
4) Demonstrate - model the correct behavior
The final section recounts the value and importance of being a Fred.
This is a book worth reading. It provides a good reminder and motivation to go the extra mile and do a better job.


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Meet Fred.In his powerful new book The Fred Factor, motivational speaker Mark Sanborn recounts the true story of Fred, the mail carrier who passionately loves his job and who genuinely cares about the people he serves. Because of that, he is constantly going the extra mile handling the mail – and sometimes watching over the houses – of the people on his route, treating everyone he meets as a friend. Where others might see delivering mail as monotonous drudgery, Fred sees an opportunity to make a difference in the lives of those he serves.We've all encountered people like Fred in our lives. In The Fred Factor, Mark Sanborn illuminates the simple steps each of us can take to transform our own lives from the ordinary – into the extraordinary. Sanborn, through stories about Fred and others like him, reveals the four basic principles that will help us bring fresh energy and creativity to our life and work: how to make a real difference everyday, how to become more successful by building strong relationships, how to create real value for others without spending a penny, and how to constantly reinvent yourself. By following these principles, and by learning from and teaching other "Freds," you, too, can excel in your career and make your life extraodinary. As Mark Sanborn makes clear, each of us has the potential be a Fred.The Fred Factor shows you how.

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Money Mischief: Episodes in Monetary History Review

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(More customer reviews)In his best selling study, Robert L. Heilbroner calls Economists 'The worldly philosophers'. That description certainly captures what Milton Friedman does in this book - he takes the seemingly simple concept of money, the unit of exchange we use daily and rarely reflect upon, and demonstrates how complicated the issues regarding it are.

(As an interesting aside, Heilbroner's original title for his book was 'the money philosophers' - a definition that fits Friedman in this book even better then his chosen title, even if it is too narrow to account for all of economics).
More then half of this collection of essays is about the so-called 'Crime of 1873' - America's decision, following the issuance of fiat money (that is, money irredeemable in specie) during the Civil War, to peg the dollar not to both silver and gold, but to gold alone. This seemingly arcane and academic topic was a major political issue in the 1880s and 90s, climaxing with the nomination of the silver Democrat, William Jennings Bryan to the presidency of the United States in 1896.
As the Unites States, along with most other 19th century nations such as Germany and France, followed Great Britain in adopting the gold standard, the price of gold rose in terms of other resources, so prices went down. Therefore there was a severe deflation causing much unrest and discontent.
The cure to the deflation came not through political or monetary means, however, but because of an invention of a method to extract gold from low grade ore. This increased the supply of gold, lowered its prices. Hence stopping the deflation, and killing the presidential ambitions of William Jennings Bryan.
The rest of the book describes various issues, from FDR's decision to 'help silver' which helped Communism in China instead (by increasing the cost of silver, overvaluing the Chinese currency and thus hurting Chinese exports and undermining the Chinese economy), to the policy of pegging a currency to the dollar (not a good idea as it subjects the country to the whims of the world economy. The policy was a grave failure to Chile and a great success to Israel, due entirely to external changes in the value of the dollar).
The theme of the later parts of the book is undoubtedly inflation. Friedman demonstrates his claim that inflation is "always and everywhere a monetary phenomenon" (p.104). Inflation is caused by government increasing the money supply, although one time price increases may be caused by unfortunate outside events (like Arabs reduction of the exportation of oil in the early 1979s).
Although Friedman is well known as an economic right winger, there is nothing in this account that should be displeasing to anyone from the left - Friedman's case is against mismanagement, not for small or big governments. Nor is there any argument about whether government spending should go to the military, to welfare, or to any other cause. Although Friedman's book is filled with stories of the political economy, its moral is politically neutral. Indeed, Friedman clearly discusses how inflation is often used by governments because direct taxation is unpopular (p.205) - can you say "read my lips, no new taxes"?
Furthermore, the economic analysis of some reviewers in Amazon is shaky. Friedman writes "all these adjustments [the negative effects of inflation] are set in motion by changes in the rates of monetary growth and inflation. If monetary growth was high but steady... the economy would adjust to it. ... Such an inflation would do no great harm " (p.222).
Although Friedman does not like inflation, he actually makes a case for it, at least at a low single digit level. Since people are usually sellers of few things and purchasers of many, they are more aware of the increase in the price of the commodity they sell then they are of the increase of general prices, especially when those changes are low. People like to see their income go up, as they feel it is a just reward for their efforts (p. 70).
'Money Mischief' is an interesting, challenging book. Its chapters vary from the extremely technical and difficult, (notably chapter 4, a counter-factual exercise estimating the effect of continuing bimetallism after 1873), to 'pop economics' chapters which are no less enlightening and easier to read.
The book ends with a discussion of the new experiment started in the 1970s - currency which is entirely unredeemable by any kind of good. Earlier economists thought that this was impossible, and would necessarily lead to high inflation, but Friedman is optimistic - he believes that aware and well informed public and decision makers can pressure the government against unduly increasing the money supply. Thus, widespread understanding of economics is the real cure for inflation.

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