You compare the Fortune 500 list of companies from 2014 to the year 2000. Gone are over half the companies from the year 2000. It’s a sobering statistic that gives credence to the comment ‘what brought you here won’t take you there’.
Over the holidays, I read a book that could have a powerful impact on your 2015 challenges. Fortunately for me, I was invited to be part of the launch team to read and review the book. I met Jeremy at a CAPS meeting (Canadian Association of Professional Speakers) a number of years ago and our paths continue to cross for various reasons.
The book: Sticky Branding – 12.5 Principles to Stand Out, Attract Customers and Grow an Incredible Brand by Jeremy Miller (Toronto: Dundurn, 2015)
To me the tone of the book:
- Left me with a sense I was listening to people I respect and admire.
- Engaged me in a thinking and building process rather than entertaining me with stories of instant success or quick fixes.
The parts I particularly liked:
- The companies interviewed were small to mid-sized, many were Canadian firms.
- Principle #1: Simple clarity is the ability to simply and succinctly describe your business, what makes it unique, and who it serves. When you achieve it, your business becomes more findable, referable, memorable and desirable.
- How their company transitioned from saying we are unique to becoming unique.
- Principle #3: Function that resonates is the pursuit of delivering value added services that resonate with your customers. Customers want substance over flash and will seek out companies who truly understand them and their needs.
- Brands are built from the inside out. It’s essential every company employee become a steward of the brand.
- Branding can become a positioning activity of where you want to be, but a “sticky brand” is created by being the brand your customers want.
- No one ever said business has to be fair. Every company is trying to find a strategy or competitive advantage that positions its brand to win.
It is a valuable playbook whether you are:
- A management team examining what’s next for the business.
- A director strengthening your team’s relationship with your brand.
- A business owner getting everyone engaged and resonating with customers.
If you believe in hard work, yet find that working harder isn’t getting you where you need to be then you need to pick up this book.
It will be available on Amazon Jan 10, 2015.
Learn more about Jeremy Miller: