The emergence of digital technologies has democratised branding from the province of marketing professionals to any teenager with an Instagram account. Brands can be institutional or personal, profitable or playful, but the environment they compete in has expanded to the global arena, where change is the only constant.
Imbued with humour, history, and personal insights from the front lines of the branding business, the authors show companies how our global, digital society has made brand strategy crucial to their bottom line, and urge fellow brand strategists to promote branding as more than just a logo.
I just read this very informative book on branding. I believe every business or industry can use this. Certainly publishers and their authors can learn some valuable lessons. Their readerships or markets change and unless you change with it you sink. The corporations and countries using this gave me insight. Also who more than celebrities and their agents know more about branding? From year to year or day to day a product can be lost in this huge world of products etc. Knowing and evolving are certainly the keys.
— From Intrepid
Just finished reading your book and I must say I genuinely enjoyed the read. The conversational style of writing, at first was almost off putting as you don’t expect that in a business book. You have championed the brand cause admirably. I can see myself dipping in sections to borrow the odd quote or thought.
— From Jack
Meet the authors
Darren is a truly divine, artistic and intuitive individual who inspires those around him to think differently.
— Margaret Jackson AC, former Chairman of Qantas and Spotless
Darren’s understanding of brand is second to none. With a refreshing mix of insight and humour, he puts the spotlight on what businesses – both for profit and for purpose businesses – really need to be focused on in the 21st century.
— Mary Jo Capps, CEO, Musica Viva Australia
Darren has a unique ability to get to the heart of an organisation and its people, and find insight and value where others simply cannot. Never short on intellect or wit, Darren inspires and energises the people around him and this book embodies that spirit.
— Adam Griffith, CEO, Get Started
Being genuine, clear and consistent is important to all brands, whether you are a large corporation or a concert pianist. In this book, Darren applies his passion, wit and deep experience as a brand consultant to change the way we think about brand. He challenges us to think differently about branding and the importance of it in achieving organisational and human potential.
— Julian Burnside, AO QC
For many years, we have benefited from Darren and his team’s creative flair and essential communication of our Botany Foundation brand.