Publisher: Kogan Page, 2011, 315 pages
In every industry, some brands stand out from the crowd because of their distinct way of doing things. These companies challenge conventional wisdom and industry norms to win in their markets. They see their customers and employees as members of a like-minded community, deliver unique and remarkable customer experiences, and are able to create an almost cult-like following around their brand.
BOLD is about 14 such business. They put purpose before profit, go beyond what customers expect, and relentlessly differentiate themselves from everyone else. They know no compromise and show no timidity. They are bold in thought and execution, and they measure their success in new ways.
BOLD includes revealing interviews with key executives that tell each brand's story in ways that capture the unique culture of each company. The 14 business represent an international “who's who” in consumer insight and engagement, and include Virgin Galactic, 02, Chilli Beans, Six Senses, Burberry, BBH, The Greek Squad, TNT, JCB, WWF and Umpqua.
BOLD includes hyperlinks to the BOLD brands as well as video and audio material to make reading it on your iPad or e-reader an entirely new reading experience. Compare your company with the BOLD brands by downloading the free iPad app.
What can I say? Except reading this book made me happy and enlighted at the same time! It is mostly short descriptions of companies that have made something out of the ordinary and succeeded extremely well. And you may well say it is only branding, but I manage to find a lot more in this excellent book.
Buy it, read it, treasure it, enjoy it, learn from it… It is well worth the investment, regardless of your level of sophistication.