What Makes People Buy One Brand Over Another? New Book Shows Business Leaders How to Ensure Their Brand’s Profitability and Relevance in Changing Times

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Why are your competitors awarded with having the Â?top brandÂ? when your product is better quality? What is your competitor doing differently to have that all-important Â?top of mindÂ? awareness? How do you get your brand to outsell the competition year after year?

Why are your competitors awarded with having the “top brand” when your product is better quality? What is your competitor doing differently to have that all-important “top of mind” awareness? How do you get your brand to outsell the competition year after year?

Brand marketing has changed in the post-new economy. To stay competitive, business leaders have to be willing to challenge their old assumptions about brand management and respond to their customers’ needs. Today, more than ever, organizations are facing pressure to be flexible and morph easily if they want to remain competitive. In his new book, Brand Clout: Maintaining Relevance and Profitability Amidst Constant Change, (Cameo Publications, $17.95, ISBN 0-9744149-5-6), strategic marketing consultant Dennis Flynn helps business leaders identify the branding challenges of tomorrow and shows them how to stay in the game. As Flynn explains, “As we move solidly into the 21st century, we know that constant and/or monumental change, diminishing time, and information overload will be key issues that companies must address to succeed.” Flynn concludes his book with the “ten rules of continuous relevance,” which will help business leaders make the necessary changes to move their brands to the top of the pile.     

Rather than lamenting about how difficult effective branding is, Flynn draws on his two decades of experience in business and brand strategy, marketing, and communications to encourage leaders to “think outside the brand.” They can do this by focusing on customers’ needs and then delivering what they want. Flynn has helped many major companies become leaders in their industry by utilizing the Sonar© Model, a template for strategic thinking. It enables companies to 1) evaluate and reconfigure assets for more powerful business outcomes, 2) develop new perspectives on existing and upcoming alliance opportunities, 3) create increased leverage of brand options for competitive advantage; and 4) create a process for evaluating and identifying technologies that are and will be critical in achieving competitive advantage. Readers of his book are given the navigation tools and intellectual guardrails needed to maximize their company’s ability to attain or maintain brand relevance and be profitable in the future.

Dennis Flynn is a consultant and founder of The Sonar Group, a strategic consulting firm. The Sonar Group is dedicated to helping CEOs and their leadership teams refine, revitalize and refocus their organizations by concentrating on business and brand modeling and strategy to successfully compete for the future.

For more information, a review copy of Brand Clout: Maintaining Relevancy and Profitability Amidst Constant Change, or an interview with the author, please call 1-866-372-2636 or send an email to Amy@cameopublications.com.

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Amy Rigard