New Book Provides Unique Perspective on Branding, Innovation, and the Business of Games

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The Greenleaf Book Group has just published a new book that reveals the behind-the-scenes branding work that helps Jenga sales continue to tower above the holiday season’s crop of new board games.

"Successful branding is all about first establishing a reputation for a product, and then fulfilling every expectation that has been generated and encapsulated by the brand." –Jenga creator, Leslie Scott

Greenleaf Book Group has just published a new book entitled “About Jenga: The Remarkable Business of Creating a Game that Became a Household Name” by Jenga creator, Leslie Scott.

When summarizing its 2009 2nd quarter’s report, Hasbro’s president and CEO, Brian Goldner told shareholders that the company’s ability to perform well in what continued to be a challenging global environment was due to Hasbro’s broad based strength across its core brand product portfolio.

Hasbro’s board game division represents approximately 10 percent of the toy and game company’s annual $4 billion dollar revenue. Hasbro declares that, “we inspire play through our brands.’ And one of Hasbro's cornerstone brands is Jenga.

A recent Market Research survey shows that nearly 70% of Americans know Jenga. Jenga has been on the market for almost three decades and has sold more than 50 million units. Year after year Jenga sales continue to tower above the holiday season’s crop of new board games.

Why?

Because Jenga is more than a game, it is a household name, a famous brand that can be trusted to continue to live up to its reputation for providing simple yet ingenious, compelling fun for any age.

In her new book Leslie Scott shares a behind-the-scenes look at the many decisions that went into making her game a powerful brand. Scott says, “Successful branding is all about first establishing a reputation for a product, and then fulfilling every expectation that has been generated and encapsulated by the brand.”

"About Jenga" details key decisions in the game’s development—ranging from the choice of production materials to its unique name. These ingredients were key to Jenga’s transcendence from the realm of simple game to that of powerful brand.

For more information on ABOUT JENGA visit http://aboutjenga.com.

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Christina Khoury
Planned Television Arts
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