Download PDF Powerhouse: The Secrets of Corporate Branding, by James R. Gregory
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Powerhouse: The Secrets of Corporate Branding, by James R. Gregory
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From entrepreneurs starting a new venture to Chief Marketing Officers (CMO) at Fortune 500 companies -- this is a book for business managers who care about the reputation of their company and understand that by managing it they can create greater enterprise value. This is the essence of "Corporate Branding" and I am a pioneer in the field -- these are my own personal observations of the best practices that have worked for our clients.
- Sales Rank: #901215 in Books
- Published on: 2015-12-30
- Original language: English
- Dimensions: 9.00" h x .35" w x 6.00" l,
- Binding: Paperback
- 154 pages
About the Author
James R. Gregory is the chairman of Tenet Partners, a global brand innovation and marketing firm based in New York, NY with offices in Rochester, NY; Wilton, CT; and Los Angeles, CA. With 40 years of experience in advertising and branding, Jim is a leading expert on brand management and is credited with developing strategies for measuring the power of brands and their impact on a corporation's financial performance. Most notable of the tools that Jim has developed is the CoreBrand Index® (CBI), a quantitative research vehicle that continuously tracks the reputation and financial performance of over 1,000 publicly traded companies across 50 industries. Tenet uses the CBI to help clients recognize how their brands compare with industry peers and how communications can impact corporate reputation and financial performance, which includes stock price and revenue growth. Jim is a frequent speaker on the topic of the financial benefits of communications and brand management. Recent speaking engagements include The Conference Board, the Association of National Advertisers, and the National Investor Relations Institute. Jim serves on the Board of Directors of Tervis Corporation, a privately held consumer products company. He has served on several non-profit boards, including The Stamford Symphony, where he chaired the marketing committee, and The Silvermine Guild Art Center, where he chaired the capital campaign. Jim is also a founding member of the Marketing Accountability Standards Advisory Council (MASAC) and is a member of the MarketingAccountability Standards Board (MASB), where he is the co-chair of the Improving Financial Reporting Committee. Jim has written four previous books on creating value with brands: Marketing Corporate Image, Leveraging the Corporate Brand, Branding Across Borders, and The Best of Branding.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Primer on Brand Management Useful for Companies Large and Small
By J. G. Pollard
The book is a perfect primer for any executive in charge of a well-known brand or portfolio of brands. Very often, those in leadership positions do not focus on brand value, and often miss the entire point of what they are doing, seeing the problem as one of pure advertising. Instead, they outsource that brand understanding to agencies or underlings, and they miss the point. Gregory sums up decades of work with large corporations into a single volume; those companies that are about to spend millions on branding campaigns or new ad agencies would do well to read this book before they start the re-branding process.
The work is also useful for those who have smaller companies that are not really consumer brands. Gregory mentions tips on branding for a vet agency and a polyethylene pipe manufacturer; each of those companies were made more mythic and memorable by simple, inexpensive actions.
Some of the insights seem terribly obvious, but speak much more to the sad state of most companies' branding efforts than the content of the book. Often, the basics are overlooked, and great brands are put in peril by drinking their own Kool-Aid. The book also takes steps to show particular steps companies can take to grow the value of their brands, particularly internal goals.
0 of 0 people found the following review helpful.
A good primer on branding in proper English with minimal buzzwords
By Douglas Brown
This book is aimed at businesses that are past the embryonic stage but not already staffed with a bunch of MBAs (although a lot of MBAs could benefit from its plain explanation of the topic). The key to message is that the company must walk the talk over an extended period and in all of its various facets if the brand is to coalesce and stick. i tend to look at these books from the perspective of a very small business and I found this one to be very useful because it is so free of babble-speak. if you're used to reading branding books that talk about branding as a matter of making your website look trendier and picking the appropriate pastel color to better bond with your tribe, there are a good number of very valuable lessons you can take away from this book as you position your company to do some serious business, even if it's under $1 million per year, although you're going to have to connect the dots and do the translation yourself as that isn't this book's intended audience. There is one chapter the title of which aims at the entrepreneur, but that's really more of a mindset discussion. Overall, I was pleasantly surprised to get a book that is solid, not just hype and mumbo-jumbo, and I expect to be going back to it many times.
1 of 1 people found the following review helpful.
Wonderfully informative.
By Polly Senior
Very easy to understand and a pleasure to read. I can understand why he is respected and renowned in his field.
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