Marshall Cavendish, 2008 | By Jacky Tai and Dr Wilson Chew
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List Price: US$ 27.50
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"Small-and medium-sized companies, if you have not been taking the branding of your products and services seriously, sit up and pay attention. Businesses of all sizes need to pay attention to branding if they want to grow and survive the competition.
Such is the advice from the second offering from business strategy and branding consultants Jacky Tai and Dr Wilson Chew, who brought you Transforming Your Business Into A Brand.
The local perspectives shared in the book are a welcome addition to the vast array of books on branding, and Singaporean readers may find it interesting, for once, to read about experiences they are more likely to identify with.
Not only are there the usual suspects such as Hyflux and Creative Technology, but the authors also feature more in-depth case studies of lesser-known Singapore companies, such as recycling company Cimelia Resource Recovery and how they sought to differentiate themselves.
Although the authors set out to explain how to differentiate one’s brand rather than reiterate the well-established reasons for the need to do so, they do include a chapter on the subject, which serves as a good start to the book.
The chapters are logically arranged and flow well. For example, five chapters are spent on why certain elements are not good brand differentiators before the book moves on to the 13 strategies they consider key to branding. Characteristic of most how-tos, they also end each chapter with summaries, a feature those constantly on the go will appreciate.
The drawbacks? For regular readers of books on marketing, branding and advertising, some of the ground covered by the book will feel a bit too well-trodden.
But the accessible writing, well-executed reasoning and clear examples still make this a handy guide for newbies to branding, and the Singaporean perspectives helps to differentiate it from the pack."
Lin Yanqin | TODAY
“The authors have a refreshing approach in crystallizing the essence of branding in a simple language that readers who have no marketing background are able to easily grasp the key principles of Rule No. 5 of branding. I particularly find the citation of familiar brands that we are able to relate with, an effective way to support the principles discussed. ‘In a Nutshell’ is a great idea of giving readers a brief summary of the key points in the chapter.
Lim Mei Mei | Director - Executive Development & Membership Services Marketing Institute of Singapore
“The book's impressive!”
Su Yen Wong | Managing Director ASEAN Mercer (Singapore)
"As expected from Jacky Tai and Dr Wilson Chew, another meticulously researched and vividly case-illustrated handbook for marketers. The differentiation message comes across loud and clear, and may be particularly relevant for SMEs building their business. Every start-up should have a copy as mandatory reading."
Jorg Dietzel | Adjunct Faculty (Marketing) Lee Kong Chian School of Business, SMU
"Aside from being a highly palatable read, you have managed to simplify the strategies into concepts that are easy to understand. And as an entrepreneur, I am given the optimism that while building a formidable brand does not happen overnight, it is highly achievable. The case studies indicate in-depth research, and give me, the reader, bonus insights into behind-the-scenes perspective of great brands. I enjoy reading them tremendously. You have a good structure, and chronology, introducing what is NOT differentiation before delving into the specific strategies. I like the bold claim of service doing disservice to brand differentiation. I have echoing opinions, however I cannot imagine the looks of local business owners when they read that particular chapter! It should be a rude and necessary wake-up call to them. I like how you have balanced the scale (for the book) of being an educational read, but not boringly academic. The writing philosophy imbued with casual wit is a winning factor, but what takes the trophy is your unbeatable set of branding strategies. If you had set out to building an essential branding guide for the savvy entrepreneur, you have hit the bull’s eye."
Hidayah Hassan | Editor-In-Chief The Executive
"I have just finished reading your manuscript. My general comments are that you and Wilson have put in a lot of efforts in coming up with a honest to goodness truth book on differentiation in product branding. The book moves at a fast but very readable pace and I enjoyed every word on it. It could go into the top ten popular books if you can do a branded marketing for the book."
Ng Boon Hwang | Director Nanyang Technological University
"I have reviewed the book and I feel that it is an extremely well researched and well written book. Well one does not expect anything less from you, my friend."
Nikhil Menon | Former Regional Director Branding Citibank N.A
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