Marshall Cavendish, 2009 | By Jacky Tai - Strategicom
|
|
|
|
List Price: US$ 29.99
|
I have always trodden carefully around tomes on brand names for the very reason that I don't agree with their flippant theories. Naming can be highly subjective and often incites raging debates. Strangely, none of that burning objections appeared when reading this book, simply because the rules of naming listed are so simple, at the same time very enlightening. I found myself scampering to make notes on post-its (another great brand!) and wanting to learn what the next rule in the book is. Naturally, this book is a pleasure to read, because of its relatively high entertainment value. Snooty know-it-all gurus move aside, here comes Jacky and his self-deprecating humour and wit. Best of all, he knows his stuff. Whether you are a startup entrepreneur googling for the most provocative names for your company, or an experienced businessperson who thinks "What's in a name?", this book will definitely strike a chord with you.
Hidayah Hassan | Chief Editor - Three60 Magazine
"A 'must-have' for every desk of a marketer, entreprenuer and business owner. If branding is part of your everyday life, this book puts you on the right path. The authors have encapsulated the essence of crafting a good brand name that can bring a product, service or a company to life. Readers are teased to think differently on what many have taken for granted...that it is not just a name."
Lim Mei Mei | General Manager - University of Adelaide (Singapore)
It’s all in the name. With many examples and anecdotes, Tai shows that having the right name is one of the most crucial factors for any brand. This book is a ‘Naming-101’ for those starting new brands or looking at improve their existing ones. A new name can make all the difference! Detailed, well written, easy-to-read – and appropriately named!
Jorg Dietzel | Adjunct Faculty (Marketing) Lee Kong Chian School of Business, SMU
|
PRINT
E-MAIL
SHARE