The Breakaway Brand: How Great Brands Stand Out

by Barry Silverstein and Francis Kelly

Identifies the characteristics shared by brands like Apple, Volkswagen, and JetBlue - and explains how anyone can create a killer brand. This book reveals the strategies behind branding successes such... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0072262370
• ISBN13: 9780072262377
• Release Date: September 2005
• Publisher: McGraw-Hill Companies
• Length: 289 Pages
• Weight: 1.36 lbs.
• Dimensions: 1.2" x 6.3" x 9.3"

Customer Reviews

Getting To Great In Real Life

Almost everyone thinks they are an advertising and branding expert. Every branding book author offers a simple formula for success. Yet very few brands achieve breakaway brand status like Nike, Apple, VW, Absolut, Southwest, Jet Blue, Fed Ex, UPS, Altoids or the Boston Red Sox. This book offers close up insights into how these really great brands got built. Readers truly driven to do better branding will find this read unique and helpful. No fluff here. The Breakaway Brand is a smart read for any marketing or advertising student trying to take it to a higher level.

For every marketing student

After reading The Breakaway Brand this fall, I have made it required reading for my marketing students. With each chapter guiding readers on the principles of effective branding, students are learning the success stories of marketing greats like Nike, Apple, Absolut, and Ben & Jerry's. This book makes all the pieces of the marketing puzzle come together - from naming a product, to celebrity endorsements to even street team marketing.

Like "Good to Great" and "The Tipping Point" for Brands!

"The Breakaway Brand" is far and away one of the best books on brands available today. With great insight and relevant, current stories, the authors talk about why great brands stand out. Many brand books are too general to be useful, while this book backs up its content with facts, figures, and specific examples. It covers topics rarely addressed in brand books, such as measurable results of great brand campaigns and the impact of the CEO on branding success. This book is a pleasure to read, too -- so even someone with a casual interest in brand marketing will get a lot out of it. This is the real deal -- read the reviews from industry pros and you'll see why.

informative and entertaining

Typically, you don't expect a non-fiction book that you are reading to learn something of value to be enjoyable to read, but "The Breakaway Brand" manages to keep you engaged while imparting important facts and lessons. The brands mentioned in the book are a part of your every day life, and therefore of interest. If you own a business and are looking for a way to make your product stand out, or if you work in marketing and want tips on how to break out your clients, this is the book for you!