Building Distinctive Brand Assets Hardcover – Illustrated, 12 April 2018

Highly deserving of its place atop my strategy shelf.

I'm a market researcher and brand consultant with lots of international experience. And I just love this book as I have the previous book from Byron Sharp and Jenni Romaniuk. Why? Because they write their findings of how marketing works based on science, based on how our brains really work instead of how we perceive our brains to work or how we wish our brains should work. And I must admit, that I had to change the way I've interpreted our own data in the past. Nowadays I can see the rules of Romaniuk und Sharp popping up in most data sets.Creating strong, distinctive assetts is of outmost importance in times of information overload. Romaniuk writes eloquently about the chances and pitfalls of working with the brands assetts. Many examples make it easy to follow her reasoning. Want to become better at Branding? Grab a copy and get to work!

I regularly recommend this to undergraduate and postgraduate students

If you have read Byron Sharps's 'How Brand Grow I & II' you will find this an essential companion piece to those books. If you haven't read any of these books and you are in Marketing, can I politely suggest leaving the cave...