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Stanford CEO Forum

Written by: John Kilcullen
Narrated by: John Kilcullen
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Publisher's Summary

John Kilcullen, Chairman and CEO of IDG Books Worldwide, is an oxymoron; he is the brains behind the increasingly popular "For Dummies" series. These are the books that millions of people turn to to learn about everything from investing to the Internet. "For Dummies" is a powerful brand, but that didn't just happen overnight, it was carefully crafted. Listen as Kilcullen explains how to build a brand. He'll talk about branding, entrepreneurship, startups, and dynamic growth.
(P) and ©1999 Stanford Alumni Association

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    4 out of 5 stars
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  • Alison
  • 27-03-09

Brand equity is the holy grail

This is an insight into the retail brand 'For Dummies'. It's an amazing story of the journey a new brand takes to be successful. A great reminder that companies 'don't service opinions and attitudes, we service customers'. I've been using this material to coach my senior management on revisiting our brand and understanding the emotional connect both our people and our customers have to our brand. This also reinforces the need to start by defining the market to your own advantage, as I know with my organisation, it's very tempting to compare to competitors. Really good for us marketers to have a little refresher on the fundamentals.

1 person found this helpful