BRANDICAPPED?

by MEL! Epstein

Overview

BRANDICAPPED? is a controversial business book that, in its own charming and disarming way, completely redefines Brand and Branding. Breaking all the old rules. And creating new ones that actually make the business of determining an organization’s Brand and developing it’s requisite Branding easier to understand and execute. People in leadership positions, especially CEOs, should read BRANDICAPPED? so they will once and for all: Understand exactly what a Brand really is. [It isn't a promise or a relationship or a trademark or a logo or a slogan!] Know who in the organization is actually in charge of the Brand. [It's not the marketing people!] Learn how to implement the safe and effective “Know • Play • Do Branding Process™” to effectively Brand their business. [It's not what most advertising agencies and public relations firms do.]

Product Details

BN ID:	2940013142725
Publisher:	Still Learning After All These Years Publications
Publication date:	07/27/2011
Sold by:	Barnes & Noble
Format:	eBook
File size:	3 MB

About the Author

MEL! Epstein’s expertise is in the areas of creative branding, marketing, advertising, writing, teaching and public speaking. He owns MarketingVISION Brand Communications in the Greater Los Angeles area, where he’s successfully brand-marketed companies from across the country. He’s also a partner in Italy’s I&G Management, a business consulting, training and development company. MEL!’s been a visiting professor at San Diego State University, Michigan State and The Philadelphia College of the Arts. He’s also been a mentor at the University of Texas-Tyler, the University of California-San Diego and The Art Institutes of California. Upon invitation, he has toured Europe, introducing “Epstein’s Theory of Branding Relativity™” [Commercial Branding + Professional Branding = Commercial Branding2] to the CEOs of Nestle, British Petroleum, Yves St. Laurent, Bayer, Mattel and Glaxo SmithKline.

MEL! is the author of BRANDICAPPED? ™, a book that urges CEO’s to know and understand that they are in charge of their company’s brand. In addition, he and co-author Gail Johnson have written Professionally BRANDICAPPED?™. a how-to Professional Branding Guide. His “Ten Seconds of Branding Fame” came when he created the nationally recognized: "It's Ten O'clock, Do You Know Where Your Children Are?”
MEL!’s goal is to make certain professionals and students know exactly who they are, what they do/should do and why anyone should care to remember them.

Editorial Reviews

Mel Epstein draws upon his years of business experience and a natural gift for storytelling in Brandicapped? to teach and illustrate for others just how to use branding to clearly and effectively communicate one's business identity. Presenting basic business and marketing concepts in the format of a 43-chapter story, Brandicapped? It's a plain-terms tale, accessible to all readers regardless of background, very brief and easy to read yet effectively conveying a powerful idea and business tool.

Ed Allen

I guarantee what you've read and learned in the past is way more complicated than it needs to be. This book isn't like other business books that you need to hold on to for later reference either. It does such a great job of simplifying the process, you only have to read it once and you've got it. So please don't hold on to it. Sell it or gift it or whatever. Just please share it with all of those confused minds in the world who, by their sad attempts at branding, just don't get it.

Gary Kinzel

I'm no "book critic," but I do know good ideas when I read them. "Brandicapped?" is about communication... and the rejuvenation of a company and their brand after they realize how to communicate who they are, what they do and why people should care to remember them. My advice: if you read "Who Moved My Cheese," read "Brandicapped?"... double your business acumen and double your joy!

Steve Hochman