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OWL BOOK REVIEW
AVIARY
Nancy F. Koehn
Brand New, How Entrepreneurs Earned
Customers' Trust from Wedgwood to Dell
Cambridge: Harvard Business School
Press, 2001
ISBN: 1-57851-221-2
Six brand stories make up the heart
of this book, a book that reads like a mystery story. Koehn chooses leaders
who created brands from the Industrial Revolution (Josiah Wedgwood) to
modern times (Michael Dell with Dell Computers).
Koehn looks at the relationship
between economic change and what customers want and how her sample of six
took advantage of the market changes they experienced.
Brand does not mean logo to Koehn.
Koehn argues that when brand means logo, it takes people away from focusing
on becoming best in class. Logo focus results in marketers emphasizing
advertising and public relations.
Koehn also examines how these leaders
of brand shaped their organizations to deliver their brand. In this examination
are the lessons of this book.
Brand to Koehn is an organizing
principle that an organization can use to transform itself, gain competitive
advantage, and as she writes, "transform lives."
If you have a collection of brand
books, this one should definitely be added to your list.
Janelle Barlow, Author
Smart Videoconferencing
 Previous
"Owl Book Review Grove" pages:
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Reichheld,
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Bennis,
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Morrison,
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| #4
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Foster,
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| #5
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Bear,
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| #6
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Hemphill,
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| #7
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Rifkin,
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| #8
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Pearce,
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| #9
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Kao,
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| #10
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Tannen,
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| #11
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Nancy,
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Anders,
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| #13
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Yates,
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| #14
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Langdon,
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| #15
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Needleman,
Time and the Soul |
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#16 |
Goleman,
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#17 |
Conger,
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#18 |
Shapiro
& Jankowski, The Power of Nice |
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#19 |
Fradette
& Michaud, The Power of Corporate Kinetics |
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#20 |
Upshaw,
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#21 |
Reis
and Trout, Positioning |
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#22 |
Spencer,
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#23 |
Underhill,
Why We Buy |
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#24 |
Pine
& Gilmore, The Experience Economy |
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#25 |
Christensen,
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#26 |
Hirschfeld,
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#27 |
Harkins,
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#28 |
Seybold,
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#29 |
Ackerman,
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#30 |
Childre
& Cryer, From Chaos to Coherence |
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#31 |
Ryback,
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| #32
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Gladwell,
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| #33
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Schrage,
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| #34
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Prochaska,
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| #35
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Axelrod,
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| #36
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Arbinger
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| #37
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Thomas,
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| #38
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Buckingham
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| #39
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Silverman,
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| #40
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Locke,
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| #41
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Sterne,
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| #42
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Boar,
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| #43
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Keller,
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| #44
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Seybold,
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| #45
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Kouzes
and Posner, Encouraging the Heart |
| #46
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Buckingham
& Clifton, Now, Discover Your Strengths |
| #47
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Davis,
Brand Asset Management |
| #48
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Bergeron,
The Eternal E-Customer |
| #49
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Fullan,
Leading in a Culture of
Change |
| #50
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Lerner,
The Dance of Connection |
| #51
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Kanter,
Evolve! Succeeding in the Digital Culture of Tomorrow |
| #52
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Humphrey,
A History of the Mind |
| #53
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Michaels,
et al, The War for Talent |
| #54
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Kegan
& Lahey, How the Way We Talk Can Change the Way We Work |
| #55
|
Culbert
and Ullmen, Don't Kill the Bosses |
| #56
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Hall
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| #57
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Tucker,
Customer Service for the New Millennium |
| #58
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McKain,
All Business Is Show Business |
| #59
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Kapferer,
(Re) Inventing the Brand |
| #60
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Bedbury,
A New Brand World |
| #61
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von
Oech, Expect the Unexpected |
| #62
|
Kouzes
and Posner, The Leadership Challenge, 3rd Edition |
 
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