Average Reviews:
(More customer reviews)As a professional consultant in the financial branding industry, I awaited Wymore's book with interest. But compared to the other 25 true branding books on my shelf, this one falls short and I am disappointed.
Mr. Schmidt's observation is right on: this is most certainly not a branding book. The book's title simply exploits a recent trend where anything remotely associated with marketing is recategorized as "branding" -- a sophisticated-sounding buzzword that gets books like this more attention than they deserve.
As another reviewer pointed out, the book's premise is flawed and factually incorrect. The ultimate measure of a brand's success is not a tattoo, but rather its impact on the balance sheet. Half of Coca Cola's total value is attributed to its brand, and how many Coke tattoos have you seen? And I've never seen a Nike tattoo either. Have you? Yet Nike sells shoes for 100 times what they cost, and the difference between Nike and Ked's is all brand.
While there may be the occasional nutcase with a corporate logo injected into his flesh, Wymore way overestimates the ubiquity of these instances to substantiate her theory. It's true that outlaw bikers with tattoos are essential to the Harley-Davidson brand, but that's not who the company is targeting. Harley-Davidson's brand is really for 40-year old accountants and lawyers -- the people who actually buy new Harley-Davidsons. And these guys aren't getting tattoos.
As Mr. Schmidt pointed out, "Tattoos" is really about how certain experiences fuel customer loyalty, and the author takes us on a personal tour of brands she's encountered, likes and why: Delta, Starbucks, Mariott, Saturn, etc. Wymore's writing can be entertaining, and some of her opinions are interesting but lack any truly powerful branding insights. You probably already know everything that's in the book; the author just phrases common knowledge in her own unique way.
Potential buyers of this book are encouraged to regard other reviews posted here with a degree of skepticism. Most are exceptionally flattering submissions from devout followers of Wymore's gospel. If this is really a 5-star book, why aren't copies flying off the shelves? How many 5-star books have you really read? I assure you, this isn't one of them.
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Product Description:
What is it about the Harley Davidson tattoo that makes it so distinctive?Why has it been so successful in the Corporate World?Denise Wymore, author of Tattoos: Ultimate Proof of a Successful Brand, lists five steps to becoming tattoo-worthy and successful as an entrepreneur.Following these easy steps could be the keys to your success.
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