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Billion-Dollar Branding: Brand Your Small Business Like a Big Business and Great Things Happen [Paperback]

Honey Parker , Blaine Parker

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Book Description

Oct. 1 2012
Go ahead. Ask 10 people what branding is. You’ll get 10 different answers. Mainly, those answers will be about things like logos, colors, fonts, jingles, or ads. The only apparent truth: Branding is the single most misunderstood concept in American marketing.
But for the businesses who understand brand, life becomes much easier---and much more profitable.
If you have a business and think your business has a brand, "Billion-Dollar Branding" will make you think again. "Billion-Dollar Branding" will shake the very foundations of everything you thought you knew about branding, rattle it around, and dump it down in front of you to be reassembled into the basis for pulverizing your competition.
Or, at the very least, make it easier to advertise your business, win friends, and influence prospects.
No matter the size of your business, whether there’s one employee or one hundred, "Billion-Dollar Branding" has down-to-earth, actionable advice for your marketing. Drawing from examples as wide ranging as McDonald’s and Motel 6, Andrew Dice Clay and Jeff Foxworthy, Denny’s and the Disney Concert Hall, and various small businesses you’ve never heard of, "Billion-Dollar Branding" gets down to the business of branding---and offers a few laughs along the way. (Besides being career advertising professionals, both the authors have competed in the business of stand-up comedy. It’s sometimes difficult to get them to behave.)
No matter what kind of advertising you do for your business, whether you’re a social media maniac or a hard-core, dyed-in-the-wool Direct Response fiend, or you insert a homemade flyer into your local paper once a month, "Billion-Dollar Branding" wants you to find your juicy center.
Get this book. Get branding. Get more business. Or don’t. The choice is yours.

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Product Details

  • Paperback: 200 pages
  • Publisher: Morgan James Publishing (Oct. 1 2012)
  • Language: English
  • ISBN-10: 1614482721
  • ISBN-13: 978-1614482727
  • Product Dimensions: 15.2 x 1.2 x 22.9 cm
  • Shipping Weight: 340 g
  • Amazon Bestsellers Rank: #659,054 in Books (See Top 100 in Books)

Product Description

Book Description

Branding is considered to be the province of big business. Branding is thought to be a logo, a color, a font, or a type of advertising. None of these things is true. Branding is defining a company’s image in such a way that the customer is left with a single feeling about that business and what they do. Branding is about finding a business’s juicy center.

About the Author

Honey Parker has spent her career as an Art Director, Copywriter and Creative Director for just about every big advertising agency you can name. She was a Vice President at the iconic Grey Advertising in New York before becoming an in-demand gun-for-hire on both coasts. Honey has worked on such big brands as Honda, Acura, Lexus, Parker Bros., DirecTV, UNICEF, Hotwire, Yoo-Hoo and Partnership For A Drug-Free America.
Blaine Parker is a national-award-winning copywriter who has spent much of his life toiling in small business obscurity—and loving it. A former Creative Director for the Salem Communications radio network in Los Angeles, Blaine has spent much of his career bringing big-advertising sensibilities to small business marketing. He is also a voiceover performer who can be heard on radio and TV commercials for brands of all sizes from New York To California.

Customer Reviews

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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.9 out of 5 stars  17 reviews
6 of 6 people found the following review helpful
4.0 out of 5 stars Worth It Nov. 20 2012
By Amazon Customer - Published on Amazon.com
Format:Paperback
Some things I liked:

-Great examples of successful and unsuccessful branding from a wide range of businesses, from large corporations to small one- or two-person offices.
-Starts with large-scale examples that we are all familiar with (Home Depot, McDonald's, etc) and then translates those same concepts into usable info for understanding how branding works in a very small business (an eye doctor, a hairstylist, etc).
-The first several chapters end with questions about brands you've seen or asks you to assess other company's branding. It's a great way to get you thinking about the concepts without the immediate pressure of trying to figure out how these concepts apply to your business. Then in the last few chapters, the final questions and ideas to ponder move toward asking you about your own business, once you've thought about the concepts in a less high stakes way.

Some things I didn't like:
-Lingered too long on the theoretical. I'm a fast learner. Once I get the concept, want to start working on applying it to my own situation. Just as the Foreword says, this book does not include spreadsheets or workshop ideas for creating or advancing your own branding, except for some targeted questions at the end. I was ready for more targeted questions sooner in the book.
-I would have liked to hear more about the Parker's own process. They included a full case study on one of their clients, but I'm reading the book because I'm interested in trying to do it myself. They reference their process, but could have included more detailed pieces as a further case study.

Overall:

A great introductory look at doing branding well for a small business (or a large business, really). Introduces basic concepts clearly, references a wide range of useful examples, and is written in a tone that's delightful to read.
5 of 5 people found the following review helpful
5.0 out of 5 stars Happy Happy Joy Joy Nov. 13 2012
By R. Miguel - Published on Amazon.com
Format:Paperback|Verified Purchase
I've been creating radio commercials for 30 years and I've been decidedly un-interested in branding for most of that time. The reason is simple. The clients I serve have already signed on the bottom line and are moving forward with their ad campaigns, ready or not - Usually NOT!-. When I meet them they've already spent oodles on air time and often they are in a panic. When it comes to radio, folks seem to like leaping before looking. Typically it becomes my job - at the last minute- to write commercial copy that sells and in many cases "FIX it" because it's "Tanking".

It's like finding the pilot slumped over in the cockpit with the plane in a steep dive... (Try to imagine a snow capped mountain looming in the windscreen)... Warning signals bleeping and buzzing, automated voice saying "Pull Up, Pull Up, Pull Up..." I have to drag the pilot out of his seat and save the plane at the last second. (Cue dramatic action music) I've done it over, and over, and I've actually become quite good at it. One client routinely calls me "The Fixer" (Sounds vaguely like a hit man. it's a little unsettling.) In any case, I rarely have time to goof around with (derisive snort) branding.

I'm a go for the throat direct response guy and I figured all that branding jazz is for those big rich corporate entities (read "pansies"). Turns out.... (Forehead slap).... I'm dead wrong!

I read Blaine and Honey's book and "grew up" just a little more (I'm 54 and like to watch Ren & Stimpy cartoons). Turns out, branding is for any business, even the mom and pop outfits like mine. It's for anyone interested in more than just a series of feast-famine business cycles! Sure, you can live from one BIG TENT SALE to the next SUPER SAVINGS SATURDAY, but wouldn't you rather see smoother lead flow? Wouldn't you rather develop a constant stream of business that comes to you for WHO you are rather than just WHAT YOU SELL? Wouldn't you love to grow your business by leaps and bounds? It's more than possible with an extra push from your very own "First kid on your block" brand. It's time to be more than just a commodity. Please do yourself a BIG favor and grow up a little more, READ Billion Dollar Branding! (Stimpy the cat sings Happy Happy Joy Joy)
4 of 4 people found the following review helpful
5.0 out of 5 stars Never start branding without it! Nov. 6 2012
By Matthew Mitchell - Published on Amazon.com
Format:Paperback
Blaine and Honey Parker are two of my favorite marketing people in the World! There are so many marketing pitfalls that small and big business owners make. I believe that the information in Billion Dollar Branding will help to eliminate about 95% of those mistakes. I've been able to use the information from this book with all of my clients (who would let me) and I'm constantly using Billion Dollar Branding, along with Roy Williams' books as a guideline for marketing campaigns.
I highly recommend this book to anyone who's business is affected by the world of Marketing / Advertising / Branding.
3 of 3 people found the following review helpful
5.0 out of 5 stars If you have to read more than two reviews before you decide to hit "add to cart"... Nov. 18 2012
By Ducky - Published on Amazon.com
Format:Paperback
...then this book is NOT for you.

If you think that you know as much about marketing (and branding) than you're ever going to know...then this book is NOT for you.

If you regularly shoot down ideas for your business because they seem just a bit too risky...then this book is NOT for you.

I could go on, and on, and on, with the "If..then..." statements. But let's go the other way for a hot bit, instead.

If you want your head to explode with thoughts and creativity that you never knew existed in that brain of yours...then this book IS for you.

If you want to spend the next five showers in a bit of a daze, forgetting if you shampooed your hair or not, because all you can think about is the million ways that you could make your business's brand better with a tweak here, major change there, distillation of it all everywhere, etc...then this book IS for you.

I went into this book expecting amazement, mainly because I've been following Blaine and Honey's weekly blog, Hot Points, for a while now, and it always elevates my understanding of brand to a level that I wouldn't reach otherwise. Being able to put that new knowledge to work in my job makes it even more valuable.

I finished this book with my expectation of amazement surpassed wildly. My head spun for hours directly after finishing it (which I did in one beautiful sitting). I don't know what you should expect based on your world view, but I recommend that you set the bar high in your mind...and know that Billion-Dollar Branding will pass it, with miles to spare.
3 of 3 people found the following review helpful
5.0 out of 5 stars Walk the Talk Nov. 13 2012
By Bill Montgomery - Published on Amazon.com
Format:Paperback
Books for Branding your business - over 2,000 on Amazon.
Relevant, useful, tested books from people that have actually successfully built small business brands and have a clue what they are talking about - just a handful.

One of those people(s) are Blaine and Honey Parker. When you hone your skills (Blaine) building successful brands on a small, barely rated radio station in one of the nations largest markets, you quickly learn that if it doesn't work, you lose business and customers. So it better work...and it did. Combine that with big agency experience (Honey) and you have a team that has been unearthing brand gold from small business mines with crazy success.

They didn't have to write a book - they already do what they do successfully. But they decided to tell you what really works...so you can do the incredibly hard work on your own. Thank them in the one way that matters - Buy this Book!

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