Brain Tattoos
Creating Unique Brands That Stick
in Your Customers' Minds
By
Karen Post
There are many books on
branding. They tend to say much the same things but with the the difference that
they all have their own phrase to highlight an important aspect. In this way
they are often claiming to be unique, offering a new perspective. Karen Post's
Brain Tattoos looks like it is following the same route but a crucial difference
is evident from the beginning. This is clear from the book's subtitle "Creating
unique brands that stick in your customers' minds." This goes straight to the
heart of branding and recognises that the brand exists in the customer's or
consumer's mind. From this perspective, marketers cannot really "own" brands but
their role is to develop and nurture them and hope that they follow the intended
route.
From this starting point Karen
Post has written an excellent overview of what branding is and how companies can
adopt it. To this end the book appears to be aimed more at organisations that
have not yet developed a branded identity than those who already possess strong
brands. However, even for the more highly-branded organisations, Brain Tattoos
can act as an overview and checklist of the branding process. It is a book based
on common-sense and real examples rather than a more theoretical branding study.
In the is way it is easy to read and can be more easily applied to the reader's
own organisation.
Brain Tattoos does not cover
anything about branding but it is an excellent book for those who are new to the
area.
Review
by Martin Payne
