"A brand essence need only make sense to the marketing team. Your brand essence is not the words necessarily used in your communications. Branding is often made to appear complicated. I’m making a case that branding is understandable, relevant, and, most importantly, profitable. You can’t really profitably use this tool until you extract your brand essence." - Ben Mack
Just a sampling of the press Ben Mack is getting with his new book:
Announce Your Brand Without The $26 Million Price Tag -- PR Web (press release)
His name is Ben Mack… and he is an underground marketer… some call him the “Mad Marketer”.
‘Brad Fallon Speaking at jvAlert Live, Ben Mack Moves to #1
From the inside flap:"…Using real examples from some of the most legendary (or disastrous) branding campaigns in history, Mack gives you an insider’s perspective—and inside advice—on which tactics will float your brand and which will sink it. He sorts the bad advice from the good, letting you avoid those missteps that get good companies in bad trouble.
Branding isn’t magic. Not since Jay Levinson’s original Guerrilla Marketing book has an insider really spilled the beans and taught you how to use the professional grade tools that are so simple they work automatically. Think Two Products Ahead reveals inside secrets that make branding work for marketing budgets of any size—so you can grow your business faster and stronger than you imagined. When it comes to your brand, this insider’s guide proves that if you aren’t thinking two products ahead, you’re hardly thinking at all. "
As of right now, as I post this, Ben Mack’s book has held the #1 spot for business book on amazon for three days now: amazon.com/gp/bestsellers/books/3/
Apparently, people know a good book when they see it!
Ben Mack Grabs the Number One Best Seller Position
One of the lunch series speakers (jvAlertLive.com/lunch.htm) is Ben Mack, the best selling author of Think Two Products Ahead: Secrets the Big Advertising Agencies Don’t Want You to Know and How to Use Them for Bigger Profits.
Ben’s book just hit number one on Amazon’s Best Seller List for Business Books. He’s got a hard hitting campaign going on right now.
Click here for more information.
Source
His book is also featured here