A primer for small and middle market business owners and managers to grab market share, improve margins and increase loyalty in their businesses. Branding Like the Big Boys explores how big brands got that way and how you can apply the same methods to enjoy similar success.
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Martin Thoma is a cofounder and principal with Thoma Thoma, a Little Rock-based brand development and activation firm. Thoma began his career in 1985 as a print journalist and copywriter, working for several newspapers and advertising agencies before forming Thoma Thoma with his wife, Melissa, in 1989.
Initially a creative boutique, the firm quickly engaged with large and small companies alike. It has created award-winning, results-getting work for Entergy Corporation, a $13 billion global energy services provider; Alltel Information Services, a $2 billion global information technology company; and Arkansas Children's Hospital, the sixth-largest pediatric medical center in the U.S.
On the other end of the spectrum, Thoma Thoma has consulted and created for a host of small banks, insurance companies, services providers, hospitality venues, manufacturing firms, and retailers.
This range of experience first inspired Thoma to begin exploring the application of large-company marketing principles to smaller businesses. In the 1990s, Martin and Melissa focused the entire energies of their firm on exploring and developing the tools to help clients live their brands. Nearly every client engagement seemed to reinforce their philosophy that a brand was not so much a marketing discipline as a leadership principle. The successful application of their "live your brand" discipline to many small and middle-market businesses--along with extensive external study and research--forms the foundation of Branding Like the Big Boys.
Thoma writes and speaks frequently on the concept of the living brand. He can be reached at martin-at-thomathoma-dot-com.
Book review by Hot in Little Rock Annamary Thompson One of our very good friends just completed a monumental project: he finished his book -- and published it! We were very excited to read it, not only because he wrote it, but because of the subject matter as well. It's about branding for small businesses. The book is Branding Like the Big Boys and it's by local entrepreneur and businessman Martin Thoma. He and his wife Melissa own Thoma Thoma, a locally based company that specializes in brand development and activation. Martin has long been known for helping businesses "Live their brand." And now he has written a book to help all of us start that journey successfully. The book is small - only about 150 pages or so. But it is full of big ideas and helpful anecdotes. We learned what's important to consider when designing your logo and tagline. And to make it real for us, Martin included stories like how Nike shoes came up with the swoosh and "Just Do It." Martin's writing style is easy to read and to understand. He writes as if he's aiming every principle and idea towards you alone. He takes you from the beginning to the end of brand development, and gives you a nice roadmap to follow. He tells you how the "Big Boys" like Target and Starbucks have done things. And then he encourages all of us small fish to do the same. Martin's ideas are not only good, but solid. They've been built on his more than 20 years in the branding industry. And he writes about them clearly and concisely in an easy-to-read and easy-to-follow format. Martin may be our friend, but if his book wasn't good, we wouldn't have told you about it here. We are proud of the work that Martin and his wife do with their firm, and we're proud of Martin for completing and publishing his book. It's a must-read for anyone who owns, or is thinking of owning, their own business. It's a guidebook - a map - that will help position you and your business successfully for years to come. --Annamary Thompson, Hot In Little Rock --Hot In Little Rock Blog
--Hot In Little Rock News
Fayetteville Native Authors Book on Branding Fayetteville native Martin Thoma laughed when asked when he first thought about writing a book. I was 23, he said. That was around the time Thoma graduated from the University of Arkansas with a degree in journalism and English. Now, more than 20 years later, Branding Like the Big Boys is in print. The book is aimed at small- and mid-sized business owners and operators, and designed to help them become more profitable to developing and living --Arkansas Business, Northwest Arkansas Business Journal
Branding Like the Big Boys BY KAREN MARTIN Who would think a business-oriented how-to book would be interesting? Martin E. Thoma achieves this remarkable goal in Branding Like the Big Boys, an informative, enlightening and ambitious lesson in how to keep a small business from falling prey to its competition. Companies like Walmart will always be able to underprice you, he points out. But if your company has an identifiable brand, you'll be less likely to lose business on price and price alone. Thoma's casual, conversational writing style and generous use of anecdotes to illustrate his point that branding will set you apart from everyone else. A brand, he explains, is a mental construct--"the sum of all that is known, thought, said, felt, experienced and perceived about your company,service or product. ... It can be created, developed, nurtured, shaped, influenced, informed and guided. But it can't be controlled, dictated, directed, prescribed, imposed, decided or demanded." Branding Like the Big Boys can be a useful tool for any business that seeks to create a consistent experience for every customer. The best thing about it is that Thoma tells you exactly what you need to know, while entertaining you along the way. --Book Bytes, Karen Martin, ArkansasOnline-dot-com
--Arkansas Democrat-Gazette Online
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
Description du livre Thoma Thoma, 2009. Paperback. État : New. book. N° de réf. du libraire 7770057973
Description du livre Thoma Thoma, 2009. Paperback. État : Brand New. first edition. 156 pages. 8.40x3.70x0.50 inches. In Stock. N° de réf. du libraire 7770057973