Build a Brand in 30 Days: With Simon Middleton, the Brand Strategy Guru. ‘If your customers don’t know you exist or what you stand for you have a big problem.’
Brand matters in Business to Business marketing and Investment as much as consumer sales. Businesses trust one supplier above another even when there is a cost differential. Brand matters to investors who ‘develop an instinct that goes beyond numbers’ according to Simon Middleton.
Do you like Simon’s sobriquet the Brand Strategy Guru? If you think it’s cocky buy the book by clicking on the cover above. If it’s arrogant click on his name above.
1 comment so far ↓
Hello Be On Brand, Simon Middleton here (author of Build A Brand In 30 Days). Thanks for showcasing my book, much appreciated. Re’ the ‘Brand Strategy Guru’ thing… that’s a fun idea of yours to ask people to choose ‘cocky’ or ‘arrogant’. I hope not too many people choose the latter. Calling my business ‘Brand Strategy Guru’ was an interesting brand issue in its own right, since you mention it. I had a modest little consultancy just bearing my own name prior to that: but in the depths of recession decided that I needed a brand name which had rational focus and emotional punch. I needed people to know where I was coming from, what I did, and the intent with which I did it. A few sleepless nights before pressing the GO button on the new name I can tell you. But the results speak for themselves… more clients (of the right kind), more opportunities to speak at conferences and so on, a hooge amount more media interest, not to mention the interest from the publisher which led to the book that comes out in a few weeks. I’ve had to develop a think skin for jibes and some outright hostility (mainly from people in marketing agencies) about the name. But as a communication tool with my actual audiences it’s a winner. I hope your readers will realise that I’m a million miles from arrogant. For once I followed my own advice and decided to be bold, distinctive, clear, and (hopefully) memorable. Thanks for featuring the book and for the opportunity to explain. Cheers, Simon.
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