4 out of 4 stars
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About ninety percent (90%) of start-up companies fails in the first five years of inception. Indeed, even with the myriad of business books accessible today, numerous organizations don’t survive the first year. While there can be several reasons behind this, effective branding is most likely one of the greatest issues new business visionaries face. Fortunately, Vasken Kalayjian, who has worked broadly with Fortune 500 companies, new businesses, not-revenue driven associations, and governments, provides a solution with his book Brand Real: The Start-up Entrepreneurs’ Guide to Effective Branding and Building Values-Based Organizations.
Notwithstanding branding advice, the book contains inputs from 27 specialists and pros, covering the various responsibilities each entrepreneur faces, including: writing a business plan, creating a marketing plan, and protecting intellectual property. Kalayjian also liberally shares on his life experiences, directing the reader on the right approach to be fruitful in a business.
Additionally, the author ends each of the 27 chapters within this book with a summary that serves to simplify an otherwise lengthy and elaborate discussion; there are also exercises for the reader to work on.
This book is an absolute necessity for anyone who is serious about branding (which every business owner ought to be). In today’s world, it is progressively more difficult to cut through to valuable, significant data about creating and improving your brand. However, Brand Real pretty much incorporates all the valuable, and significant, information you need to help position your company’s products or services.
The detailed SWOT analysis the author includes, I found extremely useful. Recognizing and identifying your product or service’s Strengths, Weaknesses, Opportunities, and Threats is a necessary exercise. In the author’s own words: ‘An honest SWOT analysis will put your start-up on the right track right away and save you from a lot of unexpected problems in the future.’
Brand Real is not for the fainthearted. Kalayjian deftly presents everything with illustrations drawn from countless renowned, modern brands. It is a hefty amount of material that requires more than a hasty glance. Instead, you should keep it close within reach and read it again and again.
Even though the book is of significant substance and frequent repetitions, it is not dull. The author is extremely composed with his introduction of the knowledge; it is engaging and basal, without being an unruly encyclopedia.
I rate this book 4 out of 4 stars and recommend it to current and prospective business owners.
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Brand Real
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