The Physics of Brand: Understand the Forces Behind Brands That Matter

In one generation brand communications has been transformed. But into what? And how? I was raised on the traditional David Aaaker’s, McKinsey, SWOT, AIDA models but but The Physics Of Brand is the first workable framework for understanding brands in our mobile, always on, social on demand world..The central premise of the book is that brand value is the result of a brand’s interactions with people across time and space; or simply put, a brand is the result of customer experience. The authors go on to present a framework with three models that show how brands operate in Time, in Space, and how the customer experience rolls-up into Brand Value.The Time Model identifies three critical areas: 1) The first moment of contact with a brand, when that initial memory is made; 2) The total amount of time people invest in a brand, an indicator of brand value; 3) The velocity of increase in time people invest in a brand, another indicator of brand value. Then the Space Model identifies four main players in the eco-system of a brand: A) The Brand Owner; B) Brand Handlers (the suppliers, distributors, consultants, etc., who help are extensions of the brand); C) Community; D) The Individual.And finally, the Jacobs Ladder Model shows how brand value is created — moving from Signals, to Senses, to Moments, to Memories, to Energy, to Sales, to Profits, to Brand Value. These models are the guts of the book, and the authors—all three are leading practitioners—deliver useful tools to build a brand.What these raw models can’t do is provide all the nuanced aspects that surround this new way of thinking. The book has fascinating excursions into neuroscience, brand valuation and the history of brands and branding. I’ve been involved in marketing for years, and I learned much from this book. The concepts apply to digital marketing, traditional marketing, finance and operations. The Physics of Brand is the only book I know of that links Branding (what you communicate) with Marketing (how you go to market) and the critical component, Customer Experience (why it matters to customers).After buying a Kindle version I bought a hard copy of the book so I could add notes tin the margins. It’s that kind of handbook for analyzing, describing and planning a brand today—not just theory, but in practice.

I'd say 4 1/2 stars, just because there was some grey type on a couple of pages. (I hate grey type.) As far as books on this particular subject, I've never read one before. I've tried to read lots of articles on branding on LinkedIn just because I work in advertising, but come on--who wants to read about this stuff? Well, as it turns out, I do. The Physics of Brand is a joy to read whether or not you work in marketing/adverting or you're one of those people who has heard that we are all brands, not just celebs like Oprah and Anderson Cooper. This book is visually pleasing and the writing is crisp. If you want to skip around like you were reading a magazine, you'll find thought-provoking information on every page. While The Physics of Brand is a how-to, it's no more so than a biography of Alexander the Great is a how-to for world conquest. It's just a thought-provoking and eye-opening read for anyone who lives in a country, like America, where companies and the products we know them by occupy a significant amount of space in our brains

Not an easy read, but certainly an interesting one! Heard about it from Ramsey solutions brand Director. Glad I got it – definitely needs more attention when you read it.

This book links brand value with customer experience, and in the process provides a whole new way to look at brands. The most unique insight is all about time. The three co-authors make a compelling case that time is an unseen but crucial element in brand building. They argue that time is the most dear human resource because we all die, so smart brands work hard to save people time and allow them to enjoy time. Money itself is linked to time. In Chapter One they state that "People use brands to survive and thrive, fulfill wants and needs, spend time and money, and save time and money." A strong sense of both common sense and economic story weaves its way through a fun and illuminating history of brands and branding. The Physics of Brand points the way toward the future, particularly in Chapter 9. There is also a framework of three useful models (Space, Time, Jacob's Ladder) that show how brands stimulate memories and build brand value. If you are looking for insights into how contemporary brands are built, this book is well worth your time.

I found this book both strong on theory, as well as strong on offering practical advice that I could incorporate into my work as a branding and marketing communications professional. As I read it, I was struck by this thought: We as marketers need to keep bringing our work back to what matters most -- people. While everything in our world is going digital, we cannot forget that brands are living, breathing conversations/experiences that add value to our lives and the environment (culture) in which we live. Brands are not something we do to someone else. Brands are something we share with each other, and in sharing, we glean value. Well done. Highly recommend. Thoughtful with easy to digest ideas and concepts.

It is probably not fair to give this book a one-star rating because it is so hard to read that I don't feel I understood anything at all. And rating a book based on absolutely no idea what the book is talking about doesn't seem fair. But that is what this book seems to me. I found the topic very interesting (maybe I let the engineering side of me take over too quickly). But when started reading, I found the book extremely hard to follow. Maybe I was trying too hard to extract a point out of a book that is not written for the same purpose. The content of each chapter seems unrelated to the topic of the chapter. And other than what seems to be a bunch of random observations, there is no clear logical structure or flow to follow.

Best book

O livro mostra uma enorme clareza na distribuição do conteúdo até chegar à ideia do Aurora. Dali em diante se transforma em uma copy de vendas do sistema, sem nenhuma chance prática de uso pelo leitor.

As both a professional in the field and a student of the craft, this book has proved extremely stimulating. The ideas it espouses aren't unique, but the way they are put together into a single, simple, applicable framework is something truly special.Essential reading for practitioners and students of brand development and management alike. I hate to use the phrase 'modern day classic' but I feel this book could yet become one.

An excellent book which is a very valuable addition to the growing conversation on how brand is works and is shaped in a digital age.Brand has for too long been considered a static entity, and we need more intelligent literature like this book to explain how brand is continually shaped over time.Highly recommended.