Book Description

In the past, brands were the sole domain of owners, advertisers and marketers. Strategies were crafted in smoke-filled boardrooms and rolled out with little to no input from consumers. Times have changed. Today, consumers are the new owners. They have more information, more channels, more power and more choice but less time, less loyalty and less trust than ever before. Brands intersect every aspect of our lives, but the business of building brands is still misunderstood. Dim Sum Strategy presents a carefully curated selection of proven strategic tools, with insights and anecdotes from three decades working with some of the world's leading brands at the world's top agencies. The book is structured to follow the author's proven Brand Centered Management(TM) process, with a smattering of different "tools" split into four parts: Discovery, Definition, Direction, and Delivery. Each tool is presented in bite-sized, standalone chunks; you can read the book in stepwise fashion or cherry-pick in whatever order you wish--just like a dim sum meal. "This book is full of common sense. The kind of sense that isn't always common." --Andrew Robertson, President & CEO, BBDO Worldwide, Inc. "If you've had your fill of long-winded books on branding, then Dim Sum Strategy is for you. Filled with bite-sized nuggets of wisdom, it's the perfect format for time-stressed professionals. In other words, all of us." --Graham Kelly, Founder of Originate and former Executive Creative Director at Ogilvy, BBH, Saatchi & Saatchi, and TBWA "Peter Wilken brings great warmth, humanity, and vast experience to bear on his wide-ranging analysis of the myriad brand philosophies and tools out there. In an era where there is no 'one size fits all' solution, his Dim Sum Strategy is just what you need." --David Guerrero, Creative Chairman, BBDO Guerrero "I've read numerous books on brands and branding, but this one is refreshingly different. Peter Wilken, who has a wealth of experience in the field, has captured all the essentials right here and expressed them in an easy-to-digest manner. Bon appetit!" --Dr Wayne Lotherington, Founder & CEO, All sorts Habit Creation and author of How Creative People Connect