Andy Milligan Books

In every industry, certain brands distinguish themselves by challenging conventional wisdom and norms to succeed in their markets. These companies view customers and employees as part of a like-minded community, delivering unique experiences that foster a cult-like following. The focus is on 14 such businesses that prioritize purpose over profit, exceed customer expectations, and differentiate themselves boldly. They embody a fearless approach in both thought and execution, measuring success through innovative metrics. The authors, Shaun Smith and Andy Milligan, share revealing interviews with key executives, allowing each brand's story to reflect its distinct culture. The vibrant page design emphasizes and summarizes key points, enhancing the lively narratives. Featured brands include Brazilian sunglasses retailer Chilli Beans, with over 200 stores across Brazil, Portugal, and the U.S.; Zappos, the renowned online shoe retailer; Virgin Galactic, Richard Branson's spaceflight venture; Malaysian airline AirAsia, known for its sports sponsorships; JCB, a heavy equipment manufacturer; Umpqua Bank from Portland; and Best Buy's The Geek Squad, which offers computer support and repair services.

"Jon and Andy lay out a road-map for great brand management, packed with the essentials of brand theory and practical tips to make it happen. It does for brand management what the Haynes workshop manuals do for cars." Peter Gowers, Chief Executive, InterContinental Hotels Group, Asia-Pacific "Brands are about difference and personality. This book really is different. It makes you think and makes you smile!" Peter Fisk, The Genius Works "Branding isn't rocket science but it sometimes pretends to be. Here's abook without such pretensions, a book to make you smile, learning while you smile." John Simmons, Director, The Writer "an enjoyable read full of practical tips. There is far too much jargon in business generally and in branding and communications in particular, this book is an entertaining antidote to that" Mike Lee, OBE, CEO Vero Communications Humorous, practical and everything you need to know about branding. This is a different kind of business book. You will find no jargon or dense, theory-laden text. Building a brand with impact is one of the most important tasks that any business faces. Few people understand how to actually go about creating an effective brand. This book is a no holds barred guide to what brand building is, what it isn’t and exactly what you have to do to build your brand. Be inspired by real-life stories from the people who did and didn’t mess with their logo and succeeded or failed as a result. Read the stories from big-name brands like Orange, M&S, Red Bull, Apple, Innocent, PwC and FCUK. There are numerous brand books but they either fall into the dull, worthy and theoretical which nobody reads or they tell case studies of famous brands which are soon out of date and which do not easily translate into practical advice. This book is unashamedly the antidote to that. It will tell you all you need to know about branding and entertain you at the same time.

Experience marketing is a simple technique that is behind some of the most innovative ideas in business today, including the i-pod and low cost flights. The authors bring this theory to life through the use of case studies and anecdotes.

The story behind David Beckham's commercial success