Andy Milligan Books

Jon and Andy provide a comprehensive roadmap for effective brand management, blending essential brand theory with practical advice. This book stands out in the realm of branding, encouraging readers to think differently while enjoying the process. It strips away the complexities often associated with branding, offering a refreshing perspective that makes learning enjoyable. With a focus on practical tips, it serves as a delightful antidote to the jargon-heavy language prevalent in business and branding. Building a strong brand is crucial for any business, yet many struggle with the process. This guide clarifies what brand building entails and what it does not, offering straightforward steps to create an impactful brand. Readers will be inspired by real-life stories of those who successfully navigated brand challenges, as well as those who faltered due to missteps. Featuring examples from well-known brands like Orange, M&S, Red Bull, Apple, Innocent, PwC, and FCUK, the book bridges the gap between theoretical concepts and actionable insights. Unlike other branding books that are either dull or quickly outdated, this one promises to be both informative and entertaining, ensuring you gain valuable knowledge about branding while enjoying the read.

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

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.

With a constant stream of new communication channels emerging, the real challenge for marketers is not just making sure their brand is present in each space but staying true to their brand purpose. A follow-up to Bold , the best-selling book which looked at what made cutting edge brands stand out, On Purpose , goes one step further and provides practical advice on how to achieve those same results successfully, over multiple channels. Shaun Smith and Andy Milligan provide a framework for success, explaining how to: --Stand Up: be clear about brand purpose and promise --Stand Out: define, design and deliver distinctive customer experiences across multiple channels --Stand Firm: create strong cultures that sustain results They explain and define how to deliver "on purpose" experiences by using a case study, individual thought pieces by experts in the field, and a key action summary at the end of each chapter.