I’ve read a fair number of marketing books in the course of my career. They seem to typically fall into one of two camps: they’re either dense, academic texts stuffed with theories and principles, or they’re dumbed-down idiots’ guides to the profession.
David Taylor’s recently published book seems to fall somewhere between the two. I’ve not read a professional book that takes this approach before – “Where’s the sausage?” is a story about a year in the life of a sales manager in a sausage company who is transferred to become brand manager for a year.
What unfolds over the year is the story of his discovery of how branding can work and how it can contribute positively to the development of a business. Along the way he also sees how branding shouldn’t be done, courtesy of his boss Hugo.
David provides a number of practical tools and techniques that readers can easily take away and think how they might apply to their own brands or situations.
The narrative ticks along quite nicely and provides useful context for the real gems in this book – the practical and bullshit-free approach to developing and managing brands. Somehow putting the theoretical stuff into a practical situation makes it seem more relevant and helps the theories fit into a logical brand management process.
It’s an easy read and covers a lot of ground, but at several points in the book I found myself nodding, chuckling aloud and recognising situations that I’d seen in real life.
If you’re expecting a full technical guide to branding then this isn’t the one for you, but for a well thought out and practical guide to branding basics I’d definitely take a look at this book.
If you like David’s approach to branding, then it’s also worth subscribing to his blog for more of the same.
Disclosure: free review copy supplied[tags]david+taylor, brandgym, where’s+the+sausage, brand+management, book+review[/tags]