The Authentic Brand - Softcover

The Authentic Brand: How Today's Top Entrepreneurs Connect with Customers is a refreshing real-world business book that can help readers build companies that resonate with their customers and stand apart from the crowd. It is about leadership and marketing and is based on the practical and real-life experiences of highly successful and prominent, self-starting entrepreneurs. Written by Chris Rosica, CEO of Rosica Strategic Public Relations, the book gives valuable marketing and business management insights to help grow a company and build a loyal, even fanatical, customer base. Readers are provided with insight from the following highly successful and inimitable legendary entrepreneurs: Ben Cohen & Jerry Greenfield, Ben and Jerry s Homemade; Bobbi Brown, Bobbi Brown Cosmetics; David Neeleman, Jet Blue; David Oreck, Oreck Vacuum Cleaners; Gary Hirshberg, Stonyfield Farm; Jeff Taylor, Founder, Monster.com; Jerry Baldwin, Co-founder Starbucks; Jim Koch, Samuel Adams Beer; Kate and David Spade, Kate Spade New York; Roxanne Quimby, Burt's Bees; Wally "Famous" Amos. The primary motivator for most of the entrepreneurs was not money, although they took their bottom lines seriously. They all had a higher calling, which was to create intelligent brands that were uniquely positioned and which offered a special brand experience. These companies speak to their customers intelligence, which has helped generate tremendous brand equity, enabling many of our entrepreneurs to create optimal exit strategies and sell when they were on top. Some of the findings detailed in Rosica s book include the effectiveness of cause-related marketing; importance of having a highly visible spokesperson; resultant effect of crafting a compelling and authentic story to emotionalize a brand; issue many innovators face, which is whether to fly under the radar or be noticed; power of owning a geographic territory; and value of standing for something a feeling, belief or attitude. While the book provides a look into how these category leaders profoundly connect with their customers, the following is examined: How they have provided a unique marketing advantage Shaped the brand and brand identity Provided accountability and authenticity Differentiated the brand from competitive brands Built a loyal customer base Provided a flavor or flair that would not otherwise be possible Created brand consistency and kept the "brand promise" Gave back a portion of their success to causes about which they feel strongly Formed a company with widespread brand awareness, producing significant brand equity