Two of the first few blog entries we put together on here on Shore Branding were book reviews for my favorite six books revolving around branding and digital marketing over time. While two others have been read this past year, neither were as enjoyable as Andrew Davis’ “Brandscaping”, so I thought it was appropriate to put together a review of the book.
For convenience, here are the write-ups from my top six books – Part 1 and Part 2. I have to say that I would put “Brandscaping: Unleashing the Power of Brand Partnerships” in the top three. (Apologies to Mitch Joel…)
Do you believe that your brand/company has the perfect mix of branding, PR, content marketing, and engagement levels with your consumer base? Do you believe that you couldn’t possibly benefit from partnering with another brand because it would take attention away from yourself? If you answered “Yes” to either of those questions, please throw away the checklist of items on your “to do” list and go buy/download Andrew Davis’ book “Brandscaping”. I guarantee this book changes your mind.
Throughout “Brandscaping”, you will find a number of examples of brands and companies that thought outside the box and found a partner to work with, widen the exposure to their message, and drive home an incredibly successful campaign or product to a much broader audience. At the same time, Davis challenges other companies to find appropriate partners and create a “Brandscape” that could benefit both parties with “What If…” questions towards the end of each chapter.
As Davis points out in the beginning of the book:
“To be a successful brandscaper you need three things:
The confidence to invest in the content of others and the belief that their audience, not matter how small, is valuable.
The humility to believe that your customers care about more than just your products and services.
The willingness to pool your resources and share your audience with other brands to make your marketing budget go farther.”
Why I enjoyed the book:
This book was a real eye-opener to the value of partnering with other brands. For several weeks, the concept of “brandscaping” itself was a focal point in our Sunday Musings and Tweets of the Week.
“Brandscaping” caught my attention right in the beginning with the three items listed above, challenging/questioning one’s Confidence, Humility, and Willingness. I always tend to enjoy a book that provides real-world examples of what it is preaching, as that tends to provide a level of validity that you don’t find in many others. Throughout, you will find great examples of brands and companies coming together and maximizing the rewards for doing so. Whether it is through social networks and platforms, sponsorships, or anywhere else imaginable, there is a place for your brand to work with others to build your business and audience. Three of my favorite examples from the book are:
- Rohto Eye-Drops setting up a booth at a PAX video game conference (where attendees are spending minutes and hours staring at a monitor/screen)
- The re-branding of Tony Bennett – who rebuilt his career and relevancy to a whole new generation with his Duets
- Bank of America’s partnership with The History Channel to turn around its perceptions with the public following the financial crisis
I could/would provide many more, but that wouldn’t be fair. I’m purposefully leaving the examples above pretty vague so you go check “Brandscaping” out. One of my favorite lines from the book itself:
“Get over yourself and your brand. Your customers don’t live in a singularly branded world. They build their own brandscapes.”
Amen. Think about where you might be able to partner with others and what approach you might take. This book actually helped me come up with some of the ideas behind SaveThanksgiving.net. We want to build partnerships with other brands and companies going into Thanksgiving 2014 and help support those brands and companies that are willing to put aside “work” for one day and treat it like the holiday / family day that it (seemingly) used to be.