RETAILOBSERVER.COM MAY 2018
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dentity. Value. Experience. That's what successful brands were
built on yesterday. Today, we live in a noisy, restless, interconnected,
increasingly digital, crazy, and wonderful world. People are
bombarded with thousands of brand messages daily. A brand's
identity, value, and experience still matter. But they're not enough.
So, what does it take for a brand to get noticed and be notable?
"You need to build a brand that moves," says author of Get Scrappy
and branding expert Nick Westergaard. In BRAND NOW: How to
Stand Out in a Crowded, Distracted World, Westergaard provides a
framework and the tools for building brands that move from person to
person, platform to platform, and community to community — while
remaining relevant and competitive.
BRAND NOW explains how to build brands that resonate both
online and off. The reader will learn to:
• Create a brand with meaning—in the head and the heart.
• Build a solid brand structure, reinforced in the logo, slogan, and every
touchpoint.
• Tell a compelling brand story, with characters, conflicts, drama, and
humor.
• Produce the right amount of content, grounded in strategy and customer-
aware.
• Cultivate and grow a sense of community, from the inside out.
• Accelerate brand movement with clarity, simplicity, and transparency.
• Ramp up their brand experience, with attention to coherence and
consistency.
The book also supplies a toolbox, featuring applications of the Brand
Now Dynamics for specific types of brands and in specific situations,
including crisis communications.
B O O K R E V I E W
BRAND NOW:
How to Stand Out in a Crowded, Distracted World
Author: NICK WESTERGAARD is chief brand strategist at Brand Driven Digital, host of the popular On Brand podcast,
and author of Get Scrappy, the digital marketing bible for business. An in-demand speaker at conferences and
corporate events throughout the world, he teaches branding, marketing, and communication at the University of Iowa.
Publisher: AMACOM books
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