Review of Brand Real
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Review of Brand Real
[Following is a volunteer review of "Brand Real" by Vasken Kalayjian.]
Think global but work locally.
That grand statement would one day become the rallying mantra behind the force of legions of business entrepreneurs everywhere as they strive for excellence. All in the name of consumerism.
In Brand Real.. by Vasken Kalayjian, the readers are treated to the winningest formula for success. Because the author is a man who prides himself on envisioning long-term goals instead of short-term ones. Especially when it comes to launching startup businesses on a global scale.
Consider his philosophy which is astounding in scope. To create the big picture one must delve first to achieve the macro view, which in this case, is a small business that is equivalent to macro-economies on a local or regional scale. Thus, his catchphrase was born.” Think global but work local”.
And with this idea comes a new line of thinking which was heavily adopted by a large following of business entrepreneurs the world over.
The book starts with a basic assumption that business owners who have pinned their hopes on capturing world market gains must first consider focusing on local markets before launching their products/services in the global marketplace.
The author, who has thirty years of solid global branding expertise has found out that small businesses particularly startup businesses are easy to manage as the potential for growth can be easily tracked. Moreover, according to the author, startup business entrepreneurs need to have a strong business plan that will serve as a stable framework for their business to function most efficiently.
Kalayjian then focuses the rest of his book with glaring insights on how human values play a pivotal role in determining a business outlook potential. How successful branding hinges on value systems so that it can deliver what it promises to the consumers.
That real value for their money is the primary goal of every customer every time they make a purchase for products or services rendered to them. The author also discussed those big ideas are the heart of ultimate branding. That creating memorable visual brands further helps in imprinting in the public’s mind the uniqueness of certain products/services.
The author then goes on to say that market research incorporating such varied tools as SWOT Analysis and Big Data can ultimately hone in on the ever-expanding complexities found in the world of market economies.
The author then concludes that to lure out financial investors to help back up startup businesses, a definite initial “traction” phase should already have been set in place in the marketplace. That perhaps in the near future, an emerging trend in doing business would exponentially take shape.
Termed Conscious Business or Conscious Capitalism, this concept would further revolutionize future business principles. As it encapsulates procedures or tenets providing substantial positive effects on world market economies, environment, and the society at large.
I loved the part where the author had made a hypothetical scenario that if the giant soft drink industry, Coca-Cola, were to dispense or liquidate all of its major assets; but otherwise retaining the built-in core values highlighted in the company brand. This company will still survive in the long run and recuperate most of its assets because of those value systems.
Although this book was superbly written. It was also, unfortunately, not professionally well edited. Based on a moderate amount of grammatical errors and a handful of punctuation errors found in the general context. Because of those irregularities mentioned, It had utterly put a damper on an otherwise stimulating classic such as this book.
With this in mind, I would rate this book three out of four stars. However, I humbly and gladly submit this book to those persons who are highly keyed in pursuing a business of any kind. As this book exemplifies, the readers are greatly encouraged that starting a business may seem a formidable task at first but with some skills, a bit of know-how from the experts, and the right tools for the job almost anyone can achieve success in any given venture.
******
Brand Real
View: on Bookshelves | on Amazon
Think global but work locally.
That grand statement would one day become the rallying mantra behind the force of legions of business entrepreneurs everywhere as they strive for excellence. All in the name of consumerism.
In Brand Real.. by Vasken Kalayjian, the readers are treated to the winningest formula for success. Because the author is a man who prides himself on envisioning long-term goals instead of short-term ones. Especially when it comes to launching startup businesses on a global scale.
Consider his philosophy which is astounding in scope. To create the big picture one must delve first to achieve the macro view, which in this case, is a small business that is equivalent to macro-economies on a local or regional scale. Thus, his catchphrase was born.” Think global but work local”.
And with this idea comes a new line of thinking which was heavily adopted by a large following of business entrepreneurs the world over.
The book starts with a basic assumption that business owners who have pinned their hopes on capturing world market gains must first consider focusing on local markets before launching their products/services in the global marketplace.
The author, who has thirty years of solid global branding expertise has found out that small businesses particularly startup businesses are easy to manage as the potential for growth can be easily tracked. Moreover, according to the author, startup business entrepreneurs need to have a strong business plan that will serve as a stable framework for their business to function most efficiently.
Kalayjian then focuses the rest of his book with glaring insights on how human values play a pivotal role in determining a business outlook potential. How successful branding hinges on value systems so that it can deliver what it promises to the consumers.
That real value for their money is the primary goal of every customer every time they make a purchase for products or services rendered to them. The author also discussed those big ideas are the heart of ultimate branding. That creating memorable visual brands further helps in imprinting in the public’s mind the uniqueness of certain products/services.
The author then goes on to say that market research incorporating such varied tools as SWOT Analysis and Big Data can ultimately hone in on the ever-expanding complexities found in the world of market economies.
The author then concludes that to lure out financial investors to help back up startup businesses, a definite initial “traction” phase should already have been set in place in the marketplace. That perhaps in the near future, an emerging trend in doing business would exponentially take shape.
Termed Conscious Business or Conscious Capitalism, this concept would further revolutionize future business principles. As it encapsulates procedures or tenets providing substantial positive effects on world market economies, environment, and the society at large.
I loved the part where the author had made a hypothetical scenario that if the giant soft drink industry, Coca-Cola, were to dispense or liquidate all of its major assets; but otherwise retaining the built-in core values highlighted in the company brand. This company will still survive in the long run and recuperate most of its assets because of those value systems.
Although this book was superbly written. It was also, unfortunately, not professionally well edited. Based on a moderate amount of grammatical errors and a handful of punctuation errors found in the general context. Because of those irregularities mentioned, It had utterly put a damper on an otherwise stimulating classic such as this book.
With this in mind, I would rate this book three out of four stars. However, I humbly and gladly submit this book to those persons who are highly keyed in pursuing a business of any kind. As this book exemplifies, the readers are greatly encouraged that starting a business may seem a formidable task at first but with some skills, a bit of know-how from the experts, and the right tools for the job almost anyone can achieve success in any given venture.
******
Brand Real
View: on Bookshelves | on Amazon
Latest Review: Health Tips, Myths, and Tricks by Morton E Tavel, MD
