Perspectives on Branding by Jason I. Miletsky, Genevieve Smith

Product Details

Synopsis

Who's the real branding expert: the agency or the brand? Each has a different approach to what brand building's really all about and the methods needed to generate consumer loyalty. Each approaches brand building strategies from a different angle - a different perspective - and without understanding both points of view, the picture is never fully complete. Perspectives on Branding is the first book to offer both sides of the story. In an easy-to-read, question/answer format, Jason Miletsky provides the agency perspective while Genevieve Smith gives the brand point of view on topics including what a brand actually is (not many people really get it, operationalizing the brand and making it tangible, successfully marketing the brand, the best ways to measure results, which brands do it right, and which brands do it wrong and a whole lot more. What makes this book different from other branding books is that there is no author collaboration or sharing of information during the writing process. Neither author was aware of what the other was writing. The result is a fascinating, no-holds-barred look at branding as both the client and brand see it, leaving readers with a list of action items and a better understanding of core brand building concepts to dramatically improve their strategies.

Biography

Jason I. Miletsky is CEO and executive creative director at PFS Marketwyse, a leading advertising, marketing, and communications agency in the New York metro area. His marketing work has included successful consultation and campaigns for companies including Hershey's, AmerisourceBergen, Emerson Electric, JVC, and The Michael C. Fina company. He has authored eight books, including Perspectives on Branding and Principles of Internet Marketing. Miletsky has been a featured speaker for the Institute of International Research (IIR), National Association of Broadcasters (NAB), Strategic Research Institute (SRI), New Jersey Institute of Technology (NJIT), Pratt, and others.

Genevieve Smith was the chief marketing officer at Washington Mutual. Her broad responsibilities included brand management, advertising, customer optimization, e-commerce, line of business, and corporate marketing. Together with her marketing teams, Smith has earned numerous communications-industry awards, including the 2003 Cannes International Festival Silver Lion, the AMA Gold Effie, a Clio, and the AdWeek 1st Place Out of Home Award. Advertising Age magazine named her among the Top 50 Marketers of 2006, making Smith the only CMO of a bank to be included in the prestigious list.