Weekend Reading: “Brand Now” by Nick Westergaard

For the 173rd episode of The Marketing Book Podcast, I interviewed Nick Westergaard, author of Brand Now: How to Stand Out in a Crowded, Distracted World.

I’m generally (and perhaps unfairly) suspicious of books with the word “brand” in the title because I agree with Bob Hoffman, The Ad Contrarian, who maintains “There’s No BS Like Brand BS.” (He uses stronger language.)

But Nick Westergaard’s new book is the antidote to the overly-precious, fatuous books about branding. It explains how the long-held rules of branding are now largely defunct and have much less to do with what you say about your organization and more about how it behaves.

This short book is one that a marketer can give to a CEO to help them understand the most critical things necessary to build a brand that will become known, liked, trusted and recommended.

A bit more about the book…

 

Douglas Burdett

Douglas Burdett is the Principal of Artillery, a B2B marketing agency and is host of The Marketing Book Podcast. He is a former artillery officer, Madison Avenue ad man and stand-up comedian.