Tattoos: The Ultimate Proof Of A Successful Brand
Aug.13, 2009 in
Tattoo Books
What is it about the Harley Davidson tattoo that makes it so distinctive? Why has it been so successful in the Corporate World? Denise Wymore, author of Tattoos: Ultimate Proof of a Successful Brand, lists five steps to becoming tattoo-worthy and successful as an entrepreneur. Following these easy steps could be the keys to your success.
About the Author
Denise was born the middle of five children to a typical Catholic family. She graduated from an all-girls Catholic school…
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August 13th, 2009 at 9:46 am
5.0 out of 5 stars
Buy this book! Unless you are one of my competitors.
Great book! That’s why I bought a dozen copies. It’s thoughtful, witty and the inspiration for my new branding process.
August 13th, 2009 at 9:58 am
1.0 out of 5 stars
Save your money, buy any other branding book but this one!
I read this book cover to cover — it didn’t take long since there’s not much content here — but you don’t have to go beyond the title to realize the author’s entire thesis just…
August 13th, 2009 at 9:58 am
5.0 out of 5 stars
Wanna see my tattoo?
As a fan of Denise on the conference circuit, I was delighted to see that the book she has written digs deeper into the branding phenom than she can in a one hour presentation…
August 13th, 2009 at 10:13 am
As a professional consultant in the financial branding industry, I awaited Wymore’s book with interest. But compared to the other 25 true branding books on my shelf, this one falls short and I am disappointed.
Mr. Schmidt’s observation is right on: this is most certainly not a branding book. The book’s title simply exploits a recent trend where anything remotely associated with marketing is recategorized as “branding” — a sophisticated-sounding buzzword that gets books like this more attention than they deserve.
As another reviewer pointed out, the book’s premise is flawed and factually incorrect. The ultimate measure of a brand’s success is not a tattoo, but rather its impact on the balance sheet. Half of Coca Cola’s total value is attributed to its brand, and how many Coke tattoos have you seen? And I’ve never seen a Nike tattoo either. Have you? Yet Nike sells shoes for 100 times what they cost, and the difference between Nike and Ked’s is all brand.
While there may be the occasional nutcase with a corporate logo injected into his flesh, Wymore way overestimates the ubiquity of these instances to substantiate her theory. It’s true that outlaw bikers with tattoos are essential to the Harley-Davidson brand, but that’s not who the company is targeting. Harley-Davidson’s brand is really for 40-year old accountants and lawyers — the people who actually buy new Harley-Davidsons. And these guys aren’t getting tattoos.
As Mr. Schmidt pointed out, “Tattoos” is really about how certain experiences fuel customer loyalty, and the author takes us on a personal tour of brands she’s encountered, likes and why: Delta, Starbucks, Mariott, Saturn, etc. Wymore’s writing can be entertaining, and some of her opinions are interesting but lack any truly powerful branding insights. You probably already know everything that’s in the book; the author just phrases common knowledge in her own unique way.
Potential buyers of this book are encouraged to regard other reviews posted here with a degree of skepticism. Most are exceptionally flattering submissions from devout followers of Wymore’s gospel. If this is really a 5-star book, why aren’t copies flying off the shelves? How many 5-star books have you really read? I assure you, this isn’t one of them.
August 13th, 2009 at 10:16 am
5.0 out of 5 stars
Are you WORTHY?
The customer experience is one of the most valuable assets you control in your business. Denise has done an incredible job with this book, showcasing examples of great…
August 13th, 2009 at 10:19 am
5.0 out of 5 stars
Great tool and motivator to grow your business!
This is the first book on marketing that I can honestly say is entertaining as well as inspirational. This book is worth the wait. Well done Ms. Wymore!
August 13th, 2009 at 11:44 am
Ms. Wymore’s first book was a hit with me. As I read other reviews, I realized that most of them missed the point of the book. It is NOT about branding, but rather it is about customer loyalty, or more precisely, how to create loyal customers by making your brand identifiable with consistant, outstanding products and services. She illustrates her point using personal experiences. She tells what they are doing right and what they are doing wrong. What makes this book so great, is she is telling you these things from the position of a customer. You can empathize with what she has gone through because a lot of us have “been there, done that”.
She uses Harley-Davidson as her benchmark. More people want to tattoo their corporate logo on their body than any other logo. Her point? Would anyone tattoo your logo to their body? Are they that loyal to you? One reviewer said a friend of his said that anyone who tattoos H-D to their body is a poser. I say most Harley owners are posers. H-D motorcycles are the new accessory for the affluent. A smart person would by a Japaneese cruiser. They’re cheaper and mechanically more dependable, but Harley customers are so loyal they pony-up the big bucks for essentially the same product. Would your customers?
Ms. Wymore outlines 5 steps to becoming “tattoo worthy”. I don’t want to ruin the read for you, but essentially she says it is consistant positive experiences that will make customers loyal to your brand. If your loyal to your target customers, they will be loyal to you.
This book is a must read for anyone in a management position, particularly if you are a CEO. It reads quick, is amusing and will make you think “are we developing loyalty or are we just out to make a buck?”. As a CEO, I can tell you firsthand, repeat business is what makes or breaks you.
August 13th, 2009 at 12:46 pm
5.0 out of 5 stars
In the “branding” state of mind
Branding isn’t a logo. It isn’t a tagline. It’s not a color. It’s how the humans that make that brand behave, embody and OOZE the brand.
August 13th, 2009 at 12:59 pm
5.0 out of 5 stars
I love this book.
Great book to share with customers. Give them something to think about plus share a few laughs.
August 13th, 2009 at 1:17 pm
Not worth the money. Don’t waste your time. Actually you don’t waste that much time as it is a tiny book. This is one of the only books I have been dissapointed that I bought.