ISBN: 0 9744149 5 6

The following review was contributed by:  Molly Martin & CLICK TO VIEW  Molly Martin's Reviews

The narrative is not a story book per se, rather this is an educational or training manual for those who hope to create a lasting impression for their work or business. Brand Clout: Maintaining Relevance & Profitability Amidst Constant Change is a 134 page work comprising thirteen chapters filled with information to guide the entrepreneur toward improving customer relationships and enhancing customer loyalty. The preface explains the role of the CEO and corporate leadership. In chapter one the business model is explained. Why brand is important and brand identity and equity are revealed in chapters 3 and 4. Chapter 8 presents information for understanding how best to get along with customers and employees. Communication and its importance is the focus for chapters 9 and 10. Continuous relevance is the theme for Chapter 12. Chapter summaries and notes about the author are included in the work.

Filled with graphs, highlights, diagrams and graphics Brand Clout: Maintaining Relevance & Profitability Amidst Constant Change is a well devised work meant to serve as a training tool for business owners. Chapters are kept short, writing is crisp, to the point and accomplished. Chapters are devised so that busy business owners can read a chapter at a sitting while waiting for the train to pass the intersection, or at their desk over a quick lunch. Brand Clout: Maintaining Relevance & Profitability Amidst Constant Change is meant to be read, kept at hand, and re read as needed. Writer/marketing consultant Dennis Flynn has taken knowledge gained from his own business life and has turned that knowledge into a work in which chapters are presented with an overview, explanations of terms or other words used, and easily understood methods and techniques for achieving success. Definitions of terms, illustrations, bulleted points are all used to help the reader understand the principles offered. Chapter notes reinforces the key points covered in each chapter.

On the plus side Brand Clout: Maintaining Relevance and Profitability Amidst Constant Change introduces the reader to consultant Dennis Flynn’s Sonar® Model for brand development. Readers will learn to create a process for evaluating and identifying technologies needed for achieving competitive brand advantage, develop new perspectives on existing and upcoming alliance opportunities for strengthening existing brands, and create increased leverage relating to brand options for competitive advantage. Flynn discusses future trends in brand marketing along with importance for using customer feedback effectively. Learning to ask the right questions is fundamental to success in the opinion of the writer who sets out a model for aiding companies in designing business models to take them to a solution share position. The Voice of the Customer is a tool designed to be used to glean perspective and intelligence from employees, investors, current, past and prospects and others who may have a stake in the success of the venture.

It is filled with specific branding information and useful methods and technologies presented in easily read form. Writer Flynn’s avowed purpose for the book is to help business owners evaluate and reconfigure assets for more powerful business and brand outcomes. Develop new perspectives on existing and upcoming alliance opportunities that can strengthen your brand. Create increased leverage of brand options for competitive advantage. And Create a process for evaluating and identifying technologies that are and will be critical in achieving competitive brand advantage.

Brand Clout: Maintaining Relevance and Profitability Amidst Constant Change is an interesting, easily read work sure to please those who are thinking about beginning their own business as well as for the experienced business owner who may be needing a little helping hand to improve his image with his customers. This book has a place on the home office library shelf as well as on the desk of business owners who operate in the public sector.