May 5, 2003

Jack Covert Selects: Jack Covert Selects - A Branded World

By: 800-CEO-READ @ 3:47 PM – Filed under: Management & Workplace Culture

A Branded World: Adventures in Public Relations and the Creation of Superbrands by Michael Levine, John Wiley and Sons, 240 Pages, $27.95 Hardcover, April 2003, ISBN 0471263664
When I first looked at A Branded World, I expected it to be a book on branding and marketing. Wrong! The book is about public relations and how it applies to branding. Michael Levine, head of Levine Communications, one of the dominant players in the PR world, wrote the book. He represents Barbara Streisand, Michael Jackson, Charlton Heston, and many more major players in the media and the corporate world. I must admit (eternal music junkie that I am) that I became interested in reading the book when I opened it to the story of the PR that was done by the Paul McCartney camp when he was busted for marijuana going into Japan in 1980. Levine notes that the McCartney brand would have lost millions of dollars if his detention by the Japanese authorities had been handled badly by his PR team. After I read a little more, I suddenly started seeing PR issues that I needed to look at regarding my companys brand. The book is a real nuts-and-bolts look at how to leverage PR to build brands and to communicate brand identity to consumers.
Another fun aspect of the book, besides all the big names Levine drops, is the fictional brand of ice cream we see go though the entire branding process. The book is filled with fascinating stories with many real-world examples, and numerous anecdotes on PR campaigns for some of the biggest brands around. He details the many ways PR impacts the most vital aspects of branding like packaging, first impressions, damage control, e-branding and brand loyalty.
This is a fun read that is so very applicable to todays world. It is a must read for PR folks and all marketing managers, plus anybody who is interested in how they can improve their business PR and branding.