Brand Royalty: How the worlds top 100 brands thrive and survive
A book by Matt Haig.
Review by Lina Montero Soto.
Matt Haig is well qualified to look at what makes a brand successful - having written about the biggest brand failures in his last book. In this book, Haig has delivered a well researched, concise history of the world's top 100 brands, including their vital ingredients for brand survival. He covers a broad range of brands in several categories, taking the reader through the brand journey, from low points to highlights. His insights are pragmatic and thought provoking with succinct summaries that reveal some of the brand's secrets of success.
Haig proves there is no hard and fast rule to a brand's success, and demonstrates through case studies how the judgement of brand practitioners can shape the success of a brand. His analysis provides relevant learnings for today's brand marketers and emphasizes the importance of defining your brand's point of difference and clarity of message - the one commonality that each successful brand story shares.
If you want to know how brands have managed to survive, evolve and stay on top, this book will make it easy for you. Inevitably covering 100 brands leads to a brevity that may lead you asking for more - but the book forms a great base in developing your 'real-world' brand knowledge and provides useful examples the seasoned brander can reference on a daily basis. So, whether you are a student looking for quick references, a busy marketer looking for support for your next branding presentation, or are simply looking for a bit of branding inspiration this book is a good addition to your branding library.