Friday, 21 May 2010

A very bold and brash looking book.

The look certainly fits the content. Bullmore argues that fame is of value for brands, without giving a precise explanation. The best explanation I can come up with from ‘More Bull More’, is that being famous beyond the target group allows a brand to become social currency everyone can relate to and that everyone understands.

“Being around, being well known, being salient, being contemporary – in any market – are vital preconditions for sustained competitive success.”

Moreover Bullmore gives the best explanation why just boasting about a brand is not enough:

“And since my informant (...) has been relentlessly laudatory about Giles, my only available contribution is one of challenge and rejection.”

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