A wide-ranging, inclusive, and invaluable look at creating, guarding, and promulgating a brand in today’s marketplace.
A debut guide dispenses advice to beginners on the vital world of branding.
Kalayjian’s book concentrates on a business and marketing concept that has only grown in significance as the internet has blossomed and social media has increased the chatter in everybody’s lives. These developments have made the process of cutting through that noise extremely important for any new business or enterprise. The most effective way of navigating through that atmosphere of undifferentiated messages is through branding—which, if done successfully, helps to guarantee that, as the author puts it, “when people find out about your brand, they will be eager to explore it.” And that method of finding out about a brand comes with its own serious risks that have only grown steeper in the internet age, as Kalayjian takes pains to point out many times in his fast-paced, information-dense work. Branding, he insists, “can no longer be an exercise in manipulating perceptions with phony images and clever slogans.” Nowadays, as the crucial centrality of branding has increased, so too have the number of ways it can be done wrong—hence the need for this lively, energetically engaging handbook on the subject. The author clarifies that the foremost element of this process is to understand the thing being branded. Business leaders are encouraged to carry out a “SWOT” analysis of their own companies—Strengths, Weaknesses, Opportunities, and Threats—in order to get a clear picture of how to win the branding game. Kalayjian takes readers through all the aspects of his topic: How to come up with a catchy brand name; how (and the reasons) to copyright it; what to concentrate on when designing a logo; and so on. The author deftly illustrates everything along the way with examples drawn from hundreds of well-known, modern brands. It’s a hefty amount of material, and this manual is a cogent, approachable guide to all of it.
A wide-ranging, inclusive, and invaluable look at creating, guarding, and promulgating a brand in today’s marketplace.Pub Date: March 14, 2018
ISBN: 978-0-9993367-0-0
Page Count: 390
Publisher: N/A
Review Posted Online: March 15, 2018
Kirkus Reviews Issue: April 15, 2018
Review Program: Kirkus Indie
In more ways than one, a tale about young creatures testing their wings; a moving, entertaining winner.
A fifth-grade New Orleans girl discovers a mysterious chrysalis containing an unexpected creature in this middle-grade novel.
Jacquelyn Marie Johnson, called Jackie, is a 10-year-old African-American girl, the second oldest and the only girl of six siblings. She’s responsible, smart, and enjoys being in charge; she likes “paper dolls and long division and imagining things she had never seen.” Normally, Jackie has no trouble obeying her strict but loving parents. But when her potted snapdragon acquires a peculiar egg or maybe a chrysalis (she dubs it a chrysalegg), Jackie’s strong desire to protect it runs up against her mother’s rule against plants in the house. Jackie doesn’t exactly mean to lie, but she tells her mother she needs to keep the snapdragon in her room for a science project and gets permission. Jackie draws the chrysalegg daily, waiting for something to happen as it gets larger. When the amazing creature inside breaks free, Jackie is more determined than ever to protect it, but this leads her further into secrets and lies. The results when her parents find out are painful, and resolving the problem will take courage, honesty, and trust. Dumas (Jaden Toussaint, the Greatest: Episode 5, 2017, etc.) presents a very likable character in Jackie. At 10, she’s young enough to enjoy playing with paper dolls but has a maturity that even older kids can lack. She’s resourceful, as when she wants to measure a red spot on the chrysalegg; lacking calipers, she fashions one from her hairpin. Jackie’s inward struggle about what to obey—her dearest wishes or the parents she loves—is one many readers will understand. The book complicates this question by making Jackie’s parents, especially her mother, strict (as one might expect to keep order in a large family) but undeniably loving and protective as well—it’s not just a question of outwitting clueless adults. Jackie’s feelings about the creature (tender and responsible but also more than a little obsessive) are similarly shaded rather than black-and-white. The ending suggests that an intriguing sequel is to come.
In more ways than one, a tale about young creatures testing their wings; a moving, entertaining winner.Pub Date: Nov. 11, 2017
ISBN: 978-1-943169-32-0
Page Count: 212
Publisher: Plum Street Press
Review Posted Online: Feb. 22, 2018
Kirkus Reviews Issue: April 15, 2018
Review Program: Kirkus Indie
BOOK REVIEW
BOOK REVIEW
A YA novel that treats its subject and its readers with respect while delivering an engaging story.
In the ninth book in the Bluford young-adult series, a young Latino man walks away from violence—but at great personal cost.
In a large Southern California city, 16-year-old Martin Luna hangs out on the fringes of gang life. He’s disaffected, fatherless and increasingly drawn into the orbit of the older, rougher Frankie. When a stray bullet kills Martin’s adored 8-year-old brother, Huero, Martin seems to be heading into a life of crime. But Martin’s mother, determined not to lose another son, moves him to another neighborhood—the fictional town of Bluford, where he attends the racially diverse Bluford High. At his new school, the still-grieving Martin quickly makes enemies and gets into trouble. But he also makes friends with a kind English teacher and catches the eye of Vicky, a smart, pretty and outgoing Bluford student. Martin’s first-person narration supplies much of the book’s power. His dialogue is plain, but realistic and believable, and the authors wisely avoid the temptation to lard his speech with dated and potentially embarrassing slang. The author draws a vivid and affecting picture of Martin’s pain and confusion, bringing a tight-lipped teenager to life. In fact, Martin’s character is so well drawn that when he realizes the truth about his friend Frankie, readers won’t feel as if they are watching an after-school special, but as though they are observing the natural progression of Martin’s personal growth. This short novel appears to be aimed at urban teens who don’t often see their neighborhoods portrayed in young-adult fiction, but its sophisticated characters and affecting story will likely have much wider appeal.
A YA novel that treats its subject and its readers with respect while delivering an engaging story.Pub Date: Jan. 1, 2004
ISBN: 978-1591940173
Page Count: 152
Publisher: Townsend Press
Review Posted Online: Jan. 26, 2013
Review Program: Kirkus Indie
BOOK REVIEW
BOOK REVIEW
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