5 September 2012

Must-read brand building book recommendation


Recently the red team had the pleasure of partnering with Tetra Pak Vietnam to develop the concept for their annual Customer Conference 2012.
The conference concept developed by the red team evolved around demonstrating the power that great brands and effective brand building processes can bring to companies throughout Vietnam to drive trust, sales and true loyalty.
Senior local and regional speakers were invited to share their frank opinions on the right way to bring greatness to Asian brands.
Author and ‘brand activist’, Mr Joseph Baladi, was the conference’s key speaker.
The red team would like to recommend that you read his latest book, “The Brutal Truth About Asian Branding: And How to Break the Vicious Cycle.”
Here’s what Ho Kwon Ping, Chairman/CEO of Banyan Tree, had to say about Baladi’s book….
“This is one of the most thoughtful books on branding I’ve come across…. This book is thoughtful because it raises questions which deal with the “why” rather than just “how” of branding. The reference to brutal truth as the truth which will set us free—to examine ourselves without self-illusions—is liberating. The notion that Asia has many good, but no great brands, is also not a put-down but a clarion call for Asian CEOs to rise to the challenge and create lasting, meaningful, committed brands.”

You can order the book at Amazon here – enjoy!
Thank you to our partner, Tetra Pak Vietnam, for bringing this inspired Customer Conference and speakers to Vietnam.
For further information about Tetra Pak Vietnam please visit: http://www.tetrapak.com