Bigger Than This
How to Turn Any Venture Into an Admired Brand.
Bigger Than This is a quick read about the deceptively difficult task of turning your venture into an admired brand.
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About the Book
What do brands like Planet Fitness, Everlane, and Bombas all have in common? They’re capturing peoples’ emotions and winning customers’ hearts. And they are based on commodity products or services.
Following the success of his #1 bestselling book, “How to Launch a Brand,” acclaimed brand strategist Fabian Geyrhalter is back with an enlightening new book that digs deep into today’s new world of brand creation. “Bigger Than This” challenges companies – from startups to Fortune 100s – to (re)discover their spark and connect with today’s consumers on a deeper level.
In “Bigger Than This,” Geyrhalter analyzes brands that are based on commodity products – watches, socks, shoes, fish – yet they quickly turn into beloved brands. He emphasizes the importance of storytelling, encouraging brands to embrace 8 simple traits these brands showcase and offers specific, actionable commandments that any brand can implement – story, belief, cause, heritage, delight, transparency, solidarity and individuality. Instead of playing “dress-up,” he wants businesses to uncover the roots of their ventures and share honest, empathetic stories that resonate with consumers, creating a loyal following that leads to strong, successful brands.
Delightfully concise and refreshing, Geyrhalter draws on his personal experience of having helped shape over 60 brands, and intentionally (and noticeably) steps away from marketing fluff and business lingo that often clouds the integrity of marketing books.
Author
About the Author
Fabian Geyrhalter
Fabian Geyrhalter is a renowned brand strategist and the founder and Principal of FINIEN, a Los Angeles-based consultancy that creates clarity for brand transformations. Geyrhalter is also a columnist for Inc and Forbes, and he has been published by the likes of The Washington Post, Mashable, Entrepreneur and The Huffington Post. He is an advisory board member of Santa Monica College and has served as an adjunct professor at the University of Southern California and Art Center College of Design. A frequent speaker and mentor to entrepreneurs worldwide, he is a “Global 100” mentor at the Founder Institute, and his book “How to Launch a Brand” is a #1 Amazon Bestseller. His newest book is “Bigger Than This.” He lives and works in Long Beach, California and is a graduate of Art Center College of Design.
Episode 86
An Interview with Fabian Geyrhalter
Contents
Table of Contents
FOREWORD
BRANDS IN COSTUMES, About Bigger Than This
THE RESURGENCE OF COMMODITY BRANDS IN TIMES OF INNOVATION AND DISRUPTION
THE 8 COMMODITY BRAND TRAITS AND THEIR COMMANDMENTS
STORY When the background story is bigger than the product
CASE STUDY: FISHPEOPLE SEAFOOD, Fish
COMMANDMENTS
BELIEF When values are bigger than the product
CASE STUDY: GEA, Shoes
COMMANDMENTS
CAUSE When the cause is bigger than the product
CASE STUDY: BOMBAS, Socks
COMMANDMENTS
HERITAGEWhen a sense of location is bigger than the product
CASE STUDY: SHINOLA, Watches
COMMANDMENTS
DELIGHTWhen the small delight is bigger than the product
CASE STUDY: POPPIN, Inexpensive Office Supplies
COMMANDMENTS
TRANSPARENCYWhen trust is bigger than the product
CASE STUDY: EVERLANE, Apparel
COMMANDMENTS
SOLIDARITYWhen solidarity is bigger than the product
CASE STUDY: PLANET FITNESS, Fitness Centers
COMMANDMENTS
INDIVIDUALITYWhen customization is bigger than the product
CASE STUDY: FANATICS, Fan T-shirts
COMMANDMENTS
THINK BIGGER THAN THIS
APPENDIX
RESOURCES
FURTHER READING
ACKNOWLEDGMENTS
ABOUT THE AUTHOR
REFERENCES
INDEX
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