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| Tattoos: The Ulti Proof Of A Successful Brand | 
 enlarge | Author: Denise Wymore
Publisher: BookSurge Publishing
Category: Book
Buy New: $14.99
New (3) Used (9) from $3.35
Avg. Customer Rating:  10 reviews
Sales Rank: 856811
Media: Paperback
Pages: 113
Shipping Weight (lbs): 0.5
Dimensions (in): 8.9 x 6 x 0.3
ISBN: 1419623818
Dewey Decimal Number: 380
EAN: 9781419623813
ASIN: 1419623818
Publication Date: January 16, 2006
Availability: Usually ships in 24 hours
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| Editorial Reviews:
Product Description
What is it about the Harley Davidson tattoo that makes it so distinctive? Why has it been so successful in the Corporate World? Denise Wymore, author of Tattoos: Ultimate Proof of a Successful Brand, lists five steps to becoming tattoo-worthy and successful as an entrepreneur. Following these easy steps could be the keys to your success.
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| Customer Reviews: Read 5 more reviews...
 Don't bother January 9, 2007
3 out of 4 found this review helpful
Not worth the money. Don't waste your time. Actually you don't waste that much time as it is a tiny book. This is one of the only books I have been dissapointed that I bought.
 A great, quick read. May 17, 2006
4 out of 7 found this review helpful
Ms. Wymore's first book was a hit with me. As I read other reviews, I realized that most of them missed the point of the book. It is NOT about branding, but rather it is about customer loyalty, or more precisely, how to create loyal customers by making your brand identifiable with consistant, outstanding products and services. She illustrates her point using personal experiences. She tells what they are doing right and what they are doing wrong. What makes this book so great, is she is telling you these things from the position of a customer. You can empathize with what she has gone through because a lot of us have "been there, done that".
She uses Harley-Davidson as her benchmark. More people want to tattoo their corporate logo on their body than any other logo. Her point? Would anyone tattoo your logo to their body? Are they that loyal to you? One reviewer said a friend of his said that anyone who tattoos H-D to their body is a poser. I say most Harley owners are posers. H-D motorcycles are the new accessory for the affluent. A smart person would by a Japaneese cruiser. They're cheaper and mechanically more dependable, but Harley customers are so loyal they pony-up the big bucks for essentially the same product. Would your customers?
Ms. Wymore outlines 5 steps to becoming "tattoo worthy". I don't want to ruin the read for you, but essentially she says it is consistant positive experiences that will make customers loyal to your brand. If your loyal to your target customers, they will be loyal to you.
This book is a must read for anyone in a management position, particularly if you are a CEO. It reads quick, is amusing and will make you think "are we developing loyalty or are we just out to make a buck?". As a CEO, I can tell you firsthand, repeat business is what makes or breaks you.
Buy this book! Unless you are one of my competitors. April 25, 2006
3 out of 11 found this review helpful
Great book! That's why I bought a dozen copies. It's thoughtful, witty and the inspiration for my new branding process. I imagine marketing types would rather you not read this book. You go ahead and spend a lot of money on newspaper, TV, and travel mugs...then treat your customers like you're doing them a favor. I'd rather take this author's advice and treat them like gold, then remind them of it in the occasional ad. Tattoos has reinforced what we were trying to do. Now I know how to do it better.
As a note, I am the President and CEO of a community bank. That's right, credit unions are supposed to be the enemy. I figure if I can't beat them, I might as well try to learn something from them (and Denise).
Save your money, buy any other branding book but this one! April 23, 2006
10 out of 16 found this review helpful
I read this book cover to cover -- it didn't take long since there's not much content here -- but you don't have to go beyond the title to realize the author's entire thesis just doesn't make sense. In her words, "tattoos [are] the ultimate proof of a successful brand."
What?!? Really? Let's think about this critically for one moment. FedEx, Amazon, Arm & Hammer Baking Soda, Goodyear, Kellogg's, Rolex, Ziploc, Morgan Stanley, Washington Mutual (just a couple of examples off the top of my head) -- each of these companies is the leader in its market. Each has a brand that is rich and textured. These brands have an identifiable personality that is all their own. They communicate with their audience in personal and emotional ways. Additionally, it is their brand dominance that makes them market leaders and fuels their growth. By any measure, the brands I listed above (and I could have listed a hundred more) are successful. In fact, they're not just successful; they are among the best brands in the world.
Now, ask yourself, when was the last time you saw a FedEx tattoo?
Wymore likes to throw around the "fact" that Harley-Davidson is the most requested tattoo in America. That fact is simply incorrect. The author made it up. (And if she made that up, it kind of makes you wonder what other "facts" she pulled out of thin air.) A one-minute search on Google will tell you that the two most requested tattoos are butterflies and tribal art (you know, that band of thorns you've seen on the arms of hundreds of frat boys). Nevertheless, I asked several of my biker friends if they have Harley tattoos. They all have tattoos, but none has a Harley tattoo. Why is that? In the words of one of my friends, "any biker with a Harley tattoo is a poser."
Still, let's assume for one moment that there are people out there getting Harley tattoos. Is it the "ultimate proof of a successful brand?" Yes. I'll concede that point. But why is it proof of a successful brand? Because the Harley-Davidson brand echoes and reinforces the lifestyle of its audience: A lifestyle in which tattoos are embraced. So a biker with a Harley tattoo is the equivalent of a golfer with a Titleist hat.
So what is Wymore's "Tattoo" book about? Nothing. It is merely a collection -- a rambling, really -- of the author's PERSONAL encounters with HER favorite brands.
There is no theory here. There is no how-to. By reading this book, you will learn nothing about branding. You will not learn how to craft and shape a brand from scratch, or learn how to revive a brand that is ailing.
Instead, this is what you will learn: Denise likes Starbucks; Denise likes her iPod; Denise likes the beds at Westin; Denise likes her Saturn. You will learn a lot about the opinions of the author, but very little in the way of facts or tangible advice. By the way, Denise Wymore DOES NOT have a tattoo of any of the brands she likes.
That doesn't say much about her whole theory, now does it?
Wanna see my tattoo? April 8, 2006
2 out of 11 found this review helpful
As a fan of Denise on the conference circuit, I was delighted to see that the book she has written digs deeper into the branding phenom than she can in a one hour presentation. Her sense of humor is great and the book is a must read for a cutting edge marketing person. I am in the marketing business at a credit union...I know...fun...FINANCIAL! Well, believe me, Denise recognizes that branding can cross over to the other side and it can balance on the edge if you just let it happen!
The brand is the future and we all know and love several of the companies that brand us everyday (as I sit sipping my Starbucks and listening to my I-pod...).
Simply put, buy the book, it is great and you too will be a fan of Ms Wymore.
Thomas Bowen-
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