Title: Brand Rejuvenation
Author: Jean-Marc Lehu
Published by: Kogan Page
I once had to read a book about gas turbines (don’t ask) by a certain Dr Keilhoffer. While he knew his turbines, or so I was assured, his command of English was something else. Which brings me to this book here: the translation is terrible – stilted, overly technical and verbose.
It’s about how to prevent your brand decaying and is basically a wander through the fields of brands that have succeeded in restoring their youthful vigour; and some that haven’t. The author takes us through a three-stage process for rejuvenating a brand, including charts to fill in and help diagnose your problems and offering helpful suggestions to rectify them.
With brands being rationalised, often with a lack of investment, and increasing consumer cynicism towards marketing, you’d think it’d be a must-read for brand managers and agency types; but it lacks day-to-day reality.
Reviewed by John Hall, MD, Curious
18-02-07
