Authors: Carlos Martinez Onaindia and Brian Resnick
Publisher: Wiley
Reviewer: Mike Garside, owner, Good Reputations Marketing Consultancy
Although billed as ‘a comprehensive guide to creating and implementing a global brand platform’ it has to be said that this book will be of most interest to people intimately involved in Deloitte. It is, unashamedly, about Deloitte. If you’re applying for a job in the Deloitte marketing department, you’ll certainly want to read it before your interview.
Not that this makes it a small subject: a company which can afford to present its 2008 annual intake of graduates in Brussels, all 700 of them, with a brand new Mini in company livery at a welcoming event has plenty to talk about. That kind of branding strategy would make most finance departments wince.
From selection of imagery font and layout styles, via office furniture, social media, sponsorships, packaging, compliance and more, the authors cover both the breadth and the detail of a branding strategy created with the resources to cover every base, and to cover it thoroughly. That they have been able to corral such a large organisation within an identifiable brand says much for their ability to communicate the value of their strategy.
Sadly there is no mention of how Deloitte measure the ROI on 700 Minis in a custom colour scheme, or their general corporate advertising and branding efforts. But Brian Resnick, associate director of global brand, and Carlos Martinez Onaindia, senior manager of global brand do describe the time and effort spent educating company management about the value of an inclusive branding strategy, and they have achieved an admirably coherent look and feel across the many media they have used.
I suspect the appeal of the book will be limited outside the company, but the size of the company merits the attention it has been given.
Star Rating:




