There’s a new marketing paradigm in town called “brand intimacy.” It is a promising methodology that the authors describe and illustrate with case studies. But will it work for your business?
Title: Brand Intimacy: A New Paradigm in Marketing
By Author: Mario Natarelli and Rina Plapler
Publisher: Hatherleigh Press
Available through Amazon in hardcover and Kindle editions. You can find it at other online and offline booksellers, as well. [/four_fifth]
Summary of Brand Intimacy
In Brand Intimacy: A New Paradigm in Marketing, co-authors Mario Natarelli, and Rina Plapler describe a new way of marketing, backing it up with research and explaining the various ways to measure success when using this new paradigm of marketing.
What I liked about Brand Intimacy
Brand Intimacy is relatively easy to read, and very easy to look at. It is colorful and filled with charts and graphs that make the information more accessible. The book is divided into three parts, making it easier to go back and reference what you want to take another look at.
Part 1 describes a variety of ways marketing success has been measured, giving you context for the rest of the book. They also spend some time defining what they mean by the term “intimacy.”
Part 2 describes their new model of marketing. This gives the reader an understanding of what to measure and why.
Part 3 delves a bit more into the workings of this new marketing paradigm and shares a variety of case studies to help the reader see this new methodology in action.
What I didn’t like about Brand Intimacy
When I first heard about the book, I thought that it would give me some “how to” information, something practical I could do to improve my marketing. That is simply not the case. This is more of an academic book that puts forward their theory and illustrates how it works in the real world.
What I’d Love to See in the Second Edition
The reason the book is 256 pages is that there are a lot of design elements and white space. This makes it easy to look at, but I believe a lot of that space could be saved and used for another section that gives the reader practical things they can do to nurture brand intimacy.
I enjoyed reading this, but don’t think this book is for everyone. The audience for this book is more academic and corporate. I wouldn’t recommend this to small business owners at this time, unless you’re a marketing geek (like I am) and enjoy reading about all sorts of marketing, even if it isn’t practical for your business. That said, if you do read it, you probably will find something in there that will inspire you to create more intimacy for your brand through marketing.
Score: 3 out of 5 Stars
NOTE: I received a free copy of this book in exchange for an honest review. If you’ve read past book reviews, you’ll know that I don’t pull my punches when I believe they are warranted. I also try to provide balanced information so you can make your own decision to read or not read the book, even if you disagree with my opinion.