From the perspective of investment and entrepreneurship, this book dissects in detail 18 representative brand cases around the world with strong reference significance, such as women's sports brand Lululemon, environmentally friendly sneaker brand Allbirds, fitness brand Planet Fitness, etc. By introducing these cases, it gradually reveals the rules and paths for the growth of consumer goods brands - consumer goods can occupy consumers' minds through categories. The path from the emergence of all consumer goods to the actual becoming of a brand is generally the same. An important value of the existence of a brand is to reduce consumers' decision-making costs and improve consumers' decision-making efficiency. Why are these brands successful? What trends do they follow? Where are the bottlenecks? After reading this book, your understanding of the consumer goods industry will be upgraded. This book is suitable for entrepreneurs who cannot find a development direction, brands in urgent need of transformation, and other readers who are interested in new consumption.
Reader comments
The content is easy to understand and the writing is smooth. I especially like the analysis of some successful brands in the book, which is very inspiring to me. However, I kind of hate that there are too many names of people and companies listed in the book, it looks a bit messy. Overall, this book is worth reading and will be helpful to entrepreneurs and people interested in new consumption.
The content is easy to understand and the writing is smooth. I especially like the analysis of some successful brands in the book, which is very inspiring to me. However, I kind of hate that there are too many names of people and companies listed in the book, it looks a bit messy. Overall, this book is worth reading and will be helpful to entrepreneurs and people interested in new consumption.