Ebook Building Brand Trust: Discovering the Advertising Insights Behind Great Brands, by Josh McQueen
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Building Brand Trust: Discovering the Advertising Insights Behind Great Brands, by Josh McQueen
Ebook Building Brand Trust: Discovering the Advertising Insights Behind Great Brands, by Josh McQueen
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Book by McQueen, Josh
- Sales Rank: #977013 in Books
- Brand: Brand: Xlibris, Corp.
- Published on: 2012-05-15
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .93" w x 6.00" l, 1.33 pounds
- Binding: Paperback
- 412 pages
- Used Book in Good Condition
About the Author
Josh McQueen Josh McQueen resides in Mill Valley, California. During his twenty-eight years with the Leo Burnett Company, Josh was research director in London, regional research director of Australia-Asia, and then worldwide head of research and planning until December 31, 2002. Josh served on the privately held Leo Burnett Worldwide board. He was a member of the investment and technology committees of the board. Josh received his BS magna cum laude and MS in communication from the University of Illinois at Urbana-Champaign. Josh and his wife, Chris, have three children: Cary, Carl, and Jon. He enjoys hiking and exploring. Currently, Josh consults with nonprofits via Chay McQueen LLC.
Most helpful customer reviews
1 of 1 people found the following review helpful.
A valuable and captivating read
By Greg Hoyos
This is an excellent review of the vital importance of Trust - an indefinable and generally unquantifiable element - in the success of brands. McQueen's easy-to-read structure explains both the value of, and the techniques in building Brand Trust, and it does so in a real consumer world of misunderstandings, noise and confusion (viz. Mackay's "Mental Cage", etc.).
He is generous in his explanations and examples, so the reader is never left in doubt as what one approach might look like or how it was deployed in the real marketplace. This is no dry textbook, but a living review of actual work across decades and countries.
McQueen has restricted his focus to advertising's effect on Brand Trust, omitting for this work the increasing influences of social media. He also showcases only the Television versions of the campaigns themselves. This is a useful foundation, given that social media are themselves still jockeying for dominance as key influencers - and will surely be the subject of several future books. Even so, the Brand-stories he describes must be consistent throughout, though expressed slightly differently in the different media. They all generate consumer Trust.
I particularly liked the YouTube links to the campaigns, which allow the reader to source the actual television ads themselves. This is an enriching addition to a valuable review.
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