Pull: Marketing Secrets the Fortune 100 Use has been sitting on my desk for about a month now. It came in an envelope from the publisher which I opened and then set aside for my nighttime reading. I was immediately drawn to the title–and it looked like it would be fun and informative to read.
Another thing–this book literally feels good. I don’t often comment on the actual look and feel of a book, but Pull is printed on lovely, glossy paper. As I flip through the book, I can see why. There are lots of beautiful, full-color pictures inside of brands that we’ve all grown up with and love. Hmmmm…I’m starting to wonder if that’s one of the secrets the Fortune 100 use: Spend lots of money.
So I open the book to the first page, and I’m riveted. It begins with the sentence, “I got my first job when I was nine.” That kind of statement always draws me in because it makes me ask what kind of creative job a 9-year-old could have. I could already tell the author was a skilled marketer because he had fulfilled the promise of the title already – I was pulled in.
This book is really Keith Chambers’ personal story. You travel with Chambers as he shares his experiences and his secrets for beating the competition and staying ahead of the game.
What you’ll find inside Pull
Aside from the beautifully laid-out pages with lovely full-color pictures, you’ll find Chambers’ journey into the world of product and brand marketing told from a passionate and personal perspective.
The beginning chapters build Chambers’ credibility by sharing his story and his experience. The meat of the book (Chapters 4 through 8 ) gets you into the branding mindset. This isn’t so much a book about what to do and how to do it (although if that’s what you’re looking for, you won’t be disappointed) as it is a conversation or story. When you’ve finished, you will have learned something; gotten some insights about how brands are built; and hopefully gotten some creative, new ways of thinking about your business, your brand and how to communicate its benefits to your target audience.
And for those how-to addicts like me, the last couple of chapters outline a process for a Communication Model and give you everything that you’ll need to put these strategies to work in your business.
Who will enjoy this book
Needless to say, marketers at all levels will love this book. You’ll get your fill of case studies and insider stories and insights as well as an explosion of ideas for yourself and your company. I would also recommend this book for business owners and CEOs so that you can understand the power of setting yourself apart and the equity and value that it can build for your business. Besides, you’ll get a little insight into what those crazy, creative marketing people are thinking.
If you’ve made a commitment to set your company and your brand apart in the coming year, then start by reading Pull. You can visit the Pull website and connect with their Facebook community on the Pull Fan Page. On Amazon.
Martin Lindeskog
Ivana,
Another great interview! Do you think that Fortune 100 companies are using much different marketing tactics compared with small businesses?
Ivana Taylor
Hi Martin – I’m not sure since I don’t work with fortune 100 companies. But I have this impression that they actually look to small business and entrepreneurial creativity to inspire them. But this could be wishful thinking on my part.
Hi Martin
Ivana is closer to the truth – the switch of the marketing funnel that has happened with social media has made some marketing strategies overlap for small and large businesses possible in a unprecedented way (“Empowered” touches upon this, and there’s another “The Mesh” that focuses on businesses that have benefited — you’ll see reviews from both soon).
This is a wonderful review Ivana – the personal aspect offers a unique way to consider branding and its effects. Sometimes a different aspect can pull together the concepts to succeed, and Pull makes a good attempt to show how. Thanks for sharing this!