Bigger Than This (Bigger Than This)
Last updated on 2018-01-25
About the Book
What do brands like Planet Fitness, Everlane, and Bombas all have in common? They’re capturing peoples’ emotions and winning customers’ hearts. And they are based on commodity products or services.
Following the success of his #1 bestselling book, “How to Launch a Brand,” acclaimed brand strategist Fabian Geyrhalter is back with an enlightening new book that digs deep into today’s new world of brand creation. “Bigger Than This” challenges companies – from startups to Fortune 100s – to (re)discover their spark and connect with today’s consumers on a deeper level.
In “Bigger Than This,” Geyrhalter analyzes brands that are based on commodity products – watches, socks, shoes, fish – yet they quickly turn into beloved brands. He emphasizes the importance of storytelling, encouraging brands to embrace 8 simple traits these brands showcase and offers specific, actionable commandments that any brand can implement – story, belief, cause, heritage, delight, transparency, solidarity and individuality. Instead of playing “dress-up,” he wants businesses to uncover the roots of their ventures and share honest, empathetic stories that resonate with consumers, creating a loyal following that leads to strong, successful brands.
Delightfully concise and refreshing, Geyrhalter draws on his personal experience of having helped shape over 60 brands, and intentionally (and noticeably) steps away from marketing fluff and business lingo that often clouds the integrity of marketing books.
Table of Contents
FOREWORD
BRANDS IN COSTUMES, About Bigger Than This
THE RESURGENCE OF COMMODITY BRANDS IN TIMES OF INNOVATION AND DISRUPTION
THE 8 COMMODITY BRAND TRAITS AND THEIR COMMANDMENTS
STORY When the background story is bigger than the product
CASE STUDY: FISHPEOPLE SEAFOOD, Fish
COMMANDMENTS
BELIEF When values are bigger than the product
CASE STUDY: GEA, Shoes
COMMANDMENTS
CAUSE When the cause is bigger than the product
CASE STUDY: BOMBAS, Socks
COMMANDMENTS
HERITAGEWhen a sense of location is bigger than the product
CASE STUDY: SHINOLA, Watches
COMMANDMENTS
DELIGHTWhen the small delight is bigger than the product
CASE STUDY: POPPIN, Inexpensive Office Supplies
COMMANDMENTS
TRANSPARENCYWhen trust is bigger than the product
CASE STUDY: EVERLANE, Apparel
COMMANDMENTS
SOLIDARITYWhen solidarity is bigger than the product
CASE STUDY: PLANET FITNESS, Fitness Centers
COMMANDMENTS
INDIVIDUALITYWhen customization is bigger than the product
CASE STUDY: FANATICS, Fan T-shirts
COMMANDMENTS
THINK BIGGER THAN THIS
APPENDIX
RESOURCES
FURTHER READING
ACKNOWLEDGMENTS
ABOUT THE AUTHOR
REFERENCES
INDEX
Bundles that include this book
About the Author
Fabian Geyrhalter is a renowned brand strategist and the founder and Principal of FINIEN, a Los Angeles-based consultancy specializing in turning ventures into brands. Geyrhalter is also a columnist for Inc and Forbes, and he has been published by the likes of The Washington Post, Mashable, Entrepreneur and The Huffington Post. He is an advisory board member of Santa Monica College and has served as an adjunct professor at the University of Southern California and Art Center College of Design. A frequent speaker and mentor to entrepreneurs worldwide, he is a “Global 100” mentor at the Founder Institute, and his book “How to Launch a Brand” is a #1 Amazon Bestseller. His newest book is “Bigger Than This.” He lives and works in Long Beach, California and is a graduate of Art Center College of Design.
Reader Testimonials
William C. Taylor, Co-Founder, Fast Company
Don't just read this book...put it to work inside your company.
"In a world of hyper-competition and non-stop disruption, the only way to stand out from the crowd is to stand for something special. Originality and authenticity have become the essence of strategy. In Bigger Than This, Fabian Geyrhalter offers a set of ideas and a collection of case studies to help you create long-lasting value in head-spinning times. Don't just read this book...put it to work inside your company and in your career."
Shaun Smith, Author of On Purpose
A SMALL BOOK WITH A BIG IDEA
Bigger Than This is a small book with a very big font and an even bigger idea.
David Glaze, Creative Director, Amazon
Expect your copy to become dog-eared
The author's genuine enthusiasm for this topic is infectious. Expect your copy to become dog-eared...you're likely to find yourself referencing it again and again.
Barry Silverstein, Foreword Reviews
Just the right mix of big ideas and practical examples
Bigger Than This has just the right mix of big ideas and practical examples. Fabian Geyrhalter’s book does a superb job of illuminating modern-day branding in a format that makes reading it a pleasure.
Jamie Michele, Reader’s Favorite
Branding Guru
Bigger Than This will, within the first few pages, make it clear why the author is such a branding and marketing guru. If you're interested in starting, or taking your existing business to the next level, I'm absolutely certain that Bigger Than This is the very best place to start.
Andy Milligan
Author of Bold: How to Be Brave in Business and Win
"I highly recommend Bigger Than This. Funny, direct, honest, packed with insights, stories and great tips. Concise and clever: you can read it in an hour and get the wisdom of years"
Heather McGough, Co-Founder, Lean Startup Co.
Essential reading
Essential reading for any entrepreneur who wants their brand to be more empathetic.
Brittany Golob, Editor, Transform magazine
Explore the best ways in which to turn a business into a brand
Refreshingly clear and devoid of jargon, Bigger Than This is full of case studies, insights, and analysis that explore the best ways in which to turn a business into a brand.
Clarion
5 Stars
5 out of 5
Dr. Alex Mehr, CEO & Co-Founder, Mentorbox
An important book
If you are a business owner, this is an important book.
Ken Plasse, CEO, Fishpeople Seafood
You’re going to want a highlighter for this one.
Bigger Than This is an executive’s guide to the critical qualities, questions, and quirks behind every authentic brand. You’re going to want a highlighter for this one.
Robbie Abed, Inc.com
My Go-To Book
Seth Godin’s and Fabian Geyrhalter's books are my go-to if you're interested in building a brand bigger than your product.
Other books by this author
The Leanpub 45-day 100% Happiness Guarantee
Within 45 days of purchase you can get a 100% refund on any Leanpub purchase, in two clicks.
See full terms...
