Bigger Than This
Bigger Than This (Bigger Than This)
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$9.95
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Bigger Than This

Last updated on 2019-07-23

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.

About the Author

Fabian Geyrhalter
Fabian Geyrhalter

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.

Bundles that include this book

Bigger Than This
How to Launch a Brand (2nd Edition)
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Reader Testimonials

William C. Taylor, Co-Founder, Fast Company
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
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
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
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
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
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.
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
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
Clarion

5 Stars

5 out of 5

Dr. Alex Mehr, CEO & Co-Founder, Mentorbox
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
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
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.

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

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