| September 09, 2015
Like everyone else, I have received those spam emails and pop-ups claiming that I have won some sort of prize. So when I received an email with the title, “Berry AMA-Book Prize Award Winner - Congratulations!”, I very nearly deleted it. Which would have been a pity, because it appears that Brand Premium, how smart brands make more money really has won the 2015 Berry-AMA Book Prize for the Best Book in Marketing.
The Berry Book Prize is designed to acknowledge academic and practitioner marketing excellence, and is named in honor of Leonard L. Berry, a distinguished professor of marketing at Texas A&M University, and his wife Nancy F. Berry. I am truly appreciative that the judging panel, led by Rajan Varadarajan, professor of marketing and the Ford Chair in Marketing and E-Commerce at the Mays Business School at Texas A&M University, have chosen Brand Premium for this honor (not least because I had no idea my book was in contention for the prize).
Brand Premium only just made the cut for consideration, since only books published in the last three years were eligible for consideration for the 2015 award. The book originally launched in 2012 as The Meaningful Brand but then changed to Brand Premium in 2014. In retrospect that might not have been all bad.
Writing in anticipation of the launch of The Global Brand back in 2008 I summarized my emotions as follows,
“Relieved that the long process of publication is finally drawing to a close, excited that I will soon see the finished book, and frustrated at all the good examples that have come to light since I completed the manuscript.”
Unfortunately, the last point is true of Brand Premium as well. I could add so much more in the way of analysis and case studies that would help illustrate the key points made in the book. But you know what? That additional material would not change the basic structure or conclusions in any way. I believe the ValueDrivers framework that Gordon Pincott and I created is just as valid and applicable today as it was in 2012. The only problem is that a huge number of people seem perfectly happy to ignore the basic principles that help build strong and sustainable brands. I wonder why? Do you know? Please share your thoughts.