Book review: Obsessive Branding Disorder

In the early sections of this book I thought Conley must have been rejected by some branding agency at some point and had a score to settle. I was convinced that he didn't know the difference between brand, image, identity and advertising. I was already formulating my scathing review of this book in my mind and was ready to pounce.

But then I kept reading.

By the end of the book I was convinced that every brander must read this book.

Conley masterfully traces the history and future of branding and discusses the dangers involved when companies stop investing in product development and innovation because competition easily copies true innovations and then finds a way to manufacture and sell them cheaper than you. He talks about the inevitable results of shortsighted brand managers with short tenures who are being rewarded based on short-term performance. He covers the logical results of trying to differentiate products in a world where most product categories are loaded with products that are all pretty much the same and all pretty good options in their own right.

From emotional branding to personal branding, brand churches, experiential marketing (XM), using sound, smell and a full slate of other tricks to differentiate aside from actual product attributes or performance we are shown how we can be manipulated without any awareness or rational thought on our part whatsoever. We are shown this potentially dangerous future of branding in a world where the products are the same, the promises are the same and the tangible benefits are all the same amongst competitive choices.

This book should serve as a wake up call and a warning to branders everywhere and underscore the importance of true product innovation, making unique promises of value that are hard for competitors to copy, long-term view of the brand as a strategic asset and why the commoditization of just about every product category is such a threat, challenge and opportunity all at the same time.

If you are serious about marketing and branding then this book is a "must read." I highly recommend it.