60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals

What Mootee pulls off here is like peeling an onion. He starts by essentially saying: this is big and ugly and hard to understand/deal with sometimes, but then he proceeds to reveal/explain/breakdown every layer of the branding onion. Unless your eyes are literally watering in pain because your brain is expanding, you are going to take notes and learn a few things. We read this for branding class during the MBA program, and most of us have it here on our bookshelves (or at home and don't admit it). The one thing I would say that's a negative-and this isn't the fault of Mootee at all, but because of length/topic considerations, is that one gets the sense there are volumes of branding subtleties that exist, but can't be delved into simply because of the context or situational variables of every company, product and surrounding circumstances. That said, no one is going to be hurt by spending the four hours to go through this, or six if you are taking notes, be it the small marketing firm or internal marcom group within a company. And if you have a new hire, then please, save yourself a year of training and buy this book for the newbie. 60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals

Coffee table book

A good book inspirational.Good to read.Good to make you reflect about your brand.Good to think about how your brand is.

It is the book I read among those hundred of branding book, but at unique point of view. Most of the books are academic style. However, this book discuss branding in real world approach. You can apply the methods or theories raise by this book to your work instantly.

Good book for building knowledge on building and maintaining brands.

This breaks it branding down into simple and workable terms. Great resource for any designer. Enjoyed the case studies provided.

Good book

The challenge inherent in books like "The 60 Minute Brand Strategist" by Idris Mootee is one of degree. From the outset, the writer runs the risk of, on the one hand, demonstrating that the topic is, in fact, just too complicated to be conveyed in the book you hold in your hands. And on the other hand, if the writer actually does explain something hitherto mystifying in sixty brief minutes, you're apt to finish with a reduced impression of the topic, thinking "Really? That's it? What's so damn hard about that? In many ways, it is a no-win situation.Thus it is to Mr. Mootee's credit that he walks the exceptionally fine line that at once makes strategy understandable to the initiated and to the novice while at the same time arming the reader with the kinds of questions and processes that will allow him to put the subtleties and nuances of strategy to work for his organization.Frankly, it is an exceptional accomplishment.Mr. Mootee, who is the CEO of Idea Couture, a (as the book's bio explains) "global strategic innovation firm with offices in North America, South America, Europe and Asia" explains in the introduction that [to read the rest of this review, please visit theagencyreview.wordpress.com/60-minute]

This book gives a great insight into brand as both an art and a science. And contains important updates on branding in a digital world.

This book is genius for anyone wanting to get a grasp of or strengthen their familiarity with the fundamental concepts of branding. As the title says, it is designed to be devoured within an hour, though there is so much packed into this (supposed) hour-long study that one will want to read it again and again to ensure all the pieces of info are absorbed. Thankfully that info is relatively easy to take in, because much of it is presented in graphic and chart form, sound bites, quotes and partial-page features. This is neither a cheesy little handbook, nor an intimidating academic tome. No, it is a compilation of eye-opening branding insight and ideas. Everything is in red or black on white, so the contrasts are stark, which means those bits and bites of information not only grab you with their content, but also with their visuality.I am a fan of author Idris Mootee, with whom I became familiar via a couple of his earlier publications. He is an impassioned, informed and highly contemporary of the art of branding. I also read his magazine, MISC, which despite its misleading covers (always the face of a woman; maybe a cheeky MISC = Ms. or Miss) notes that it is about 'design, thinking & innovation'. As I write, the current issue (Spring 2014) is titled THE BRAND ISSUE, and features contributions by a number of subject specialists.

One of the few books I've ever returned. A lot of the content is mostly derivative or utter filler. It boggles my mind how this company has grown to the scale it says it has. When ethnography is done well—it's interesting, but somehow with these guys it feels confused and boring. Maybe it isn't done to a high standard. We're talking double page spreads with a muddy iphone snap of packaging on shelves with maybe a bland quote about competition. Banality. The other red flag for me is when "thought leadership" pieces like this refer to Apple's brand success to boost the agency's credibility—when Apple is not their client. Apple actually hates branding terminology and the culture which drives their success is probably very different from what a glorified sales deck like this superficially claims to understand.

I bought this book cause I recently started working in marketing.. very well-written with very good points and insights. Only thing you won't really finish it in 60 minutes.. but I don't mind that at all

Idris Mootee makes many valid arguments and a number of useful insights in this book. I recommend it but don't expect too much. There is way too much 'buzzword' useage which makes a lot of sentences overly complex. However, there are some good clear insights in this book.