Brand Clout

Dennis C. Flynn
Cameo Publications (2005)
ISBN 0974414956
Reviewed by Stephanie Rollins for Reader Views (5/06)

“Brand Clout” by Dennis C. Flynn describes the new paradigms needed in the transition from the brick and mortar economy to the internet age.  According to Flynn, this change in the economy increases the importance of branding. 

Flynn describes brand-based competition several times in “Brand Clout.”  My favorite is describing it as “competing for the ‘souls’ of current and future customers”.  Flynn emphasizes the importance of focusing on not only the product, but the entire customer experience.  He explains, “Access, access, access will be the rallying cry for branding in the post-new economy versus location, location, location.”

The writing may be textbook-like in spots.  Fortunately, there are many diagrams to reinforce the text.  This is the type of book that you must read with a highlighter, so you may go back over the main points.  As mentioned in “Brand Clout,” branding is a process that involves all levels of personnel in a company; therefore, I recommend “Brand Clout” for managers of all levels.

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