The Irrelevant Old Brand: A Business Fable about Taking Your Brand from Mediocre to Must-Have

The Irrelevant Old Brand: A Business Fable about Taking Your Brand from Mediocre to Must-Have

BEGIN THE QUEST FOR GREATER RELEVANCE More than half a million U.S. businesses fail every year. Big and small, they all have one thing in common: They become irrelevant . It doesn’t happen overnight or with one executive misstep, but as a slow drip. The brand quits giving. It’s no longer meaningful to the customer. In fact, its role in the life of the customer has all but dried up. Author J.W. (Jim) Huebner has lived this story from both sides. He’s been the business owner teetering on the cliff of irrelevance, and he’s been the brand consultant called on to help companies find more relevance in their marketplaces. The Irrelevant Old Brand combines his experience in countless cases over the last 30 years into the story of a fictional CEO named Bob and his quest to save his failing business by re-discovering why it matters to his customers. As a business owner or leader, you may be facing this reality now, or simply waking up in the middle of the night worried about how to protect against it. The Irrelevant Old Brand offers tangible advice for brands young and old, big and small on how to keep from falling into the same trap of irrelevance. "In The Irrelevant Old Brand , J. W. Huebner shares tips on running a business, staying relevant, and maintaining the top position. The author has tips for everyone, whether small, medium-sized, or large businesses. J. W. Huebner has demonstrated his experience in branding and marketing, and through his work, one can conclude that he is an expert in the industry. The advice the author gives, the examples he writes about, the challenges he discusses, and the solutions he offers all apply to business owners and individuals in entrepreneurship. The book follows the story of a fictional company and its CEO Bob. The narration and flow of the story are impressive; it almost feels real. J. W.'s creative writing skills are revealed through the story of Bob. In the tale, Bob owns a manufacturing company which at some point starts becoming irrelevant, as almost every department of the company is dying. The sales numbers were not looking good, margins shrunk, and the company was also having problems with the bank, among other issues. Bob was in a difficult place and a miserable phase in his life. So, what to do? Enter Peter, a consultant who is good at his job. From the story, every company needs a Peter as he is the man that can bring back to life a company that is considered dying. The fictional story helps the reader better understand what J. W. Huebner is talking about. In addition, the story of Bob helps give perspective and even makes the discussion more relatable. Having a tale to help the reader comprehend what the author wrote about was intentional and a significant element in The Irrelevant Old Brand. This book has a different appeal from other books that discuss branding and marketing. The author's narration style, his breaking down of technical terms, and the inclusion of real-life happenings are commendable. In addition, J. W. Huebner knows how to relate with his readers and further engage them on various topics. The Irrelevant Old Brand: A Business Fable about Taking Your Brand from Mediocre to Must Have is a short book full of gems. This educational book has multiple lessons on entrepreneurship and running a company. The most crucial lessons I learned were customer relations, brand positioning, financial planning, value addition, marketing, employer-employee relations, cutting costs, and other important subjects. By the end of the reading, you will have learned how to switch from being a dull brand to standing out among your peers in the market." - Literary Titan ★★★★★