Renowned Brand Strategist Fabian Geyrhalter wants to empower any venture to turn into an admired brand
FOR IMMEDIATE RELEASE
From the Author of the #1 Bestseller “How to Launch a Brand” comes “Bigger Than This”
Renowned Brand Strategist Fabian Geyrhalter wants to empower any venture to turn into an admired brand, regardless of their product or service offering
LOS ANGELES, CA –– What do brands like Planet Fitness, Everlane, and Bombas all have in common? They’re capturing peoples’ emotions and winning customers’ hearts. And they are based on commodity products or services.
Following the success of his #1 bestselling book, “How to Launch a Brand,” acclaimed brand strategist Fabian Geyrhalter is back with an enlightening new book that digs deep into today’s new world of brand creation. “Bigger Than This” challenges companies – from startups to Fortune 100s – to (re)discover their spark and connect with today’s consumers on a deeper level.
In “Bigger Than This,” Geyrhalter analyzes brands that are based on commodity products – watches, socks, shoes, fish – yet they quickly turn into beloved brands. He emphasizes the importance of storytelling, encouraging brands to embrace 8 simple traits these brands showcase and offers specific, actionable commandments that any brand can implement – story, belief, cause, heritage, delight, transparency, solidarity and individuality. Instead of playing “dress-up,” he wants businesses to uncover the roots of their ventures and share honest, empathetic stories that resonate with consumers, creating a loyal following that leads to strong, successful brands.
Delightfully concise and refreshing, Geyrhalter draws on his personal experience of having helped shape over 60 brands, and intentionally (and noticeably) steps away from marketing fluff and business lingo that often clouds the integrity of marketing books.
Fabian Geyrhalter is a renowned brand strategist and the founder and Principal of FINIEN, a Los Angeles-based consultancy specializing in turning ventures into brands. Geyrhalter is also a columnist for Inc and Forbes, and he has been published by the likes of The Washington Post, Mashable, Entrepreneur and The Huffington Post. He is an advisory board member of Santa Monica College and has served as an adjunct professor at the University of Southern California and Art Center College of Design. A frequent speaker and mentor to entrepreneurs worldwide, he is a “Global 100” mentor at the Founder Institute, and his book “How to Launch a Brand” is a #1 Amazon Bestseller. His newest book is “Bigger Than This.” He lives and works in Long Beach, California and is a graduate of Art Center College of Design.
About the book
“Fabian Geyrhalter quickly moves beyond the clichés, identifying key building blocks of an authentic brand and specific ways to leverage them. Brands need not be radically new to inspire passion, he argues, but thoughtful and honest in finding, telling and embracing their story. Perhaps most refreshingly, Geyrhalter’s impatience for marketing fluff and business-speak keeps him focused on sharing insights for action. Bigger Than This is no collection of philosophical musings, but rather a guidebook for finding the potential in even the most mundane product or service.”
– David Glaze, Creative Director, Amazon
An Interview with Fabian Geyrhalter
How is it possible for a company that manufactures mundane commodity products, like staplers or socks, to feel “special” to the general public?
What does it take to launch a brand in 2018? How do you turn any venture into a brand in 2018?
How do you go about creating a brand? How is a name and an identity crafted?
What brands consistently impress you through a brand marketing lens?
Your consultancy’s work has mainly been with Silicon Valley startups and Fortune 500s. How did you get fascinated with startup commodity brands?
What is more important, a great product or a great story?
How has branding changed over the past few decades? What does the future hold?
If an entrepreneur picks up your book and follows its advice, are they guaranteed to turn their business into a brand?
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