Bigger, Smarter, Stronger Brands

“A great pair of biceps is no substitute for a functioning body.”

In Bigger, Smarter, Stronger Brands, Namanh Hoang applies that observation to a familiar business problem: impressive marketing with too little strength behind it.

His approach, brandalogical thinking, asks readers to see a brand as a living organism. Its personality takes shape in what it does. Its body needs resources, training and recovery. Its nervous system carries information between people who need to act together. Its identity develops through relationships with the world around it.

Across seven parts, Hoang explores the brand body, nervous system, ecosystem, mind, life course and spirit. He connects everyday decisions about service, communication and growth with larger questions about purpose and the contribution a business wants to make.

For founders, business leaders and marketing teams, the book offers stories, analogies and worksheets for examining the organization behind the brand. Begin with the brandalogical imagination: if your brand were a person, who would it be, and would its behavior make that answer believable?