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Dim Sum Strategy


Loved it! 😍

Dim Sum Strategy provides easy digestible marketing techniques to define and build your brand.

Dim Sum Strategy provides easy digestible marketing techniques to define and build your brand.

As the title suggests, the format of the book allows you to dip in and out of chapters, selecting the approaches that are of most relevance to you.  It would be of particular use to those just setting up their own business and looking at how best to identify and then launch their unique brand.  The tone throughout is warm and conversational; a sales pitch for the importance of branding within every company, no matter the size or industry.

The book is structured into four distinct sections: Discovery, Definition, Direction and Delivery.  Select the chapter relevant to your current interest or need and then browse the clearly marked headings to pick out which tools and strategies may be of use.  Each approach is explained and then evidence of its effectiveness is backed up by a relevant real-life example from either a famous case study or an engaging anecdote from Wilkin’s career working with a range of international clients.  He shows how even the largest and seemingly most infallible corporations can make rare elementary mistakes, talking through much-cited stories such as when Heinz ketchup and Coca Cola changed their formulas – to immediate consumer backlash.  By following his trademarked “brand-centred approach” such mistakes, he tells us, could be avoided.

Dim Sum Strategy is a very good primer on the basics of marketing and the vital importance of a company authentically and sincerely following the values that their brand espouses.  If you are already well-versed in branding techniques it will act as a great refresher course and checklist.  What both types of readers, those experienced and new to the field, will get from this book is an enjoyable, thought-provoking collection of stories about the influence and importance of branding, from a 30 year career across many countries and sectors.

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I’m a professional librarian, writer, artist and photographer www.tinypotager.com


About the author

Dad-man, Madman, Brand Man, Speaker, Author and Dolphin. I ran ad agencies for Ogilvy, Leo Burnett and BBDO in London, Singapore, Manila, Kuala Lumpur and then as Head of BBDO Asia Pacific, based in Hong Kong. Co-founded The Brand Company. Now a professional speaker on Creative Thinking. view profile

Published on January 28, 2020

Published by Parafine Press

70000 words

Worked with a Reedsy professional 🏆

Genre: Business & Management

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