Twitter Is Not A Strategy Book Summary - Twitter Is Not A Strategy Book explained in key points

Twitter Is Not A Strategy summary

Tom Doctoroff

Rediscovering the Art of Brand Marketing

12 mins

Brief summary

Twitter is Not A Strategy by Tom Doctoroff is a must-read for marketers. It illuminates the importance of understanding culture and consumer insights before creating a social media campaign. It discusses the marketing realities of China and provides a blueprint for effective advertising.

Table of Contents

    Twitter Is Not A Strategy
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    A product needs a strong brand to inspire customer loyalty and encourage repeat purchases.

    What do you think of when you see Nike’s swoosh? You might associate it with joy, or coolness, or perhaps freedom of motion.

    These associations are the foundation of Nike’s brand image – the key to Nike’s corporate success.

    But what is a brand, exactly?

    The idea of a “brand” comes from ancient Egypt, where the skin of cattle was burned – or branded – with a particular mark to show to whom the cattle belonged.

    Corporate branding, of course, works differently. A company uses a brand to make its products stand out from competing products, with the goal of creating a dedicated base of repeat customers.

    For example, Procter & Gamble in the late 1800s used mostly generic names and packaging. But with the invention of a new soap executives thought exceptional, they decided to give it a special brand.

    So instead of calling it a “white soap bar” which was usual, the company christened the product “Ivory,” to suggest its mild, long-lasting qualities. And thanks to the company’s successful branding campaign, annual Ivory sales exceeded $3 million!

    But why is branding such an effective tool? In essence, a brand can inspire customer loyalty.

    Apple built a strong brand centered around exceptionally well-designed computer hardware. Even though competitor Samsung might offer better value for the money, many people buy Apple’s more-expensive iPhones as they believe in the company’s brand.

    Branding too can be a life raft amid a public relations disaster. In the early 1980s, bottles of the painkiller Tylenol from Johnson & Johnson were tampered with and laced with cyanide, a deadly poison. Seven people died; a country-wide recall pulled product off the shelves and the company’s market share plummeted.

    Yet within a year,  Johnson & Johnson had recovered nearly all of its losses, thanks to its hands-on, transparent crisis management at the time. The company communicated the situation to customers in a way that aligned their brand image with values like “tender” and “caring.”

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    What is Twitter Is Not A Strategy about?

    Twitter Is Not A Strategy cuts through the mess of hashtags and handles to get to the meat of effective marketing, outlining the core principles that make up the foundation of a successful company brand. Although social media is all the rage, this book shows that traditional marketing still matters, and that the secret to success is – as it always has been – having a good brand idea.

    Twitter Is Not A Strategy Review

    Twitter Is Not A Strategy (2014) is a thought-provoking book that explores the pitfalls of relying solely on social media for marketing success. Here's why this book is worth reading:

    • It offers a refreshing perspective on marketing, emphasizing the importance of integrated strategies that combine offline and online approaches.
    • Through real-world examples and case studies, the book highlights the limitations of Twitter and other platforms as standalone marketing tools.
    • With its clear and insightful analysis of the changing marketing landscape, the book challenges conventional thinking, making it a captivating read.

    Best quote from Twitter Is Not A Strategy

    Our market is the world. – Henry J. Heinz

    —Tom Doctoroff
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    Who should read Twitter Is Not A Strategy?

    • Anyone interested in how companies create and promote brands
    • Anyone who questions whether “traditional” advertising techniques still matter
    • Business owners or executives in charge of company marketing efforts

    About the Author

    Tom Doctoroff is the chief executive office of J. Walter Thompson in the Asia Pacific region. With over 20 years of marketing experience, Doctoroff has shaped some of the world’s biggest brands, such as Nestle and Microsoft.

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    Twitter Is Not A Strategy FAQs 

    What is the main message of Twitter Is Not A Strategy?

    The main message of Twitter Is Not A Strategy is that businesses should not rely solely on social media for success.

    How long does it take to read Twitter Is Not A Strategy?

    The estimated reading time for Twitter Is Not A Strategy is a few hours. The summary on Blinkist can be read in 15 minutes.

    Is Twitter Is Not A Strategy a good book? Is it worth reading?

    Twitter Is Not A Strategy is worth reading as it provides valuable insights on the limitations of social media for business success.

    Who is the author of Twitter Is Not A Strategy?

    The author of Twitter Is Not A Strategy is Tom Doctoroff.