- Brands that are built to last. (Jim Collins on brand values) - Built To Last, by Jim Collins, is commonly known as one of the most influential business books ever written. It’s on every consultant’s bookshelf and should be required reading for any executive, business owner or budding entrepreneur. It’s also one of the best branding books you’ll ever read. You have to read between the lines though, because Collins never used the words “brand” or “branding.” Back in 1994 it just wasn’t on his radar. Collins and his co-author Jerry Porras focused instead on “visionary” companies and compared them, head-to-head, with not-so-visionary competitors. It's a how-to book on building an iconic brand. They found that “core ideology” is a common element of success among all visionary companies. Those organizations have strong, ... Continue Reading
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