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5 of 6 found the following review helpful:
 Light reading without any serious insights or how-to Feb 13, 2006
By J. Pilcher
As a professional consultant in the financial branding industry, I awaited Wymore's book with interest. But compared to the other 25 true branding books on my shelf, this one falls short and I am disappointed.
Mr. Schmidt's observation is right on: this is most certainly not a branding book. The book's title simply exploits a recent trend where anything remotely associated with marketing is recategorized as "branding" -- a sophisticated-sounding buzzword that gets books like this more attention than they deserve.
As another reviewer pointed out, the book's premise is flawed and factually incorrect. The ultimate measure of a brand's success is not a tattoo, but rather its impact on the balance sheet. Half of Coca Cola's total value is attributed to its brand, and how many Coke tattoos have you seen? And I've never seen a Nike tattoo either. Have you? Yet Nike sells shoes for 100 times what they cost, and the difference between Nike and Ked's is all brand.
While there may be the occasional nutcase with a corporate logo injected into his flesh, Wymore way overestimates the ubiquity of these instances to substantiate her theory. It's true that outlaw bikers with tattoos are essential to the Harley-Davidson brand, but that's not who the company is targeting. Harley-Davidson's brand is really for 40-year old accountants and lawyers -- the people who actually buy new Harley-Davidsons. And these guys aren't getting tattoos.
As Mr. Schmidt pointed out, "Tattoos" is really about how certain experiences fuel customer loyalty, and the author takes us on a personal tour of brands she's encountered, likes and why: Delta, Starbucks, Mariott, Saturn, etc. Wymore's writing can be entertaining, and some of her opinions are interesting but lack any truly powerful branding insights. You probably already know everything that's in the book; the author just phrases common knowledge in her own unique way.
Potential buyers of this book are encouraged to regard other reviews posted here with a degree of skepticism. Most are exceptionally flattering submissions from devout followers of Wymore's gospel. If this is really a 5-star book, why aren't copies flying off the shelves? How many 5-star books have you really read? I assure you, this isn't one of them.
4 of 6 found the following review helpful:
 A great, quick read. May 17, 2006
By Mark Schmidt
"Just a dude on the edge"
Ms. Wymore's first book was a hit with me. As I read other reviews, I realized that most of them missed the point of the book. It is NOT about branding, but rather it is about customer loyalty, or more precisely, how to create loyal customers by making your brand identifiable with consistant, outstanding products and services. She illustrates her point using personal experiences. She tells what they are doing right and what they are doing wrong. What makes this book so great, is she is telling you these things from the position of a customer. You can empathize with what she has gone through because a lot of us have "been there, done that".
She uses Harley-Davidson as her benchmark. More people want to tattoo their corporate logo on their body than any other logo. Her point? Would anyone tattoo your logo to their body? Are they that loyal to you? One reviewer said a friend of his said that anyone who tattoos H-D to their body is a poser. I say most Harley owners are posers. H-D motorcycles are the new accessory for the affluent. A smart person would by a Japaneese cruiser. They're cheaper and mechanically more dependable, but Harley customers are so loyal they pony-up the big bucks for essentially the same product. Would your customers?
Ms. Wymore outlines 5 steps to becoming "tattoo worthy". I don't want to ruin the read for you, but essentially she says it is consistant positive experiences that will make customers loyal to your brand. If your loyal to your target customers, they will be loyal to you.
This book is a must read for anyone in a management position, particularly if you are a CEO. It reads quick, is amusing and will make you think "are we developing loyalty or are we just out to make a buck?". As a CEO, I can tell you firsthand, repeat business is what makes or breaks you.
3 of 5 found the following review helpful:
 Don't bother Jan 09, 2007
By Scott Fisher
Not worth the money. Don't waste your time. Actually you don't waste that much time as it is a tiny book. This is one of the only books I have been dissapointed that I bought.
9 of 16 found the following review helpful:
Save your money, buy any other branding book but this one! Apr 23, 2006
By J. Streufert
I read this book cover to cover -- it didn't take long since there's not much content here -- but you don't have to go beyond the title to realize the author's entire thesis just doesn't make sense. In her words, "tattoos [are] the ultimate proof of a successful brand."
What?!? Really? Let's think about this critically for one moment. FedEx, Amazon, Arm & Hammer Baking Soda, Goodyear, Kellogg's, Rolex, Ziploc, Morgan Stanley, Washington Mutual (just a couple of examples off the top of my head) -- each of these companies is the leader in its market. Each has a brand that is rich and textured. These brands have an identifiable personality that is all their own. They communicate with their audience in personal and emotional ways. Additionally, it is their brand dominance that makes them market leaders and fuels their growth. By any measure, the brands I listed above (and I could have listed a hundred more) are successful. In fact, they're not just successful; they are among the best brands in the world.
Now, ask yourself, when was the last time you saw a FedEx tattoo?
Wymore likes to throw around the "fact" that Harley-Davidson is the most requested tattoo in America. That fact is simply incorrect. The author made it up. (And if she made that up, it kind of makes you wonder what other "facts" she pulled out of thin air.) A one-minute search on Google will tell you that the two most requested tattoos are butterflies and tribal art (you know, that band of thorns you've seen on the arms of hundreds of frat boys). Nevertheless, I asked several of my biker friends if they have Harley tattoos. They all have tattoos, but none has a Harley tattoo. Why is that? In the words of one of my friends, "any biker with a Harley tattoo is a poser."
Still, let's assume for one moment that there are people out there getting Harley tattoos. Is it the "ultimate proof of a successful brand?" Yes. I'll concede that point. But why is it proof of a successful brand? Because the Harley-Davidson brand echoes and reinforces the lifestyle of its audience: A lifestyle in which tattoos are embraced. So a biker with a Harley tattoo is the equivalent of a golfer with a Titleist hat.
So what is Wymore's "Tattoo" book about? Nothing. It is merely a collection -- a rambling, really -- of the author's PERSONAL encounters with HER favorite brands.
There is no theory here. There is no how-to. By reading this book, you will learn nothing about branding. You will not learn how to craft and shape a brand from scratch, or learn how to revive a brand that is ailing.
Instead, this is what you will learn: Denise likes Starbucks; Denise likes her iPod; Denise likes the beds at Westin; Denise likes her Saturn. You will learn a lot about the opinions of the author, but very little in the way of facts or tangible advice. By the way, Denise Wymore DOES NOT have a tattoo of any of the brands she likes.
That doesn't say much about her whole theory, now does it?
3 of 7 found the following review helpful:
Great tool and motivator to grow your business! Feb 14, 2006
By Cary R. Ferrin
This is the first book on marketing that I can honestly say is entertaining as well as inspirational. This book is worth the wait. Well done Ms. Wymore! When is the next book coming?
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