---
product_id: 4215960
title: "BRAND is a four letter word: Positioning and The Real Art of Marketing Hardcover – April 15, 2012"
brand: "austin mcghie"
price: "€ 46.32"
currency: EUR
in_stock: true
reviews_count: 11
url: https://www.desertcart.fi/products/4215960-brand-is-a-four-letter-word-positioning-and-the-real
store_origin: FI
region: Finland
---

# BRAND is a four letter word: Positioning and The Real Art of Marketing Hardcover – April 15, 2012

**Brand:** austin mcghie
**Price:** € 46.32
**Availability:** ✅ In Stock

## Quick Answers

- **What is this?** BRAND is a four letter word: Positioning and The Real Art of Marketing Hardcover – April 15, 2012 by austin mcghie
- **How much does it cost?** € 46.32 with free shipping
- **Is it available?** Yes, in stock and ready to ship
- **Where can I buy it?** [www.desertcart.fi](https://www.desertcart.fi/products/4215960-brand-is-a-four-letter-word-positioning-and-the-real)

## Best For

- austin mcghie enthusiasts

## Why This Product

- Trusted austin mcghie brand quality
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## Description

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## Images

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## Customer Reviews

### ⭐⭐⭐⭐ 







  
  
    Four Stars
  

*by P***R on Reviewed in the United States on January 14, 2016*

good read

### ⭐⭐⭐⭐⭐ 







  
  
    Am I the only one that's wondering why Brand isn't a 5 letter word?
  

*by B***L on Reviewed in the United States on January 27, 2016*

I have read 3 other brand positioning books and this book for me is BY FAR the most insightful and actionable book I've read.  Brand Against the Machine is a great book but left me feeling like it was written by a great practitioner that hasn't yet been able to generalise his marketing thoughts.  The 22 Immutable Laws left me feeling like "Immutable" was a bit of a stretch and 22 was picked as a nice sounding round number.  Brand is a four letter word provides a very clear and concise explanation of how to EARN your brand with your audience, and backs up the explanation with solid reason, experience and what feels like the author's complete honesty about the challenges you are likely to encounter when executing a great brand positioning strategy.More specifically, this book generated for me the greatest amount of high quality action items on my to do list with a clear sense of not only how I was going to get them done but also WHY it is so important to nail them.The only thing I was left wondering at the end of the book is whether I was the only one scratching my head as to how a Brand is a 4 letter word, not a 5 letter word!

### ⭐⭐⭐⭐⭐ 







  
  
    Iconoclastic common sense about marketing
  

*by M***W on Reviewed in the United States on July 22, 2015*

Great book.  A mix of often forgotten common sense and iconoclasm.  Even some of us very experienced marketers get in a muddle about what is brand strategy, what is brand vision and what is positioning, but McGhie provides some plainspeak and irrefutable definitions and shows how they connect to each other.  But what sets this book apart is the voice with which McGhie writes.  He seems personally affronted by lazy marketers who espouse "branding" as a business strategy.  He makes all of his points through examples -- he praises some brands but is critical of many as well.  He's also refreshingly honest about the mistakes he has made.  All in all, it is a provocative, useful, timely and honest book.

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*Product available on Desertcart Finland*
*Store origin: FI*
*Last updated: 2026-03-20*