“Maybe you’ve been playing by the rules. Stan Bernard would suggest you stop. As he explains in Brands Don't Win, it’s the companies that switch up the game that stand out. Think Starbucks and Peloton, for instance. They resist falling into the same-old, same-old pattern of thinking. Resultantly, they disrupt entire industries. Throughout Brands Don’t Win, Bernard will take you through what he calls his Transcender System™ so you can finally ditch tradition in favor of reinvention. If you’re not satisfied by going with the flow, this book will ignite your desire to do more, become unique, and make a successful splash.”
Media
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Dr. Stan Bernard and his book Brands Don’t Win have been widely covered in the media.
Please find below a selection of the coverage we’ve received.
For more information, please contact Dr. Bernard directly.
Press
“In the early days of Starbucks, the company leaned heavily on branding to sell its product and opened an average of one new shop annually. Fast-forward 16 years and Starbucks was opening 1,350 shops per year. That's because they ditched their reliance on traditional branding and embraced the agenda of becoming customers' ‘Third Place.’" This agenda-setting is what Stan Bernard identifies as the Transcender System -- a new approach to business that ditches traditional branding for something that will help companies triumph. Likening the approach to a political campaign, Brands Don't Win will show you how to change the game -- and trounce all comers.”
“It seems to be the time of the disruptors — or those who practice a Transcender System™, a term coined by Stan Bernard. He begins Brands Don't Win by talking about all the top names in the business world that turned against traditional branding strategies. Instead, they refocused their efforts in novel ways and wound up moving into leadership positions. As a company leader, you can use the Transcender System™ no matter your market or industry. Find out how to write a playbook that works for your company — and leaves others behind before they know you’re miles ahead. If what you’ve been doing hasn’t produced serious traction, you may be stuck in an old-school rut. Set your organization free by revamping your focus.”
“Drawing on his experiences as president of consulting firm Bernard Associates and his time as a senior fellow at Wharton, Stan Bernard offers his business know-how in Brands Don’t Win. Bernard is the creator of the three-step Transcender System, a model based on the idea that leading companies rise above the competition by defying traditional branding and marketing rules to forge their own paths. The strategies outlined in Brands Don’t Win have been taught to more than 15,000 professionals who have participated in the author’s Transcender System training workshops, seminars, competitive simulations, and speaking engagements.”
Publications
Bernard, S. “How Starbucks Changed the Brand Game to Dominate the Market,” CEO World, November 2, 2021.
Bernard, S. “Win in Business with Political—Not Marketing—Campaigns,” Book Bites, October 14, 2021.
Obront, Zach. “Ideas in the Wild: Stan Bernard is Sharing the Secret System Used By Some of the World’s Most Successful Companies.” Business 2 Community, November 10, 2021.
Bernard, S. “Want Faster Growth And Higher Valuations For Your Product?” HR.com, November 11, 2021.
Reviews
“Bernard walks readers through the steps to make their business successful. Beginning with a company’s creation, moving to communications and marketing, and reaching champion status, the Transcender System is all inclusive of the techniques, criteria, and actions needed to win the game. Successfully gripping readers’ attention, Brands Don’t Win uses sixteen case studies of notable organizations to exemplify this system in an easy-to-follow fashion. From Apple to Nike, Starbucks, GEICO, and Halo Top Ice Cream, there are identifiable names to learn from as he applies transcendent thinking…. Brands Don’t Win is written in a way that shows what others have done successfully and provides readers the understanding and confidence to attempt it in their own business.”
“If you’ve been putting a lot of time and thought into creating your brand, there’s a better way to promote your goods or services…. The secret, Bernard says, is to create a marketing plan using the same tactics a successful political campaign employs to promote a candidate. To demonstrate, he uses the winning political campaigns of Barack Obama and Donald Trump to exemplify the overarching framework of his method. Then he analyzes why each succeeded. Finally, to establish how to use these methods in marketing, he explores companies as diverse as Apple to Halo Top to clarify the elements of his system and guide you to employ them yourself…. Bernard offers an invaluable worksheet that serves as a personal guide to help business owners develop a brand that transcends far above competitors. Brilliant!”
"Brands Don’t Win: How Transcenders Change the Game by Stan Bernard is an enlightening resource that is vital for any entrepreneur. The author talks about branding, marketing, finances, and selling products from an informed point of view. Stan Bernard helps readers understand what it means to be transcend their market and be successful on their own terms…. This book is a gem and a great reference material for anyone that has interest in marketing and branding."
From the mind of this globally renowned and award-winning consultant comes a concise but comprehensive guide to how major successful companies corner their market by changing the rules of the typical brand game.... Those aspiring to work in this field, and indeed those who already do, will surely find Brands Don’t Win to be an invaluable guide to creative thinking, innovation, and transcending to find success. A highly recommended and engaging read for one and all.
“A thoughtful and enthusiastic high-concept assessment of how top companies succeed.”
