Grow: How Ideals Power Growth and Profit at the World's Greatest Companies is a new book by Jim Stengel that provides a detailed review of how creating a stong brand ideal is correlated with long term organizational success, along with providing steps for implementing and maintianing a strong brand idea. I found this book to be an intriguing meeting of Jim Collins’ Good to Great (business success factors) and Martin Lindstrom’s Buyology: Truth and Lies About Why We Buy(study of neuromarketing). Unlike the Collins’ “Great” series of books which identify successful companies and then draws conclusions on what made them great, Stengel set out to prove that building a strong brand ideal is correlated to organizational success. The author approaches this goal by providing results of his research and several case studies which show the dramatic impacts of building or re-building a strong brand ideal.
