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Elaine Fogel began her marketing career in her native Canada with agency freelance copywriting assignments for Procter & Gamble, Nestlé Carnation, and Kraft followed by senior-level marketing positions at large organizations overseeing strategic brand building, integrated marketing communications, and customer service.
She is a professional speaker, marketing/branding thought leader, and president and CMO of Solutions Marketing & Consulting LLC in Scottsdale, Arizona. Elaine is a contributor to SmallBizClub - "the premier destination for small business owners and entrepreneurs" and her articles have appeared in many publications. People in 10 countries regularly read her blog, Totally Uncorked on Marketing.
She has been a contributing writer for The Business Journal and MarketingProfs, and her content was included in three published books. Elaine's career has also included stints as a cookbook author, teacher, singer, television show host, and university faculty associate.
In her "real life," she plays tennis, swims, follows a plant-based diet, and cuddles with her dogs, Mitzy and Snickers. She and her husband, Allen, became US citizens in 2014 and have two grown children.
Reviewed by Teodora Totorean for Readers' Favorite
Beyond Your Logo: 7 Brand Ideas That Matter Most For Small Business Success by Elaine Fogel concentrates on what is a brand, how to build it, and why it is important even for small businesses. The book covers everything you need to know about running a small business, from the importance of an impeccable customer service to other aspects such as: dress code, work ethics, workplace etiquette, telephone manner and how to use various channels of communication – telephone, email, live chat and social media. The book also covers the difference between strategy and tactics, and why they are both important for your business, and provides extensive advice on marketing and branding. The latter includes: brand vision, brand values and brand personality among others. There are many references to different resources and graphics to support the concepts which complete the book.
If you are a business owner or you are about to start your business, Beyond Your Logo: 7 Brand Ideas That Matter Most For Small Business Success by Elaine Fogel is the book for you. Easy to read and understand, the book is packed with advice from the author’s experience as well as real life examples of dos and don’ts. The chapters are well organized, the language is partly specialized, but the terms are all explained and the concepts are easy to apply to your own business. I particularly enjoyed the chapter about customer service which is helpful, not just for business owners but for consumers as well. Beyond Your Logo is the kind of book that invites you to take notes as you read so at the end of it you will have a solid business plan that you can re-read, amend and adjust as your business evolves.
