John Murphy reveals how his company, Interbrand, became the pioneer of the branding revolution
Meet the Brandfather – aka John Murphy, who has written a new business autobiography on how, just 30 years ago, organisations started to realise the importance of brand marketing and how others ignored the power of the brand at their peril.
According to publisher Book Guild Publishing, the Brandfather book is the inside story of the man who invented branding. It describes the realisation by businesses, just 30 short years ago, of the critical importance of brands and a new business discipline that existed: branding. Murphy and the consultancy he founded in 1974 were the forces behind this business revolution.
The consultancy, Interbrand, was initially a name creation business: developing names, testing them and handling legal clearances. Most projects were international and early jobs included the creation of Mondeo, Hob-Nobs, Homebase, Viagra and Punto.
In 1979, Murphy opened in New York; in 1982, Paris and Frankfurt; in 1983, Tokyo. Increasingly, he came to realise that they were not mere wordsmiths; they were creators of ‘brands’, a scarcely-known concept at the time.
They redefined themselves and, in the process, coined the term ‘branding’. Then in 1988, Interbrand developed brand valuation, which caused a storm in the branded sector worldwide. It hit the big time.
Murphy’s autobiography covers the growth of branding as a marketing and business discipline and exposes behind-the-scenes stories. In a never-before-revealed account, it tells of the doomed and fatuous merger of two of Europe’s largest companies to create a monster with 200,000 employees. The book also tells the advertising agencies’ secrets: complicate it, spin it out, pile in highly paid staff and charge, charge, charge…
In particular, Brandfather tells the incredible story of the birth and development of brand valuation – a claim Murphy convincingly and comprehensively substantiates in his new book.
WIN a free copy of the book
Scotland B2B has one copy of Brandfather – worth £11.99 – to give away. To be entered into the prize draw for a chance of winning the book, just email your details to email@example.com, with ‘The Brandfather’ in the subject line, by 12 noon on Friday, 27 January 2017.