CEO of Earth – Simon Hammond
CEO of Earth is the new book by one Australia’s leading branding gurus Simon Hammond.
How, given the chance, would you market Earth as the ultimate tourist destination? Fysh Reynolds, 24-year-old MBA grad and internet superstar, must answer this question when his part-time job of playing Ronald McDonald at kids’ birthday parties thrusts him into an unexpected position of power.
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When aliens land on earth, they mistake the golden arches to be our most prolific centre of power and assume Fysh — aka Ronald — is the leader of the free world. Their mission: to establish earth as a premium travel destination for intergalactic travellers. Fysh, a gen Y marketing prodigy, is charged with creating the most powerful brand in the universe: brand Earth.
Part Hitchhiker’s Guide to the Galaxy, part Fish!, this fun, quirky and irreverent business fable unravels the mystery of why some brands have the power to inspire deep and primal emotions in consumers that make products legendary and their developers filthy rich.
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This book is full of un-original thoughts on branding. This book fails to make a real connection between true strategic thought and and insight which leads to real change in businesses. Simon Hammond’s own marketing business went under not less than a year ago. He has no place claiming to be an expert, he is a failed hack.
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