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The 30 concise but powerful articles that comprise Brand Smart will provide you with all of the essential knowledge needed to build a successful branding strategy. Brand Smart will provide you with the tools and resources needed to build a first-class personal brand. It will also help you to develop a professional branding strategy that will elevate your organization high above the competition. The information found in Brand Smart will empower you with the basic knowledge that you need to build your brand, the advanced ideas that you need to gain a dominant brand presence and innovative concepts that will help you to rise above even the sharpest competition.
Why do consumers pay a premium price for a brand? Is it better quality, the look and feel, or is it the brand's social standing? Author Nigel Hollis believes the answer to all those questions is "yes." Yet the vast majority of brands today trade on past equity and transient buzz. And marketers focus on plan execution rather than creating meaningful differentiation rooted in the brand experience. This lack of meaning is creating a market full of commodities rather than products that instill loyalty. But loyalty (i.e., repeat business) is the key to long term success, and that requires focusing on meaningful differentiation: functional, emotional, or societal. Here, brand expert Nigel Hollis focuses on the four components of a meaningfully different brand: purpose, delivery, resonance, and difference.This unique model will be applied to two very different brand models: premium priced and value priced. The models will show readers how to amplify what their brand stands for across all the brand touch points including: findability, affordability, credibility, vitality, and extendibility. The book will include cases of global brands such as Dyson, Johnnie Walker, Geico, Volkswagen, and more.
Here Calkins shows business how to create and maintain a defensive strategy including: how to understand and get competitive intelligence; how to determine if your brand or company is at risk; how to create a defensive strategy; limiting risk and preventing a trial; understanding your own IP as a weapon - and much more.
In today's complex commercial environments, marketing has become a central aspect to every successful business. Businesses need flexible, effective means of gaining commercial traction by managing their relationships with audiences, stakeholders and competitors. They require effective marketing and branding that move beyond the standard forms of brand orientation and commercial interaction. New marketing models must think smart to create innovative strategies which have long-term sustainable economic goals. The Smart Marketing Book is a practical, reliable and concise title that offers the core marketing principles - applicable for anyone who wishes to improve their organization's financial and creative values. It is a straightforward guide that avoids unnecessary and time-consuming practices. An illustrative handbook that covers marketing principles and topics through visual innovation. A credible statement to all marketers trying to source the most relevant strategies from a field cursed with infinite information.
Learn insider secrets for career success from THE personal branding strategist. Celebrity entertainers, star athletes, and corporate icons didn't accidentally wind up at the top-they branded their way there. Now you, too, can leverage the power of a personal brand, harness your potential and take charge of your career. Using strategies from the playbook of the Mad Men of Madison Avenue, advertising guru Catherine Kaputa serves as your personal branding coach in You Are A Brand! 2nd Edition: In Person and Online, How Smart People Brand Themselves for Business Success. Kaputa has expanded her 2007 award-winning classic to include new chapters on crafting your own "elevator speech" and leveraging the power of social media. This updated edition explores strategies and tactics to tap into the power of words, learn the principles of visual identity, think in terms of markets, and execute a self-brand action plan that is unique and memorable. Combining today's hottest business concepts with the realities of the modern workplace, You Are a Brand! 2nd Edition highlights the self-branding odysseys of savvy professionals and budding entrepreneurs-Catherine Kaputa will coach you to take charge of your career through the one-of-a-kind brand that is YOU.
Google, Microsoft, Apple, Starbucks, and Wal-Mart are "category killers." Why? One key to their astounding success is that they have mastered the art of creating highly attractive partner and customer value propositions. They have all built their business on the principles and practices of Partnership Marketing to offer superior products, create long-term distribution opportunities, new revenue streams for their businesses, and increased brand awareness on a world-wide level. Developing an affiliation with the right partner allows both parties to realize successes that they could not have otherwise achieved on their own by transforming their individual strengths into mutual performance. Whether you're an entrepreneur working to expand your customer base and increase value or a corporation looking for cost-effective ways to stimulate growth and brand-presence on a tight budget, Partnership Marketing is a practical in-depth guide to this core business concept. A powerful strategy in good times, partnership marketing is an excellent way to gain competitive advantage and grow your business even in tough, recessionary economic conditions. As marketing resources are being slashed everywhere, coupled with employee lay-offs and cutbacks to existing programs, partnership marketing is a creative way to do more with less. Partnership Marketing provides the complete how-to of collaborating successfully with other organizations, including: how to align PM objectives to your resources; how to assess what you have to offer a partner-brand and how to leverage your core strengths; how to search for the right partner-brand; how to assess the pros and cons of partnering with other brands; and much more.
Today's most successful companies are Intelligent Companies that use the best available data to inform their decision making. This is called Evidence-Based Management and is one of the fastest growing business trends of our times. Intelligent Companies bring together tools such as Business Intelligence, Analytics, Key Performance Indicators, Balanced Scorecards, Management Reporting and Strategic Decision Making to generate real competitive advantages. As information and data volumes grow at explosive rates, the challenges of managing this information is turning into a losing battle for most companies and they end up drowning in data while thirsting for insights. This is made worse by the severe skills shortage in analytics, data presentation and communication. This latest book by best-selling management expert Bernard Marr will equip you with a set of powerful skills that are vital for successful managers now and in the future. Increase your market value by gaining essential skills that are in high demand but in short supply. Loaded with practical step-by-step guidance, simple tools and real life examples of how leading organizations such as Google, CocaCola, Capital One, Saatchi & Saatchi, Tesco, Yahoo, as well as Government Departments and Agencies have put the principles into practice. The five steps to more intelligent decision making are: Step 1: More intelligent strategies by identifying strategic priorities and agreeing your real information needs Step 2: More intelligent data by creating relevant and meaningful performance indicators and qualitative management information linked back to your strategic information needs Step 3: More intelligent insights by using good evidence to test and prove ideas and by analysing the data to gain robust and reliable insights Step 4: More intelligent communication by creating informative and engaging management information packs and dashboards that provide the essential information, packaged in an easy-to-read way Step 5: More intelligent decision making by fostering an evidence-based culture of turning information into actionable knowledge and real decisions "Bernard Marr did it again! This outstanding and practical book will help your company become more intelligent and more successful. Marr takes the fields of business-intelligence, analytics and scorecarding to bring them together into a powerful and easy-to-follow 5-step framework. The Intelligent Company is THE must-read book of our times." Bruno Aziza, Co-author of best-selling book Drive Business Performance and Worldwide Strategy Lead, Microsoft Business Intelligence "Book after book Bernard Marr is redefining the fundamentals of good business management. The Intelligent Company is a must read in these changing times and a reference you will want on your desk every day!" Gabriel Bellenger, Accenture Strategy
The difference between helping and selling is just two letters If you're wondering how to make your products seem more exciting online, you're asking the wrong question. You're not competing for attention only against other similar products. You're competing against your customers' friends and family and viral videos and cute puppies. To win attention these days you must ask a different question: "How can we help?" Jay Baer's Youtility offers a new approach that cuts through the clut­ter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.
Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. You’ll learn how to flip your brand from offering products to offering meaning, from value protection to value creation, from cost-based pricing to relationship pricing, from market segments to brand tribes, and from customer satisfaction to customer empowerment. In the 13 years since Neumeier wrote The Brand Gap, the influence of social media has proven his core theory: “A brand isn’t what you say it is – it’s what they say it is.” People are no longer consumers or market segments or tiny blips in big data. They don’t buy brands. They join brands. They want a vote in what gets produced and how it gets delivered. They’re willing to roll up their sleeves and help out – not only by promoting the brand to their friends, but by contributing content, volunteering ideas, and even selling products or services. At the center of the book is the Brand Commitment Matrix, a simple tool for organizing the six primary components of a brand. Your brand community is your tribe. How will you lead it?
An insider's guide to getting bigger promotions, better clients, and a richer career life, this reference may take readers' careers from ordinary to extraordinary.