Download Free Controlling Your Brand In The Age Of Amazon The Brand Executives Playbook For Winning Online Book in PDF and EPUB Free Download. You can read online Controlling Your Brand In The Age Of Amazon The Brand Executives Playbook For Winning Online and write the review.

In today's world of retail, most brands: ● don't know the identity of retailers selling their products in online marketplaces; ● don't know where these online resellers sourced inventory of the brand; ● don't know what proportion of inventory going through distributors is redirected to online channels; ● don't adequately police activities involving resellers that offer the brand's products in new multipack quantities defined by the reseller (rather than by the brand); ● can't figure out how its brand is sold in countries where the brand doesn't yet have a distribution program of its own; and ● aren't managing the branding, packaging and UPC labeling of online products adequately to ensure consistency between online and brick-and-mortar inventory. What does it take for a brand to survive in this new environment? What controls need to be put in place? What existing sales and operational processes need to change? We answer these questions on this book from a combined business and legal perspective. Our book focuses on brands selling on marketplaces in the U.S. and the European Economic Area. As legal protections for brands differ around the world, we have chosen to focus on these specific markets where legal protections for brands are well established. For readers interested in applying brand control worldwide, we encourage them to seek legal guidance for each and every country where they plan to incorporate some form of legal enforcement into their brand control efforts.
Brand executives face two key questions in addressing the Amazon marketplace: 1.Will the brand be sold on the Amazon Marketplace? 2.If yes, then what distribution approach makes most sense for the brand? As we discuss throughout the book, the decision regarding whether the brand will be sold on the Amazon marketplace is not always solely within a brand's control. It's better to start with the assumption that any popular brand's products will eventually show up for sale on Amazon, whether the brand wants those products there or not. The second question is more complex for brand executives. At its core, this question represents a pivotal "fork in the road" that we call the Amazon Marketplace Dilemma. That choice is: Sell TO Amazon vs. Sell ON Amazon. Which of these paths a brand chooses-and the distribution strategy it employs in that domain-will determine a brand executive's issues, challenges and priorities. Either option will impact the brand executive's ability to control their brand strategies (e.g., pricing, brand content, marketing, etc.), to generate profits, and to create a stable cadence for managing activities on the Amazon marketplace channel. In our book, we uncover the many considerations involved in developing and implementing the right Amazon distribution strategy for a given brand.
Unfiltered Marketing's big ideas apply to business strategy, marketing, and the future of the brand/consumer relationship. It is a playbook for managers and for anyone interested in the ever-changing interaction between technology and culture. “Denny and Leinberger capture the profound truths and deep realities of leading and marketing in a rapidly evolving world of digital platforms.” —Blake Irving, former CEO of GoDaddy You can fake authenticity. But in this digitally saturated age, your customers will see through any misdirection. As we are constantly on our electronic devices, we have come to distrust curated media and traditional PR. Stephen Denny and Paul Leinberger have found that people now want to make their own decisions based on raw footage, real-time updates, and unfiltered livestreams. How, then, do marketing executives and others gain consumer trust? These Fortune 500 consultants present the answer in Unfiltered Marketing. Drawing on four years of global research, authors Denny and Leinberger have developed a comprehensive five-step process for successfully rehumanizing the digital brand experience and gaining customer loyalty. To follow it, companies must understand that consumers are (1) seeking control in an out-of-control world; and executives must rework their brand to be (2) unscripted, (3) in-process, and (4) in-context, in order to master (5) heroic credibility (brands standing by their philosophy and values). Abiding by these rules, businesses follow in the successful footsteps of brands like Patagonia, T-Mobile, adidas, GoDaddy, and others.
“Reading this book is like having Jeff Bezos advise me.” —Eric Martinez, Founder and CEO of Modjoul The former Amazon executive who launched and scaled Amazon Marketplace delivers the ultimate playbook on how to “think like Amazon” and succeed in the digital age. “What would Jeff do?” Since leaving Amazon to advise start-ups and corporations, John Rossman has been asked this question countless times by executives who want to know “the secret” behind Amazon’s historic success. In this step-by-step guide, he provides 50 1⁄2 answers drawn from his experience as an Amazon executive—and shows today’s business leaders how to think like Amazon, strategize like Bezos, and beat the competition like nobody’s business. Learn how to: •Move forward to get back to Day 1—and change the status quo. •Become a platform company—with the right platform strategy. •Create customer obsession—and grant your customers superpowers. •Experiment, fail, rinse, and repeat. •Decentralize your way to digital greatness. •Master the magic of small autonomous teams. •Avoid the trap of past positions. •Make better and faster decisions. •Use metrics to create a culture of accountability and innovation •Use AI and the Internet of Things to reinvent customer experiences. In addition to these targeted strategies, you’ll receive a rare inside glimpse into how Jeff Bezos and Amazon take a remarkably consistent approach to innovate, explore new markets, and spark new growth. You’ll understand the unique mindset and inner workings that drive Amazon’s operational excellence, from its ground-up approach to new digital markets to its out-of-the-box attitudes on innovation. Along the way, you’ll learn specific game-changing strategies that made Amazon stand out in a crowded digital world. These include actionable ideas that you can use to transform your culture, expand your business into digital, and become the kind of platform company that customers obsess over. Rossman also offers invaluable insights into the latest technologies, e-commerce marketing, online culture, and IoT disruptions that only an Amazon insider would know. If you want to compete and win in the digital era, you have to Think Like Amazon.
"Beloved Brands is a book every CMO or would-be CMO should read." Al Ries With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising or event marketing. "Most books on branding are really for the MARCOM crowd. They sound good, but you find it's all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book." Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable. You will learn how to think, define, plan, execute and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand. My promise to help make you smarter so you can realize your full potential.
How can you manage your brand's online reputation? What will you do to own and control your brand? This book helps you to connect with your audience and make a good impression on anyone researching your brand online. In the digital age, reputation grows and spreads faster than ever, and can have an enormous impact on your bottom line. You'll boast product prices than any of your competitors or win a good location and products once apply these tactics. All of them can help you organize your online reputation and give you steps to keep up your reputation safe.
Two top specialists in profitable growth and innovative customer-supplier relationships show companies of all sizes how to compete with the tech giants―by choosing the right customer and providing peerless value to them for long-term success. Every year, managers at companies large and small are finding it harder to compete with the likes of Google and Amazon, who are muscling into their businesses, stealing their customers, and cornering every conceivable market and service. There is, however, a way for companies to survive―and win―in this era of digital behemoths. Choose Your Customer is a powerful, customer-targeted guide that can help managers level the playing field against their biggest competitors. Written by Jonathan Byrnes, the legendary MIT-based expert on profits, pricing, and strategy, and John Wass, a key member of the team that made Staples a major national brand, Choose Your Customer shows you how to: Identify the customers who are the most profitable―and focus on them Provide services and experiences that can’t be replicated by the tech giants, no matter how much data they have or how much automation they use Support your chosen customers’ diverse and rapidly evolving needs to accelerate profitability and growth Focus on your real profit core and build dominance in your specific target market These customer-focused strategies will enable you to build a uniquely targeted business that the digital giants just can’t match. From unbeatable customer service to superior pricing and product selection, Choose Your Customer provides detailed and actionable advice on how to compete successfully with the aggressive giants, grow your customer base, and increase your profits for lasting success.
Concerned about your company reputation or professional image in a digital, pandemic world? You're not alone. This book give you the information you need to build your brand; take your business public, grow it, or sell it; and rebuild after a crisis. Take these real-world experiences and cases to the bank with advice from a business owner and consultant who's lived it.
The new, game-changing way to build a “cognitive brand” that connects with your customers in the deepest, most meaningful ways Successful marketing is all about unlocking the door to peoples’ thoughts, feelings, memories, and fantasies. Tap into one or more of these, and your brand will stick forever. In Branding Between the Ears, world-renowned, marketing thought leader, Sandeep Dayal, shows you how to leverage behavioral psychology, social anthropology, and neuroscience to decode what goes on in consumer minds, and create effective marketing strategies to build the kind of loyalty that fuels today’s brand giants. Dayal reveals that most successful cognitive brands are architected around three questions consumers ask themselves: •Does this brand give me good vibes? •Does what this brand says make sense to me? •Will I be happier if I buy this brand? These three factors, good brand vibes, brand sense and brand resolve are the hidden mantra for designing empathetic brands that push customers off the fence of indecision and indifference to fully engage with and inevitably buy them. Branding Between the Ears reveals paradigm shifts in building and executing brands that are informed by a burgeoning body of research in brain sciences, and offers a better way to make brands that not just stand out, but connect with consumers and embed in their thoughts inexorably to drive choice. Dayal is the marketing thought leader who predicted that "consumer collaboration" would be the key factor in winning people’s trust online and giving consumers control over their personal information would be central to gaining their trust—issues that are unfolding today. Now, with Branding Between the Ears he provides equally prescient principles and new ideas for gaining the competitive edge in a largely uncertain future and winning with cognitive power brands.
The Perfection of Marketing puts you in the room with James Connor, a leading brand expert to hear the exact advice he's given to over 200 CEOs on the most efficient methods to build their brand and increase marketing ROI. Culminating from 12 years of work, these best practices are battle tested for small and midsized businesses. This practical guide gives you the detailed playbook run by The James Group, a brand strategy and full-service advertising agency in New York City, which has made more money for 95% of their clients. Skillfully written in narrative style, this book is a must have for any CEO who wants to grow a company through marketing. With a summary and key questions at the end of each chapter, The Perfection of Marketing provides a clear path to marketing success.