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In this book, I outline a 4-Part approach to thinking smarter about growth as a CPG entrepreneur. It is based on years of anthropological research into how and why consumers pay for premium-priced CPG items and intensive 4P pattern analysis among an elite club of premium CPG brands that all reached $100M+ in less than a decade. Part 1. Designing to Command a Premium This is where many founders fail without realizing it. There is a cultural logic behind premium products that grow extremely fast. You should learn it. Part 2. Managing A Small Experiment Don't hit the gas too early. Successful CPG startups manage a rolling, iterative experiment until key KPIs appear. You should learn this art. Part 3. Fine Tuning the Conversion Playbook Steady velocity growth is essential to ramping your brand.Your team needs to learn the art of sustaining it in key geographies, so that you don't have to buy premature distribution to obtain growth. Part 4. Accelerating to Scale There are three best practices in acceleration. Two of them are counter-intuitive to CPG veterans not expert in the ramping of premium CPG businesses. You need to learn how to deploy them.
Grabbing the low-hanging fruit is no longer acceptable. ZICO Coconut Water founder Mark Rampolla argues that when you choose to reach higher, you can build an incredible business, be profitable, and maybe even change the world. In 2004, Mark Rampolla was successful by most standards. There was just one problem: He wasn’t inspired in his job and believed he had something more to contribute to the world. When he asked himself, "What do I have to offer that will improve the world?" Rampolla realized that his big idea was hanging right overhead. From his time living in Central America, he and his family came to love drinking coconut water, just like the locals. But no one was really selling coconut water in the United States. So Rampolla chased a very ambitious goal: introducing coconut water to the American beverage market dominated by a few big players. He wasn’t just starting a business; he was creating a whole new industry. ZICO Coconut Water brought a healthy beverage alternative to American consumers while also helping developing-world growers and suppliers profit from this resource. It was a win-win-win—good for Rampolla, his customers, and the world. So good, in fact, that in 2013 the Coca-Cola Company purchased ZICO and is scaling the brand around the globe. Rampolla wrote High-Hanging Fruit for others who want to succeed because of, not in spite of, their values. This book is for people who believe that it’s their duty to reach higher than just the bottom line to build businesses driven by passion, purpose, and integrity. Above all, it’s a call to arms for a new generation of entrepreneurs who want to disrupt the old model and do good by doing business.
***BUSINESS BOOK AWARDS 2021 SHORTLISTED TITLE*** Hype Yourself is an invaluable toolkit for getting you and your business featured in the media: newspapers, magazines, radio and TV. Crammed full of insider advice, from the building blocks of your PR strategy to the execution of creative campaigns, it includes expert tips from journalists and industry specialists and is supported by a stack of online resources. Lucy Werner is founder of The Wern, a PR & branding consultancy and training hub for startups, entrepreneurs and independent brands. She is also a writer, speaker, blogger, teacher and podcaster on all things brand building for small businesses. For more information follow @wernchat or visit www.thewern.com
The 2020 Porchlight Marketing & Sales Book of the Year The cofounder and chief branding officer of Red Antler, the branding and marketing company for startups and new ventures, explains how hot new brands like Casper, Allbirds, Sweetgreen, and Everlane build devoted fan followings right out of the gate. We're in the midst of a startup revolution, with new brands popping up every day, taking over our Instagram feeds and vying for our affection. Every category is up for grabs, and traditional brands are seeing their businesses erode as hundreds of small companies encroach on their territory, each hoping to become the next runaway success. But it's not enough to have a great idea, or a cool logo. Emily Heyward founded Red Antler, the Brooklyn based brand and marketing company, to help entrepreneurs embed brand as a driver of business success from the beginning. In Obsessed, Heyward outlines the new principles of what it takes to build and launch a brand that has people queuing up to buy it on opening day. She takes you behind the scenes of the creation of some of today's hottest new brands, showing you: • How Casper was able to upend the mattress industry by building a beloved brand where none had existed before • How the dating app Hinge won a fanatical user base and great word-of-mouth with the promise that the app was "designed to be deleted" • Why luggage startup Away, now valued at $1.4 billion, could build their brand around love of travel by launching with just one product--a hard-shell carry-on suitcase--rather than a whole range of luggage offerings. Whether you're starting a new business, launching a new product line, or looking to refresh a brand for a new generation of customers, Obsessed shows you why the old rules of brand-building no longer apply, and what really works for today's customers.
DRAMATICALLY IMPACT YOUR BOTTOM LINE WITH A POWERFUL WOMM CAMPAIGN "Word of mouth marketing has always existed. We've just found a better and more efficient way to do it." -- Ted Wright It may not be the oldest profession, but word of mouth is the oldest form of marketing. It's also the most effective. Now, however, it's being executed in ways that are methodical, replicable, and consistent. In this groundbreaking guide, Ted Wright, WOMM pioneer and founder of the marketing firm Fizz, reveals everything you need to know to create, drive, measure, and leverage word of mouth for maximum impact on the bottom line. Learn how to: Develop and test your brand's stories for maximum word of mouth impact Build a reliable communications network to deliver your message Harness the incredible power of Big Data for profit-generating WOMM campaigns Find, engage, and train influencers to promote your brand Measure your campaign’s success with accurate analytics Along the way, you'll find out how Wright used the very same methods to breathe new life into what was once the tired old brand of Pabst Blue Ribbon. You'll discover how he dramatically expanded the market for Chocolate Milk. You'll read how he orchestrated the turnaround growth of Bissell. Best of all, you'll learn which techniques work for your needs, and you'll have the tools to begin a WOMM campaign right away. Today's consumer is too sophisticated to respond in a meaningful way to intrusive, interruptive, or TV-centric media models. A dispatch from the front lines of cutting-edge marketing, Fizz is a one-stop guide to making your brand the talk of the town. Your company's best friends are already out there. Use Fizz to find, engage, and leverage them. PRAISE FOR FIZZ: "Juicy, generous, and actionable, this one is a keeper. Tell your friends." -- Seth Godin, author of Unleashing the Ideavirus "A great read. Brand managers seeking both practical advice and insight on the realities of modern marketing need look no further than Fizz." -- James M. Kilts, former chairman and CEO of The Gillette Company "Ted's actionable truths ('for influencers, sharing stories is an expression of love') make this excellent book the guidebook for brand professionals interested in word of mouth marketing. Buy it today, and start growing your business faster tomorrow." -- Sam Calagione, president and founder of Dogfish Head Craft Brewery "Ted Wright is the foremost thought leader on word of mouth marketing, and Fizz is the bible in this area. . . . If you want to truly understand how to harness the power of people talking, this book better head up your musthave reading list." -- Dr. Americus Reed II, Whitney M. Young Jr. Professor of Marketing at the Wharton School of the University of Pennsylvania "The best and most practical book about word of mouth marketing, ever. Fizz combines real-world case studies and smart counsel with discussion of the theories and research that build understanding of WOMM principles. It's effervescent!" -- Jay Baer, New York Times bestselling author of Youtility
NATIONAL BESTSELLER POM Wonderful. FIJI Water. Teleflora. The Franklin Mint. Lynda Resnick's marketing triumphs read like an encyclopedia of branding. She is the smartest and hardest-working marketing brain in the business - the kind of marketer who can sell "ice sculptures to Eskimos." But her brilliant ideas aren't simply the result of random inspiration; they're the products of a systematic approach to marketing that any company -- large or small -- can adapt to achieve success. In RUBIES IN THE ORCHARD, she divulges her secrets for creating some of the world's most memorable and iconic brands, and the bull's-eye strategies to sell them. Resnick believes that every company can find "rubies" in its orchard, elements of intrinsic value that consumers will desire. Here, she shows how every successful marketing campaign begins with uncovering these hidden gems, and communicating their value honestly and transparently to the consumer. Through Resnick's behind-the-scenes narrative, we learn the secrets of her extraordinary successes, including: POM Wonderful, the wildly popular 100% pomegranate juice that created an entirely new product category out of a fickle and obscure fruit; and FIJI Water, a fledgling brand she transformed into the #1 premium bottled water in America, with sales that have increased 300% since 2004. A born marketer, Resnick shares tales from a remarkable life, from opening her own ad agency at age 19 to the time she famously overpaid for Jackie Kennedy's pearls at auction, then transformed her "mistake" into tens of millions in sales for the Franklin Mint. Here for the first time, Resnick reveals her systematic approach to breaking through marketplace clutter and consumer cynicism, and creating blockbuster brands with true staying power.
Don’t let anyone crush your dreams. Undaunted will inspire you to move past your fears and defy the doubters. It doesn’t matter whether you feel confident; it matters what you actually do. A Wall Street Journal bestseller! CEO of Hint, Inc and author Kara Goldin turned her unsweetened flavored water into one of the most successful beverage businesses of our time. As she started to achieve her goals, Kara found herself being called “fearless”, “confident” and even “unstoppable,” but nothing could be further from the truth. In Undaunted, she shares real stories about her own fears and doubts, the challenges she encountered and what she did to overcome them to eventually build a great business and a life she loves. This book is perfect for anyone who wants to: Get fit and healthy, start a company or business, break an addiction, find a new career, just grow in life, and much more! Part autobiography, part business memoir and lots of insights on self-development, Undaunted offers inspiring stories that impart lessons that any reader can apply to their own path.?While most motivational business and life books try to offer quick fixes, Kara focuses on long-term success, showing you how to take control of breaking down barriers and moving forward. Undaunted won’t solve your problems and challenges, you will. However, it will help you see through other’s experiences that it’s possible to do so. Accept your fears, but decide to be undaunted.
Analyzes how online shopping will transform consumer behavior, forecasts online sales potential for twelve product categories, and speculates on which Web sites will dominate online shopping by 2010.
Regular expressions are an extremely powerful tool for manipulating text and data. They are now standard features in a wide range of languages and popular tools, including Perl, Python, Ruby, Java, VB.NET and C# (and any language using the .NET Framework), PHP, and MySQL. If you don't use regular expressions yet, you will discover in this book a whole new world of mastery over your data. If you already use them, you'll appreciate this book's unprecedented detail and breadth of coverage. If you think you know all you need to know about regularexpressions, this book is a stunning eye-opener. As this book shows, a command of regular expressions is an invaluable skill. Regular expressions allow you to code complex and subtle text processing that you never imagined could be automated. Regular expressions can save you time and aggravation. They can be used to craft elegant solutions to a wide range of problems. Once you've mastered regular expressions, they'll become an invaluable part of your toolkit. You will wonder how you ever got by without them. Yet despite their wide availability, flexibility, and unparalleled power, regular expressions are frequently underutilized. Yet what is power in the hands of an expert can be fraught with peril for the unwary. Mastering Regular Expressions will help you navigate the minefield to becoming an expert and help you optimize your use of regular expressions. Mastering Regular Expressions, Third Edition, now includes a full chapter devoted to PHP and its powerful and expressive suite of regular expression functions, in addition to enhanced PHP coverage in the central "core" chapters. Furthermore, this edition has been updated throughout to reflect advances in other languages, including expanded in-depth coverage of Sun's java.util.regex package, which has emerged as the standard Java regex implementation.Topics include: A comparison of features among different versions of many languages and tools How the regular expression engine works Optimization (major savings available here!) Matching just what you want, but not what you don't want Sections and chapters on individual languages Written in the lucid, entertaining tone that makes a complex, dry topic become crystal-clear to programmers, and sprinkled with solutions to complex real-world problems, Mastering Regular Expressions, Third Edition offers a wealth information that you can put to immediateuse. Reviews of this new edition and the second edition: "There isn't a better (or more useful) book available on regular expressions." --Zak Greant, Managing Director, eZ Systems "A real tour-de-force of a book which not only covers the mechanics of regexes in extraordinary detail but also talks about efficiency and the use of regexes in Perl, Java, and .NET...If you use regular expressions as part of your professional work (even if you already have a good book on whatever language you're programming in) I would strongly recommend this book to you." --Dr. Chris Brown, Linux Format "The author does an outstanding job leading the reader from regexnovice to master. The book is extremely easy to read and chock full ofuseful and relevant examples...Regular expressions are valuable toolsthat every developer should have in their toolbox. Mastering RegularExpressions is the definitive guide to the subject, and an outstandingresource that belongs on every programmer's bookshelf. Ten out of TenHorseshoes." --Jason Menard, Java Ranch
If we were to apply the 80/20 rule to brand management, what 20% of effort would deliver 80% of results? Aaron Hackett has been working to answer this question in a concise and easy to understand manner since he began teaching brand management at Georgia Tech in 2013. His passion has been coaching students and clients using the proven methods he learned at P&G and throughout his career.80/20 Brand is not for the casual business reader. This book is for people who are actively looking to build a brand now or in the immediate future. For this reason, students taking Professor Hackett's class must select a brand for a semester-long brand consulting project. Real world application is even more meaningful than brand theory when developing capable future brand builders.80/20 Brand does not attempt to provide a comprehensive view of brand management. The difficult, yet meaningful work of this book is getting to the core of what delivers the greatest brand success in the most efficient manner possible. The content in this book has been vetted semester after semester by students who do not settle for theoretical.