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This is a guide to help brand strategists consider what people really want in order to enhance their lives, and think about the role of their brand in responding to these desires. It offers a new framework for understanding desire, based on some of the things that are really important to us: our family, friends and community; the desire to explore, learn and grow; how we experience the world through our senses; our appetite to live life to the full; and what we set out to achieve. Brand strategists are the link between a commercial proposition and the lives it means to touch. They can talk to the people the company wants to reach, and – more importantly – listen to them. A brand which both enhances people’s lives, and nurtures the resources on which they depend, will prove more resilient, win trust and achieve better results.
Desire is big business. If companies can create true desirability for their brands, customers will not only express preference and loyalty, they also show a willingness to act as brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees. However, desire doesn't just happen. Brands need to nurture it by offering both security and surprise. This isn't just about marketing, but rather a reflection of an organization-wide culture and perspective. Using international case studies, Brand Desire explains how companies can engage customers emotionally and create value for them. Managers can successfully build and maintain brand desire through specific strategies and tools, such as: · promoting a principles-driven organization that is grounded in its heritage and distinctive competences; · creating a supportive culture that encourages the active participation of people in brand development; · providing an opportunity for people to communicate more with each other and to encourage socialization through communities and events; and · offering outstanding experiences: being consistent in delivery, from first communications through to after-sales service and support. In a crowded sales environment, brand desire can elevate any product or service so that it stands out from the crowd – and stays there. Brand Desire demonstrates how desirable brands are about desirable experiences, and shows what companies can do to maximize those experiences for their customers.
Desire is big business. If companies can create true desirability for their brands, customers will not only express preference and loyalty, they also show a willingness to act as brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees. However, desire doesn't just happen. Brands need to nurture it by offering both security and surprise. This isn't just about marketing, but rather a reflection of an organization-wide culture and perspective. Using international case studies, Brand Desire explains how companies can engage customers emotionally and create value for them. Managers can successfully build and maintain brand desire through specific strategies and tools, such as: · promoting a principles-driven organization that is grounded in its heritage and distinctive competences; · creating a supportive culture that encourages the active participation of people in brand development; · providing an opportunity for people to communicate more with each other and to encourage socialization through communities and events; and · offering outstanding experiences: being consistent in delivery, from first communications through to after-sales service and support. In a crowded sales environment, brand desire can elevate any product or service so that it stands out from the crowd – and stays there. Brand Desire demonstrates how desirable brands are about desirable experiences, and shows what companies can do to maximize those experiences for their customers.
This is a guide to help brand strategists consider what people really want in order to enhance their lives, and think about the role of their brand in responding to these desires. It offers a new framework for understanding desire, based on some of the things that are really important to us: our family, friends and community; the desire to explore, learn and grow; how we experience the world through our senses; our appetite to live life to the full; and what we set out to achieve. Brand strategists are the link between a commercial proposition and the lives it means to touch. They can talk to the people the company wants to reach, and – more importantly – listen to them. A brand which both enhances people’s lives, and nurtures the resources on which they depend, will prove more resilient, win trust and achieve better results.
This book explores five cultural traits – Diversity, Integrity, Curiosity, Reflection, and Connection – that encourage the birth and successful development of new ideas, and shows how organizations that are serious about innovation can embrace them. Innovation – the driver of change and resilience – It is totally dependent on culture, the social environment which shapes how ideas emerge and evolve. Ideas need to breathe, and culture determines the quality of the air. If it’s stuffy and lacks flow, then no idea, however brilliant, will live long enough to fulfil its potential. Creating these innovation-friendly conditions is one of the key challenges facing organizations today, and one that is especially difficult for them – focused as they are on efficiency and control. Innovation, Anna Simpson argues, begins with diversity of thought and attitude: the opposite of conformity and standardisation. Likewise, with ongoing pressures to deliver results before yesterday, how can organizations allow sufficient space for the seemingly aimless process of following interesting possibilities and pondering on the impact of various options? Anna Simpson shows how large organizations can adapt their culture to enable the exchange of different perspectives; to support each person to bring their whole self to their work; to embrace the aimlessness that fosters creative experimentation; to take the time to approach change with the care it deserves, and – lastly – to develop the collective strength needed to face the ultimate ‘sledgehammer test’.
Turning communication into your start-up's biggest asset Nine out of ten startups fail. One cause of failre is bad communication - both externally and internally. Yet there is little systematic advice on how startups and scale-ups can overcome this challenge and inspire all stakeholders around the company's vision, values, and offering. This book closes this gap - with seventy experts sharing their learnings and experiences. It is a guide for all curious to learn more about how to win customers, investors and new talent through a convincing narrative, covering external, internal, social media and leadership communication.
This book offers a practical but conceptually grounded view of the future of sponsorship. It is based on the reality that the world of sponsorship marketing is far too focused on impressions, logos, and 'money can't buy experiences' — experiences which are miraculously secured with money. The author asks questions such as: 'Do any corporate sponsors really believe that more logos are what their consumers want?' and, 'do organizations selling sponsorship believe they have nothing more valuable to sell than digital and physical signage?'In a culmination of real-life experiences, industry learnings and third-party professional research, What Sponsors Want provides expert-supported arguments to show that the traditional bronze, silver and gold packages of sponsorship belong to a model of the past. In outlining the conceptual model for successful sponsorship, this book provides five key principles of what sponsors want for you to take on your next sponsorship challenge.
If You Don’t Define Your Brand, Someone Else Will Define It for You Your small business is a brand. You as a business person are a brand! Imagine using a time-tested,strategic method to build your brandwith best practices for online marketing and more! Brand and marketing strategist Karen Tiber Leland helps entrepreneurs, business owners, CEOs, and executives create a brand by design instead of default, gain greater influence in their industries and companies, and become thought leaders in their fields. The Brand Mapping Strategy uses proven strategies, best practices and anecdotes from real life brand-building successes to give readers the tools they need to design, build, and accelerate a successful brand. Readers will be able to: Develop an overall blueprint for their brand using the Brand Mapping Process® Determine which online tactics (and in what combination) will work for their brand Expand the current brand outreach and contribution to a bigger audience in their industry, community, or the world at large Become a thought or industry leader, using clear positioning, a specific strategy for brand building, and a method for implementation Leverage content effectively and efficiently to build their brand Develop a marketing and social media strategy using the right platform
“Sales Marathon” is a comprehensive guide for anyone who wants to improve their sales skills. With practical strategies for building rapport, understanding customer needs, and using psychology to make deals, this book is a must-read for sales professionals of all levels. Whether you are an experienced salesperson or just starting out, the Sales Marathon will help you increase conversions and achieve success in your sales career.
Launching a startup is now easier than ever before. Building a lasting brand, however, remains a mystery for even the savviest of founders. An impactful, recognizable brand is perhaps a company’s most valuable intellectual property. And any strong brand starts with a strategy. The Brand Strategy Canvas has arrived to coach you beyond buzzword-laden tips and tricks, and instead offers you thorough, practical techniques to jump-start your strategy creation process. Author Patrick Woods distills fundamental questions to guide your strategy into a revolutionary single-page tool known as the titular Brand Strategy Canvas. The book takes you through each of the simple yet thought-provoking questions of the tool to develop your strategy, including considering audience insight, assessing benefits, creating a positioning statement, and identifying key messages. You will explore real-world case studies along the way and build a message map that ensures your organization drives home a consistent, clear, and authentic message to your target audience. No matter where you are in the business creation process, The Brand Strategy Canvas is the tool you need to build a brand from scratch that you can enthusiastically and effectively implement in real time. This book provides value to team members in companies of all sizes and stages, and is fit for any level of professional wanting to kickstart their entrepreneurial goals. A brand created today must be built for all of tomorrow’s possibilities, and The Brand Strategy Canvas is the book you will want by your side. What You Will Learn Examine the key differences between strategy and executionUnderstand how you can avoid brand debtCraft meaningful messages with the Features>Benefits ContinuumDevelop a positioning statement that differentiates from the competition and inspires your marketingDiscover your distinctive brand personality and how it impacts your marketing Equip your team with guidance and inspiration to ensure consistent and inspiring voice and personality throughout all your messaging Who This Book Is For This book is for startup founders who are looking for tools to help them build a brand their team can actually implement. This book will also resonate with and provide value to team members in tech companies of all sizes and stages.