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The Indispensable Brand
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Book Synopsis The Indispensable Brand by : Mitch Duckler
Download or read book The Indispensable Brand written by Mitch Duckler and published by . This book was released on 2019-03-21 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: According to market research conducted on more than 6,000 brands over a 10-year period, the proportion of people willing to endorse any brand as different from other brands is extremely low. Over the past two decades, a relentless focus on digital activation-without equal effort on establishing differentiated positioning-has made even once-great brands indistinguishable from the pack. The result: an environment that can only be described as brand monotony, which underwhelms and disappoints customers, and negatively impacts top- and bottom-line business performance. In The Indispensable Brand, Mitch Duckler draws on 25+ years of brand strategy experience to provide a wake-up call for any modern-day marketer or business leader-and a roadmap to more effective brand differentiation. Leveraging empirical market research and dozens of case studies, this book provides a 360-degree view on brand-building, focusing on strategy (e.g., positioning, architecture, and extendibility) as well as development (e.g., experience, story, and activation), and helping marketers transform their brands from indistinguishable to indispensable.
Book Synopsis Brand Against the Machine by : John Michael Morgan
Download or read book Brand Against the Machine written by John Michael Morgan and published by John Wiley & Sons. This book was released on 2011-11-22 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ditch traditional corporate branding to create a powerful, recognizable brand Brand Against the Machine offers proven and actionable steps for companies and entrepreneurs to increase their brand visibility and credibility, and to create an indispensable brand that consumers can relate to, thus becoming life-long customers. Discover the aspirational currency that makes your brand one that people want to be or want to be friends with. Learn how to be real with your audience and make strategic associations to establish credibility. Brand Against the Machine will help you stand out, get noticed, and be remembered. Brand Against the Machine is the blueprint for how to market your brand to attract better clients and stand out from the clutter that is traditional corporate branding and marketing. Instant Positioning Method: How to instantly stand out from the crowd and position yourself as a resource, not just another service provider The 20/60/20 Rule: Why it's important to take a stand and why it's okay to have haters—because it creates a stronger bond with those who love you Ditch your traditional corporate branding and marketing, and exchange it for something memorable. Your customers will thank you for it.
Book Synopsis The Indispensable Community by : Richard Millington
Download or read book The Indispensable Community written by Richard Millington and published by Feverbee. This book was released on 2018-10-02 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The Art of Being Indispensable at Work by : Bruce Tulgan
Download or read book The Art of Being Indispensable at Work written by Bruce Tulgan and published by Harvard Business Press. This book was released on 2020-07-21 with total page 133 pages. Available in PDF, EPUB and Kindle. Book excerpt: What's the secret to being indispensable—a true go-to person—in today's workplace? With new technology, constant change and uncertainty, and far-flung virtual teams, getting things done at work is tougher and more complex than ever. We’re in the midst of a collaboration revolution, working with everyone, all the time, across silos and platforms. But sometimes it feels like we're stuck in a no-win cycle—dealing with an overwhelming influx of asks, with unclear lines of communication and authority. Overcommitment syndrome looms larger than ever before. But even amid the seeming chaos, there's always that indispensable go-to person who thrives on their many working relationships with people all over the organization chart. How do they do it? Go-to people consistently make themselves valuable to others, maintain a positive attitude of service, are creative and tenacious, and take personal responsibility for getting the right things done. In this game-changing yet practical book, talent guru and bestselling author Bruce Tulgan reveals the secrets of the go-to person in our new world of work. Based on an intensive study of people at all levels, in all kinds of organizations, Tulgan shows how go-to people think and behave differently, building up their influence with others—not by trying to do everything for everybody but by doing the right things at the right times for the right reasons, regardless of whether they have the formal authority. This book will teach you to: Understand the peculiar mathematics of real influence Lead from wherever you are—up, down, sideways, and diagonal Know when to say "no" or "not yet," and how to say "yes" Keep getting better and better at working together And much more. The Art of Being Indispensable at Work is the new How to Win Friends and Influence People for an era in which the guardrails of traditional management have been pulled away.
Download or read book The Human Brand written by Chris Malone and published by John Wiley & Sons. This book was released on 2013-10-07 with total page 211 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another People everywhere describe their relationships with brands in a deeply personal way—we hate our banks, love our smartphones, and think the cable company is out to get us. What's actually going on in our brains when we make these judgments? Through original research, customer loyalty expert Chris Malone and top social psychologist Susan Fiske discovered that our perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also determine our impressions of people. We see companies and brands the same way we automatically perceive, judge, and behave toward one another. As a result, to achieve sustained success, companies must forge genuine relationships with customers. And as customers, we have a right to expect relational accountability from the companies and brands we support. Applies the social psychology concepts of "warmth" (what intentions others have toward us) and "competence" (how capable they are of carrying out those intentions) to the way we perceive and relate to companies and brands Features in-depth analyses of companies such as Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, Sprint, and more Draws from original research, evaluating over 45 companies over the course of 10 separate studies The Human Brand is essential reading for understanding how and why we make the choices we do, as well as what it takes for companies and brands to earn and keep our loyalty in the digital age.
Book Synopsis The Brand Called You by : Peter Montoya
Download or read book The Brand Called You written by Peter Montoya and published by Peter Montoya Incorporated. This book was released on 2003 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: The essential underpinnings of successful personal brand and techniques for specializing, positioning, and getting through to a specific audience.
Book Synopsis Big Brand Theory by : Shaoqiang Wang
Download or read book Big Brand Theory written by Shaoqiang Wang and published by . This book was released on 2011 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Big Brand Theory is a spectacular best of compilation featuring the highest-profile branding campaigns and providing an invaluable resource guide for those wishing to understand the key elements of a successful brand. Case studies for key players such as Adidas, Colette, Converse, Starbucks, H & M, Nike, Isse Miyake, Lacoste, Levis, Thonik, UNIQLO, and many more illustrate the crucial design elements essential to crafting a youthful and dynamic corporate identity. Examination of each branding concept is multi-faceted, with examples devoted to not just one, but many elements utilized in major campaigns: for example, Nikes featured campaigns include individual product packaging, posters, store displays, athletic wear, retail bags and boxes, corporate giveaways, and high-end designer products and gifts. Richly illustrated, Big Brand Theory is an indispensable guide through a variety of industries to reveal what really works in the world of branding.
Download or read book Platform written by Cynthia Johnson and published by Lorena Jones Books. This book was released on 2019-02-05 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt: The indispensable guide to developing a personal brand, building an audience, and nurturing followers, by digital marketing thought-leader Cynthia Johnson. In the modern world, influence is everything and personal branding equals influence. Platform is the why-to, how-to handbook by top expert Cynthia Johnson for everyone who wants to develop and manage a personal brand. In Platform, Johnson explains the process of going from unknown to influencer by achieving personal proof, social proof, recognition, and association. Johnson herself went from an on-staff social media manager to social media influencer, entrepreneur, and marketing thought-leader in just three years using her process of accelerated brand development, continuous brand management, and strategic growth. Fans of #GirlBoss and #AskGaryVee, who wonder how their favorite influencers found their voices and built their audiences, will find the answers here and discover that the process is technical, creative, tactical, and much easier than they might have expected.
Download or read book Branding Bud written by David Paleschuck and published by Ed Rosenthal. This book was released on 2021-05-25 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: Never before has a book been compiled on cannabis brands and the consumers they appeal to. Once an underground commodity, with legalization in more and more states and countries, cannabis is now marketed under a variety of national brands, each with its own unique approach to targeting consumers. The global legal cannabis market was valued at US$17.7 billion in 2019 and is expected to reach US$73.6 billion in 2027. Celebrities, athletes, politicians, and large corporations alike are investing and competing in this fast-paced industry. But what makes a cannabis brand successful? What techniques do companies use to brand and market their products? What segments have been established? In Branding Bud: The Commercialization of Cannabis, David Paleschuck answers these questions, digging deep into this evolving industry to uncover what both small companies and large corporations are doing to introduce their products to the hearts and minds of cannabis consumers. The results of his exploration may surprise you. Branding Bud showcases the exciting range of products that cannabis consumers will be able to buy in a local dispensary once legalization comes to their state. The book offers a comprehensive overview and contextualization of this new segment, examining the multitude of emerging brands, their creative assets, and the strategies behind them, and the political, legal, and cultural aspects of cannabis that inform the brand landscape of today. This book is a must-read for entrepreneurs, investors, marketers, designers, and anyone interested in the rapidly growing cannabis industry. -- David Paleschuck
Book Synopsis From Bland to Brand - the Essential Branding Handbook for Asian Businesses by : Catherine Chai
Download or read book From Bland to Brand - the Essential Branding Handbook for Asian Businesses written by Catherine Chai and published by Rethink Press. This book was released on 2016-04 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: Is your brand exactly right for your business; does it sell your products and services to your ideal customers and clients? If not, what should you do? Where do you start? Who can help? From Bland to Brand offers brand owners, business leaders and marketers an indispensable and practical guide to developing a robust brand strategy. This book gives you: An easy, step-by-step process for bringing out your brand's unique value proposition; Exercises, practical examples and up-to-date case studies from Asia and around the world to inspire your brand development; Actionable ideas to create a memorable brand experience; Cost-effective ways to collect market intelligence to grow your brand. User-friendly and highly informative, From Bland to Brand is a uniquely useful and relevant companion for brand builders in Asia.
Book Synopsis The Brand Called You by : Peter Montoya
Download or read book The Brand Called You written by Peter Montoya and published by . This book was released on 2003 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Place Branding written by R. Govers and published by Springer. This book was released on 2016-01-18 with total page 429 pages. Available in PDF, EPUB and Kindle. Book excerpt: The topic of place branding is moving from infancy to adolescence. Many cities, and nations have already established their place brand and this well documented new book brings the fundamentals of place branding together in an academic format but is at the same time useful for practice.
Book Synopsis The Brand Called You: Make Your Business Stand Out in a Crowded Marketplace by : Peter Montoya
Download or read book The Brand Called You: Make Your Business Stand Out in a Crowded Marketplace written by Peter Montoya and published by McGraw Hill Professional. This book was released on 2008-11-02 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: The international bestseller-now updated for an even bigger, brand-savvy market Self-published in 2005, this step-by-step guide for professionals looking to develop a strong company brand has become an international sensation, selling more than 65,000 copies worldwide and hitting #3 on Japan's business bestseller list. This invaluable guide teaches you the vital principles and skills of personal branding, including how to craft an emotionally resonant branding message, create top-quality branding tools, and attract a constant flow of business. “Montoya's Personal Branding ideas are going to change how business owners and professionals promote themselves.”-Robert G. Allen and Mark Victor Hansen, coauthors, The One-Minute Millionaire
Book Synopsis The Invisible Brand: Marketing in the Age of Automation, Big Data, and Machine Learning by : William Ammerman
Download or read book The Invisible Brand: Marketing in the Age of Automation, Big Data, and Machine Learning written by William Ammerman and published by McGraw Hill Professional. This book was released on 2019-05-24 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketers are harnessing the enormous power of AI to drive unprecedented results The world of marketing is undergoing major change. Sophisticated algorithms can test billions of marketing messages and measure results, and shift the weight of campaigns—all in real time. What’s next? A complete transformation of marketing as we know it, where machines themselves design and implement customized advertising tactics at virtually every point of digital contact. The Invisible Brand provides an in-depth exploration of the risks and rewards of this epochal shift—while delivering the information and insight you need to stay ahead of the game. Renowned technologist William Ammerman draws from his decades of experience at the forefront of digital marketing to provide a roadmap to our data-driven future. You’ll learn how data and AI will forge a new level of persuasiveness and influence for reshaping consumers’ buying decisions. You’ll understand the technology behind these changes and see how it is already at work in digital assistants, recommendation engines and digital advertising. And you’ll find unmatched insight into how to harness the power of artificial intelligence for maximum results. As we enter the age of mass customization of messaging, power and influence will go to those who know the consumer best. Whether you are a marketing executive or concerned citizen, The Invisible Brand provides everything you need to understand how brands are harnessing the extraordinary amounts of data at their disposal—and capitalizing on it with AI.
Book Synopsis Winning on Purpose by : Fred Reichheld
Download or read book Winning on Purpose written by Fred Reichheld and published by Harvard Business Press. This book was released on 2021-12-07 with total page 159 pages. Available in PDF, EPUB and Kindle. Book excerpt: Great leaders embrace a higher purpose to win. The Net Promoter System shines as their guiding star. Few management ideas have spread so far and wide as the Net Promoter System (NPS). Since its conception almost two decades ago by customer loyalty guru Fred Reichheld, thousands of companies around the world have adopted it—from industrial titans such as Mercedes-Benz and Cummins to tech giants like Apple and Amazon to digital innovators such as Warby Parker and Peloton. Now, Reichheld has raised the bar yet again. In Winning on Purpose, he demonstrates that the primary purpose of a business should be to enrich the lives of its customers. Why? Because when customers feel this love, they come back for more and bring their friends—generating good profits. This is NPS 3.0 and it puts a new take on the age-old Golden Rule—treat customers the way you would want a loved one treated—at the heart of enduring business success. As the compelling examples in this book illustrate, companies with superior NPS consistently deliver higher returns to shareholders across a wide array of industries. But winning on purpose isn't easy. Reichheld also explains why many NPS practitioners achieve just a small fraction of the system's full potential, and he presents the newest thinking and best practices for doing NPS right. He unveils the Earned Growth Rate (EGR): the first reliable, complementary accounting measure that can truly leverage the power of NPS. With keen insight and moving personal stories, Reichheld advances the thinking and practice of NPS. Winning on Purpose is your indispensable guide for inspiring customer love within your own teams and using Net Promoter to achieve both personal and business success.
Download or read book NeuroAI written by A. K. Pradeep and published by John Wiley & Sons. This book was released on 2024-09-04 with total page 311 pages. Available in PDF, EPUB and Kindle. Book excerpt: It is the most powerful revolution of this century. Neuroscience-powered GenAi enables massive impact on everything from medicine to marketing, entertainment to education, flavors to fragrances, and much more. Simply by blending cutting edge neuroscience with bleeding edge GenAi. Put humanity back at the center of GenAi. neuroAi: Winning the Minds of Consumers with Neuroscience Powered GenAi is the master guide for everyone seeking to understand this breakthrough technology; what it is, how it works, and most especially how to put it to work for competitive advantage in the marketplace. neuroAi combines learnings from advanced neuroscience with deep GenAi expertise and practical how-to's. This is a 'force multiplier,' enabling readers to gain the fullest understanding of how to apply neuroscience-powered GenAi to appeal most effectively to the hidden driver of 95% of consumer behavior: the non-conscious mind. Innovators, creatives, and corporate executives now have a blueprint of how to unleash neuroAi at scale in the enterprise. The focus is on “Top Line Growth”—build and grow revenues while exciting and winning consumers. Written by Dr. A. K. Pradeep and his team of experts at Sensori.ai, the world's only firm combining advanced neuroscience learnings with GenAi, neuroAi features a primer on neuroscience, GenAi, and the core memory structures and functions of the human brain. Dr. Pradeep's original book, The Buying Brain, broke new ground by bringing neuroscience into marketing. neuroAi takes continues this innovative journey even farther now by combining advanced neuroscience with GenAi. The book explores key topics including: How the non-conscious mind interacts with GenAi to trigger the most relevant and impactful consumer responses What are key learnings from teen brains, boomer brains, mommy brains, middle age brains that GenAi must be aware of How activating desireGPT, the brain's desire framework, strongly drives purchase intent and brand loyalty How TV shows, movies, and music can achieve higher Ratings by applying neuroscience powered GenAi to writing Scripts and Dialogs How to create Fragrance, and Flavors using neuroAi How a wide range of consumer product categories worldwide are applying neuroscience powered GenAi to foster innovation, spur sales, and build brands How to build scalable capability in neuroAi within the enterprise For business leaders and all who seek expert insight and practical guidance on how to harness this astounding technology with maximum effect for business and personal success, neuroAi serves as an inspiring and accessible resource for successful marketing in the Age of the Machine.
Book Synopsis Authentic TM by : Sarah Banet-Weiser
Download or read book Authentic TM written by Sarah Banet-Weiser and published by NYU Press. This book was released on 2012-10-15 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: While the practice of branding is typically understood as a tool of marketing, a method of attaching social meaning to a commodity as a way to make it more personally resonant with consumers, Banet-Weiser argues that in the contemporary era, brands are about culture as much as they are about economics.
