Branding that Means Business
Branding that Means Business

Author: Matt Johnson

Publisher: Profile Books

Published: 2022-09-15

Total Pages: 149

ISBN-13: 1782838805

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'The most insightful book on branding of the last 20 years' Rory Sutherland, Vice Chairman of Ogilvy Now, more than ever, your brand is either loved - or it's noise. In a world defined by digital products and immediate gratification, how can your brand stand out? When consumers can easily have anything, how can your brand be the one thing they can't live without? To rise to this challenge, brands must shape not just what consumers buy, but how they act, feel and connect. This requires a new perspective, one that goes beyond business and into the fundamentals of human behaviour. Branding that Means Business combines the latest business thinking with psychology, sociology, and anthropology to show that a brand can't serve a business unless it connects with people. Equipped with these human-based perspectives, you'll have the tools to create, enhance and distinguish your brand in new and impactful ways - and make it a must-have in the minds and lives of your consumers.

Branding that Means Business
Branding that Means Business

Author: Matt Johnson

Publisher: PublicAffairs

Published: 2022-10-25

Total Pages: 184

ISBN-13: 1541701682

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A revelatory guide on how to build, sustain and grow a brand. A brand is either beloved, or it’s noise. We live in a fast-paced world of immediate gratification where consumers can listen to any song, watch any movie, or read any article, with the touch of a few buttons. They are peppered with hyper-personalized targeting for products that can be ordered seamlessly and arrive within hours. And if your brand isn’t the first to come to mind, they’ll click that button and it’ll be delivered by someone else. So how do you make sure your brand connects with consumers? Branding that Means Business draws from the authors’ experience and business literature as well as psychology, sociology, and even anthropology to show readers that while any brand serves the business, the mechanisms that enable it are all about connecting with people. Readers will learn how to create, maintain, and operationalize their brand, and think creatively about how to differentiate their product and most importantly, make consumers fall in love with it.

Brand Meaning
Brand Meaning

Author: Mark Batey

Publisher: Routledge

Published: 2015-12-07

Total Pages: 231

ISBN-13: 1317558022

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This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning. The author draws on his experience with leading international companies to propose a compelling framework for the conscious and unconscious ways in which people connect with products and brands. Revised and updated, it contains contemporary as well as classic examples of brand meaning in practice from various countries, and expands on the theory, methods and applications of brand meaning. The book’s multidisciplinary approach and concise yet comprehensive content makes it an ideal supplemental reader for undergraduate, graduate, and MBA courses, as well as valuable reading for practitioners in the fields of marketing, advertising and consumer research. For more information, visit www.brandmeaning.com.

A Clear Eye for Branding
A Clear Eye for Branding

Author: Tom Asacker

Publisher: Paramount Market Publishing

Published: 2005

Total Pages: 168

ISBN-13: 9780972529082

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Lucky you! You just sat down on a plane wondering how you are going to conduct a meeting about branding when you get to your destination. Before the plane takes off, you learn that your seatmate is Tom Asacker, a consultant who is known as a catalyst, and a nonconformist.By the end of your plane ride (or by the end of this 150-page, user-friendly book), you will understand how customers bring their own meaning to your brand and how the brand must constantly meet the customer's expectations to stay in its prime.John F. Kennedy said that the enemy of truth is not the lie, but the persistent, persuasive, and unrealistic myth. In A Clear Eye for Branding, Tom Asacker exposes myths on brands and branding and shines light on the truth of business in the new millennium.In this deceptively simple and entertaining book, Asacker demystifies the concept of branding so that executives, small business owners, and entrepreneurs can finally understand, communicate, and evaluate their strategies and organizational initiatives.You'll discover why a brand is not a logo, a promise, or even an experience. And you'll become obsessed with the three most important questions to ask yourself, and your people, in order to succeed in today's hypercompetitive, unforgiving marketplace.You will see branding in new clear ways, with a renewed energy to put everyone in your organization, from the top to the bottom, on the same path to supporting the branding and increasing profitability. Order copies for your whole team and save.Who is Tom Asacker?Tom Asacker is often described as a catalyst, and a nonconformist. He gets paid to provoke people to think about things in ways that are unclouded by the issues they deal with on a daily basis. He is the author of Sandbox Wisdom: Revolutionize Your Brand with the Genius of Childhood. His views have been featured in numerous national and international business and marketing publications, media, and events.Beyond his success as an entrepreneur and author, Tom is a recipient of the George Land Innovator of the Year Award; he holds medical patents and product design awards; and he has been an advisor to startups, nonprofit organizations, and to some of the world's most well-respected brands. He is a frequent speaker on branding, marketing, entrepreneurship and innovation. You can reach him at [email protected].

Branding Basics for Small Business
Branding Basics for Small Business

Author: Maria Ross

Publisher: Norlightspress.com

Published: 2014-02-21

Total Pages: 210

ISBN-13: 9781935254874

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Marketing expert Maria Ross shares real-life examples and expert interviews to show how organizations of any size can create a winning brand. The secret is starting with a strong Brand Strategy, which goes beyond a logo. This book reveals a simple ten-question process to build a strong brand strategy and bring it to life.

Brand Naming
Brand Naming

Author: Rob Meyerson

Publisher: Business Expert Press

Published: 2021-12-14

Total Pages: 233

ISBN-13: 1637421567

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You don’t have a brand—whether it’s for a company or a product—until you have a name. The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won’t find a good name by dumping out Scrabble tiles. Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You’ll learn: What makes a good (and bad) name The step-by-step process professional namers use How to generate hundreds of name ideas The secrets of whittling the list down to a finalist The most complete and detailed book about naming your brand, Brand Naming also includes insider anecdotes, tired trends, brand origin stories, and busted myths. Whether you need a great name for a new company or product or just want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming.

Brand Admiration
Brand Admiration

Author: C. Whan Park

Publisher: John Wiley & Sons

Published: 2016-09-16

Total Pages: 292

ISBN-13: 1119308070

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Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.

The Human Centered Brand
The Human Centered Brand

Author: Nela Dunato

Publisher:

Published: 2018-10-04

Total Pages: 322

ISBN-13: 9789534817117

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Promote your business with clarity, ease, and authenticity. The Human Centered Brand is a practical branding guide for service based businesses and creatives, that helps you grow meaningful relationships with your clients and your audience. If you're a writer, marketing consultant, creative agency owner, lawyer, illustrator, designer, developer, psychotherapist, personal trainer, dentist, painter, musician, bookkeeper, or other type of service business owner, the methods described in this book will assist you in expressing yourself naturally and creating a resonant, remarkable, and sustainable brand. Read this book to learn: Why conventional branding approaches don't work for service based businesses. How to identify your core values and use them in your business and marketing decisions. Different ways you can make your business unique among all the competition. How to express yourself verbally through your website, emails, articles, videos, talks, podcasts... What makes your "ideal clients" truly ideal, and how to connect with real people who appreciate you as you are. How to craft an effective tagline. What are the most important elements of a visual brand identity, and how to use them to design your own brand. How to craft an exceptional client experience and impress your clients with your professionalism. How your brand relates to your business model, pricing, company culture, fashion style, and social impact. Whether you're a complete beginner or have lots of experience with marketing and design, you'll get new insights about your own brand, and fresh ideas you'll want to implement right away. The companion workbook, checklists, templates, and other bonuses ensure that you not only learn new information, but create a custom brand strategy on your own. Learn more at humancenteredbrand.com

Billion-Dollar Branding
Billion-Dollar Branding

Author: Honey Parker

Publisher: Morgan James Publishing

Published: 2012-08-21

Total Pages: 167

ISBN-13: 161448273X

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Two advertising veterans explain the myths about branding—and how even the smallest businesses can benefit by defining themselves to their customers. Branding may be the single most misunderstood concept in marketing. It’s not only for big businesses with big bucks. It’s not about a logo, a color, a font, or a type of advertising. Branding is defining a company’s image in such a way that the customer is left with a single feeling about that business and what they do. Branding is about finding a business’s juicy center. Even small businesses on shoestring budgets and sole practitioners can learn the principles of good branding—an effort that encompasses not just messaging, but multiple day-to-day decisions that shape and build your customers’ perceptions and emotions. With numerous real-life examples and the expertise that comes only from experience, this book guides you to a new way of thinking about your business, and the kind of wisdom that no amount of money can buy.

Brand Now
Brand Now

Author: Nick Westergaard

Publisher: AMACOM

Published: 2018-05-08

Total Pages: 240

ISBN-13: 0814439233

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Capture their attention-and keep it! With the rise of digital media, you'd think it would be easier than ever to be heard. Yet, most messages fail to cut through the clutter. Consumers are overwhelmed. Ads alone aren't effective. And you can't just churn out content and connect on every social network. To stand out today, you need to start with your brand. Brand Now uncovers the new rules of branding in our complex and chaotic world. Written by the author of Get Scrappy, the digital marketing bible for business, this latest book explains how to build brands that resonate both online and off. The book helps you: Create a brand with meaning * Reinforce it with the right touchpoints * Hone your brand's unique story * Share it through engaging content * Cultivate a sense of community * Craft a coherent experience * Stand out with simplicity and transparency The world may be growing louder, but with Brand Now's big ideas and practical toolbox, you can break through the noise-and win a place in the hearts and minds of your customers.