The Indispensable Brand
The Indispensable Brand

Author: Mitch Duckler

Publisher:

Published: 2019-03-21

Total Pages: 300

ISBN-13: 9781544501345

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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.

Brand Against the Machine
Brand Against the Machine

Author: John Michael Morgan

Publisher: John Wiley & Sons

Published: 2011-11-22

Total Pages: 224

ISBN-13: 1118103521

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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.

The Art of Being Indispensable at Work
The Art of Being Indispensable at Work

Author: Bruce Tulgan

Publisher: Harvard Business Press

Published: 2020-07-21

Total Pages: 133

ISBN-13: 1633698505

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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.

The Human Brand
The Human Brand

Author: Chris Malone

Publisher: John Wiley & Sons

Published: 2013-10-07

Total Pages: 211

ISBN-13: 1118611314

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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.

Big Brand Theory
Big Brand Theory

Author: Shaoqiang Wang

Publisher:

Published: 2011

Total Pages: 0

ISBN-13: 9781584234456

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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.

The Brand Called You
The Brand Called You

Author: Peter Montoya

Publisher: Peter Montoya Incorporated

Published: 2003

Total Pages: 280

ISBN-13: 9780967450650

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The essential underpinnings of successful personal brand and techniques for specializing, positioning, and getting through to a specific audience.

Platform
Platform

Author: Cynthia Johnson

Publisher: Lorena Jones Books

Published: 2019-02-05

Total Pages: 226

ISBN-13: 0399581375

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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.

Branding Bud
Branding Bud

Author: David Paleschuck

Publisher: Ed Rosenthal

Published: 2021-05-25

Total Pages: 300

ISBN-13: 1936807521

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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

From Bland to Brand - the Essential Branding Handbook for Asian Businesses
From Bland to Brand - the Essential Branding Handbook for Asian Businesses

Author: Catherine Chai

Publisher: Rethink Press

Published: 2016-04

Total Pages: 206

ISBN-13: 9781781331866

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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.