Every chapter features: A clear explanation of the chapter concepts in accessible, non-marketing language An exercise, checklist or activity which underlines the chapter message, reveals essential insight to the reader regarding their own brand and provides a practical building-block in developing their brand strategy What I’ve learned anecdotes from Simon Middleton’s own brand career which further illuminate the chapter topic Pithy and revealing case studies and stories from real brands: triumphs and disasters! What your brand is and what your brand isn’t. Your brand benchmark test What do you actually want from you business (ambition and desire)? How to turn ambition into brand strategy. Establishing your brand values (the things your business won’t compromise). Putting your brand in context: finding out whats out there. Who DON’T you want to sell to? Use your imagination. Find your brand DNA Understanding brand positioning and creating your unique place to stand Your brand name: how to get it right and how to avoid pitfalls. Crafting the vital positioning statement and positioning line. Mustering all your brand resources and using them effectively (money, time, talent, contacts, reputation etc..) Creating the narrative: how to CRAFT your brand story, past present and future. Communicating the narrative: how to TELL your brand story, past present and future. Utilising the power of PR: the greatest free brand marketing tool at your disposal. How not to waste your advertising budget. Your website: how to do it well, and cheaply. The power of online promotion and how to do it, 1: by paying. The power of online promotion and how to do it, 2: by networking and SEO. Your customer experience: how to make it a good one that always generates more business. Design matters: how to do it well and cost-effectively. Why your personal brand behaviour matters and how to make it positive. How to get your staff to live your brand too. Brand consistency: every aspect right, all the time. Choosing your price point: why cheaper isn’t always better and how higher prices can win brand loyalty. From customers to tribe members: how to make your customers love you and advocate for you. What to do when your brand gets things wrong. Which it will. Brand extension and sub-brands: opportunities and dangers. Constant brand review: back to the start without going crazy.
Book Details:
- Author: Simon Middleton
- ISBN: 9780857080127
- Year Published: 2010
- Pages: 358
- BISAC: BUS043000, BUSINESS & ECONOMICS/Marketing / General
About the Book and Topic:
Every chapter features: A clear explanation of the chapter concepts in accessible, non-marketing language An exercise, checklist or activity which underlines the chapter message, reveals essential insight to the reader regarding their own brand and provides a practical building-block in developing their brand strategy What I’ve learned anecdotes from Simon Middleton’s own brand career which further illuminate the chapter topic Pithy and revealing case studies and stories from real brands: triumphs and disasters! What your brand is and what your brand isn’t. Your brand benchmark test What do you actually want from you business (ambition and desire)? How to turn ambition into brand strategy. Establishing your brand values (the things your business won’t compromise). Putting your brand in context: finding out whats out there. Who DON’T you want to sell to? Use your imagination. Find your brand DNA Understanding brand positioning and creating your unique place to stand Your brand name: how to get it right and how to avoid pitfalls. Crafting the vital positioning statement and positioning line. Mustering all your brand resources and using them effectively (money, time, talent, contacts, reputation etc..) Creating the narrative: how to CRAFT your brand story, past present and future. Communicating the narrative: how to TELL your brand story, past present and future. Utilising the power of PR: the greatest free brand marketing tool at your disposal. How not to waste your advertising budget. Your website: how to do it well, and cheaply. The power of online promotion and how to do it, 1: by paying. The power of online promotion and how to do it, 2: by networking and SEO. Your customer experience: how to make it a good one that always generates more business. Design matters: how to do it well and cost-effectively. Why your personal brand behaviour matters and how to make it positive. How to get your staff to live your brand too. Brand consistency: every aspect right, all the time. Choosing your price point: why cheaper isn’t always better and how higher prices can win brand loyalty. From customers to tribe members: how to make your customers love you and advocate for you. What to do when your brand gets things wrong. Which it will. Brand extension and sub-brands: opportunities and dangers. Constant brand review: back to the start without going crazy.
Learn to brand your business, your organisation or your own career like a real expert in 30 days, and use the power of brand to outclass the competition and build sustainable success without spending money unnecessarily. Build A Better Brand In 30 Days will take you from standing start to a distinctive and successful brand. Simon created his own brand rapidly, effectively and sustainably by following a few essential rules learned over years in the marketing and advertising industry. He didnt build it with lots of money: but with attitude and emotion, coupled with clear brand thinking. Now Simon shows you how to achieve brand success, with this unique, easy-to-follow 30 day programme. Marketing, advertising and design agencies will hate this book! It demonstrates that the mysterious art of brand really isnt so mysterious after all.
About the Author
Simon Middleton – The Brand Strategy Guru, is a leading specialist brand consultant. His work has included brand strategy and campaigns for companies like Deloitte, Barclays, British Airways, Norwich Union, Denplan, pharmaceutical giant Merial, and Britain’s best known sandwich chain, Pret A Manger. He has also advised numerous charities on their specific brand strategy, including St John Ambulance, the Anthony Nolan Trust and Comic Relief. Simon presents master classes and keynotes all over the world and is a regular commentator on all things brand for the BBC, Sky News and Five News among others. His TV series The Brand Effect is the first in-depth look at brands and branding on British television.