| Description |
1 online resource (161 pages) |
| Contents |
Intro; Title; Copyright; Contents; Really Important Note; Foreword; Preface; Chapter 1 The Problem With Brand; Chapter 2 What Is Brand Really?; Chapter 3 The Shining Brand On The Hill; Chapter 4 The Sound Of A One-Man Brand Laughing All The Way To The Bank; Chapter 5 The Power Of One; Chapter 6 Brand, Rinse, Repeat; Chapter 7 Putting A Fire In The Small Business Brand; Chapter 8 Brand: Hard Work, Fear & Loathing; Chapter 9 Brand: To Thine Own Self Be True; Chapter 10 Who's Buying You?; Chapter 11 Fear And Joy At The Intersection Of Your Brand; Chapter 12 Once Upon A Brand |
|
Chapter 13 From Defining To RefiningAfterword; Free Stuff |
| Summary |
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 |
| Notes |
Print version record |
| Subject |
Marketing -- Management.
|
|
BUSINESS & ECONOMICS -- Advertising & Promotion.
|
|
Marketing -- Management
|
| Form |
Electronic book
|
| Author |
Parker, Blaine
|
|
Lakhani, Dave
|
| ISBN |
9781614482734 |
|
161448273X |
|
