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The Art of Building a Brand

Author :

Publisher :

Page : pages

File Size : 26,19 MB

Release : 2018-11-19

Category :

ISBN : 9780692145609

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Book Description

Duluth Trading Company has grown from a one-product startup in 1989, through a company known for its humorous catalogs, to what it is today: a much-admired brand with a flair for creating apparel that solves problems for its customers. People who take a self-reliant approach to life appreciate the Long-Tail T-shirt to remedy plumber's butt, or the Armachillo range with its cooling, jade-infused fabric. The Art of Building a Brand shows how the company's evolution took place, the elements that contributed, and the obstacles overcome. Sure, it showcases the quirky, sophisticated catalog illustrations that its customers love, but it also depicts the thinking that has driven Duluth Trading's success. The Art of Building a Brand is the story of how the original premise, "there's got to be a better way," has led to the emergence of a truly authentic brand, distinguished by innovative products and imbued with a sense of self-sufficiency.This is a book about "brand" in the larger sense: not just how the company appears to the outside world, but the work behind the scenes that makes it unique. Storytelling, innovation, risk taking, respect, and striving for growth are just some of the shared values that make the whole of the Duluth Trading Company more than the sum of its parts.



Brand Mechanics

Author : Michael Llewellyn-Williams

Publisher :

Page : 208 pages

File Size : 26,59 MB

Release : 2013-01-31

Category :

ISBN : 9780615747323

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Book Description

A practical step-by-step guide to the art and science of building brands without the fluffy nonsense and BS. As one of the author's clients put it, "Forget the touchy-feely stuff. This is the real deal."This book describes in detail the breakthrough BrandMechanics(r) proprietary FBE(tm) methodology based on a simple step-by-step process for creating a powerful brand strategy and includes many examples, across dozens of market categories, of how to get it right and avoid getting it wrong.For the first time in print, the author reveals the secrets behind the remarkable process that has generated hundreds of thousands of dollars in revenue from clients in the U.S., U.K., Europe, Asia and Canada, including Disney, Toyota/Scion, Visa, AOL, Boston Consulting Group, Miller Brewing, City of San Jose, McDonald's, Hewlett-Packard, Accenture, Tomb Raider/Lara Croft, Mandalay Bay Resort & Casino, Pentax Cameras and many others.Also revealed is the shocking truth about the many high-priced advertising and digital agencies, design studios and consulting firms who charge their clients small fortunes for brand strategy development while regularly outsourcing the work and paying a fraction of what they charge, and often delivering an "immersion" in the brand without actually defining its Essence.This book is a must-read for anyone involved in the marketing and branding business - from Fortune 500 CEOs to students considering a career in the industry.



Building Brand You!

Author : Omar Abedin

Publisher : Trafford Publishing

Page : 73 pages

File Size : 30,29 MB

Release : 2015-07-07

Category : Self-Help

ISBN : 1490761500

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Book Description

The world today is struggling with the Personal Brand Paradox. On the one hand, growing competition at a global level is making it increasingly difficult for people to make enough money to support the lifestyle that more and more of us aspire for. On the other hand, social media and the Internet are giving us all the opportunity to experience global fame. In fact, the millennial generation that has grown up with the Internet as a fact of life now expects that they will at some point get their fifteen minutes of fame. So how do you resolve this clash between an unstoppable force and an immovable object? Building Brand YOU! casts light on what many consider to be the (black) art and science that is branding and marketing and its practical application to building your personal brand. The tools and methods described in the book are used by millions of marketers around the world to build the brands they manage on a daily basis. Now, you can apply these trusted techniques to truly differentiate yourself, and if done well, it is nothing short of magical.



Building a StoryBrand

Author : Donald Miller

Publisher : HarperCollins Leadership

Page : 241 pages

File Size : 29,34 MB

Release : 2017-10-10

Category : Business & Economics

ISBN : 0718033337

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Book Description

More than half-a-million business leaders have discovered the power of the StoryBrand Framework, created by New York Times best-selling author and marketing expert Donald Miller. And they are making millions. If you use the wrong words to talk about your product, nobody will buy it. Marketers and business owners struggle to effectively connect with their customers, costing them and their companies millions in lost revenue. In a world filled with constant, on-demand distractions, it has become near-impossible for business owners to effectively cut through the noise to reach their customers, something Donald Miller knows first-hand. In this book, he shares the proven system he has created to help you engage and truly influence customers. The StoryBrand process is a proven solution to the struggle business leaders face when talking about their companies. Without a clear, distinct message, customers will not understand what you can do for them and are unwilling to engage, causing you to lose potential sales, opportunities for customer engagement, and much more. In Building a StoryBrand, Donald Miller teaches marketers and business owners to use the seven universal elements of powerful stories to dramatically improve how they connect with customers and grow their businesses. His proven process has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Building a StoryBrand does this by teaching you: The seven universal story points all humans respond to; The real reason customers make purchases; How to simplify a brand message so people understand it; and How to create the most effective messaging for websites, brochures, and social media. Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.



Platform

Author : Cynthia Johnson

Publisher : Lorena Jones Books

Page : 226 pages

File Size : 20,89 MB

Release : 2019-02-05

Category : Business & Economics

ISBN : 0399581391

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Book Description

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.



Reel Marketing

Author : Julia Carcamo

Publisher : Independently Published

Page : 144 pages

File Size : 18,69 MB

Release : 2020-08-14

Category :

ISBN :

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Book Description

Competition for casino customers is more competitive than ever as marketers look to solidify a customer base for the future. Branding is playing a pivotal role as casino operators - large and small - attempt to differentiate themselves not only from industry competition but from new entertainment options. Julia Carcamo shares decades of executive-level operational experience with some of the world's top casino companies. With her easy to understand Jules Rules, you will change your view of marketing and prepare yourself to build an identity that will resonate with employees, customers, and stakeholders and produce real ROI. Are you ready for the challenge?



Building Brand Communities

Author : Carrie Melissa Jones

Publisher : Berrett-Koehler Publishers

Page : 265 pages

File Size : 18,4 MB

Release : 2020-06-09

Category : Business & Economics

ISBN : 1523086629

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Book Description

An authentic brand community is more than just people buying your product or working alongside one another. This book articulates the critical roles of mutual concern, common values, and shared experiences in creating fiercely loyal customer and collaborator relationships. Smart organizations know that creating communities is the key to unlocking unprecedented outcomes. But too many mistakenly rely on superficial transactional relationships as a foundation for community, when really people want something deeper. Carrie Melissa Jones and Charles Vogl argue that in an authentic and enriching community, members have mutual concern for one another, share personal values, and join together in meaningful shared experiences, whether online or off. On the deepest level, brands must help members grow into who they want to be. Jones and Vogl present practices used by global brands like Yelp, Etsy, Twitch, Harley Davidson, Salesforce, Airbnb, Sephora, and others to connect in a meaningful way with the people critical for their success. They articulate how authentic communities can serve organizational goals in seven different areas: innovation, talent recruitment, customer retention, marketing, customer service, building transformational movements, and creating community forums. They also reveal principles to grow a new brand community to critical mass. This is the first comprehensive guide to a crucial differentiator that gives organizations access to untapped enthusiasm and engagement.



Designing Brand Identity

Author : Alina Wheeler

Publisher : John Wiley & Sons

Page : 338 pages

File Size : 25,29 MB

Release : 2012-10-11

Category : Design

ISBN : 1118418743

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Book Description

A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands. Features more than 30 all-new case studies showing best practices and world-class Updated to include more than 35 percent new material Offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity



What Great Brands Do

Author : Denise Lee Yohn

Publisher : John Wiley & Sons

Page : 278 pages

File Size : 25,60 MB

Release : 2014-01-07

Category : Business & Economics

ISBN : 111861125X

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Book Description

Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.



Building the Brand-Driven Business

Author : Scott M. Davis

Publisher : Jossey-Bass

Page : 320 pages

File Size : 27,45 MB

Release : 2002-10-02

Category : Business & Economics

ISBN : 9780787962555

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Book Description

In Building the Brand-Driven Business, authors Scott M. Davis and Michael Dunn-- two of the nation's foremost experts on brands-- map out a strategy that can help an entire organization manage and live (not just think about) its brand. They show how to develop brand-building programs that are the most cost efficient, effective, and credible. And just as vital, they reveal how to create a brand-driven culture within an organization so that building the brand becomes everyone's job.