Beloved Brands Textbook
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Beloved Brands
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Author : Graham Robertson
language : en
Publisher: Createspace Independent Publishing Platform
Release Date : 2018-01-06
Beloved Brands written by Graham Robertson and has been published by Createspace Independent Publishing Platform this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-01-06 with categories.
"Beloved Brands is a book every CMO or would-be CMO should read." Al Ries With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising or event marketing. "Most books on branding are really for the MARCOM crowd. They sound good, but you find it's all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book." Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable. You will learn how to think, define, plan, execute and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand. My promise to help make you smarter so you can realize your full potential.
Beloved Brands
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Author : Graham Robertson
language : en
Publisher:
Release Date : 2021-02-05
Beloved Brands written by Graham Robertson and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-02-05 with categories.
Our Beloved Brands workbook edition includes all the content of our bestselling Beloved Brands playbook plus relevant work exercises at the end of every chapter to help you build a brand that consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions, or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors and aspiring marketing students, who use it as an in-class textbook. You will learn how to think, define, plan, execute, and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer, and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors, and the brand. Write everything so that it is easy to follow and implement for your brand.
Beloved Brands Textbook
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Author : Graham Robertson
language : en
Publisher:
Release Date : 2020-12-13
Beloved Brands Textbook written by Graham Robertson and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-12-13 with categories.
Our textbook version includes the content of the Beloved Brands playbook plus relevant work exercises at the end of every chapter. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions, or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors and aspiring marketing students, who use it as an in-class textbook. You will learn how to think, define, plan, execute, and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer, and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors, and the brand. Write everything so that it is easy to follow and implement for your brand.
What Great Brands Do
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Author : Denise Lee Yohn
language : en
Publisher: John Wiley & Sons
Release Date : 2014-01-07
What Great Brands Do written by Denise Lee Yohn and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-01-07 with Business & Economics categories.
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.
R E D Marketing
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Author : Greg Creed
language : en
Publisher: HarperCollins Leadership
Release Date : 2021-06-08
R E D Marketing written by Greg Creed and has been published by HarperCollins Leadership this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-06-08 with Business & Economics categories.
Create breakthrough marketing campaigns by harnessing the power of R.E.D. Marketing: a transparent and flexible methodology straight from marketing powerhouse Yum! Brands. Sidestep the marketing books, courses, and even TED talks that offer hypothetical explanations that sound sensible and embrace the proven, systematic approach of R.E.D. Marketing, which the recent CEO and current CMO of Yum! Brands applied to lead Taco Bell and KFC to double digit growth. This book, filled with simple frameworks and engaging stories, will help everyone in your company understand what really works for driving sustainable brand growth and business success. In 2011, Greg Creed had just been elevated from President to CEO of Taco Bell, a brand in deep distress at the time. It was on his shoulders to turn things around quickly along with co-author and CMO, Ken Muench. Together, they developed the R.E.D (Relevance, Ease, Distinctiveness) method. It’s simple methodology does not require complicated terms and a PhD to understand, it’s actually quite simple—marketing works in three very different ways: Relevance—Is it relevant to the marketplace? Ease—Is it easy to access and use? Distinction—Does it stand out from competition? By combining actual examples from Yum! and other recognizable brands of every size around the world with the latest findings in marketing, neuroscience, and behavioral economics, and the author’s own experience marketing three different brands across 120 countries, your brand can set and achieve a truly breakthrough marketing campaign utilizing R.E.D Marketing.
Beloved And Dominant Brands The Brand Ecosystem That Drives Better For You Brands From One Of Many To Category Prominence
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Author : David E. Lemley
language : en
Publisher:
Release Date : 2019-09-06
Beloved And Dominant Brands The Brand Ecosystem That Drives Better For You Brands From One Of Many To Category Prominence written by David E. Lemley and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-09-06 with Business & Economics categories.
Beloved and Dominant: The Brand Ecosystem that drives better-for-you brands from one of many to category prominence is a tactical marketing guide to use your brand as a competitive differentiator to move from one-of-many to category prominence. Each chapter dives into strategies and tactics to move your marketing from merely executional thinking to brand ecosystem thinking. Each chapter included tactics to demonstrate the strategy in action, case studies, and ends with a series of questions designed to force introspection - that will take you, your marketing, and your brand to category prominence.The first step is to form a strong educational platform that informs and inspires both fans and newcomers to your brand way beyond mere features and benefits, with a goal of creating stark raving fans. Once people are educated the next step is to navigate the everchanging landscape of public relations and public opinion. This goes way beyond getting respected, influential people to talk about your brands and products. Your brand needs to become unmistakably transparent and reliable, but benefits, value, and appeal aren't enough. The next chapter discusses the importance of sharing your message in a way that broadcasts your brand's bat signal to your tribe. People need to adore not just your product but what it stands for. Next, you need to be found. Packaging plays a big part beyond its Instagram-ability as it is often the first and only salesperson your product has. There is a science to standing out on shelf and delivering the right information to make a consumer pick it up. Once all these parts are in place you can communicate with your audience and enroll them at every turn. The conclusion covers how you can tap an engaged market through email, The beloved and dominant brand ecosystem will teach better-for-you consumers to crave your brand with their mind, body, and soul.
Social Impact Marketing
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Author : Maddy Kulkarni
language : en
Publisher: Kendall/Hunt Publishing Company
Release Date : 2021-08-30
Social Impact Marketing written by Maddy Kulkarni and has been published by Kendall/Hunt Publishing Company this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-08-30 with categories.
Takes fundamental marketing concepts and teaches you how to apply them to social causes like access to food and education, climate change, and gender equality. The book includes learnings from beautiful, iconic social impact campaigns from some of the world's most beloved brands.
Loved
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Author : Martina Lauchengco
language : en
Publisher: John Wiley & Sons
Release Date : 2022-04-12
Loved written by Martina Lauchengco and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-04-12 with Business & Economics categories.
Most tech companies get marketing wrong because they don't know how to do product marketing right. The next in the bestselling SVPG series, LOVED shows what leaders like Apple, Netflix, Microsoft, and Salesforce do well and how to apply it to transform product marketing at your company. The best products can still lose in the marketplace. Why? They are beaten by products with stronger product marketing. Good product marketing is the difference between “also-ran” products versus products that lead. And yet, product marketing is widely misunderstood. Although it includes segmenting customers, positioning your product, creating product collateral, and supporting sales teams, great product marketing achieves much more. It directs the best way to bring your product to market. It shapes what the world thinks about your product and category. It inspires others to tell your product’s story. Part of the bestselling series including INSPIRED and EMPOWERED, LOVED explains the fundamentals of best-in-class product marketing for product teams, marketers, founders and any leader with a product and a vision. Sharing her personal stories as a former product and marketing leader at Microsoft and Netscape, and as an advisor to Silicon Valley startups, venture capitalist, and UC Berkeley engineering graduate school lecturer, Martina Lauchengco distills decades of lessons gleaned from working with hundreds of companies to make LOVED the definitive guide to modern product marketing. With dozens of stories from the trenches of market leaders as well as newer startups with products just beginning their journey, the book shows you: the centrality of product marketing to any product’s success the key skills and actions required to do it well the four fundamentals of product marketing and how to apply them how to hire, lead, and organize product marketing how product marketers optimize crucial collaboration with other functions one-sheet frameworks, tools and agile marketing practices that help simplify and elevate product marketing LOVED is an invitation to rethink tired notions of product marketing and practice a more dynamic, customer and market-centric version that creates raving fans and helps products achieve their full market potential.
Brandsimple How The Best Brands Keep It Simple And Succeed
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Author : Allen P. Adamson
language : en
Publisher: Palgrave Macmillan
Release Date : 2007-08-07
Brandsimple How The Best Brands Keep It Simple And Succeed written by Allen P. Adamson and has been published by Palgrave Macmillan this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-08-07 with Business & Economics categories.
In an era of mixed media messages, in which brands are extended to the breaking point and marketing theories compete for attention, it is difficult to create effective brands. Drawing on the authors' experience of working with the world's top brands, this book shows how to communicate with customers and make your brand resonate.
Married To The Brand
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Author : William J. McEwen
language : en
Publisher: Simon and Schuster
Release Date : 2005-11
Married To The Brand written by William J. McEwen and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-11 with Business & Economics categories.
Using sixty years of global research from Gallup as well as many consumer stories, the author shows why most advertising fails and identifies the qualities ahat make an ad connect with consumers. 50,000 first printing.