The Truth About Best Branding Practices (Collection)

The Truth About Best Branding Practices (Collection)

by Brian D. Till, Donna Heckler, Michael Solomon, William Kane
Released November 2010
Publisher(s): Pearson
ISBN: 9780132655743

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Book description

150 powerful bite-size techniques for creating high-value brands – and keeping them strong!

Three full books of bite-size, actionable guidance on branding and marketing! Discover how to build great brands, and keep them great... ensure branding consistency everywhere from your packaging to your salesforce… promote and leverage brand loyalty… embed deep customer motivations into your brands… create cultures that can support authentic brand messages… and much more!

From world-renowned leaders and experts, includingBrian D. Till, Donna Heckler, Michael R. Solomon, and William S. Kane

Table of contents

  1. Title Page
  2. Contents
  3. The Truth About Creating Brands People Love
    1. Contents
    2. Preface
    3. Truth 1. Managing brands is not common sense
    4. Truth 2. No one loves your brand as much as you love it
    5. Truth 3. The brand is not owned by marketing; everyone owns it
    6. Truth 4. Making more by doing less
    7. Truth 5. Does your brand keep its promise?
    8. Truth 6. Price is the communication of the value of your brand
    9. Truth 7. Brand personality is the emotional connection with your brand
    10. Truth 8. Does your sales force know the difference between a product and a brand?
    11. Truth 9. Beware of the discounting minefield
    12. Truth 10. Packaging protects your product; great packaging protects your brand
    13. Truth 11. Brand management is association management
    14. Truth 12. The retail experience is the brand experience
    15. Truth 13. Corporate ego: Danger ahead
    16. Truth 14. Brand metrics: Best measure of success?
    17. Truth 15. Customer complaints are a treasure
    18. Truth 16. Brand stewardship begins at home
    19. Truth 17. Market share doesn't matter
    20. Truth 18. Avoid the most common segmentation mistake
    21. Truth 19. Public relations and damage control: The defining moment
    22. Truth 20. Focus equals simplicity
    23. Truth 21. Marketing is courtship, not combat
    24. Truth 22. Don't sacrifice brand focus for sales
    25. Truth 23. The medium is not the message; the message is the message
    26. Truth 24. Brand development and the small business
    27. Truth 25. Imitation is an ineffective form of flattery
    28. Truth 26. Positioning lives in the mind of your target customer
    29. Truth 27. The value of brand loyalty
    30. Truth 28. Quality is not an effective branding message
    31. Truth 29. Effective use of celebrity endorsers: The fit's the thing
    32. Truth 30. Brand-building consumer promotion
    33. Truth 31. Advertising built for the long run
    34. Truth 32. A service brand is a personal brand
    35. Truth 33. Is your brand the best at something? If so, be satisfied
    36. Truth 34. Great positionings are enduring
    37. Truth 35. Effective branding begins with the name
    38. Truth 36. Your brand makes your company powerful, not the other way around
    39. Truth 37. Be consistent but not complacent
    40. Truth 38. Is your brand different? If not, why will someone buy it?
    41. Truth 39. The three M's of taglines: Meaningful, motivating, and memorable
    42. Truth 40. Customer service is the touch point of your brand
    43. Truth 41. Smaller targets are easier to hit
    44. Truth 42. Beware of the allure of brand extensions
    45. Truth 43. Keep advertising simple, but not simplistic
    46. Truth 44. It's a long walk from the focus group room to the cash register
    47. Truth 45. Repositioning can be a fool's chase
    48. Truth 46. With advertising, don't expect too much
    49. Truth 47. Don't let testing override judgment
    50. Truth 48. Effective advertising is 90% what you say, 10% how you say it
    51. Truth 49. Compromise can destroy a brand
    52. Truth 50. Don't let the pizazz outshine the brand
    53. Truth 51. There are no commodity products, only commodity thinking
    54. References
      1. Truth 3
      2. Truth 4
      3. Truth 5
      4. Truth 6
      5. Truth 7
      6. Truth 11
      7. Truth 16
      8. Truth 17
      9. Truth 20
      10. Truth 22
      11. Truth 25
      12. Truth 26
      13. Truth 27
      14. Truth 29
      15. Truth 31
      16. Truth 35
      17. Truth 36
      18. Truth 38
      19. Truth 42
      20. Truth 43
      21. Truth 44
      22. Truth 46
      23. Truth 49
    55. Acknowledgments
    56. About the Authors
    57. Financial Times Press
    58. Simply the best thinking THE TRUTH AND NOTHING BUT THE TRUTH
  4. The Truth About What Customers Want
    1. Contents
    2. Introduction
    3. Truth 1. Your customers want a relationship, not a one-night stand
    4. Truth 2. Design it, and they will come
    5. Truth 3. Sensory marketing—smells like profits
    6. Truth 4. Pardon me, is that a breast in your Coke?
    7. Truth 5. One man's goose…
    8. Truth 6. Throw 'em a bone, and they'll no longer roam
    9. Truth 7. Stay in their minds—if you can
    10. Truth 8. These are the good old days
    11. Truth 9. Why ask why?
    12. Truth 10. He who dies with the most toys wins
    13. Truth 11. Your customers are looking for greener pastures
    14. Truth 12. "Because I'm worth it"
    15. Truth 13. Love me, love my avatar
    16. Truth 14. You really are what you wear
    17. Truth 15. Real men don't eat quiche (but they do moisturize)
    18. Truth 16. Girls just want to have fun
    19. Truth 17. Queer eye for the spending guy
    20. Truth 18. Yesterday's chubby is today's voluptuous
    21. Truth 19. Men want to sleep with their cars
    22. Truth 20. Your PC is trying to kill you
    23. Truth 21. Birds of a feather buy together
    24. Truth 22. Sell wine spritzers to squash players
    25. Truth 23. They think your product sucks—but that's not a bad thing
    26. Truth 24. When to sell the steak, when to sell the sizzle
    27. Truth 25. People are dumber than robots (lazier, too)
    28. Truth 26. Your customers have your brand on the brain
    29. Truth 27. Let their mouseclicks do the walking
    30. Truth 28. Nothing shouts quality like leather from Poland
    31. Truth 29. Consider investing in a drive-thru mortuary
    32. Truth 30. Go to the Gemba
    33. Truth 31. Your customers want to be like Mike (or someone like him)
    34. Truth 32. Go tribal
    35. Truth 33. People like to do their own thing—so long as it's everyone else's thing too
    36. Truth 34. Catch a buzz
    37. Truth 35. Go with the flow—get shopmobbed today
    38. Truth 36. Find the market maven, and the rest is gravy
    39. Truth 37. Hundreds of housewives can predict your company's future
    40. Truth 38. Know who wears the pants in the family
    41. Truth 39. Youth is wasted on the young
    42. Truth 40. Make millions on Millennials
    43. Truth 41. Grownups don't grow up anymore
    44. Truth 42. Dollar stores make good cents
    45. Truth 43. The rich are different
    46. Truth 44. Out with the ketchup, in with the salsa
    47. Truth 45. Look for fly-fishing born-again environmentalist jazz-loving Harry Potter freaks
    48. Truth 46. Ronald McDonald is related to Luke Skywalker
    49. Truth 47. Sign a caveman to endorse your product
    50. Truth 48. Make your brand a fortress brand—and make mine a Guinness
    51. Truth 49. Turn a (pet) rock into gold
    52. Truth 50. Think globally, act locally
    53. References
      1. Truth 1
      2. Truth 2
      3. Truth 3
      4. Truth 4
      5. Truth 5
      6. Truth 6
      7. Truth 7
      8. Truth 8
      9. Truth 9
      10. Truth 10
      11. Truth 11
      12. Truth 12
      13. Truth 14
      14. Truth 15
      15. Truth 20
      16. Truth 21
      17. Truth 23
      18. Truth 25
      19. Truth 27
      20. Truth 28
      21. Truth 29
      22. Truth 30
      23. Truth 31
      24. Truth 36
      25. Truth 37
      26. Truth 38
      27. Truth 39
      28. Truth 40
      29. Truth 41
      30. Truth 43
      31. Truth 45
    54. About the Author
    55. Simply the best thinking THE TRUTH AND NOTHING BUT THE TRUTH
  5. The Truth About Thriving in Change
    1. Contents
    2. Preface
    3. What is organizational change?
    4. The benefits of organizational change
    5. What's different today?
    6. Is the time right?
    7. Is there a checklist you can follow?
    8. Is it fun?
    9. Part I: The Truth About Staying or Going
      1. Truth 1. Life is 10% of what happens to you and 90% of how you react
      2. Truth 2. If your values don't agree, it's probably time to flee
      3. Truth 3. Service awards aren't what they used to be
      4. Short-term considerations
      5. Long-term considerations
      6. Implications
      7. Truth 4. Teaching long division doesn't work on a Blackberry
    10. Part II: The Truth About What You should Pack
      1. Truth 5. It's not what you've got; it's what you need
      2. Truth 6. To manage change, you must lead change
      3. Truth 7. You can't do without a "can-do" attitude
      4. Truth 8. If you don't stand for something, you'll fall for anything
    11. Part III: The Truth About Those Early Days
      1. Truth 9. Run before you walk
      2. Truth 10. Keep your boss your biggest fan
      3. Truth 11. There are only three ways to introduce change
      4. Truth 12. Build the case: It's a challenge and an opportunity
      5. Truth 13. Teach others how to treat you
    12. Part IV: The Truth About Planning
      1. Truth 14. If you don't know where you're going, you won't get there
      2. Truth 15. To realize the future, you must create it
      3. Truth 16. Convert aspiration to invitation
      4. Truth 17. Having organizational values matters; living them means more
      5. Organizational values have a holistic impact
      6. Values are the basis of community
      7. Values define relationships: they're the link to your team
      8. Values are a required managerial competency
      9. Values are a critical aspect of organizational viability
      10. The key to values identification is enforcement
      11. Get started
      12. On an ongoing basis
      13. Truth 18. Make the change agenda everyone's agenda
    13. Part V: The Truth About Communications
      1. Truth 19. We listen with our eyes
      2. Verbals
      3. Vocals
      4. Nonverbals
      5. Truth 20. Email is the tool of the devil
      6. Truth 21. People can't drink from a fire hose
      7. Truth 22. Conversion is for missionaries and crusaders
      8. Can-doers
      9. Fence-sitters
      10. Naysayers
    14. Part VI: The Truth About Matching People with Purpose
      1. Truth 23. Organizational structure: Look in from the outside
      2. Truth 24. Build your team around your "A" players
      3. Truth 25. Candidate screening: Let the facts speak for themselves
      4. Truth 26. Avoid the ten potential "placement pitfalls"
      5. Truth 27. Don't surround yourself with yourself
      6. Truth 28. Why you need to get staffing right
      7. Truth 29. If you must "right-size," do it the right way
      8. Explore all alternatives
      9. Your business needs should drive the selection process
      10. Be proactive with communications
      11. Treat everyone in accordance with your organization's values
      12. Give appropriate notice
      13. Be done with it
      14. Prepare for tomorrow
    15. Part VII: The Truth About Managing Performance
      1. Truth 30. One style does not fit all
      2. Telling
      3. Selling
      4. Participating
      5. Delegating
      6. Truth 31. You can influence without authority
      7. Truth 32. You can't work the plan if you don't plan the work
      8. Truth 33. There's no excuse for excuses
      9. Truth 34. Know what buttons to push
    16. Part VIII: The Truth About Creating Your Cultural Framework
      1. Truth 35. Calm waters make for easier sailing
      2. Truth 36. Trust is a currency not easily earned, but easily spent
      3. Truth 37. If you're out of sight, you're probably out of touch
      4. Truth 38. Teams aren't a necessary evil
      5. Truth 39. Your way may not be the best way
      6. Truth 40. The whole is greater than the sum of the parts
      7. Truth 41. Embrace—don't run from—the questions
      8. You must establish a "safe to say" environment
      9. You should lead with questions
      10. You should be a critical listener
      11. You should gently prod people for feedback
      12. You may say, "I don't know" however, then say, "I'll get back to you."
      13. You should make sure that everyone's opinion is welcomed and respected
      14. Truth 42. Decision making: The fastest don't always finish first
      15. Work the room ahead of time
      16. Don't be afraid to make decisions
      17. Act with appropriate haste
      18. Know that your credibility is on the line every day
      19. Unless new information becomes available, stick to your word
      20. Truth 43. Exceptions: Can't live with them; can't live without them
      21. Truth 44. Employee discipline: Ask the more meaningful question
    17. Part IX: The Truth About Recognition and Reward
      1. Truth 45. Make every employee feel like your only employee
      2. Truth 46. A little formal recognition goes a long way
    18. Part X: The Truth About Sustenance
      1. Truth 47. Your best investment is in... YOU
        1. Anticipate
        2. Be a consummate reader
        3. Have curiosity
        4. Stay "linked" to your customer
        5. Join professional associations
        6. Pursue training opportunities
        7. Keep your network alive
        8. Be bold
      2. Truth 48. Your title is manager; your job is teacher
        1. Start by selecting the "right" people to develop.
        2. How do you invest in these people?
      3. Truth 49. Trying to be all things to all people is a slippery slope
        1. Closing Thoughts
    19. References
      1. Providing context
      2. Truth 1
      3. Truth 2
      4. Truth 3
      5. Truth 4
      6. Truth 5
      7. Truth 6
      8. Truth 7
      9. Truth 8
      10. Truth 9
      11. Truth 10
      12. Truth 11
      13. Truth 14
      14. Truth 15
      15. Truth 16
      16. Truth 17
      17. Truth 18
      18. Truth 19
      19. Truth 20
      20. Truth 21
      21. Truth 22
      22. Truth 23
      23. Truth 24
      24. Truth 25
      25. Truth 26
      26. Truth 27
      27. Truth 28
      28. Truth 29
      29. Truth 30
      30. Truth 31
      31. Truth 32
      32. Truth 33
      33. Truth 34
      34. Truth 35
      35. Truth 36
      36. Truth 37
      37. Truth 38
      38. Truth 39
      39. Truth 40
      40. Truth 41
      41. Truth 42
      42. Truth 43
      43. Truth 44
      44. Truth 45
      45. Truth 46
      46. Truth 47
      47. Truth 48
      48. Truth 49
    20. About the Author
    21. Acknowledgments
  6. The Truth About Negotiations
    1. Contents
    2. Introduction
    3. Truth 1 If you have only one hour to prepare...
      1. Get in touch with your goals
      2. Brainstorm your options
      3. Plan your opening move
    4. Truth 2 Negotiation: A natural gift?
    5. Truth 3 Rehearsal might get you to Carnegie, but it won't help you negotiate
      1. Pattern X Preparation
      2. Pattern Y Preparation
    6. Truth 4 The power of making the first offer
    7. Truth 5 What if you don't make the first offer?
    8. Truth 6 Don't be a tough or a nice negotiator
    9. Truth 7 Four sand traps in the golf game of negotiation
      1. Sand trap #1: Leaving money on the table
      2. Sand trap #2: Settling for too little
      3. Sand trap #3: Walking away from the table
      4. Sand trap #4: Settling for terms that are worse than your current situation
    10. Truth 8 Your industry is unique (and other myths)
      1. Myth #1: Your industry is unique
      2. Myth #2: Business people care only about money
      3. Myth #3: Always maintain a poker face: Never reveal anything
      4. Myth #4: Never make the first offer
    11. Truth 9 Identify your BATNA
    12. Truth 10 It's alive! Constantly improve your BATNA
    13. Truth 11 Don't reveal your BATNA
    14. Truth 12 Don't lie about your BATNA
    15. Truth 13 Signal your BATNA
    16. Truth 14 Research the other party's BATNA
    17. Truth 15 Develop your reservation price
    18. Truth 16 Beware of ZOPA myopia
    19. Truth 17 Set optimistic but realistic aspirations
    20. Truth 18 Plan your concessions
    21. Truth 19 Be aware of the "even-split" ploy
    22. Truth 20 The pregame
    23. Truth 21 The game
    24. Truth 22 The postgame
    25. Truth 23 What does "win-win" really mean?
    26. Truth 24 Satisficing versus optimizing
      1. Satisficing
      2. Lack of Feedback
      3. The Fixed-Pie Perception
    27. Truth 25 There are really only two kinds of negotiations
    28. Truth 26 Ask triple-I questions
    29. Truth 27 Reveal your interests
    30. Truth 28 Negotiate issues simultaneously, not sequentially
    31. Truth 29 Logrolling (I scratch your back, you scratch mine)
    32. Truth 30 Make multiple offers of equivalent value simultaneously
    33. Truth 31 Postsettlement settlements
    34. Truth 32 Contingent agreements
    35. Truth 33 Are you an enlightened negotiator?
    36. Truth 34 The reciprocity principle
    37. Truth 35 The reinforcement principle
    38. Truth 36 The similarity principle
    39. Truth 37 Know when to drop an anchor
    40. Truth 38 The framing effect
    41. Truth 39 Responding to temper tantrums
    42. Truth 40 What's your sign? (Know your disputing style)
    43. Truth 41 Using power responsibly
    44. Truth 42 Saving face
    45. Truth 43 How to negotiate with someone you hate
      1. Replace D statements with B statements
      2. Label your feelings, not people
      3. Change your behavior, not your feelings
    46. Truth 44 How to negotiate with someone you love
    47. Truth 45 Building the winning negotiation team
    48. Truth 46 What if they arrive with a team?
    49. Truth 47 Of men, women, and pie-slicing
    50. Truth 48 Know why the fish swim
    51. Truth 49 It does not make sense to always get to the point...
    52. Truth 50 Negotiating on the phone
    53. Truth 51 Your reputation
    54. Truth 52 Building trust
    55. Truth 53 Repairing broken trust
      1. Let them vent
      2. Apologize
      3. Focus on the future
      4. Do a relationship checkup
      5. Go overboard
    56. References
      1. Truth 1
      2. Truth 4
      3. Truth 6
      4. Truth 7
      5. Truth 9
      6. Truth 14
      7. Truth 20
      8. Truth 22
      9. Truth 24
      10. Truth 25
      11. Truth 26
      12. Truth 27
      13. Truth 36
      14. Truth 37
      15. Truth 38
      16. Truth 39
      17. Truth 40
      18. Truth 42
      19. Truth 44
      20. Truth 45
      21. Truth 49
      22. Truth 50
      23. Truth 51
      24. Truth 52
    57. Acknowledgments
    58. About the Author

Product information

  • Title: The Truth About Best Branding Practices (Collection)
  • Author(s): Brian D. Till, Donna Heckler, Michael Solomon, William Kane
  • Release date: November 2010
  • Publisher(s): Pearson
  • ISBN: 9780132655743