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
- Title Page
- Contents
-
The Truth About Creating Brands People Love
- Contents
- Preface
- Truth 1. Managing brands is not common sense
- Truth 2. No one loves your brand as much as you love it
- Truth 3. The brand is not owned by marketing; everyone owns it
- Truth 4. Making more by doing less
- Truth 5. Does your brand keep its promise?
- Truth 6. Price is the communication of the value of your brand
- Truth 7. Brand personality is the emotional connection with your brand
- Truth 8. Does your sales force know the difference between a product and a brand?
- Truth 9. Beware of the discounting minefield
- Truth 10. Packaging protects your product; great packaging protects your brand
- Truth 11. Brand management is association management
- Truth 12. The retail experience is the brand experience
- Truth 13. Corporate ego: Danger ahead
- Truth 14. Brand metrics: Best measure of success?
- Truth 15. Customer complaints are a treasure
- Truth 16. Brand stewardship begins at home
- Truth 17. Market share doesn't matter
- Truth 18. Avoid the most common segmentation mistake
- Truth 19. Public relations and damage control: The defining moment
- Truth 20. Focus equals simplicity
- Truth 21. Marketing is courtship, not combat
- Truth 22. Don't sacrifice brand focus for sales
- Truth 23. The medium is not the message; the message is the message
- Truth 24. Brand development and the small business
- Truth 25. Imitation is an ineffective form of flattery
- Truth 26. Positioning lives in the mind of your target customer
- Truth 27. The value of brand loyalty
- Truth 28. Quality is not an effective branding message
- Truth 29. Effective use of celebrity endorsers: The fit's the thing
- Truth 30. Brand-building consumer promotion
- Truth 31. Advertising built for the long run
- Truth 32. A service brand is a personal brand
- Truth 33. Is your brand the best at something? If so, be satisfied
- Truth 34. Great positionings are enduring
- Truth 35. Effective branding begins with the name
- Truth 36. Your brand makes your company powerful, not the other way around
- Truth 37. Be consistent but not complacent
- Truth 38. Is your brand different? If not, why will someone buy it?
- Truth 39. The three M's of taglines: Meaningful, motivating, and memorable
- Truth 40. Customer service is the touch point of your brand
- Truth 41. Smaller targets are easier to hit
- Truth 42. Beware of the allure of brand extensions
- Truth 43. Keep advertising simple, but not simplistic
- Truth 44. It's a long walk from the focus group room to the cash register
- Truth 45. Repositioning can be a fool's chase
- Truth 46. With advertising, don't expect too much
- Truth 47. Don't let testing override judgment
- Truth 48. Effective advertising is 90% what you say, 10% how you say it
- Truth 49. Compromise can destroy a brand
- Truth 50. Don't let the pizazz outshine the brand
- Truth 51. There are no commodity products, only commodity thinking
- References
- Acknowledgments
- About the Authors
- Financial Times Press
- Simply the best thinking THE TRUTH AND NOTHING BUT THE TRUTH
-
The Truth About What Customers Want
- Contents
- Introduction
- Truth 1. Your customers want a relationship, not a one-night stand
- Truth 2. Design it, and they will come
- Truth 3. Sensory marketing—smells like profits
- Truth 4. Pardon me, is that a breast in your Coke?
- Truth 5. One man's goose…
- Truth 6. Throw 'em a bone, and they'll no longer roam
- Truth 7. Stay in their minds—if you can
- Truth 8. These are the good old days
- Truth 9. Why ask why?
- Truth 10. He who dies with the most toys wins
- Truth 11. Your customers are looking for greener pastures
- Truth 12. "Because I'm worth it"
- Truth 13. Love me, love my avatar
- Truth 14. You really are what you wear
- Truth 15. Real men don't eat quiche (but they do moisturize)
- Truth 16. Girls just want to have fun
- Truth 17. Queer eye for the spending guy
- Truth 18. Yesterday's chubby is today's voluptuous
- Truth 19. Men want to sleep with their cars
- Truth 20. Your PC is trying to kill you
- Truth 21. Birds of a feather buy together
- Truth 22. Sell wine spritzers to squash players
- Truth 23. They think your product sucks—but that's not a bad thing
- Truth 24. When to sell the steak, when to sell the sizzle
- Truth 25. People are dumber than robots (lazier, too)
- Truth 26. Your customers have your brand on the brain
- Truth 27. Let their mouseclicks do the walking
- Truth 28. Nothing shouts quality like leather from Poland
- Truth 29. Consider investing in a drive-thru mortuary
- Truth 30. Go to the Gemba
- Truth 31. Your customers want to be like Mike (or someone like him)
- Truth 32. Go tribal
- Truth 33. People like to do their own thing—so long as it's everyone else's thing too
- Truth 34. Catch a buzz
- Truth 35. Go with the flow—get shopmobbed today
- Truth 36. Find the market maven, and the rest is gravy
- Truth 37. Hundreds of housewives can predict your company's future
- Truth 38. Know who wears the pants in the family
- Truth 39. Youth is wasted on the young
- Truth 40. Make millions on Millennials
- Truth 41. Grownups don't grow up anymore
- Truth 42. Dollar stores make good cents
- Truth 43. The rich are different
- Truth 44. Out with the ketchup, in with the salsa
- Truth 45. Look for fly-fishing born-again environmentalist jazz-loving Harry Potter freaks
- Truth 46. Ronald McDonald is related to Luke Skywalker
- Truth 47. Sign a caveman to endorse your product
- Truth 48. Make your brand a fortress brand—and make mine a Guinness
- Truth 49. Turn a (pet) rock into gold
- Truth 50. Think globally, act locally
- References
- About the Author
- Simply the best thinking THE TRUTH AND NOTHING BUT THE TRUTH
-
The Truth About Thriving in Change
- Contents
- Preface
- What is organizational change?
- The benefits of organizational change
- What's different today?
- Is the time right?
- Is there a checklist you can follow?
- Is it fun?
-
Part I: The Truth About Staying or Going
- Truth 1. Life is 10% of what happens to you and 90% of how you react
- Truth 2. If your values don't agree, it's probably time to flee
- Truth 3. Service awards aren't what they used to be
- Short-term considerations
- Long-term considerations
- Implications
- Truth 4. Teaching long division doesn't work on a Blackberry
- Part II: The Truth About What You should Pack
- Part III: The Truth About Those Early Days
-
Part IV: The Truth About Planning
- Truth 14. If you don't know where you're going, you won't get there
- Truth 15. To realize the future, you must create it
- Truth 16. Convert aspiration to invitation
- Truth 17. Having organizational values matters; living them means more
- Organizational values have a holistic impact
- Values are the basis of community
- Values define relationships: they're the link to your team
- Values are a required managerial competency
- Values are a critical aspect of organizational viability
- The key to values identification is enforcement
- Get started
- On an ongoing basis
- Truth 18. Make the change agenda everyone's agenda
- Part V: The Truth About Communications
-
Part VI: The Truth About Matching People with Purpose
- Truth 23. Organizational structure: Look in from the outside
- Truth 24. Build your team around your "A" players
- Truth 25. Candidate screening: Let the facts speak for themselves
- Truth 26. Avoid the ten potential "placement pitfalls"
- Truth 27. Don't surround yourself with yourself
- Truth 28. Why you need to get staffing right
- Truth 29. If you must "right-size," do it the right way
- Explore all alternatives
- Your business needs should drive the selection process
- Be proactive with communications
- Treat everyone in accordance with your organization's values
- Give appropriate notice
- Be done with it
- Prepare for tomorrow
- Part VII: The Truth About Managing Performance
-
Part VIII: The Truth About Creating Your Cultural Framework
- Truth 35. Calm waters make for easier sailing
- Truth 36. Trust is a currency not easily earned, but easily spent
- Truth 37. If you're out of sight, you're probably out of touch
- Truth 38. Teams aren't a necessary evil
- Truth 39. Your way may not be the best way
- Truth 40. The whole is greater than the sum of the parts
- Truth 41. Embrace—don't run from—the questions
- You must establish a "safe to say" environment
- You should lead with questions
- You should be a critical listener
- You should gently prod people for feedback
- You may say, "I don't know" however, then say, "I'll get back to you."
- You should make sure that everyone's opinion is welcomed and respected
- Truth 42. Decision making: The fastest don't always finish first
- Work the room ahead of time
- Don't be afraid to make decisions
- Act with appropriate haste
- Know that your credibility is on the line every day
- Unless new information becomes available, stick to your word
- Truth 43. Exceptions: Can't live with them; can't live without them
- Truth 44. Employee discipline: Ask the more meaningful question
- Part IX: The Truth About Recognition and Reward
- Part X: The Truth About Sustenance
-
References
- Providing context
- Truth 1
- Truth 2
- Truth 3
- Truth 4
- Truth 5
- Truth 6
- Truth 7
- Truth 8
- Truth 9
- Truth 10
- Truth 11
- Truth 14
- Truth 15
- Truth 16
- Truth 17
- Truth 18
- Truth 19
- Truth 20
- Truth 21
- Truth 22
- Truth 23
- Truth 24
- Truth 25
- Truth 26
- Truth 27
- Truth 28
- Truth 29
- Truth 30
- Truth 31
- Truth 32
- Truth 33
- Truth 34
- Truth 35
- Truth 36
- Truth 37
- Truth 38
- Truth 39
- Truth 40
- Truth 41
- Truth 42
- Truth 43
- Truth 44
- Truth 45
- Truth 46
- Truth 47
- Truth 48
- Truth 49
- About the Author
- Acknowledgments
-
The Truth About Negotiations
- Contents
- Introduction
- Truth 1 If you have only one hour to prepare...
- Truth 2 Negotiation: A natural gift?
- Truth 3 Rehearsal might get you to Carnegie, but it won't help you negotiate
- Truth 4 The power of making the first offer
- Truth 5 What if you don't make the first offer?
- Truth 6 Don't be a tough or a nice negotiator
- Truth 7 Four sand traps in the golf game of negotiation
- Truth 8 Your industry is unique (and other myths)
- Truth 9 Identify your BATNA
- Truth 10 It's alive! Constantly improve your BATNA
- Truth 11 Don't reveal your BATNA
- Truth 12 Don't lie about your BATNA
- Truth 13 Signal your BATNA
- Truth 14 Research the other party's BATNA
- Truth 15 Develop your reservation price
- Truth 16 Beware of ZOPA myopia
- Truth 17 Set optimistic but realistic aspirations
- Truth 18 Plan your concessions
- Truth 19 Be aware of the "even-split" ploy
- Truth 20 The pregame
- Truth 21 The game
- Truth 22 The postgame
- Truth 23 What does "win-win" really mean?
- Truth 24 Satisficing versus optimizing
- Truth 25 There are really only two kinds of negotiations
- Truth 26 Ask triple-I questions
- Truth 27 Reveal your interests
- Truth 28 Negotiate issues simultaneously, not sequentially
- Truth 29 Logrolling (I scratch your back, you scratch mine)
- Truth 30 Make multiple offers of equivalent value simultaneously
- Truth 31 Postsettlement settlements
- Truth 32 Contingent agreements
- Truth 33 Are you an enlightened negotiator?
- Truth 34 The reciprocity principle
- Truth 35 The reinforcement principle
- Truth 36 The similarity principle
- Truth 37 Know when to drop an anchor
- Truth 38 The framing effect
- Truth 39 Responding to temper tantrums
- Truth 40 What's your sign? (Know your disputing style)
- Truth 41 Using power responsibly
- Truth 42 Saving face
- Truth 43 How to negotiate with someone you hate
- Truth 44 How to negotiate with someone you love
- Truth 45 Building the winning negotiation team
- Truth 46 What if they arrive with a team?
- Truth 47 Of men, women, and pie-slicing
- Truth 48 Know why the fish swim
- Truth 49 It does not make sense to always get to the point...
- Truth 50 Negotiating on the phone
- Truth 51 Your reputation
- Truth 52 Building trust
- Truth 53 Repairing broken trust
- References
- Acknowledgments
- About the Author
Product information
- Title: The Truth About Best Branding Practices (Collection)
- Author(s):
- Release date: November 2010
- Publisher(s): Pearson
- ISBN: 9780132655743
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