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The Truth About Best Branding Practices (Collection): (Truth About)

The Truth About Best Branding Practices (Collection): (Truth About)

          
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About the Book

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, including Brian D. Till, Donna Heckler, Michael R. Solomon, and William S. Kane

Table of Contents:
A. The Truth About Creating Brands People Love 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   B. The Truth About What Customers Want 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   C. The Truth About Thriving in Change 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 TRUTH 4 Teaching long division doesn’t work on a Blackberry Part II The Truth About What You should Pack TRUTH 5 It’s not what you’ve got; it’s what you need TRUTH 6 To manage change, you must lead change TRUTH 7 You can’t do without a “can-do” attitude TRUTH 8 If you don’t stand for something, you’ll fall for anything Part III The Truth About Those Early Days TRUTH 9 Run before you walk TRUTH 10 Keep your boss your biggest fan TRUTH 11 There are only three ways to introduce change TRUTH 12 Build the case: It’s a challenge and an opportunity TRUTH 13 Teach others how to treat you 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 TRUTH 18 Make the change agenda everyone’s agenda Part V The Truth About Communications TRUTH 19 We listen with our eyes TRUTH 20 Email is the tool of the devil TRUTH 21 People can’t drink from a fire hose TRUTH 22 Conversion is for missionaries and crusaders 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 Part VII The Truth About Managing Performance TRUTH 30 One style does not fit all TRUTH 31 You can influence without authority TRUTH 32 You can’t work the plan if you don’t plan the work TRUTH 33 There’s no excuse for excuses TRUTH 34 Know what buttons to push 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 TRUTH 42 Decision making: The fastest don’t always finish first 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 TRUTH 45 Make every employee feel like your only employee TRUTH 46 A little formal recognition goes a long way Part X The Truth About Sustenance TRUTH 47 Your best investment is in… YOU TRUTH 48 Your title is manager; your job is teacher TRUTH 49 Trying to be all things to all people is a slippery slope


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Product Details
  • ISBN-13: 9780132655736
  • Publisher: Pearson Education (US)
  • Publisher Imprint: Addison Wesley
  • Language: English
  • Weight: 1 gr
  • ISBN-10: 013265573X
  • Publisher Date: 03 Nov 2010
  • Binding: SA
  • Series Title: Truth About


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