Download or read book Forging a Great Brand written by David Okrent and published by Createspace Independent Publishing Platform. This book was released on 2017-11-21 with total page 94 pages. Available in PDF, EPUB and Kindle. Book excerpt: Everything you need to run a brand workshop ? Great brands are not the result of slogans, kitschy logos, edgy advertisements, or viral videos, they are the cumulative relevant experiences of the market with the firm's people, processes, and offerings over time. This makes sense, but how do you know what experiences are needed or how these experiences are informed by the definition of the firm's brand? This is the purpose of this handbook, to provide a step-by-step process you can use to take a firm from developing a brand strategy to identifying and defining the behaviors that deliver a relevant and authentic brand to the market. This book is for consultants, marketers, product managers, and others interested in developing a meaningful, relevant, and successful brand; where success is measured by the firm's sustainable growth. Brands are not about clicks and impressions, they are about a community of people working together to generate value for others and themselves through relationship. In this guide you may have your ideas about business and brands challenged in a way that I hope will expand your awareness and take you to a new level of practice. Ultimately, this book is focused on helping you be successful at conducting a Brand Architecture Workshop. It starts with some general notes from the trenches and goes on to guide you from pre-work, through the workshop, and then, on to some key items for starting down the road to implementation. The process itself starts with an Environmental Assessment and moves through to a SWOT Analysis, opportunity selection, and then on to customer segmentation, the firm's traits, and finally you make a gentle turn towards the finish line with the brand promise, pillars, attributes, and the brand personality defined. The ladder sections are what guide the transformation of the firm into a brand customer want and want to promote. This book is design for anyone, but it's written primarily for marketing and business consultants wanting to make money from helping firms build great brands. For those not as familiar with marketing, you may want to purchase my second book with the same first title. The other book provides more background on branding and has additional worksheets to help you further.

Download or read book Forging a Great Brand the Brand Architecture Workshop written by David Okrent and published by . This book was released on 2015-09-19 with total page 72 pages. Available in PDF, EPUB and Kindle. Book excerpt: Every company is capable of having a fantastic high-earning brand, but few attain one, why? Because most firms lack a straight-forward tried and true process for converting the brand strategy, brand architecture, and brand personality into organizational and individual actions. This workbook and guide reveals a step-by-step approach to help businesses create a market-driven brand strategy, architecture, and personality, and shows them how to convert these items into actions that make the brand a positive force in the marketplace. Using this process a firm can develop and deliver a brand that customers will love and ideally competitors will fear. Imagine what a firm can do when it can deliver a fantastic brand experience consistently. Why a fantastic brand? Because a fantastic brand helps companies achieve significant earnings over their competition. This guide is for people like business consultants, marketers, brand managers, product managers, owners, CEOs, CMOs, entrepreneurs, or anyone that wants to create brand equity by becoming deeply meaningful and desired by potential customers. If you want to go beyond the theory of branding to a practical approach for creating a strong brand then this guide is for you. Here are the key worksheets detailed in this detailed in this guide: 1. Business Environmental Assessment 2. SWOT Analysis 3. Target Customer Segment Definition 4. Firm's Personality 5. Defining the Big Idea 6. Competitive Differentiation 7. Purpose, Mission, Vision, Brand Promise 8. Brand Architecture 9. Behavioral and Operational Attributes and Narratives 10. Brand Personality 11. Positioning Statement The guide goes over how to use each worksheet and provides insights into how to run the workshop. It also contains additional background on what a brand is and how we believe a strong one can be created. This guide is based on over a decade of delivering workshops and implementing their results. Consultants may charge $5,000 or more to do workshops like this, but for the low price of this guide you can get same benefit for a much lower cost. Now is the time to commit to having a fantastic brand, order now. Full size PowerPoint and pdf versions of the worksheets are available to all purchasers at www.heartcentricmarketing.com.

Download or read book Sprint written by Jake Knapp and published by Random House. This book was released on 2016-03-10 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: A NEW YORK TIMES and WALL STREET JOURNAL bestseller 'A must read for entrepreneurs of all stripes' - Eric Ries, author of The Lean Startup From three partners at Google Ventures, a unique five-day process for solving tough business problems, proven at more than 100 companies. What’s the most important place to focus your effort? How many meetings and discussions does it take before you can be sure you have the right solution? What will your idea look like in real life? How do you start? Now there’s a surefire way to answer these important questions: the sprint. Designer Jake Knapp created the five-day process at Google, where sprints were used on everything from Google Search to Google X. He joined Braden Kowitz and John Zeratsky at Google Ventures, and together they have completed more than one hundred sprints with companies in mobile, e-commerce, healthcare, finance, and more. A practical guide to answering critical business questions, Sprint is a book for teams of any size, from small startups to Fortune 100s, from teachers to nonprofits. It’s for anyone with a big opportunity, problem, or idea who needs to get answers today.

Download or read book Building a StoryBrand written by Donald Miller and published by HarperCollins Leadership. This book was released on 2017-10-10 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book SEWORD FRESSH 2019 written by Kundharu Saddhono and published by European Alliance for Innovation. This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: The 1th Seminar and Workshop for Education, Social Science, Art and Humanities (SEWORD FRESSH#1)-2019 has been held on April 27, 2019 in Universitas Sebelas Maret in Surakarta, Indonesia. SEWORD FRESSH#1-2019 is a conference to promote scientific information interchange between researchers, students, and practitioners, who are working all around the world in the field of education, social science, arts, and humanities to a common forum.

Download or read book Forging an Ironclad Brand A Leader s Guide written by Lindsay Pedersen and published by Lioncrest Publishing. This book was released on 2019-04-30 with total page 384 pages. Available in PDF, EPUB and Kindle. Book excerpt: Good brand is just good business. Brand is the intentional leader's North Star. It helps us engage customers and employees, unleash our competitive advantage, and fuel enduring growth. And yet, despite this power, brand is grossly underused. Few leaders leverage brand fully, believing (wrongly) that brand is squishy and elusive. But when a tool this vital is dismissed, the business suffers mightily. The good news is that all leaders can ignite brand to create value. Lindsay Pedersen deconstructs what brand is and why it is indispensable for leaders. Then she shares her step-by-step process to tame the infinite possibilities and pinpoint a brand positioning that is true and robust--ironclad--to unlock the most value. In this book, learn how to... Leverage brand as a strategic platform for growing with purpose Lead more effectively with brand as your North Star Use brand to excite customers and employees Identify your Uncommon Denominator and Benefit Ladder Follow the principles of storytelling to generate business growth Brand is sorely underutilized. When you ignore it or use it only superficially, you forgo your most sustainable competitive advantage. It's time to start using brand as your North Star--it's time to make your brand ironclad.

Download or read book The Brand Mapping Strategy written by Karen Leland and published by Entrepreneur Press. This book was released on 2016-06-20 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: A fundamental paradigm shift has occurred in marketing and branding. Today the most successful CEOs, executives, entrepreneurs and enterprises set their sites on developing a long-term platform instead of a short-term strategy that supports and builds buzz for their personal or business brand. That’s really the key to the new business mindset — the recognition that branding and marketing are an ongoing, steady stream of small efforts, not a series of gigantic pushes. Social media, blogging and other business development activities — both online and off — are about the persistent, ongoing process of building a platform, creating credibility and increasing the number of people that you funnel into your potential client and network pipeline. Converting those people into clients or fans may take a month, a year or two years, but the new mindset leads you to strategies that will keep that pipeline full. In short, you need to start a bunch of small fires to keep your brand burning hot. How can today’s CEOs, executives and entrepreneurs keep these fires going and powerfully get their messages across, motivate others to action and be authentic — all while simultaneously shepherding initiatives from creation to implementation in high-demand markets? CEO, executive and team branding are key factors that enable effective leaders to achieve peak performance, gain greater influence in their industries and generate increased engagement within their companies. By creating a brand (business or personal) by design instead of default, leaders and companies bring their brand promise into every interaction across the board. A personal, team or business brand is not just a single statement or a clever quip but a multilayered, congruent narrative told across multiple channels — online and off — within the organization and to the business community at large. The power is in knowing how to tell the story. The book will introduce CEOs and executives in Fortune 500 companies and entrepreneurs in SMBs to the SMG Brand Mapping Process©, a process that will guide them in creating personal, team and business brands that work in harmony and parallel with each other.

Download or read book Brand Aid written by Brad VanAuken and published by Amacom Books. This book was released on 2003 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Written by an acknowledged expert with 20 years of experience building world-class brands, Brand Aid is a day-to-day quick-reference guide that provides solutions for the 22 most pressing problems faced by brand managers. This comprehensive, practical how-to guide also gives readers 17 invaluable end-of-chapter checklists to help them assess and advance their own brand management efforts. Succinct and easy-to-read, it features exercises, formulas, case studies, proprietary research findings, and other useful tools -- including a template to help them do a complete brand audit. Brand Aid covers topics ranging from research, positioning, and advertising to brand equity management, legal issues in brand management, and creating a brand-building organization. It includes an overview of the entire brand management and marketing process, as well as in-depth discussions of brand building on the Internet and internal brand building. A treasure trove of techniques, templates, and rules of thumb, Brand Aid! is an indispensable roadmap for anyone responsible for building their organization's brand."

Download or read book Service Oriented Computing ICSOC ServiceWave 2009 Workshops written by Asit Dan and published by Springer. This book was released on 2010-09-16 with total page 613 pages. Available in PDF, EPUB and Kindle. Book excerpt: Annotation. This book constitutes the refereed proceedings of the International Workshops on Service-Oriented Computing, ICSOC/ServiceWave 2009, held in Stockholm, Sweden, in November 2009. The book includes papers of workshops on trends in enterprise architecture research (TEAR 2009), SOA, globalization, people, and work (SG-PAW), service oriented computing in logistics (SOC-LOG), non-functional properties and service level agreements management in service oriented computing (NFPSLAM-SOC 09), service monitoring, adaptation and beyond (MONA+), engineering service-oriented applications (WESOA09), and user-generated services (UGS2009). The papers are organized in topical sections on business models and architecture; service quality and service level agreements track; and service engineering track.

Download or read book Making and Breaking the Grid Third Edition written by Timothy Samara and published by Rockport Publishers. This book was released on 2023-05-23 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: Take your design work to the next level with Making and Breaking the Grid: A Graphic Design Layout Workshop (Third Edition), the essential easy-to-use guide for designers working in every medium. With over 150,000 copies in print, this new edition makes a classic text relevant to a new generation of designers. Updates include: A cross-cultural inclusive re-envisioning of design history related to the grid, including alternative approaches to layout Expanded discussion of grid use in interactive, UX/UI scenarios Greater equity in the representation of design work by women and BIPOC designers Grids are the most basic and essential forms in graphic design—and they can be the most rigid. This book shows you how to understand the rules of the grid to use them effectively, and then how to break them, resulting in phenomenal cohesive layouts. Timothy Samara explains the history of the grid and shows examples of grid basics, such as column, compound, and modular grids. He shows methods for building and using grids, and offers numerous examples of stunning design projects using a variety of imagery and typography. Pages are filled with hundreds of large, full-color layout concepts and diagrams that educate and inspire. After mastering the grid, discover how to break it using conceptual designs that deconstruct and flip the grid successfully. Split, splice, and shift; create spontaneous compositions; make narrative constructs; work on an axis; use intuitive design; and more to create unique layouts or other projects. See ideas in action with eye-catching layout examples. With this book you will: learn how grids work. be inspired to explore new concepts for using—or not using—grids. discover achievable alternatives for boring layouts. get the results you want using fresh design elements. learn designers’ processes via fascinating case studies. see numerous examples of successful layouts created with and without grids. communicate ideas effectively using visual language. This new, expanded edition presents the most comprehensive, accessible, in-depth exposition of layout concepts ever published.

Download or read book Making Its Mark Proceedings Of The 7th Ecmwf Workshop On The Use Of Parallel Processors In Meteorology written by Geerd-r Hoffmann and published by World Scientific. This book was released on 1998-02-11 with total page 506 pages. Available in PDF, EPUB and Kindle. Book excerpt: The demand for greater computer power in numerical weather prediction and meteorological research is as strong as ever. The world meteorological community has tried to meet this demand by exploiting parallelism. In this field, the European Centre for Medium-Range Weather Forecasts has established itself as the central venue for bringing together operational weather forecasters, climate researchers and parallel computer manufacturers to share their experiences through a series of workshops held every other year. This book reports on the latest workshop (2-6 December 1996) and is an excellent overview of the success which parallel systems have gained in meteorology worldwide, and how it was achieved. In addition, future trends in computer hardware and software development and its implications for meteorological computing are outlined.

Download or read book Architect Entrepreneur written by Eric W. Reinholdt and published by Createspace Independent Publishing Platform. This book was released on 2015 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Part narrative, part business book; Architect + Entrepreneur is filled with contemporary, relevant, fresh tips and advice, from a seasoned professional architect building a new business. The guide advocates novel strategies and tools that merge entrepreneurship with the practice of architecture and interior design. The Problem:Embarking on a new business venture is intimidating; you have questions. But many of the resources available to help entrepreneur architects and interior designers start their design business lack timeliness and relevance. Most are geared toward building colossal firms like SOM and Gensler using outdated methods and old business models. If you're an individual or small team contemplating starting a design business, this is your field guide; crafted to inspire action. The Solution:Using the lean startup methodology to create a minimum viable product, the handbook encourages successive small wins that support a broader vision enabling one to, "think big, start small, and learn fast." It's a unique take on design practice viewed through the lens of entrepreneurship and is designed to answer the questions all new business owners face, from the rote to the existential. Questions about: - Startup costs - Business models (old and new) - Marriage of business and design - Mindset - Branding & naming (exercises and ideas) - Internet marketing strategies - Passive income ideas - Setting your fee - Taxes - Standard Operating Procedures (SOPs) - Securing the work - Client relations - Software - Billing rates - Contracts Building a business isn't a singular act; it's a series of small steps. Using the outline found in Architect + Entrepreneur you can start today. The chapters are organized to guide you from idea to action. Rather than write a business plan you'll be challenged to craft a brand and you'll sell it using new technologies. Follow the guide sequentially and you'll have both the tools and a profitable small business.

Download or read book The New Strategic Brand Management written by Jean-Noël Kapferer and published by Kogan Page Publishers. This book was released on 2012-01-03 with total page 512 pages. Available in PDF, EPUB and Kindle. Book excerpt: Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert of branding, Jean-Noël Kapferer. The New Strategic Brand Management is simply the reference source for branding professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy, but also has become synonymous with the topic itself. Using an array of international case studies, this book covers all the leading issues faced by brand strategists today, with both gravitas and intelligent insight. It reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands. This updated fifth edition builds on the book's already impressive reputation, including new content that will help students and practitioners stay up to date with targeting, with relevant research and market knowledge to support the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka; plus models and frameworks such as the Brand Identity Prism; The New Strategic Brand Management remains at the forefront of strategic brand thinking.

Download or read book Designing Brand Identity written by Alina Wheeler and published by John Wiley & Sons. This book was released on 2024-03-06 with total page 358 pages. Available in PDF, EPUB and Kindle. Book excerpt: Revised and updated sixth edition of the best-selling guide to branding fundamentals, strategy, and process. It’s harder than ever to be the brand of choice—in many markets, technology has lowered barriers to entry, increasing competition. Everything is digital and the need for fresh content is relentless. Decisions that used to be straightforward are now complicated by rapid advances in technology, the pandemic, political polarization, and numerous social and cultural changes. The sixth edition of Designing Brand Identity has been updated throughout to address the challenges faced by branding professionals today. This best-selling book demystifies branding, explains the fundamentals, and gives practitioners a roadmap to create sustainable and successful brands. With each topic covered in a single spread, the book celebrates great design and strategy while adding new thinking, new case studies, and future-facing, global perspectives. Organized into three sections—brand fundamentals, process basics, and case studies—this revised edition includes: Over 100 branding subjects, checklists, tools, and diagrams More than 50 all-new case studies that describe goals, process, strategy, solutions, and results New content on artificial intelligence, virtual reality, social justice, and evidence-based marketing Additional examples of the best/most important branding and design work of the past few years Over 700 illustrations of brand touchpoints More than 400 quotes from branding experts, CEOs, and design gurus Whether you’re the project manager for your company’s rebrand or you need to educate your staff or students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy, design execution to launch and governance, Designing Brand identity is a compendium of tools for branding success and best practices for inspiration.

Download or read book Creative Business in Australia written by Lisa Andersen and published by UTS ePRESS. This book was released on 2015 with total page 133 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the largest ever Australian government investment in creative industries development, the Creative Industries Innovation Centre delivered tailored business services to more than 1500 creative businesses from 2009 to 2015 and provided industry intelligence and advice for public policy and peak sectoral activity. This collection gives an overview of the current ‘state of business’ in Australia’s creative industries – both as an industry sector in its own right and as an enabling sector and skills set for other industries – and reflects on business needs, creative industries policy and support services for the sector. With contributions from the Centre’s team of senior business advisers and from leading Australian researchers who worked closely with the Centre –including experts on design-led innovation and the creative economy – and case studies of leading Australia creative businesses, the book is intended as and industry-relevant contribution to business development and public policy. Content links to the publicly accessible Creative Industries Innovation Centre Collection Archive at the UTS Library, which holds material from Centre’s activities over its six years of operation.

Download or read book Brand Admiration written by C. Whan Park and published by John Wiley & Sons. This book was released on 2016-09-16 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.

Download or read book Design Thinking in Higher Education written by Gavin Melles and published by Springer Nature. This book was released on 2020-08-19 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book addresses the contributions of design thinking to higher education and explores the benefits and challenges of design thinking discourses and practices in interdisciplinary contexts. With a particular focus on Australia, the USA and UK, the book examines the value and drawbacks of employing design thinking in different disciplines and contexts, and also considers its future.