Download or read book Ramping Your Brand written by James F. Richardson and published by Pgs Press. This book was released on 2019-12-30 with total page 238 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this book, I outline a 4-Part approach to thinking smarter about growth as a CPG entrepreneur. It is based on years of anthropological research into how and why consumers pay for premium-priced CPG items and intensive 4P pattern analysis among an elite club of premium CPG brands that all reached $100M+ in less than a decade. Part 1. Designing to Command a Premium This is where many founders fail without realizing it. There is a cultural logic behind premium products that grow extremely fast. You should learn it. Part 2. Managing A Small Experiment Don't hit the gas too early. Successful CPG startups manage a rolling, iterative experiment until key KPIs appear. You should learn this art. Part 3. Fine Tuning the Conversion Playbook Steady velocity growth is essential to ramping your brand.Your team needs to learn the art of sustaining it in key geographies, so that you don't have to buy premature distribution to obtain growth. Part 4. Accelerating to Scale There are three best practices in acceleration. Two of them are counter-intuitive to CPG veterans not expert in the ramping of premium CPG businesses. You need to learn how to deploy them.
Download or read book Storytelling about Your Brand Online Offline written by Bernadette Martin and published by Happy About. This book was released on 2010 with total page 169 pages. Available in PDF, EPUB and Kindle. Book excerpt: Demonstrating how stories have transformed corporate images as well as professionals' careers, this book guides you in developing your own compelling story and then covers the gamut of online and offline opportunities available to reach your target and impactfully market the Brand Called You. --
Download or read book High Hanging Fruit written by Mark Rampolla and published by Penguin. This book was released on 2016-07-19 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: Grabbing the low-hanging fruit is no longer acceptable. ZICO Coconut Water founder Mark Rampolla argues that when you choose to reach higher, you can build an incredible business, be profitable, and maybe even change the world. In 2004, Mark Rampolla was successful by most standards. There was just one problem: He wasn’t inspired in his job and believed he had something more to contribute to the world. When he asked himself, "What do I have to offer that will improve the world?" Rampolla realized that his big idea was hanging right overhead. From his time living in Central America, he and his family came to love drinking coconut water, just like the locals. But no one was really selling coconut water in the United States. So Rampolla chased a very ambitious goal: introducing coconut water to the American beverage market dominated by a few big players. He wasn’t just starting a business; he was creating a whole new industry. ZICO Coconut Water brought a healthy beverage alternative to American consumers while also helping developing-world growers and suppliers profit from this resource. It was a win-win-win—good for Rampolla, his customers, and the world. So good, in fact, that in 2013 the Coca-Cola Company purchased ZICO and is scaling the brand around the globe. Rampolla wrote High-Hanging Fruit for others who want to succeed because of, not in spite of, their values. This book is for people who believe that it’s their duty to reach higher than just the bottom line to build businesses driven by passion, purpose, and integrity. Above all, it’s a call to arms for a new generation of entrepreneurs who want to disrupt the old model and do good by doing business.
Download or read book Hype Yourself written by Lucy Werner and published by Practical Inspiration Publishing. This book was released on 2020-01-09 with total page 197 pages. Available in PDF, EPUB and Kindle. Book excerpt: ***BUSINESS BOOK AWARDS 2021 SHORTLISTED TITLE*** Hype Yourself is an invaluable toolkit for getting you and your business featured in the media: newspapers, magazines, radio and TV. Crammed full of insider advice, from the building blocks of your PR strategy to the execution of creative campaigns, it includes expert tips from journalists and industry specialists and is supported by a stack of online resources. Lucy Werner is founder of The Wern, a PR & branding consultancy and training hub for startups, entrepreneurs and independent brands. She is also a writer, speaker, blogger, teacher and podcaster on all things brand building for small businesses. For more information follow @wernchat or visit www.thewern.com
Download or read book The Advertising On ramp written by Belle Frank and published by . This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The Advertising On-Ramp" provides strategies readers can use to make their job prospecting more effective. It also serves as a source of emotional support for job seekers, which is increasingly needed in these complicated economic times. This book is a must-read for college seniors and new graduates in communications, marketing, and advertising, or those in liberal arts who want to move into those fields. Belle Frank is responsible for hiring, so it addresses many issues that marketing professionals have encountered when interviewing and hiring. "The Advertising On-Ramp" is also important for professionals in the marketing business who are responsible for attracting and developing new talent as well as those who are advising graduates about career choices.
Download or read book Hacking Marketing written by Scott Brinker and published by John Wiley & Sons. This book was released on 2016-03-02 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design "continuous" marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.
Download or read book Obsessed written by Emily Heyward and published by Penguin. This book was released on 2020-06-09 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: The 2020 Porchlight Marketing & Sales Book of the Year The cofounder and chief branding officer of Red Antler, the branding and marketing company for startups and new ventures, explains how hot new brands like Casper, Allbirds, Sweetgreen, and Everlane build devoted fan followings right out of the gate. We're in the midst of a startup revolution, with new brands popping up every day, taking over our Instagram feeds and vying for our affection. Every category is up for grabs, and traditional brands are seeing their businesses erode as hundreds of small companies encroach on their territory, each hoping to become the next runaway success. But it's not enough to have a great idea, or a cool logo. Emily Heyward founded Red Antler, the Brooklyn based brand and marketing company, to help entrepreneurs embed brand as a driver of business success from the beginning. In Obsessed, Heyward outlines the new principles of what it takes to build and launch a brand that has people queuing up to buy it on opening day. She takes you behind the scenes of the creation of some of today's hottest new brands, showing you: • How Casper was able to upend the mattress industry by building a beloved brand where none had existed before • How the dating app Hinge won a fanatical user base and great word-of-mouth with the promise that the app was "designed to be deleted" • Why luggage startup Away, now valued at $1.4 billion, could build their brand around love of travel by launching with just one product--a hard-shell carry-on suitcase--rather than a whole range of luggage offerings. Whether you're starting a new business, launching a new product line, or looking to refresh a brand for a new generation of customers, Obsessed shows you why the old rules of brand-building no longer apply, and what really works for today's customers.
Download or read book Undaunted written by Kara Goldin and published by HarperCollins Leadership. This book was released on 2020-10-20 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: Don’t let anyone crush your dreams. Undaunted will inspire you to move past your fears and defy the doubters. It doesn’t matter whether you feel confident; it matters what you actually do. A Wall Street Journal bestseller! CEO of Hint, Inc and author Kara Goldin turned her unsweetened flavored water into one of the most successful beverage businesses of our time. As she started to achieve her goals, Kara found herself being called “fearless”, “confident” and even “unstoppable,” but nothing could be further from the truth. In Undaunted, she shares real stories about her own fears and doubts, the challenges she encountered and what she did to overcome them to eventually build a great business and a life she loves. This book is perfect for anyone who wants to: Get fit and healthy, start a company or business, break an addiction, find a new career, just grow in life, and much more! Part autobiography, part business memoir and lots of insights on self-development, Undaunted offers inspiring stories that impart lessons that any reader can apply to their own path.?While most motivational business and life books try to offer quick fixes, Kara focuses on long-term success, showing you how to take control of breaking down barriers and moving forward. Undaunted won’t solve your problems and challenges, you will. However, it will help you see through other’s experiences that it’s possible to do so. Accept your fears, but decide to be undaunted.
Download or read book Fizz PB written by Ted Wright and published by McGraw Hill Professional. This book was released on 2014-11-11 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: DRAMATICALLY IMPACT YOUR BOTTOM LINE WITH A POWERFUL WOMM CAMPAIGN "Word of mouth marketing has always existed. We've just found a better and more efficient way to do it." -- Ted Wright It may not be the oldest profession, but word of mouth is the oldest form of marketing. It's also the most effective. Now, however, it's being executed in ways that are methodical, replicable, and consistent. In this groundbreaking guide, Ted Wright, WOMM pioneer and founder of the marketing firm Fizz, reveals everything you need to know to create, drive, measure, and leverage word of mouth for maximum impact on the bottom line. Learn how to: Develop and test your brand's stories for maximum word of mouth impact Build a reliable communications network to deliver your message Harness the incredible power of Big Data for profit-generating WOMM campaigns Find, engage, and train influencers to promote your brand Measure your campaign’s success with accurate analytics Along the way, you'll find out how Wright used the very same methods to breathe new life into what was once the tired old brand of Pabst Blue Ribbon. You'll discover how he dramatically expanded the market for Chocolate Milk. You'll read how he orchestrated the turnaround growth of Bissell. Best of all, you'll learn which techniques work for your needs, and you'll have the tools to begin a WOMM campaign right away. Today's consumer is too sophisticated to respond in a meaningful way to intrusive, interruptive, or TV-centric media models. A dispatch from the front lines of cutting-edge marketing, Fizz is a one-stop guide to making your brand the talk of the town. Your company's best friends are already out there. Use Fizz to find, engage, and leverage them. PRAISE FOR FIZZ: "Juicy, generous, and actionable, this one is a keeper. Tell your friends." -- Seth Godin, author of Unleashing the Ideavirus "A great read. Brand managers seeking both practical advice and insight on the realities of modern marketing need look no further than Fizz." -- James M. Kilts, former chairman and CEO of The Gillette Company "Ted's actionable truths ('for influencers, sharing stories is an expression of love') make this excellent book the guidebook for brand professionals interested in word of mouth marketing. Buy it today, and start growing your business faster tomorrow." -- Sam Calagione, president and founder of Dogfish Head Craft Brewery "Ted Wright is the foremost thought leader on word of mouth marketing, and Fizz is the bible in this area. . . . If you want to truly understand how to harness the power of people talking, this book better head up your musthave reading list." -- Dr. Americus Reed II, Whitney M. Young Jr. Professor of Marketing at the Wharton School of the University of Pennsylvania "The best and most practical book about word of mouth marketing, ever. Fizz combines real-world case studies and smart counsel with discussion of the theories and research that build understanding of WOMM principles. It's effervescent!" -- Jay Baer, New York Times bestselling author of Youtility
Download or read book Momentum written by Shama Hyder and published by BenBella Books, Inc.. This book was released on 2016-05-17 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: Searching for clarity amidst the chaos of digital marketing—plus better ROI? Today's online ecosystem can be summed up in one word: overwhelming. With new social media platforms popping up all the time and new technologies disrupting even the most "reliable" marketing strategies, business and nonprofit leaders and marketers are faced with the challenge of getting ahead in an environment that makes it seem impossible to keep up. Momentum: How to Propel Your Marketing and Transform Your Brand in the Digital Age will help you figure out what's important and what can safely be set aside. No matter your industry, if want to gain momentum for your marketing efforts—along with the just rewards—Momentum is the resource you've been waiting for. Based on her experience as CEO of The Marketing Zen Group and her work with clients ranging from small businesses to Fortune 500 companies, Shama Hyder cuts through the complexity and explains the five essential principles required to develop a successful marketing plan that will withstand the digital world's constant changes and result in real ROI: agility through analytics customer focus integration content curation cross-pollination Momentum will not only demystify the marketing landscape, but also show you how to spot opportunities to grow your organization and brand more easily and with more consistent results than you may have thought possible. Whether you're a young business or an established company, Momentum will teach you how to thrive.
Download or read book Supermaker written by Jaime Schmidt and published by Chronicle Books. This book was released on 2020-09-08 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: Supermaker is a guide to business and career development by Jaime Schmidt: acclaimed entrepreneur, founder of Schmidt's Naturals, and icon of the Maker Movement. In Supermaker, she shares how you too can start or grow your own business with advice on branding, product development, social media marketing, scaling, PR, and customer engagement, all based on her own hard-won mastery. In just seven years, Jaime Schmidt went from making natural products in her Portland, Oregon, kitchen to turning her brand into a household name and selling her company to Unilever—without sacrificing the integrity of her product or her creative vision. • Readers learn how to get ahead on their own terms and while maintaining their commitment to fair and sustainable principles. • A valuable resource to the ever-growing community of business owners and entrepreneurs who want to go from maker to magnate. • Candid advice from an industry disruptor. Following her growth from farmers' market stand to international brand, Jaime's book is a riveting mix of inspiration, the honest airing of mistakes, and indispensable instruction. Supermaker empowers and unites the next generation of entrepreneurs. • A go-to guide for the passion-to-profit journey. • The perfect read for aspiring entrepreneurs, makers, creatives, and anyone with an interest in natural products, selling your products online, retail strategy, and digital marketing. • Great for anyone who enjoyed Start Something That Matters by Blake Mycoskie, Craft, Inc: Turn Your Creative Hobby into a Business by Meg Mateo Ilasco, and The Girls' Guide to Starting Your Own Business: Candid Advice, Frank Talk, and True Stories for the Successful Entrepreneur by Caitlin Friedman.
Download or read book Future Consumer com written by Frank Feather and published by Warwick Publishing. This book was released on 2000 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt: Analyzes how online shopping will transform consumer behavior, forecasts online sales potential for twelve product categories, and speculates on which Web sites will dominate online shopping by 2010.
Download or read book Mission in a Bottle written by Seth Goldman and published by Crown Currency. This book was released on 2013-09-03 with total page 285 pages. Available in PDF, EPUB and Kindle. Book excerpt: In an incredibly fun and accessible two-color graphic-book format, the cofounders of Honest Tea tell the engaging story of how they created and built a mission-driven business, offering a wealth of insights and advice to entrepreneurs, would-be entrepreneurs, and millions of Honest Tea drinkers about the challenges and hurdles of creating a successful business--and the importance of perseverance and creative problem-solving. Seth Goldman and Barry Nalebuff began Honest Tea fifteen years ago with little more than a tea leaf of an idea and a passion to offer organic, freshly brewed, lightly sweetened bottled tea. Today Honest Tea is a rapidly expanding national brand sold in more than 100,0000 grocery stores, restaurants, convenience stores and drugstores across the country. The brand has flourished as American consumers move toward healthier and greener lifestyles.
Download or read book 80 20 Brand written by Aaron Hackett and published by Independently Published. This book was released on 2019-05-05 with total page 152 pages. Available in PDF, EPUB and Kindle. Book excerpt: If we were to apply the 80/20 rule to brand management, what 20% of effort would deliver 80% of results? Aaron Hackett has been working to answer this question in a concise and easy to understand manner since he began teaching brand management at Georgia Tech in 2013. His passion has been coaching students and clients using the proven methods he learned at P&G and throughout his career.80/20 Brand is not for the casual business reader. This book is for people who are actively looking to build a brand now or in the immediate future. For this reason, students taking Professor Hackett's class must select a brand for a semester-long brand consulting project. Real world application is even more meaningful than brand theory when developing capable future brand builders.80/20 Brand does not attempt to provide a comprehensive view of brand management. The difficult, yet meaningful work of this book is getting to the core of what delivers the greatest brand success in the most efficient manner possible. The content in this book has been vetted semester after semester by students who do not settle for theoretical.
Download or read book Branded written by Shrikirti Mahesh and published by . This book was released on 2018-08-22 with total page 116 pages. Available in PDF, EPUB and Kindle. Book excerpt: The multi-trillion dollar Consumer Package Goods (CPG) industry runs on one engine: brands. And who controls those brands? Brand managers and Associate Brand Managers (ABMs). Behind all the shiny packaging and romance copy, a virtual army builds, maintains, and grows the brands you know and love. And every successful army needs a great leader.Right out of business school, ABMs will begin training as leaders of their brands. This book aims to prepare would-be interns and full-time ABMs on how to succeed in brand management by covering the most important skills: translating analytics; leading cross-functional teams; developing compelling decks; running the P&L; and more. With praise from business leaders, this book is an in-depth look at the real world experiences and skills needed to win at brand management.
Download or read book Building Distinctive Brand Assets written by Jenni Romaniuk and published by . This book was released on 2018-03-16 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is for anyone with a brand.It is a book about future-proofing your brand's identity. It will help you set up a long-term strategy to build Distinctive Assets, and tell you what you need to do to protect them.Do you want to get better at branding?You'll learn which strategies and actions work, as well as which ones don't, to help you take advantage of opportunities and avoid minefields.Building Distinctive Brand Assets is for anyone with a brand logo, font or colour scheme, and is essential reading for those who have wondered if (or have been told) it's time for a change. Readers will learn how to set up a long-term strategy to build a strong brand identity, and how to make use of knowledge, metrics and management systems in order to build and protect a brand's Distinctive Assets.Building Distinctive Brand Assets is divided into three sections that capture the processes involved in brand asset creation, implementation and ongoing management. The first section is focuses on strategy, and covers how Distinctive Assets are created and their role in a broader brand equity building. The second section covers measurement approaches, and how to use and interpret key metrics. The third section delves into the strengths and weaknesses of different types of assets and introduces the idea of a Distinctive Asset palette. This section also outlines how to set up a Distinctive Asset management system to provide an early warning system to identify potential threats before they evolve into major issues.
Download or read book The Amazon Roadmap written by Betsy McGinn and published by . This book was released on 2019-02-26 with total page 182 pages. Available in PDF, EPUB and Kindle. Book excerpt: Launching your brand on Amazon is like taking your company on a road trip--times ten! As more and more new and innovative brands use Amazon as their fundamental route to market, it is clear that the most successful brands conduct extraordinary preparation before ever arriving at Amazon's door.
