Brandscaping

Unleashing the Power of Partnerships

Author: Andrew M. Davis

Publisher: BookBaby

ISBN: 0985957603

Category: Business & Economics

Page: 266

View: 6554

In this groundbreaking book, media and marketing strategist Andrew M. Davis shows you how to partner with other brands and undiscovered talent to create content that drives demand for the products and services you sell. Brandscaping is a big, infectious idea—a new marketing methodology that begins with one simple observation: a rising tide lifts all ships. Davis dishes up dozens of case studies showing how all types of individuals, companies, and brands have tapped into the power of brandscaping to achieve unparalleled success, often using resources already at their disposal. What if you stopped renting time or space (“advertising”) and started investing in content—content that you’ll own? What if you tapped a trend or created a movement? What if you authentically embraced your most loyal fans? What if... you became a brandscaper? Successful brandscapers think more like television producers and less like marketers. In the new media world, everyone has an audience. No one needs the traditional media monarchies to access their audience anymore. Davis encourages you to reconsider your spend on advertising, forget about trying to obtain PR one-hit wonders, and start seeking out valuable replacements for inauthentic celebrity “endorsements.” Reinvest that money, he says, on creating valuable content and watch your marketing expenses turn into powerful content assets. Brandscaping trains you to unearth authentic, talented “spokespeople” in a world where everyone is a publisher, podcaster, YouTuber, or digital photographer; people whose existing audiences, no matter how small, will become your future customers. Davis demonstrates how electronics manufacturers, retailers, home builders, associations, non-profits, individuals, and many others have benefited from the ability to tap into the power of niche markets. Davis also shows you how to identify and appeal to the passion points that inspire digital influencers, prosumers, and consumers to take action. Your marketing will be more effective and you’ll fill your pipeline with higher-quality leads. Brandscaping will transform the way you market. Brandscaping is symbiotic marketing that can fund start-ups, aid non-profits, even change entire industries. Once you begin thinking like a brandscaper, you’ll be able to easily see the benefits of connecting computer consulting to game shows; insurance sales to motorcycle parts; ‘Foreman Grills to dorm-room cuisine; transportation professionals to hit television shows; backyard poultry to suburban hardware stores; watercraft sales to music videos; and so much more. In Brandscaping, you’ll uncover opportunity at every turn. Davis’ entertaining and artfully-crafted stories each deliver on a clear lesson and an optimistic business challenge to ask yourself, ‘what if?’ Brandscaping is both an intellectual exercise and a practical guide. It’s a refreshing, insightful take on how marketing and media will work together in the future. It is specifically crafted to be embraced by C-suite executives and implemented by savvy marketing professionals. Get ready to brandscape!

Partnership Marketing

How to Grow Your Business and Transform Your Brand Through Smart Collaboration

Author: Ron Kunitzky

Publisher: John Wiley & Sons

ISBN: 9780470678718

Category: Business & Economics

Page: 288

View: 366

Google, Microsoft, Apple, Starbucks, and Wal-Mart are "category killers." Why? One key to their astounding success is that they have mastered the art of creating highly attractive partner and customer value propositions. They have all built their business on the principles and practices of Partnership Marketing to offer superior products, create long-term distribution opportunities, new revenue streams for their businesses, and increased brand awareness on a world-wide level. Developing an affiliation with the right partner allows both parties to realize successes that they could not have otherwise achieved on their own by transforming their individual strengths into mutual performance. Whether you're an entrepreneur working to expand your customer base and increase value or a corporation looking for cost-effective ways to stimulate growth and brand-presence on a tight budget, Partnership Marketing is a practical in-depth guide to this core business concept. A powerful strategy in good times, partnership marketing is an excellent way to gain competitive advantage and grow your business even in tough, recessionary economic conditions. As marketing resources are being slashed everywhere, coupled with employee lay-offs and cutbacks to existing programs, partnership marketing is a creative way to do more with less. Partnership Marketing provides the complete how-to of collaborating successfully with other organizations, including: how to align PM objectives to your resources; how to assess what you have to offer a partner-brand and how to leverage your core strengths; how to search for the right partner-brand; how to assess the pros and cons of partnering with other brands; and much more.

Town INC.

Grow Your Business. Save Your Town. Leave Your Legacy.

Author: Andrew Davis

Publisher: BookBaby

ISBN: 0996688900

Category: Business & Economics

Page: 191

View: 1354

A Rallying Cry! “Town INC is less of a book than it is a rallying cry! You'll never look at any town or city the same way again.” Ann Handley, author of Wall Street Journal bestseller, Everybody Writes A groundbreaking book based on a simple, rarely used, concept. Town Inc. a must-read for any entrepreneur who wants to claim their fame and every city leader hoping to turn their place into the next best thing. Joe Pulizzi, Founder, Content Marketing Institute and Author, Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Remarkable Businesses Empower Your Business, Your Town, and Your Fellow Citizen to Prosper as Never Before Town Inc. unpacks the deceivingly simple link between building a booming business and growing a prosperous town. The secret, it turns out, is to market your town just as passionately as you market your own business. In cities across America, business leaders are telling uniquely compelling stories to lure other businesses and a willing workforce to relocate to their towns. Their towns flourish and their businesses prosper. Typical of the many success stories from which you’ll learn are: • Warsaw, Indiana: The Orthopedic Capital of the World ®. • Muscle Shoals, Alabama: The Hit Record Capital of the World • Batavia, New York: The Greek Yogurt Capital of the World • Hamilton, Missouri: The Quick Quilting Capital of the World • Elkhart, Indiana: The RV Capital of the World • Detroit Michigan’s rebirth as: The Luxury Goods Manufacturing Capital of the America Your town can become just as famous and just as prosperous. Learn and use Town Inc.’s proven formula to create a compelling story that will fuel your town’s and your business’ long-lasting prosperity. The key is to stake a unique claim that will be easy for local visionaries, business owners, and citizens to embrace and to market across the country and around the world. Let’s stake your claim.

Friction

Passion Brands in the Age of Distruption

Author: Jeff Rosenblum,Jordan Berg

Publisher: powerHouse Books

ISBN: 157687883X

Category: Business & Economics

Page: 240

View: 808

Every industry around the globe is being completely disrupted. Stalwart brands are losing market share to upstarts that capture our collective consciousness. Trillions of dollars are at stake. Brands know a new approach is needed. But most don’t realize the strategic underpinnings need to change. Great brands are no longer built through interruptive advertisements. Friction argues that brands don't simply need clever messages or new, shiny technologies. They need a fundamental change in strategy. Friction provides a system for embracing transparency, engaging audiences, creating evangelists, and unleashing unprecedented growth. The authors of Friction have worked on some of the industry's most innovative assignments for the world’s most successful brands. This groundbreaking book reveals how corporations can divorce themselves from legacy business models to create a passion brand. A brand that breaks its addiction to traditional advertising. A brand that empowers its customers. A brand that dominates the competition.

The New Rules of Marketing and PR

How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly

Author: David Meerman Scott

Publisher: John Wiley & Sons

ISBN: 111936244X

Category: Business & Economics

Page: 448

View: 8255

The international bestseller—now in a new edition When it comes to marketing, anything goes in the Digital Age, right? Well, not quite. While marketing and public relations tactics do seem to change overnight, every smart businessperson knows that it takes a lot more than the 'next big thing.' The New Rules of Marketing & PR is an international bestseller with more than 375,000 copies sold in twenty-nine languages. In the latest edition of this pioneering guide to the future of marketing, you'll get a step-by-step action plan for leveraging the power of the latest approaches to generating attention for your idea or your business. You'll learn how get the right information to the right people at the right time—at a fraction of the cost of traditional advertising. The Internet continues to change the way people communicate and interact with each other, and if you're struggling to keep up with what's trending in social media, online videos, apps, blogs, or more, your product or service is bound to get lost in the ether. In The New Rules of Marketing & PR, you'll get access to the tried-and-true rules that will keep you ahead of the curve when using the latest and greatest digital spaces to their fullest PR, marketing, and customer-communications potential. Keeping in mind that your audience is savvy and crunched for time, this essential guide shows you how to cut through the online clutter to ensure that your message gets seen and heard. Serves as the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and non-profit managers Offers a wealth of compelling case studies and real-world examples Includes information on new platforms including Facebook Live and Snapchat Shows both small and large organizations how to best use Web-based communication Finally, everything you need to speak directly to your audience and establish a personal link with those who make your business work is in one place.

Pop Idols and Pirates

Mechanisms of Consumption and the Global Circulation of Popular Music

Author: Dr Charles Fairchild

Publisher: Ashgate Publishing, Ltd.

ISBN: 1409493814

Category: Music

Page: 192

View: 338

The music industry has been waging some very significant battles in recent years, reacting to numerous inter-related crises provoked by globalization, digitalization and the ever more extensive commercialization of public culture. These struggles are viewed by many as central to the survival of the central mediators in the consumption of popular music. These battles are not just against piracy and the sharing of digital song files on the internet. The music industry is also struggling to find ways to compete or integrate with many other forms of entertainment, including films, television programmes, mobile phones, DVDs and video games in an extremely crowded communications environment. The battles currently being fought by the music industry are about nothing less than its continued ability to create and maintain specific kinds of profitable relationships with consumers. This book presents two inter-related cases of crisis and opportunity: the music industry's epic struggle over piracy and the 'Idol' phenomenon. Both are explicit attempts to control and justify the particular ways in which the music industry makes money from popular music through specific kinds of relationships with consumers. The battles over piracy have been fought with a remarkable collection of campaigns consisting of advice, coercion and argument about what is or is not the best way to consume music. From these complicated and often contradictory campaigns we form an unusually clear picture of what many within the music industry imagine their industry to be. In a complementary way, 'Idol' works to demonstrate the joy and pleasure of consuming popular music the 'right' way. By creating a series of intertwined relationships with consumers around multiple sites of consumption, incorporating television, radio, live performance, traditional print media campaigns, text messaging and all manner of internet-based systems of communication and 'fan management,' the producers of 'Idol' present an ideal relationship between musicians and audiences. Instead of focusing on selling CDs, the music industry's digital Achilles' heel, 'Idol' has given the music industry an integrated platform for displaying its expanded palette of products and venues for consumption. When understood in specific relation to the battle against piracy, Fairchild's analysis of 'Idol' and the emerging promotional cultures of the music industry it exhibits shows how multiple sites of consumption, and attempts to mediate and control the circulation of popular music, are being used to combat the foundational challenges facing the music industry.

How to Get a Meeting with Anyone

The Untapped Selling Power of Contact Marketing

Author: Stu Heinecke

Publisher: BenBella Books, Inc.

ISBN: 1941631789

Category: Business & Economics

Page: 240

View: 679

The Marketing Performance Blueprint

Strategies and Technologies to Build and Measure Business Success

Author: Paul Roetzer

Publisher: John Wiley & Sons

ISBN: 1118883586

Category: Business & Economics

Page: 256

View: 834

Discover what's possible when the art and science of marketing collide The Marketing Performance Blueprint is an actionable and innovative guide to unlocking your potential as a marketer and accelerating success for your business. With an eye toward the marketing industry's rapid evolution, this book focuses on the processes, technologies, and strategies that are redefining the marketing environment. Step by step, you will learn how to build performance-driven organizations that exceed ROI expectations and outpace the competition. Companies are demanding a more technical, scientific approach to marketing, and this guide provides the key information that helps marketing professionals choose the right tools and recruit the right talent to more effectively build brand, generate leads, convert sales, and increase customer loyalty. Marketers are facing increased pressure to connect every dollar spent to bottom-line results. As the industry advances, the tremendous gaps in talent, technology, and strategy leave many professionals underprepared and underperforming. The Marketing Performance Blueprint helps bridge those gaps: Align marketing talent, technology, and strategy to reach performance goals Drive digital marketing transformation within your organization Recruit, train, and retain a modern marketing team Propel growth through digital-savvy marketing agency partners Adapt more quickly to marketing technology advancements Create connected customer experiences Turn marketing data into intelligence, and intelligence into action Devise integrated marketing strategies that deliver real business results The marketers who will redefine the industry in the coming months and years will never stop challenging conventional knowledge and solutions. Whether in terms of evolved talent, advanced technology, or more intelligent and integrated strategies, these driven professionals will be in demand as the pioneers of the new marketing era. The Marketing Performance Blueprint helps marketers blaze a trail of their own by providing a roadmap to success.

The Distribution Trap

Keeping Your Innovations from Becoming Commodities

Author: Andrew R. Thomas,Timothy J. Wilkinson

Publisher: Praeger Pub Text

ISBN: 9780313365522

Category: Business & Economics

Page: 174

View: 7558

In this book, two business experts take an incisive look at product distribution—one of the most important forces shaping the American and global landscape.

Everything But the Coffee

Learning about America from Starbucks

Author: Bryant Simon

Publisher: Univ of California Press

ISBN: 0520269926

Category: Social Science

Page: 320

View: 3273

“Simon knows more about Starbucks—and about why so many Americans find perfection in their lattes—than anyone. He connects our deepest desires to be good, smart, ethical consumers with our equally strong yearning to consume in an authentic way. Our coffee, Simon shows, is us.”—Sharon Zukin, author of Naked City

How to Get Inside Someone's Mind and Stay There

The Small Business Owner’s Guide to Content Marketing and Effective Message Creation

Author: Jacky Fitt

Publisher: Business Expert Press

ISBN: 1948198460

Category: Business & Economics

Page: 184

View: 5219

Exploring and demystifying content marketing and providing proven and practical strategies for promotion and profit, How to Get Inside Someone's Mind and Stay There is for business owners, managers, and anyone with a need to market a product, a service, or even themselves! In this book, you will learn: how to identify your ideal customer; how to identify and create your key marketing messages; the right way to be remembered; and how to write for impact, engagement, and action.

Fashion Marketing: Contemporary Issues

Author: Tony Hines,Margaret Bruce

Publisher: Routledge

ISBN: 1136004254

Category: Business & Economics

Page: 264

View: 5305

'Fashion Marketing' is a book of key chapter contributions from renowned academics and practitioners that addresses many of the contemporary issues facing one of the world's largest and most global of industries. With international contributions from the UK, USA and China, 'Fashion Marketing' covers all of the key themes and issues of this area, including: * forecasting * sourcing * supply chain management (demand management) * new product development * design management * logistics * range planning * colour prediction * market testing * e-commerce * strategy Ideal for use on any undergraduate or postgraduate courses in Fashion, Textiles, Apparel and Retailing Management where there is a need to address the topic of fashion marketing, this book will also serve as a useful, informative and authoritative text for senior managers in the fashion marketing industries wanting to gain further understanding of current and future developments within the industry.

The Wizard of Ads

Turning Words into Magic And Dreamers into Millionaires

Author: Roy H. Williams

Publisher: BookBaby

ISBN: 1932226087

Category: Business & Economics

Page: 224

View: 9628

With the knowledge of a seasoned business consultant and the warmth and wit of a natural storyteller, the Wizard will help you to: • multiply the effectiveness of your advertising • understand the tug-of-war between intellect and emotion • plant a mental trigger in the mind of your customer • create totally new concepts from combinations of old ones • see the opportunities around you • avoid the danger of overchoice • escape the need to advertise ‘Sale! Sale! Sale!’ • find the genius that hides within you • receive the best others have to give • focus your advertising, your business, and your life Along the way, the Wizard will: • share the power of encouragement • talk to you about your Ruby Red Slippers • make you understand how lucky you are • show you how to avoid the mistakes that others have already made • convince you of the need to rest

Managing Content Marketing

The Real-World Guide for Creating Passionate Subscribers to Your Brand

Author: Robert Rose,Joe Pulizzi

Publisher: BookBaby

ISBN: 0983330700

Category: Business & Economics

Page: 180

View: 4664

Let’s face it...content marketing is all the rage. Brands around the world are spending (on average) over 25% of their total marketing budget on content marketing. There have been countless books and resources that have covered all aspects of content marketing ...from the why to the what to the where...but oddly enough, rarely the how. Not until now that is. Managing Content Marketing shows you, in detail, how to manage content marketing within your organization. Whether you come from a small company or multi-billion dollar brand, this book will give you the ammunition and the ideas to develop a storytelling process that will create passionate subscribers to your brand. World-renowned content marketing experts Robert Rose and Joe Pulizzi have teamed up to help marketing pros and business owners develop a content marketing plan that goes beyond theories, and explains it in a way that can actually be implemented. You’ll Learn How To: - Build the Business Case for Content Marketing - Develop a Content Marketing Strategy that Works for Your Business - Tell a Consistent Story that Engages Your Customers - Determine the Right Marketing Channels to Implement - Create an Internal and External Workfl ow for Content Marketing - Measure Content Marketing and Communicate Results to Internal Stakeholders

The Language of Content Strategy

Author: Scott Abel,Rahel Anne Bailie

Publisher: XML Press

ISBN: 1492001961

Category: Computers

Page: 136

View: 4837

The Language of Content Strategy is the gateway to a language that describes the world of content strategy. With fifty-two contributors, all known for their depth of knowledge, this set of terms forms the core of an emerging profession and, as a result, helps shape the profession. The terminology spans a range of competencies with the broad area of content strategy. This book, and its companion website, is an invitation to readers to join the conversation. This is an important step: the beginning of a common language. Using this book will not only help you shape your work, but also encourage you to contribute your own terminology and help expand the depth and breadth of the profession

Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference

Author: Karen Post

Publisher: McGraw Hill Professional

ISBN: 0071776060

Category: Business & Economics

Page: 264

View: 4251

Position your company to handle any brand crisis—instantly and effectively Toyota, Tylenol, and Goldman Sachs all made the best of serious brand crises. You can, too, with Brand Turnaround! Brand Turnaround examines a number of brand crises—explaining first what went wrong and then revealing the steps companies took to manage their recovery—all while giving you practical insight and methods you can use to make a positive difference in your brand. You get the tools you need to develop a game plan within eight hours of the incident to prevent the problem from spreading; create a company culture designed to handle situations quickly and effectively; and manage emotions during the toughest days. Karen Post Known by many as The Brand Diva®, Karen Post is an international branding/marketing expert, professional speaker and author. She helps individuals, businesses and nonprofits around the world succeed with powerful, distinct brands.

The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue

Author: Robbie Kellman Baxter

Publisher: McGraw Hill Professional

ISBN: 007183933X

Category: Business & Economics

Page: 288

View: 3370

The "membership" business models of Netflix, Weight Watchers, and other industry giants revealed—and how you can use them to lead your company to the top of the food chain For decades, consumers and businesses have joined clubs, bought products and accessed services using a subscription model. But it has only been in recent years that the model has been transformed and perfected through massive changes in technology. The Membership Economy shows how nimble companies that focus on ongoing, formal relationships over one-time transactions are thriving. By renting, lending, or offering access instead of just "ownership," organizations can leapfrog industry leaders. In terms of strategic business models, this is one that allows for breakthrough growth. With great case studies from American Express, LinkedIn, CrossFit, Salesforce.com, SurveyMonkey, and more, this book will show you how to radically rethink how your organization can build loyalty, viral growth, and recurring revenue.

The Content Revolution

Author: Mark Masters

Publisher: LID Editorial

ISBN: 1910649279

Category: Business & Economics

Page: 200

View: 4115

Marketing has changed more in the past 20 years than any other business discipline. So why are we relying on the same-old textbooks? Why do business owners still think that shouting louder than the competition is the answer to longevity? The old marketing way, where we were encouraged to spend more on advertising and to be seen, is dead. Marketing was about interrupting the masses, but times have changed. The only differentiator we have, as businesses, are the stories we tell. This book isn’t based on old methods like creating marketing plans or analyzing the marketing mix. It’s about a fresh way of thinking – one based on content that is more emotive and useful to others in solving their problems – to create profi table action. Featuring exclusive interviews from leading content marketing pioneers from around the globe, this book introduces a brand new marketing vocabulary.

Antinomies of Art and Culture

Modernity, Postmodernity, Contemporaneity

Author: Okwui Enwezor,Nancy Condee,Terry Smith

Publisher: Duke University Press

ISBN: 0822389339

Category: Art

Page: 456

View: 5589

In this landmark collection, world-renowned theorists, artists, critics, and curators explore new ways of conceiving the present and understanding art and culture in relation to it. They revisit from fresh perspectives key issues regarding modernity and postmodernity, including the relationship between art and broader social and political currents, as well as important questions about temporality and change. They also reflect on whether or not broad categories and terms such as modernity, postmodernity, globalization, and decolonization are still relevant or useful. Including twenty essays and seventy-seven images, Antinomies of Art and Culture is a wide-ranging yet incisive inquiry into how to understand, describe, and represent what it is to live in the contemporary moment. In the volume’s introduction the theorist Terry Smith argues that predictions that postmodernity would emerge as a global successor to modernity have not materialized as anticipated. Smith suggests that the various situations of decolonized Africa, post-Soviet Europe, contemporary China, the conflicted Middle East, and an uncertain United States might be better characterized in terms of their “contemporaneity,” a concept which captures the frictions of the present while denying the inevitability of all currently competing universalisms. Essays range from Antonio Negri’s analysis of contemporaneity in light of the concept of multitude to Okwui Enwezor’s argument that the entire world is now in a postcolonial constellation, and from Rosalind Krauss’s defense of artistic modernism to Jonathan Hay’s characterization of contemporary developments in terms of doubled and even para-modernities. The volume’s centerpiece is a sequence of photographs from Zoe Leonard’s Analogue project. Depicting used clothing, both as it is bundled for shipment in Brooklyn and as it is displayed for sale on the streets of Uganda, the sequence is part of a striking visual record of new cultural forms and economies emerging as others are left behind. Contributors: Monica Amor, Nancy Condee, Okwui Enwezor, Boris Groys, Jonathan Hay, Wu Hung, Geeta Kapur, Rosalind Krauss, Bruno Latour, Zoe Leonard, Lev Manovich, James Meyer, Gao Minglu, Helen Molesworth, Antonio Negri, Sylvester Okwunodu Ogbechie, Nikos Papastergiadis, Colin Richards, Suely Rolnik, Terry Smith, McKenzie Wark