| Description |
1 online resource. |
| Series |
No B.S. |
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No B.S.
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| Summary |
"The two biggest branding mistakes that entrepreneurs and small business owners can make are, first, building their brand in ways that copycat big-name companies and, second, struggling to build a brand sensitive to everyone and anyone rather than focusing on those who are spending with them. Led by Dan S. Kennedy, with the support of Forrest Walden and Jim Cavale, the cofounders of Iron Tribe Fitness, and other marketing and branding vets, including Bill Gough, the top marketing adviser to Allstate agents; Steve Adams, CEO of a chain of 21 retail stores and an e-commerce business; and Nick Nanton of the Dicks-Nanton Celebrity Branding Agency, entrepreneurs learn how to develop and gain profit from their personal or business brand - without a corporate-sized investment. Mastering Kennedy's branding truths and using proven direct-response advertising and marketing methods, entrepreneurs create their own brand tribe: customers who believe in, buy, and promote their brand. Truths and tactics are illustrated with case studies, examples, and insights from other well-known brands"-- Provided by publisher. |
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"Millionaire maker Dan S. Kennedy and co-founders of Iron Tribe Fitness, Forest Walden and Jim Cavale, debunk branding lies and myths and reveal the truth behind the power, value, creation, and care and feeding of brand identity for products, services, small businesses, and entrepreneurs"-- Provided by publisher. |
| Note |
Print version record. |
| Contents |
Cover; Title Page; Copyright; Contents; PREFACE: How this Book Will Transform Your Thinking about Your Business and Your Brand; A Practical Footing; How to Think about This and How NOT to Think about This; For Money Now, Focus on the Best, Most Obtainable Customer, Not the Idealized Brand; Target Market Thinking; I Know, You'd RATHER Think about Your Brand; How I Raised Myself to Success by Thinking about Customers, Not about Brand; By the End of this Book . . .; Chapter 1: The Golden Opportunity and the Harsh Reality of Owning a Brand; A Brand Atheist. A Brand Believer. |
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This Gets to the Question: What, Exactly, Is a Brand?How Are You to Learn AND IMPLEMENT Brand-Building by Direct Response?; Chapter 2: They Digest Your Marketing Before You Have a Brand; Customers, Sales, Revenues, and Profits First; Chapter 3: How I Discovered Direct Response; I Answer an "Odd" Ad and I'm Shown the Different Road; The Second Bite of the Apple; Chapter 4: We Build the Brand-By Selling; Chapter 5: Criticism Will Come; Thick Skin Is Required; Chapter 6: Adventures with Ad Agencies. |
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Chapter 7: Our Winning Formula: Get Clients with Direct Response, Keep Clients Engaged, Proud, and Evangelistic with BrandDon't Sell to Customers-Totally Involve Customers; Chapter 8: Skating on Thin Ice: Advancing Brand, from Back End to Front End; A Different Kind of Lead Generation; Chapter 9: A Powerful Brand Needs the Power to Implement; Chapter 10: Faster Than They Can Copy; Let's Give 'Em Something To Talk About; Chapter 11: Brand-Building Powered by Unique Selling Proposition and Dynamic Core Story: GKIC Case Study Examples; Example 1: Shaun Buck, The Newsletter Pro. |
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Example 2: Sandro Piancone, The MexpertExample 3: Al Watson, Fanfares Catering; Chapter 12: A Brand without Marketing Is a Tree Falling in a Distant, Unpopulated Forest; Marketing By Numbers; New Client Acquisition; That Was Then, This Is Now; There's Gold in the List; Reactivating Lost Clients; Changing Your Economics; Create Your Destiny; Chapter 13: Life as a Direct-Response Marketer Under the Umbrella of a Big Brand; Direct-Response Marketing and Two Major Breakthroughs; January 1, 2007 ... Worst Day of My Life; Bill Gough All American Insurance Agency Referral Program. |
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The Power of a Printed Monthly NewsletterAuthor a Book; Free-Standing Newspaper Insert; Like All Marriages, There's Give 'n Take and Tension; Chapter 14: How to Meld Mass Media and Direct Media; Successful Use of MEDIA; Successful Use of PR; Successful Use of MARKETING; A Fully Integrated Approach; Melding Media; Chapter 15: A Demonstration of Brand vs. Brand + Direct Response; Three Ways to Fix this Ad; How to Accelerate Brand-Building Speed and Buy More Brand-Building Power; Chapter 16: Your Brand Is Your Story: How to Build Your Brand and Your Business by StorySellingTM. |
| Subject |
Branding (Marketing)
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Small business -- Management.
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BUSINESS & ECONOMICS -- Advertising & Promotion.
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BUSINESS & ECONOMICS -- Industrial Management.
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- Management Science.
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BUSINESS & ECONOMICS -- Organizational Behavior.
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Branding (Marketing) (OCoLC)fst01743755
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Small business -- Management.
(OCoLC)fst01121306
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Corporate image -- Design.
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| Other Form: |
Print version: Kennedy, Dan S., 1954- No B.S. brand-building by direct-response 9781599185330 (DLC) 2013042630 (OCoLC)865179881 |
| ISBN |
9781613082713 (electronic bk.) |
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1613082711 (electronic bk.) |
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