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| Introduction | |
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| About This Book | |
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| Conventions Used in This Book | |
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| What You're Not to Read | |
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| Foolish Assumptions | |
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| How This Book Is Organized | |
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| Everything You Ever Wanted to Know About Branding | |
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| Building a Brand, Step-by-Step | |
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| Launching Your New Brand | |
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| The Care and Feeding of Your Brand | |
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| Protecting Your Brand | |
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| The Part of Tens | |
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| Icons Used in This Book | |
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| Where to Go from Here | |
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| Everything you Ever Wanted to Know About Branding | |
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| Branding ABCs | |
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| What Are Brands, Anyway? | |
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| What brands do | |
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| Why brands are a big deal | |
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| Seeing the Big Branding Picture | |
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| What's involved? | |
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| Who's involved? | |
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| Gulp! How much does it cost? | |
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| Pop Quiz: Are You Ready to Rev Up Your Branding Engine? | |
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| When and How to Brand | |
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| Branding Demystified | |
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| Translating branding lingo | |
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| Branding's essential ingredient | |
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| To Brand or Not to Brand | |
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| Products | |
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| Service businesses | |
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| Business brands | |
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| Individuals (namely, yourself) | |
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| A Bird's-eye View of the Branding Process | |
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| Decide what you're going to brand | |
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| Do your research | |
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| Position your product or service | |
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| Write your brand definition | |
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| Develop your name, logo, and tagline | |
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| Launch your brand | |
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| Manage, leverage, and protect your brand | |
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| Realign your brand to keep it current | |
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| When to Brand | |
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| Opening a new business | |
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| Introducing a new product | |
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| Fundraising for a nonprofit | |
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| Taking your business public | |
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| Going global | |
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| Raising venture capital | |
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| Merging with another business | |
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| Heating Up Your Branding Iron | |
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| Gearing Up to Brand, Rebrand, or Refine Your Brand | |
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| Getting real about your current brand identity | |
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| Taking stock of your brand assets and using them to your advantage | |
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| In your dreams! Defining your desired brand identity | |
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| What's Your Goal? Prioritizing Your Brand's To-Do List | |
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| Build awareness | |
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| Create an emotional connection | |
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| Differentiate your product | |
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| Create credibility and trust | |
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| Motivate purchasing | |
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| Crunching the Numbers: Budgeting for Your Brand Building Program | |
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| Making Brand Development Part of Your Business Plan | |
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| Knowing the relationship between your mission, vision, and brand identity | |
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| Committing to the branding process | |
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| Who's on First? Recruiting Your Branding Team | |
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| Getting buy-in from the top down | |
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| Engaging all employees in the process | |
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| Building a Brand, Step-by-Step | |
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| Finding a Niche You Can Fill: Researching Your Market | |
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| Defining Who Buys What You're Selling - and Why | |
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| Your customer profile | |
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| What your customers want and value | |
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| What sets your most ideal customers apart | |
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| Why customers buy from you | |
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| Digging Up the Info You Need | |
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| Know thyself: Conducting a self-assessment of your offering | |
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| Tuning in to customer insights | |
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| Conducting customer research | |
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| When to do it yourself and when to get research help | |
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| Where else to turn for facts and figures | |
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| Putting It All in Perspective | |
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| Seizing Marketplace Opportunities | |
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| Filling Your Niche: Positioning Your Brand | |
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| The Marketing Muscle of Positioning | |
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| Finding a Position of Your Own: The Birthplace of Your Brand | |
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| Fulfill an unfilled need | |
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| Specialize to create a new market niche | |
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| Transform an established solution | |
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| Discover an all-new solution | |
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| Figuring Out What You Do Better Than Anyone Else | |
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| Deciding Which Customers You Serve the Best | |
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| Finding Your Place in the Competitive Landscape | |
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| Putting your brand on the positioning map | |
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| Determining your point of difference | |
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| No copycats! Avoiding the fate of a me-too brand | |
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| Testing and Protecting Your Position | |
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| Putting Your Brand into Words | |
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| Dusting Off Your Business Vision, Mission, and Values | |
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| Refocusing your vision | |
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| Building your brand on the strong back of your business mission | |
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| Polishing your business promise | |
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| Defining your brand character | |
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| Mission Possible: Defining Your Brand | |
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| What to incorporate | |
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| The anatomy of a brand identity statement | |
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| Grading your statement | |
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| Putting your brand identity statement to the test | |
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| Naming Your Brand | |
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| What's In a Name? | |
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| What the right name does | |
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| When naming happens | |
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| Types of names | |
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| Naming advice to follow | |
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| Picking (or Inventing) Your Brand Name | |
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| Rounding up good ideas | |
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| The hard part: Narrowing your list to the best options | |
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| Putting your top contenders through a preliminary test | |
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| Building consensus around your top-choice name | |
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| Grabbing a Domain Name, If You Can | |
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| Fitting Your Name into Your Brand Architecture | |
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| Catch It If You Can: Protecting Your Name | |
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| Screening to see if the name you want is already taken | |
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| Treading the trademark ropes | |
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| Designing Your Logo and Tagline | |
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| Planning Your Logo: The Face of Your Brand | |
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| Matching your logo to your brand and business | |
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| Choosing your logo approach | |
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| Developing Your Logo Design | |
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| Design ingredients | |
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| Preparing your logo artwork | |
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| Putting Your Logo to Work | |
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| Saving Face: Giving an Existing Logo a Makeover | |
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| Managing Your Logo | |
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| Creating logo tools, standards, and usage rules | |
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| Naming a brand cop | |
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| Creating a Tagline | |
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| Discovering what makes a great tagline | |
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| Deciding whether you need a tagline (and you probably do) | |
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| Tag(line), you're it! Coming up with your slogan | |
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| Launching Your New Brand | |
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| Countdown to Takeoff: Planning Your Brand Launch | |
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| Committing to Internal and External Brand Launches - In That Order | |
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| Preparing for Your Brand Launch | |
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| Knowing your story, chapter and verse | |
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| Putting your brand launch into context | |
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| Producing prototypes to introduce your brand | |
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| Checking your internal readiness | |
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| Previewing your brand story with priority audiences | |
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| Ten, Nine, Eight...Writing Your Brand Launch Marketing Plan | |
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| Benchmarking your pre-launch situation | |
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| Setting your goal and objectives | |
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| Defining your target market | |
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| Setting your strategies | |
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| Selecting your brand introduction tactics | |
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| Establishing your budget | |
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| Takeoff! Launching Your Brand | |
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| Launching internally | |
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| Launching externally | |
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| Getting the Word Out with Public Relations | |
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| Creating Your Brand Launch PR Plan | |
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| Covering all the bases | |
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| Writing your public relations game plan | |
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| Introducing Your Brand with Publicity | |
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| Matching publicity efforts to your brand launch objectives | |
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| Targeting media outlets | |
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| Prioritizing editorial contacts | |
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| Pitching your story | |
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| Preparing and distributing news releases | |
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| Creating a media kit | |
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| Building an online pressroom | |
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| Extra! Extra! Making News | |
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| Staging news conferences | |
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| You're on! Shining in media interviews | |
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| There's No Such Thing as Bad Publicity, Right? Wrong! | |
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| Advertising and Promoting Your Brand | |
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| Getting Singular with One Brand Message and Tone | |
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| The power of consistency for you and your brand | |
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| How to present a consistent brand image | |
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| A Clear Purpose: Don't Get Creative without One! | |
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| Gaining Awareness and Getting Some Action | |
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| Making an Ad Schedule | |
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| Matching media vehicles to your communication needs | |
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| Scheduling your ads | |
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| Creating Ads That Work | |
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| Print ads | |
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| Broadcast ads | |
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| Hiring professional creative help | |
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| Measuring Your Ad's Effectiveness | |
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| Packaging Your Product to Convey Your Brand | |
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| Staging Promotions to Build Business and Brand Awareness | |
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| Sending Your Brand into Cyberspace | |
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| Creating Your Online ID | |
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| Naming your site | |
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| Registering your name | |
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| Building a Site That Reinforces Your Brand | |
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| Settling on the right type of site | |
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| Considering content | |
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| Mapping out easy navigation | |
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| Integrating your brand image online and offline | |
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| Getting People to Your Site | |
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| Register with search engines | |
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| Help search engines find your site | |
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| Build incoming links to your site | |
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| Promote, promote, promote | |
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| Using Blast E-Mail to Reach Your Market | |
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| Building permission marketing networks | |
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| Getting your e-mail opened and read | |
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| Blogging and Podcasting | |
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| Blogging basics | |
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| Podcasts | |
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| The Care and Feeding of Your Brand | |
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| Suiting Up a Team of Brand Champions | |
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| Branding from the Top Down | |
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| Writing your branding playbook | |
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| Becoming your brand's MVP | |
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| Training Your Team | |
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| Developing brand champions | |
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| Gaining team buy-in | |
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| Prepping Your Sales Force | |
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| Arming your sales force with testimonials and product endorsements | |
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| Intercepting objections | |
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| Getting Customers to Pledge Allegiance to Your Brand | |
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| Kindling Customer Loyalty | |
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| Turning sales transactions into customer relationships | |
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| Why customer relationships matter | |
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| Delivering a Great Brand Experience | |
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| Putting your brand experience to a personal test | |
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| Auditing your brand experience | |
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| Making Sure You're Exceeding Customer Expectations | |
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| Igniting Customer Passion | |
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| Generating buzz | |
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| Recipe for a cult brand | |
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| Valuing Your Brand | |
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| The Brand Value-Brand Equity Connection | |
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| Revving up the economic engine | |
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| Gaining a competitive advantage | |
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| Estimating Your Brand's Equity | |
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| Brand equity measuring sticks | |
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| Calculating your brand equity | |
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| When you need a pro: Identifying evaluation experts | |
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| Protecting Your Brand Equity | |
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| Leveraging Brand Value with Brand Extensions and Licensing | |
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| Planning for Product Innovations | |
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| Tiptoeing into the Brand Extension Arena | |
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| Avoiding line extension traps | |
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| Look before leaping into brand extensions | |
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| Cobranding: Brand Value x 2 | |
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| Uniting brands with like visions, values, and budgets | |
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| Cobranding checklist | |
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| Brand Licensing | |
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| Understanding licensing lingo | |
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| Benefits of licensing | |
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| Licensing steps to follow | |
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| Revitalizing Your Brand | |
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| Brands Grow Old, Too | |
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| Spotting brand aging signs | |
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| Brand change-of-life warning signals | |
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| Examining Your Brand's Health | |
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| Conducting a brand review | |
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| Making the diagnosis: Retool or retire? | |
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| Fixing a Broken Brand | |
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| Protecting your valuables | |
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| Making the change | |
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| Protecting Your Brand | |
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| Defending Your Brand | |
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| Immunizing Your Brand with Government Filings and Trademarks | |
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| Filing your name with local government offices | |
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| Obtaining a trademark | |
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| Maintaining your trademark registration | |
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| Shielding Your Brand from Misuse | |
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| Laying down the law with brand usage guidelines | |
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| Enforcing the rules | |
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| Naming and empowering a brand cop | |
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| Taking Action When Bad Things Happen to Good Brands | |
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| Handle with Care: Avoiding Brand Equity Landmines | |
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| Identifying potential threats | |
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| Taking preemptive strikes against brand threats | |
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| Be Prepared: Reacting to Brand Threats | |
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| Compiling a list of who's who | |
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| Knowing who to call | |
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| Working out what to do and say | |
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| Following crisis communications dos and don'ts | |
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| The Part of Tens | |
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| Ten Truths about Branding | |
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| Branding Starts with Positioning | |
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| A Brand Is a Promise Well Kept | |
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| Branding Happens from the Inside Out | |
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| Consistency Builds Brands | |
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| People Power Brands | |
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| Brands Live in Consumers' Minds | |
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| Brand Names Unlock Brand Images | |
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| Brand Experiences Trump Brand Messages | |
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| Brands Need to Start and Stay Relevant | |
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| Brands Are Valuable Assets | |
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| Ten Branding Mistakes and How to Avoid Them | |
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| Thinking of Branding as a Quick Fix | |
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| Starting with a Weak Identity | |
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| Forgetting the Rule of One | |
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| Failing to Differentiate | |
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| Failing to Launch | |
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| Failing to Protect and Defend | |
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| Believing That What You Say Is More Important Than What You Do | |
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| Underestimating the Value of Consistency | |
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| Asking Your Brand to Stretch Too Far | |
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| Ignoring Brand Aging Signs | |
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| Ten Traits of the World's Most Valuable Brands | |
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| Simple, Powerful Differentiation | |
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| A Clear and Compelling Vision | |
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| A Promise Consumers Want and Believe | |
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| Distinctive, Reliable, Superior Products and Services | |
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| A Strong, Memorable Brand Identity | |
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| A Single, Consistently Presented Brand Message | |
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| An Amazing Brand Experience | |
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| Brand Allegiance from the Top Down | |
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| Adaptability to Changing Times | |
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| Focus, Passion, and Persistence | |
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| Resources for Brand Managers | |
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| Browsing Great Branding Web Sites | |
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| Allaboutbranding.com | |
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| Brandchannel.com | |
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| MarketingProfs.com | |
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| Rebrand.com | |
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| Adding to Your Branding Library | |
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| Flipping through Branding Magazines | |
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| Brandweek | |
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| BusinessWeek/Interbrand Annual Global Brand Report | |
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| Checking Out a Trademark Information Center | |
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| Index | |