Brain Tattoos Creating Unique Brands that Stick in Your Customers' Minds

ISBN-10: 0814472346
ISBN-13: 9780814472347
Edition: 2004
Authors: Karen Post
List price: $17.95 Buy it from $3.00
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Description: This text offers a practical approach that lets any business take its brand to the next level. It is a 'how-to' book aimed at the in-the-trenches business and marketing people.

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Book details

List price: $17.95
Copyright year: 2004
Publisher: Amacom
Publication date: 12/10/2004
Binding: Paperback
Pages: 208
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 0.682
Language: English

This text offers a practical approach that lets any business take its brand to the next level. It is a 'how-to' book aimed at the in-the-trenches business and marketing people.

Foreword
Acknowledgments
Introduction
Your Brand: How to Create an Indelible Mental Mark
From the Brain Trust: What Is Your Definition of a Brand?
Is There Ink on Your Tattoo?
The Brands Tattooed on Your Brain
The Good News: Anyone Can Brand
Where to Begin Your Branding Initiative
From the Brain Trust: Lead, Don't Follow
Be Creative, but Keep Your Message Simple
Branding: Not Just for Products
Branding: A Family Affair
Parent Brands
Kid Brands
Cousin Brands
Licensed Brands
Branding: It's About Emotions
Connect Through Emotions, Confirm Through Reason
Think, Feel Before Function
Is It "Brand-Able?" Ten Questions to Ask Before You Begin
What Can Be Branded?
Company Brand
Ingredient Brand
Organization Brand
Service Brand
Event Brand
Team Brand
Destination Brand
Service or Maintenance Agreement Brand
Program Brand
Certification Brand
Bundle of Services Brand
Publication Brand
Personal Brand
Membership or Club Brand
From the Brain Trust: How Has Branding Changed?
Patterns of Success
Five-Second Brand Bites-An Indelible Impression
Brand Checkup: Is Your Tattoo One Big Smudge?
The More Brand Assets, the More Valuable the Brand
From the Brain Trust: How Strong Is Your Brand?
Is the Ink Fading?
Tattoo Tests
Tattoo Test: Consumer Brands
Tattoo Test: Business-to-Business Brands
Five-Second Brand Bites-Keep Your Tattoo Vibrant
Brand Moi: Your Personal Brand
Why You Need to Be a Brand
Creating Your Own Special Brand
Tattoo Test: Brand Moi
How to Tell Your Brand Story
Brand Planning Workout
Sample Brand Plan
Sample Redprint
Personal Brain Tattoo Tool Kits
For Individuals Employed by a Company
For the Self-Employed
Five-Second Brand Bites-You Are Your Own Brand
Brand Warriors: Qualities of Great Brand Builders
Creativity
How Brand Builders Think
Creativity Workout
From the Brain Trust: Creativity
Fearlessness
No Risk, No Brand
Vision-Clear and Simple
Strategic Thinking
Commitment
The Ideal Mix: Smart Research, an Intuitive Gut, and Perfect Timing
Smart Research
An Intuitive Gut
Perfect Timing
Five-Second Brand Bites-What Every Brand Warrior Must Know
Branding Basics: How to Construct Your Tattoo Plan
Questions to Ask Before You Begin Your Plan
About Your Market
About Your Category
About Your Target
About Brand Channels
About Brand Pricing
About Your Competitors
About Your Brand
About Outside Brand Promotion
About Internal Brand Promotion
About Market Perceptions of Your Brand
Tattoo Plan Outline
Brand Redprint
Five-Second Brand Bites-Before You Begin
Brand Naming: Art, Skill, and Luck
How Much Is a Name Worth?
Finding the Right Name
Ten Questions to Ask Yourself Before You Begin
Literal and Descriptive vs. Obscure and Emotional
Names to Avoid
Sources of Names
From the Brain Trust: A Name That Sticks
Six Steps to Take Before Making a Decision
Five-Second Brand Bites-What's in a Name? Everything!
Four Engines of Brand Development
Know Who You Are
Set Your Goals
Define Your Voice and Your Vision
Define Your Purpose
Define Your Personality
Be Unique
Determine Your "Points of Distinction"
Connect with Those Who Want What You Have
Adapt to Change Yet Remain True to Brand
Make Data Gathering a Priority
Create Customer Loyalty
From the Brain Trust: All About Loyalty
Deliver a Great Experience
Points of Contact
Six Components of a Great Brand Experience
Five-Second Brand Bites-Rev Up Your Brand
The Fifth Engine: Eleven Tattoo Tactics That Speak Loudly Even When You Whisper
Tattoo Tactics
Exaggerate, Accentuate, and Eliminate
No Risk, No Brand
The Three Rs: Reach, Relevance, Repetition
Visual Identity
Your Logo
Advertising
From the Brain Trust: Make an Impression
Advertising Dos and Don'ts
Make the Media Measure Up
Brand Partnerships
Licensing: A New Level of Profit for Many Brands
Media Relations
The Truth About Publicity
Create a Publicity Plan
Grab Attention and Honor the Integrity of Your Brand
Community Relations
Industry Goodwill
Nonprofit Initiatives and Cause Marketing
Sales Promotions/Events
Start with a Brand-Friendly BIG IDEA
Customer Service
Is Your Customer Service Poor, Satisfactory, or Memorable?
Customer Service Hot Points
Sales
Integrate the Brand into the Sales Process
The Environment and Merchandising
Environments Created with the Brand in Mind
Beyond Fashion-"Traditionally Not Merchandised" Merchandise
Nonretail Merchandising Ideas
The Future of Retail Merchandising
Online
Create a Web Site
Leverage Other Online Tools
Alternative and Buzz Activities
Why Buzz?
From the Brain Trust: The Value of Small Talk
Want Brand Buzz?
Five-Second Brand Bites-Tattoo Tactics That Stick
Internal Branding: Breathing the Brand into Your Organization
How to Create an Internal Brand
From the Brain Trust: Branding and Organizational Excellence
Tactics for Implementing an Internal Brand
Measuring Your Success
Five-Second Brand Bites-The Breath of Corporate Life
Before You Brand, Protect Your Assets
Five-Second Brand Bites-Protect Your Brand
Epilogue: Top-Ten Tattoo Taboos
Afterword
Resources
Index
About the Author

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