Brand Is a Four Letter Word Positioning and the Real Art of Marketing

ISBN-10: 1599323273

ISBN-13: 9781599323275

Edition: N/A

Authors: Austin McGhie

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Brand is the most abused and misusedword in the marketing lexicon. As a verb, brand is a four-letter word. Unless you’re a rancher, there’s no such thing as branding. Brand is a noun and, unlike Google, should never be used as a verb. Brand is the prize, but the actual work to be done is positioning, the art of which sits at the heart of marketing. This is a book about positioning.
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Book details

List price: $25.99
Publisher: Advantage Media Group
Publication date: 4/15/2012
Binding: Hardcover
Pages: 288
Size: 6.25" wide x 9.25" long x 1.25" tall
Weight: 1.320
Language: English

Opening Rant
Brand Is a Four-Letter Word
An Introduction
Brand (Double) Speak
What the Hell is a Brand Anyway?
Great Brands Are Built from the Inside
Want a Great Brand? Build a Great Product
A Brand is a Response, Not a Stimulus
Position Is An Eight-Letter Word
Differentiation-Often Discussed, Seldom Achieved
Difference Must Be More Than Skin Deep
Eccentricity Rules
Differentiated Advantage
The Importance of the Missionary Position
Don't Be a Prisoner
Invent, Don't Construct
Love Me or Hate Me-Just Don't Like Me
Position Narrow, Catch Wide
Own Something
Niche is Not a Four-Letter Word
The Joys of Disruption
The Disposable Strategy
Positioning Happens
Find Your Difference
Brand Architecture-A Positioning Puzzle
The Non-Sense of Positioning
Marketing is a Nine-Letter Word: (A Random Walk Through a Marketer's Mind-In Six Parts)
Thoughts You Can Use Tomorrow
Build Critical Marketing Mass
Stop Thinking Outside the Box
Find the Flow
Think Before You Blink
Build an Experience
Make Yourself Famous
Thoughts on the Customer
The Consumer is Dead
Your Customer is a Cynic
Saints and Sinners
Customers Not Marketing Advisors
Thoughts on Research
Are You Feeling It?
Drowning in Information
The Importance of Why
I Like to Watch
Do You Know How High is Up?
Thoughts on Communicating That Position
Keep It Real
What's Your Back-Story?
Attention-The New Brand Currency
The Dollar Value of Creativity
A Nod to David Ogilvy
Assume You'll Only Get One Shot
Advertising-And the Need for Radical Re-engineering
Thoughts on the New World Order
Marketing in a World of Ubiquitous Information
It Takes a Village to Raise a Brand
The Truth Will Win Out-Sooner Not Later
Catch a Virus
Market to the Brand Broadcaster
Just Thoughts
Marketing is Judo Not Karate
If It's Not Important Enough to Win, You'll Lose
Sir Isaac's First Law
Sir Isaac's Second Law
Stop Fixing Things
The Brand Hijack
Be Careful with the Brand Keys
The New ROI-Return on Imagination
Scenario-Based Planning-An Idiot's Guide
Simplicity-The Ultimate Sophistication
Our Infatuation with Cool
Technology Marketing-It's Different Out There
Positioning You
A User's Guide to the Users Guide
About the Author
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