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9780814472347

Brain Tattoos

by
  • ISBN13:

    9780814472347

  • ISBN10:

    0814472346

  • Format: Paperback
  • Copyright: 2004-11-30
  • Publisher: Amacom Books
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List Price: $17.95

Summary

Your Brand will be so strong, customers won't be able to get it out of their heads! A solid brand leaves a positive impression in the customer's mind, but the impression made by an exceptional brand is virtually indelible. With Brain Tattoos, you will learn exactly how to make your brand truly distinct-and unforgettable. Karen Post isn't going to waste your time with complicated theories or unnecessary marketing jargon. She is going to show you how to maximize your brand's impact, with proven ideas and the practical tools she has used to help her best clients dominate their markets! Book jacket.

Author Biography

Karen Post is a consultant on branding issues

Table of Contents

Foreword by Jeffrey H. Gitomer xi
Acknowledgments xiii
Introduction xv
Chapter 1: Your Brand: How to Create an Indelible Mental Mark 1(19)
From the Brain Trust: What Is Your Definition of a Brand?
2(1)
Is There Ink on Your Tattoo?
3(2)
The Brands Tattooed on Your Brain
4(1)
The Good News: Anyone Can Brand
4(1)
Where to Begin Your Branding Initiative
5(1)
From the Brain Trust: Lead, Don't Follow
5(1)
Be Creative, but Keep Your Message Simple
6(1)
Branding: Not Just for Products
6(1)
Branding: A Family Affair
6(2)
Parent Brands
6(1)
Kid Brands
7(1)
Cousin Brands
7(1)
Licensed Brands
7(1)
Branding: It's About Emotions
8(2)
Connect Through Emotions, Confirm Through Reason
8(1)
Think, Feel Before Function
9(1)
Is It "Brand-Able?" Ten Questions to Ask Before You Begin
10(1)
What Can Be Branded?
11(7)
Company Brand
11(1)
Ingredient Brand
11(2)
Organization Brand
13(1)
Service Brand
13(1)
Event Brand
13(1)
Team Brand
14(1)
Destination Brand
14(1)
Service or Maintenance Agreement Brand
14(1)
Program Brand
15(1)
Certification Brand
15(1)
Bundle of Services Brand
15(1)
Publication Brand
16(1)
Personal Brand
16(1)
Membership or Club Brand
17(1)
From the Brain Trust: How Has Branding Changed?
17(1)
Patterns of Success
18(1)
Five-Second Brand Bites-An Indelible Impression
19(1)
Chapter 2: Brand Checkup: Is Your Tattoo One Big Smudge? 20(12)
The More Brand Assets, the More Valuable the Brand
20(2)
From the Brain Trust: How Strong Is Your Brand?
21(1)
Is the Ink Fading?
21(1)
Tattoo Tests
22(9)
Tattoo Test: Consumer Brands
22(4)
Tattoo Test: Business-to-Business Brands
26(5)
Five-Second Brand Bites-Keep Your Tattoo Vibrant
31(1)
Chapter 3: Brand Moi: Your Personal Brand 32(15)
Why You Need to Be a Brand
33(1)
Creating Your Own Special Brand
34(3)
Tattoo Test: Brand Moi
35(2)
How to Tell Your Brand Story
37(7)
Brand Planning Workout
37(3)
Sample Brand Plan
40(2)
Sample Redprint
42(2)
Personal Brain Tattoo Tool Kits
44(2)
Tool Kit 1: For Individuals Employed by a Company
44(1)
Tool Kit 2: For the Self-Employed
45(1)
Five-Second Brand Bites-You Are Your Own Brand
46(1)
Chapter 4: Brand Warriors: Qualities of Great Brand Builders 47(17)
Creativity
47(8)
How Brand Builders Think
49(3)
Creativity Workout
52(2)
From the Brain Trust: Creativity
54(1)
Fearlessness
55(1)
No Risk, No Brand
55(1)
Vision-Clear and Simple
55(1)
Strategic Thinking
56(1)
Commitment
56(1)
The Ideal Mix: Smart Research, an Intuitive Gut, and Perfect Timing
57(5)
Smart Research
58(3)
An Intuitive Gut
61(1)
Perfect Timing
62(1)
Five-Second Brand Bites-What Every Brand Warrior Must Know
62(2)
Chapter 5: Branding Basics: How to Construct Your Tattoo Plan 64(10)
Questions to Ask Before You Begin Your Plan
65(8)
About Your Market
65(1)
About Your Category
65(1)
About Your Target
66(1)
About Brand Channels
66(1)
About Brand Pricing
67(1)
About Your Competitors
67(1)
About Your Brand
67(2)
About Outside Brand Promotion
69(1)
About Internal Brand Promotion
69(1)
About Market Perceptions of Your Brand
70(1)
Tattoo Plan Outline
70(2)
Brand Redprint
72(1)
Five-Second Brand Bites-Before You Begin
73(1)
Chapter 6: Brand Naming: Art, Skill, and Luck 74(9)
How Much Is a Name Worth?
75(1)
Finding the Right Name
75(6)
Ten Questions to Ask Yourself Before You Begin
76(1)
Literal and Descriptive vs. Obscure and Emotional
77(1)
Names to Avoid
77(1)
Sources of Names
78(1)
From the Brain Trust: A Name That Sticks
79(1)
Six Steps to Take Before Making a Decision
80(1)
Five-Second Brand Bites-What's, in a Name? Everything!
81(2)
Chapter 7: Four Engines of Brand Development 83(28)
Engine 1: Know Who You Are
83(2)
Set Your Goals
84(1)
Define Your Voice and Your Vision
84(1)
Define Your Purpose
85(1)
Define Your Personality
85(1)
Engine 2: Be Unique
85(4)
Determine Your "Points of Distinction"
86(3)
Engine 3: Connect with Those Who Want What You Have
89(7)
Adapt to Change Yet Remain True to Brand
90(4)
Make Data Gathering a Priority
94(1)
Create Customer Loyalty
95(1)
From the Brain Trust: All About Loyalty
96(1)
Engine 4: Deliver a Great Experience
96(13)
Points of Contact
97(1)
Six Components of a Great Brand Experience
98(11)
Five-Second Brand Bites-Rev Up Your Brand
109(2)
Chapter 8: The Fifth Engine: Eleven Tattoo Tactics That Speak Loudly Even When You Whisper 111(37)
Tattoo Tactics
111(2)
Exaggerate, Accentuate, and Eliminate
112(1)
No Risk, No Brand
112(1)
The Three Rs: Reach, Relevance, Repetition
113(1)
Tattoo Tactic 1: Visual Identity
113(3)
Your Logo
114(2)
Tattoo Tactic 2: Advertising
116(3)
From the Brain Trust: Make an Impression
116(1)
Advertising Dos and Don'ts
116(1)
Make the Media Measure Up
117(2)
Tattoo Tactic 3: Brand Partnerships
119(1)
Licensing: A New Level of Profit for Many Brands
119(1)
Tattoo Tactic 4: Media Relations
120(5)
The Truth About Publicity
121(1)
Create a Publicity Plan
122(1)
Grab Attention and Honor the Integrity of Your Brand
122(3)
Tattoo Tactic 5: Community Relations
125(2)
Industry Goodwill
126(1)
Nonprofit Initiatives and Cause Marketing
126(1)
Tattoo Tactic 6: Sales Promotions/Events
127(1)
Start with a Brand-Friendly BIG IDEA
127(1)
Tattoo Tactic 7: Customer Service
128(3)
Is Your Customer Service Poor, Satisfactory, or Memorable?
128(1)
Customer Service Hot Points
129(2)
Tattoo Tactic 8: Sales
131(2)
Integrate the Brand into the Sales Process
131(2)
Tattoo Tactic 9: The Environment and Merchandising
133(6)
Environments Created with the Brand in Mind
134(1)
Beyond Fashion-"Traditionally Not Merchandised" Merchandise
134(1)
Nonretail Merchandising Ideas
135(2)
The Future of Retail Merchandising
137(2)
Tattoo Tactic 10: Online
139(3)
Create a Web Site
139(3)
Leverage Other Online Tools
142(1)
Tattoo Tactic 11: Alternative and Buzz Activities
142(4)
Why Buzz?
142(1)
From the Brain Trust: The Value of Small Talk
143(3)
Want Brand Buzz?
146(1)
Five-Second Brand Bites-Tattoo Tactics That Stick
146(2)
Chapter 9: Internal Branding: Breathing the Brand into Your Organization 148(7)
How to Create an Internal Brand
149(4)
From the Brain Trust: Branding and Organizational Excellence
150(1)
Tactics for Implementing an Internal Brand
151(2)
Measuring Your Success
153(1)
Five-Second Brand Bites-The Breath of Corporate Life
153(2)
Chapter 10: Before You Brand, Protect Your Assets 155(12)
Five-Second Brand Bites-Protect Your Brand
164(3)
Epilogue: Top-Ten Tattoo Taboos 167(4)
Afterword by Michael Tchong 171(2)
Resources 173(10)
Index 183(4)
About the Author 187

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